More Meaningful Measurements for Inbound Marketing Success

More Meaningful Measurements for Inbound Marketing Success

Dollar for dollar, inbound or content marketing generates three times as many leads as those generated by traditional marketing techniques. For most inbound marketers, clicks and conversions are the most relevant markers of marketing success, but the big picture is more complicated than a simple click.

Here are some insights into importance of creating meaningful and engaging content for visitors and how you can measure the success of that content.

It’s About Quality, Not Quantity

If you aren’t careful, all of the pressure to constantly create and send out content can lead to sloppiness or, worse, clickbait. Audiences dislike clickbait to such a degree that content that looks like clickbait actually reduces the chances (between 1% and 9%, depending on which clickbait-esque terms you use) of that email or blog being read.

This doesn’t just refer to the content of your content messaging but the packaging of that message. A recent study in the UK said that almost 60% of content readers choose not to buy from a company whose content is sloppy or contains spelling or grammatical errors!

Create Value

Making sure that your content is valuable to your readers is the key to lead generation and audience engagement. According to a recent LinkedIn survey, the top three factors in creating valuable content are audience relevancy (58%), engaging and compelling storytelling (57%) and triggers a response/action (54%).

For many content marketers, the response/action they want to trigger is a click, which is why clickbait has been so popular.

Drive Recurring Visits

The problem with only measuring views or visitors is that it tells you nothing about the effectiveness of your message. What matters isn’t how many people click on a single piece of content. It’s about how many times a single person clicks on multiple pieces of your content.

In order to measure whether your content is valuable, meaningful and ultimately effective, I would add a new metric for inbound marketers:

B2B marketers should measure repeated readers/visitors to their content assets in a consistent manner.

The best way to encourage repetition both in your messaging and in your response rate is not to simply send out the same basic piece of content via different channels (though this is one method that is still popular). The best way to encourage repetition is to set your content up to be shared. 87% of marketers use social media to promote their content.

This allows you to take advantage of social media advertising and monitoring algorithms that try to serve up relevant content to users based on their behavior within a specific network. Essentially, the social networks do the repetitive promotion for you.

Quality of Clicks

Finally, it isn’t just about the number of clicks your content gets, but the quality of those clicks. For example, video content is, hands down, the most effective form of marketing across all niches. Someone who only watches a few seconds of your video probably won’t turn into a lead. But someone who watches the entire video is more likely to.

Personalize your video content to these people. You can do this by creating personalized marketing messages that are sent out to specific leads. These personalized messages are more likely to be watched all the way through since they are about the viewer and will provide more incentive to viewers to take your desired action than a generic video…though, admittedly, wide-audience video marketing is still the most powerful channel to drive engagement and conversion. According to Nielsen, 64% of marketers expect video to dominate their strategies in the near future. So it’s not difficult to see why.
Remember: if you want to increase your marketing ROI, it’s about the quality, not quantity. Create quality content for quality leads and measure your returning visitors who ask for more.

* Image credit: Cartoons by Jim

Explore More Content

Generic selectors
Exact matches only
Search in title
Search in content
post

Subscribe to Our Newsletter

Explore More Content

Related Articles

5 Reasons Your Customer

5 Reasons Your Customer Service Strategy Isn’t Working

You know customer service matters. The vast majority (95%) of consumers say it’s critical for brand loyalty. And 93% of customers are likely to make repeat purchases with companies that provide excellent customer service. But an influx of new technology, processes and channels have made customer service increasingly complex, leaving brands struggling to keep customers happy. What happens when your customer service strategy falls short? Ultimately, loyalty suffers. Maybe you’re seeing a dip in your NPS scores or noticing that churn is on the rise. We’re here to help. Below, we’ll dig into the top 5 reasons your customer service strategy may be leaving customers frustrated. 1. You’re Reactive, Not Proactive Customer service isn’t just about solving problems. It’s also about preventing them. By doing so, you avoid preventable issues that can upset customers. Better still, it shows customers your dedication to creating a seamless customer experience before they have

Read More
Japan Airlines

Japan Airlines Upgrades Its First-Class CX With Idomoo

Japan Airlines is taking the pre-flight experience for its top customers to the next level with Personalized Video. Now, when first-class travelers scan their boarding pass, they get a video made just for them, delivered right in their JAL+ Lounge app. Powered by Idomoo’s Next Generation Video Platform, the videos include real-time flight information so travelers get everything they need to know at a glance. This includes how long it takes to walk to their gate, their anticipated arrival time and more. See one personalized example in the GIF below. Each personalized data point is up-to-the-minute accurate, and delivering this content in a video format makes it engaging and human for a next-level customer experience. What makes these videos different from any other video your airline might send you? Here’s a peek. Real-time video generation: This allows the latest flight information to sync with the video right when the viewer

Read More
The Secret to CX

The Secret to a Customer-Centric Digital CX

A version of this article appeared on CMSWire. You can read it here. Looking for the secret to a better, more customer-focused digital CX? You’re not alone. Brands are increasingly embracing digital customer experiences across the customer journey. But there’s a serious gap between how effective brands think these experiences are and how effective they actually are. According to one recent study, while 53% of brands believe that their customers are satisfied with their digital self-service tools, only 15% of customers agree. In another report, PWC found that 54% of consumers believe CX in most companies needs improvement. Given all this investment poured into delivering an exponentially growing variety of digital customer experiences, what isn’t working? Why are customers unsatisfied and brands missing out on the ROI for their efforts? Like most solutions, we have to look first at the problem. The Issue With Today’s Digital CX Your digital CX

Read More

Request a Demo

Leave your details below, and our team will contact you ASAP to show you what Personalized Video can do for you.