marketing analytics and reporting workbook...marketing blogging social media workflows calls to...
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MARKETING
ANALYTICS AND
REPORTING
WORKBOOK for HubSpot Customers
A Publication of
Measure &
Report on your
Marketing using
HubSpot.
2
USE WITH THE
COMPANION EBOOK
Get the most out of this workbook by using it alongside
the companion ebook.
www.hubspot.com
Get the ebook.
3
HOW TO USE THIS
WORKBOOK Use this workbook with the companion ebook.
The ebook will help guide you through the
real-life examples in this workbook.
www.hubspot.com
MARKETING BLOGGING
SOCIAL
MEDIA WORKFLOWS
CALLS TO
ACTION
PROSPECTS SOURCES
LANDING
PAGES
Know the basics: You should be familiar with the
HubSpot tools listed to the right.
Use consistent date ranges: Measure the same
date range for all the exercises in each chapter.
Vary your analysis: Select different items to
analyze within each tool. Avoid selecting the same
landing page for all five landing page exercises if
possible.
Go back in time: You should have at least six
months of data in your HubSpot to get the most
out of the exercises in this workbook.
4
MARKETING ANALYTICS
By Alan Perlman and Erin McCarthy
FOLLOW ME ON TWITTER
@ALANPERLMAN
www.hubspot.com
FOLLOW ME ON TWITTER
@ERINMCCARTH
5
DETAILED ANALYSIS /6
LANDING PAGES /7
KEYWORDS /10
EMAIL /13
CALLS TO ACTION /16
SOCIAL MEDIA /19
PROSPECTS /22
WORKFLOWS /25
PAGE PERFORMANCE /27
CAMPAIGN GOALS AND TIMEFRAMES /30
CREATE A MARKETING REPORT /32
NEXT STEPS /36
CONTENTS
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6
CHAPTER 1
DETAILED
ANALYSIS
ANALYZE EACH TOOL FOR QUICK WINS
7
Select a date range and
use the same one for each
exercise in this chapter.
Last six months
Last twelve months
Other
All time (w/ HubSpot)
Last quarter
8
Are your Landing Pages being viewed? Sort your Landing Pages by views.
Select from among those that are getting a low amount of views.
Write the name of one of the Landing Pages with the least total views.
Write the name of one of the Landing Pages with a large decrease in views.
Select one. Write the name of the one you will promote and explain how
you’ll do it.
Are your Landing Pages converting? Sort your Landing Pages by submission
rates from lowest to highest. Select from among those that are generating
views.
Write the name of one of the Landing Pages with a low submission rate.
How many Landing Pages have a submission rate below 15%?
Name the Landing Page you’ll optimize or A/B test* and explain how you’ll
do it.
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Landing Pages
*Enterprise only
9
Do you have offers aimed at all stages of the buying process? View all your
Landing Pages and write down the total number of Landing Pages that
target each stage of the buying cycle.
Early Middle Late
Which buying stage will you create offers for and next steps?
Are your Landing Pages generating new Contacts? Sort Landing Pages by
new Contact rate and choose one with a low new Contact rate.
Select a Landing Page that is associated with the research buying stage.
How will you promote this Landing Page to new Contacts?
Is your content creation engine running smoothly? Sort your Landing Pages
by publish date from newest to oldest.
How many offers are you creating each month on average?
How many offers will you create next month and what are your next steps?
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Landing Pages
10
Prioritize each completed landing
page section. Identifying which
section is most important to
complete, and which is least
important, will help you prioritize
your action items later.
Are your landing pages being viewed?
Are your landing pages converting?
Do you have offers aimed at all stages of the buying
process?
Are your landing pages generating new Contacts?
Is your content creation engine running smoothly?
11
Are you tracking and targeting long tail keywords? Go to long tail
keywords under Recommendations. Use these in Get Suggestions to find
variations and select four to focus on.
#1 #2 #3 #4
What pages will you create or optimize around these keywords?
Which keywords should be yielding more conversions? Go to Conversion
Opportunities under recommendations. Select four to focus on.
#1 Page(s) ranking for this keyword
#2 Page(s) ranking for this keyword
#3 Page(s) ranking for this keyword
#4 Page(s) ranking for this keyword
What calls to action will you add to the page(s) ranking for this keyword?
Hint: The call to action and offer should be related to the keyword.
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Keywords
12
Which keywords might rank better with a bit more focus? Go to ranking
opportunities. View visits, rank, and difficulty. Write down four to focus
on.
#1 #2 #3 #4
What content will you create for these keywords?
Are you tracking a wide enough range of keywords? Use the Get
Suggestions tool to add more.
www.hubspot.com
Keywords
13
Prioritize each completed keyword
section. Identifying which section is
most important to complete, and
which is least important, will help
you prioritize your action items later.
Are you tracking and targeting long tail keywords?
Which keywords should be yielding more conversions?
Which keywords might rank better with a bit more
focus?
Are you tracking a wide enough range of keywords?
14
Are your email recipients clicking through? Sort the emails by click rate
and filter to sent emails.
Write down the number of emails with a click-through rate below 4%.
What trends do you see in emails with low click-through rates, and how
will you use these trends to improve your email content moving forward?
What click-through rates are your automated emails getting? Filter your
view to automated emails and sort by click rate.
What trends exist in automated emails with click-through rates below
4%? Which automated email will you improve, and how?
