Data. That's what everybody is talking about. Not just any old bit of data either. No, the data that people are talking about is big and complex data. Do a Google news search for articles mentioning big data from the last 24 hours and you will get over 10 pages of results, but the big opportunity for many B2B firms remains in small data such as website analytics. This blog focuses on those opportunities and how B2B firms can mine that data for quick wins and increased lead conversions.
Landing page metrics
In front of every great piece of B2B marketing content sits a data capture form waiting to be filled in. It is the landing page that turns an ordinary brochure website into a lead generating marketing asset. With that in mind, you need to consider the following metrics when reviewing your landing page performance.
- Call-to-action click-through rate: A landing page is only effective when people actually land on it. As such, you need to make sure the pathways to the landing page, i.e. your calls-to-action, are actually driving people to the landing page in the first place.
- Visitors-to-lead conversion: A landing page that gets 1,000 hits a month but only converts in to 1 new lead a month would politely be referred to as under-performing. Monitoring your visitor-to-lead conversion rather than simply the landing page traffic is vital if you are to be able to optimise your landing pages for lead generation.
Search engine optimisation metrics
One of the key goals of your ongoing digital marketing efforts should be to increase traffic to your website from organic search and to improve your search rankings for targeted keywords to get closer to that no. 1 spot. Along the way there are various different factors that you'll want to measure in order to be able to measure your progression.
- Organic search traffic: The most simple and fundamental of all the SEO metrics you should be measuring is, quite simply, the increase in organic search traffic over time. Did you get more people arriving on your website through organic search this month compared to last month? If so, well done. You're doing something right.
- Unique search terms: Aligned to the above metrics is the unique search terms through which you are being found. Are these terms increasing? Are you being found for more long-tail keywords than you previously were? Your ongoing blogging efforts should help build more long-tail keyword traffic over time.
- Inbound links: Despite the importance of inbound links slowly diminishing as search engines continue to refine their algorithms, they do still play an important role in determining search engine rankings. They also help you find out if you're doing something right insofar as if people are sharing and linking to your website, your content is probably well received.
Business blogging metrics
More often than not it is only when data is analysed that marketing directors and chief executives begin to take the company blog seriously. A well maintained corporate blog is often unrivaled as a means to growing brand reach, increasing website traffic and generating new leads. To ensure your blog is delivering on these promises, monitor the following stats.
- Individual post views: Regularly checking the page performance of your blog posts is essential to finding patterns to help steer your content and help drive new leads. Why so? Because that blog post you published three months ago that still gets 50 hits per day could become a valuable source of new leads if you put the right call-to-action and content offer on there.
- Blog traffic sources: If your content is resonating with your desired audience it will likely be shared into online communities that you didn't even know existed. Monitor the sources of traffic and try to identify potential websites that you could be engaging with better to grow your presence.
- Visitor-to-lead conversion rates: Blogging with the purpose of generating new leads requires that you monitor the sources of your new leads. After all, you want to know the people coming to your blog are the people you want to sell to. See which blogs are converting the the most visitors-to-leads, or, at the very least, which are providing the most click-throughs on your calls-to-action. Use this information and produce similar content in future.