In a world of marketing automation and big data there are an endless number of data points that can be used to determine the effectiveness of your inbound marketing plan. In many cases companies dig perhaps too deep and lose focus on the progression and growth of their brand.  Everyone knows the importance of tracking leads, mql's and sql's, but there are a few other metrics to keep an eye on.

Website Visits

The pure number of people stopping in at your site provides insight into the reach and scope of your marketing efforts. Each visit presents an opportunity to convert your targets into a lead.

• Increase blogging frequency to 12-16 per month
• Develop a long tailed keyword strategy to improve SEO
• Register with online directories

Blog Views

Blog views shed light on the reach of your content and the degree of which your company is perceived as a thought leader in your industry.

• Post to all company social network pages and share with industry relevant discussion groups
• Send monthly blog recap emails and include them in company newsletters
• Distribute relevant links when participating in conversations within blog comment sections

Content Downloads

This is the point when a visitor becomes a prospect. It lets you know where they are in the buying process and what services they may be interested in.

• Include a call to action that links to a landing page for relevant downloads on all blogs
• Share landing pages directly to all social channels
• Compile an extensive library that targets prospects at each stage of the funnel

Social Following

Social media provides a vital avenue for content distribution. Increasing your online following extends the reach of your brand and provides an opportunity to engage with your audience.

• Use online tools such as Twiangulate to increase your Twitter following
• Join industry relevant discussion groups and participate in conversations
• Network and partner with influencers that can help distribute your posts

Appointments

The chance to give a presentation or even make a follow up call is one of the most valuable opportunities for marketers and it shows the impact of your content and initial pitch.

• Use website forms to allow prospects to set their own appointments
• Focus teleprospecting efforts on establishing specific date and times for meetings
• Follow up initial conversations with emails providing personalized educational content

Sales

Ultimately, the number of sales your company makes will determine the effectiveness of your marketing efforts. While there are an endless amount of variables, the number of leads that convert into sales will show how well you are reaching your target audience.

• Purchase quality contact lists from trusted sources
• Use inbound marketing efforts to create segmented lists of qualified targets
• Use email blasts to create contact lists of those that click or open

Renewals

Repeat business is essential to maintain your bottom line. It allows you to focus on innovation and expansion while developing a loyal customer base. In most cases this metric will show how well your product or service met expectations.

• Use email workflows to make customers aware of additional products and services
• Invite clients to attend and participate in webinars
• Interview current and past customers for written or video blogs

There are of course several other metrics you can analyze to determine the whether or not your marketing efforts are providing the desired results. Ensuring you are focusing on your primary objectives will help you avoid paralysis by analysis.

A truly effective marketing plan involves detailed planning and the merging of inbound and outbound strategies.