What’s the difference between outbound and inbound marketing? Analytics of course. And these analytics is what separates inbound from outbound. Like man from animal, our intellect is what separates us from the beast. So I guess you could say inbound marketing is more humanistic compared to outbound (the beast). So let’s take a look at some of the report tools offered by Hubspot.
Conversion Assists
Hubspot has a plethora of tools under their reports tab that can help give you analytics. Let’s discuss conversion assists. Conversion assists are pages on your website that contacts have viewed prior to becoming a contact. Pages that rank highly in this section have one of the following things going for them:
1) Awesome content that attracts highly qualified leads to them or
2) Good calls-to-actions that help your visitors convert into potential leads
These pages help give you an idea of what your visitors are looking for before they end up converting on an offer. Having this information can help you decide which pages you need to start pushing more traffic to in order to make your visitors more knowledgeable about your company. So by using this information you can start improving your lead conversion rates. Write more blog posts similar to your top articles to increase the amount of information around your best content. Start promoting these top pages on other lower-converting pages; create calls to actions on these pages to draw more attention to your best material. Lastly, you could align your lead nurturing campaigns with these pieces of content. This content will address what your leads care about the most.
Page Performance
Page performance is a great tool to use for a couple of different reasons. First it can be used as an SEO tool. Page performance offers an on-page SEO screen which assesses your page for SEO flaws. Since search engines crawl your page to determine what it is about, you should make sure all the critical parts to SEO are in place to help your SEO, instead of hurting it. This tool will list problems with each page and it is your job to edit these pages to correct the problems. Correcting these problems can help improve your overall rank.
Next you can look at the analytics for each of your website pages. More specifically, you can focus on the analytics of your blog pages. Page Performance gives your 5 different on-page analytics: Views, CTA %, Comments, keywords and links. You can also sort these analytics by specific time frames. This gives you a quick snapshot of how each of your blogs are doing. You can tell which ones are causing the most click-throughs to a landing page or which blog is bringing in the most interest. This can help you decide what your audience and truly interested in and what kind of content is converting leads. These are all important when trying to decide new blogs titles.
Conclusion
The reports tool has a bunch of different capabilities and I have only scratched the surface of two of the components within the reports tool. Using these analytic tools is important to find out what your visitors are viewing. Both of these tools, conversion assists and page performance will help you determine what your visitors deem important or useful. This can help you refine your overall marketing strategy. If you don’t know what your leads are looking for, then it is nearly impossible to attract and then convert these leads. Taking a deep dive into your reports tools can help give you a better idea of your target market. So don’t be an animal, think logically about your marketing plan and start tracking what people find interesting on your site.
