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How to measure the success and ROI of your inbound marketing campaign

February 6, 2017

Business owners need to measure the return on investment of their marketing campaigns, and inbound marketing campaigns are no different. Marketers are placed under increasing pressure to track and measure their campaigns in order to show their worth and in many instances (especially traditional marketing) it’s still almost impossible to show exact figures.

Luckily, with digital marketing, there are definitely ways to determine if your inbound marketing campaign is working or not, make adjustments and measure the success of a campaign. Here are a few ways to offer solid metrics:

Call to action

Before you launch an inbound marketing campaign, you will need to set clear goals. The best way to get a potential client to become a paying client is to have clear calls to action (such as ‘sign up for our newsletter’, ‘download our whitepaper’ or ‘buy this product now’). Measuring the click-through-rates and conversions of the action that has been completed will show you how successful your campaign is.

Track landing page statistics

In order to set up an inbound marketing campaign that speaks to the needs of your target audience, you will need to create landing pages that will address any concerns that the client may have and offer a solution. Make sure that you have Google analytics on these pages so that you can monitor the website traffic.

Email marketing

If you are using email marketing as part of your inbound marketing campaign, you will be able to market to your established leads. You can track the success of this part of your campaign by looking at the delivery rates, open rates and bounce rates of your email campaign.

If you are interested in launching an inbound marketing campaign, then download WSI’s free checklist on how to run and manage this campaign. Kick-start your digital marketing campaign with WSI today!


About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 


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