Customers today engage in a "non-linear" buying process, according to Gartner's B2B buying journey. You can pat yourself on the back for each successful B2B purchase because the buying process has typically become more extensive, and your customer has said yes to your product after passing through multiple stages.
However, you should keep in mind that the first step in every business' purchasing journey is a web search. If you want to be in the picture, or if your product (or service) should be considered when a business begins to search for a product that solves their specific problem, you must be in the top 10, and your product must have a good online reputation.
Fortunately, inbound marketing can assist you in establishing that reputation.
What exactly is inbound marketing?
Inbound marketing is the process of organically driving customers by creating quality content across multiple channels that will assist them in solving their problems.
The unique advantage of the content you create is that it is accessed by both your customers and people who are unaware of your products and services. Because your content is also accessed by a new audience, the higher the quality of your content, the better your first impression.
Overall, inbound marketing increases your product's visibility and credibility, which leads to increased trust and more customers and revenue.
What are some of the most well-known inbound marketing channels?
You can create content for a variety of inbound marketing channels to address your audience's problems. However, it is best to select channels that your target audience is most likely to use. Here is a list of popular inbound marketing channels that will aid in the development of your online reputation:
- Landing pages
- Social media
What is the definition of inbound marketing analytics?
Inbound marketing analytics is the process of evaluating your inbound marketing efforts and determining whether your initiatives are producing the expected results in terms of company goals.
However, most marketers are concerned about their inability to effectively track the performance of their marketing. Inbound marketing data is more difficult to track because it is dispersed across multiple applications.
Well, not anymore.
You can now import data from multiple marketing tools automatically, visualize each piece of data, and extract meaningful insights. All of this is possible thanks to marketing analytics and a modern self-service BI platform like Zoho Analytics. For an overview of analyzing marketing data from various applications, see one of our previous blogs on marketing analytics.
Zoho Analytics for inbound marketing data analytics
Zoho Analytics, a self-service BI and analytics platform, combines data from 250+ sources, including 15+ marketing tools.
You can analyze data from all of your marketing tools in one place with Zoho Analytics as your business intelligence software, saving you the time and effort of juggling between apps. Furthermore, the most recent BI technologies, such as artificial intelligence, machine learning, and natural language processing, assist you in extracting key insights from your marketing data.
Marketing dashboards can help you better analyze your inbound marketing data. Dashboards allow you to visually analyze data from multiple sources in one place and easily derive insights.
Marketing dashboards are not the answer to improving your inbound marketing strategy; however, they will assist you in quickly and accurately finding the answers you seek.
Dashboards for inbound marketing
An inbound marketing dashboard will allow you to analyze all of your inbound marketing data in depth from a single location, including multiple channels such as SEO, social media, and landing pages.
It only takes a single setup. Connect your marketing apps to Zoho Analytics and let the data sync at your specified intervals. You can also use dragging and dropping data columns to create standard and custom reports that you use on a regular basis to track performance. Don't worry, these reports are automatically updated whenever your data is synced.
When you use multiple marketing apps, you collect a massive amount of data—and the size of the data grows in proportion to the stage and growth of your product. You can track the data that really matters with an inbound marketing dashboard to make better decisions.
It all comes down to separating good data from bad and key insights from noise.
An example of an inbound marketing dashboard with data from multiple marketing apps is shown below. We've linked HubSpot Marketing for blogs and landing pages, Google Analytics for SEO, and
Instagram and YouTube for social media, for example. We've also imported webinar data from Zoho Showtime.
With this dashboard in place for your company, you won't have to double-check every marketing tool you use. You have all of the data in one place, in the form of informative visualizations, and you can begin deriving insights immediately.
In terms of insights, this dashboard can help you determine which landing pages are performing well based on time on page, bounce rate, and CTA clicks. With these insights, you can further optimize and improve the performance of the remaining pages. Similarly, you can assess the performance of blogs based on reading time, social media posts based on engagement, and much more.
Inbound marketing KPI dashboard as a bonus
As a marketer, you'll already have a lot on your plate, and you may need to track the performance of critical metrics quickly. This is where an inbound marketing KPI dashboard can help.
You can create a marketing KPI dashboard by selecting key metrics to track on a regular basis. For more information, see one of our previous blogs on KPI dashboards.
Here's a marketing KPI dashboard with critical metrics that you should monitor on a daily or weekly basis.
Interactive version of the dashboard
You can keep track of important metrics from this dashboard without having to switch between apps. If you notice a drop in any of the metrics, simply click the More info button to return to the main dashboard for more in-depth analysis.
Using Zoho Analytics, you can derive meaningful insights from inbound marketing data.
If you're using multiple inbound marketing tools and want to analyze all of the data in one place to derive meaningful insights, you can Sign up for a 15-day free trial with Zoho Analytics and explore the capabilities on your own.
You can also sign up for a personalized demo with PyramidBITS to see how Zoho Analytics can help you make better marketing decisions.
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