Return on Internet Marketing spend using HubSpot
Posted by Chris on February 25th, 2011The reason that I recommend that my clients use HubSpot Inbound Marketing software is because I want them to be in control of thier Internet Marketing spend and investment.
When researching for this article I quite liked this post here
http://www.wsiwebpro.com/roi-formula-internet-marketing.html
which offered a ” Common Sense ROI strategy ” which basically was ” Increase the traffic to your website OR increase the conversion of traffic to leads OR both “.
Within that simple advice are hidden some basic things that some people just do not understand.
As I have said in earlier blogs the key to a website is how often it is found by the right people ( for the product or service that you are supplying ) and it is of lesser importance what it looks like as long as it converts visitors to leads well.
As very few Internet Marketing and Website Design companies understand this very few of them ask a critical question ” What ( words and phrases ) are you trying to be found for and who are your likely customers?? ”
In fairness those that do often struggle to get a response because thier clients simply do not know the answers to these questions. ( The answer to the first part of the question requires that the client put himself in the mind of thier client and think what they would type into Google in order to find the product or service that they provide . The answer to the second part of the question requires that they understand the typical profile of thier target customer. )
When you have your website being found by lots of the right people then you have TRAFFIC !! The you only need to convert that traffic to a lead. ( To be a lead you need some information about the enquirer e.g. name and email address. )
Conversion of traffic into leads is an art that I will not go into here.
The reason that I recommend HubSpot Inbound Marketing software to my clients is that I want to know ( and they need to know ) how much traffic they have; how it is increasing ( hopefully ! ) over time and where that traffic is coming from.
Is it coming from e.g.
– Direct Traffic ( someone just typed in the name of your company – implying that your name is well known for that type of product or service )
– Organic Traffic ( implying that you ARE being found for the words and phrases that you have optimised for )
– email traffic ( implying that you are getting people signing up to your blog/website and your email camapigns are working )
– Referrals ( implying that other people are spotting and highlighting and propagating your information )
– Social Media ( implying that people are following your Facebook, Twitter, Linkedin pages and that they are following these back to your blog/website ).
etc etc
Once we know what is happening to our traffic and where it is coming from we can fine tune to get more and then to convert that traffic into leads and then, all importantly, into sales.
Once we know how many of what product or service we sold ( at what price and profit ) we can work out what our Return on Internet Marketing spend is.
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