How high are your unsubscribe rates? Sort by unsubscribe rate.
Select an email from among those with an unsubscribe rate over 1%.
Record the total number of emails with an unsubscribe rate over 1%.
Why is your unsubscribe rate over 1%, and what will you do to change it?
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15
Do your emails have a high spam report rate? Sort your emails by spam
report rate.
Write the number of your emails that have a spam report rate over 1%.
Why do you think the spam rate for your selected email is over 1%? What
steps will you take to bring this down?
Are the emails you send on a recurring basis trending well? View sent
emails and filter your view by email name. Sort by send date.
Is your open rate going up or down over time? By how much?
What next steps can you take to increase the performance of these
emails?
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16
Prioritize each completed email
section. Identifying which section is
most important to complete, and
which is least important, will help
you prioritize your action items later.
Are your email recipients clicking through?
What click-through rates are your automated emails
getting?
How high are your unsubscribe rates?
Do your emails have a high spam report rate?
Are the emails you send on a recurring basis trending
well?
17
Which calls to action aren’t being seen? Sort your calls to action by
views.
Hint: Select from landing pages that have a submission rate over 15%
if possible.
Write the name of a call to action among those with the lowest views.
How many pages is this call to action located on?
How many emails is this call to action included in?
Why isn’t this call to action being seen? What steps will you take to
promote the call to action further?
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Calls to Action
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Which calls to action have low click-through rates? Sort your calls to
action by view-to-clicks.
Write the name of one of your calls to action from those with the lowest
view-to-clicks rate.
How will you improve or A/B test* this call to action to get more clicks?
Are visitors following through with submissions? Sort your calls to action
by clicks-to-submission rate.
Write the name of one of your calls to action with the lowest clicks-to-
submission rate.
How will you improve or A/B test* this call to action to get more clicks?
www.hubspot.com
Calls to Action
*Enterprise only
19
Prioritize each completed calls to
action section. Identifying which
section is most important to
complete, and which is least
important, will help you prioritize
your action items later.
Which calls to action aren’t being seen?
Which calls to action have low click-through rates?
Are visitors following through with submisisons?
20
Are you growing your audience over time? Go to Social Media Reach in
your HubSpot.
Which channel is yielding the lowest reach?
Which channel has had the least growth over the past six months?
Which channel will you target for growth and how will you get there?
Are you consistently engaging your followers? In your social media
dashboard, sort by Published.
On average, how many posts do you share each week?
If you need to post more updates, when will you post and what type of
content will you share?
Hint: HubSpot can schedule social media updates ahead of time.
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Social Media
21
Is your content relevant? In Social Engagement, look at the summary
panel.
Which channel is generating the most engagement?
Which channel is generating the least engagement?
For the channel generating the least engagement, what can you do to
make the content you post there more relevant to users of that channel?
Are people clicking through? Sort by clicks in your social media
dashboard. Look for trends in the most clicked and least clicked posts.
Write three trends you see among the content that’s clicked the most.
Write three trends you see among the content that’s clicked the least.
Which channel will you focus on improving clicks for, and how will you
make the content more relevant to users of that channel?
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Social Media
22
Prioritize each completed social
media section. Identifying which
section is most important to
complete, and which is least
important, will help you prioritize
your action items later.
Are you growing your audience over time?
Are you consistently engaging your followers?
Is your content relevant?
Are people clicking through?
23
Which companies need just a bit more coaxing? Select a company from
those that have high visits but no contacts.
Company name(s):
How did they find your site?
What content are they looking at? What are they interested in?
What offers will you create that will appeal to people at these companies,
and where will you place the calls to action for them?
Can you spot any existing customers? If you can find an existing
customer in the list, drill down into the company details.
What pages are they viewing? Which contacts from the company are
viewing them?
Does it seem like there is any opportunity for an upsell?
Is the relevant salesperson aware of the activity?
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Prospects professional and enterprise only
24
Are there companies on the list that are already engaged in the sales
process? Dig into content viewed and contact details.
Name of company:
Is sales aware of this activity?
Who has high levels of activity? Which companies have a high number of
visits and/or number of contacts visiting? .
What topics interest this company? And who in the company is looking at
them?
Is sales aware of the activity?
See any trends? Scanning though the list, do you see any common
industries or company types visiting your website that you didn’t expect?
What industries are the most active on your website?
What content can you create that is targeted specifically to this industry?
www.hubspot.com
Prospects professional and enterprise only
25
Prioritize each completed prospects
section. Identifying which section is
most important to complete, and
which is least important, will help
you prioritize your action items later.
Which companies need just a bit more coaxing?
Can you spot any existing customers?
Are there companies on the list that are already
engaged in the sales process?
Who has high levels of activity?
See any industry trends?
26
How many contacts are you losing? Sort by total or active contacts to see
the most active email workflows. Drill into the performance of your most
active or most important workflows.
Write the name of a workflow with a lost contact rate over 1%..
What factors determine the enrollment of a contact in this workflow?
How can you make the content in the emails contained in this workflow
more relevant to those contacts?
Are there emails within workflows that aren’t performing as well as the
others? Drill into the performance of your most active or most important
workflows.
Write the name of a workflow that contains an email with a far lower
performance compared to the other emails in the workflow.
Write the name of email that’s not performing as well as the others.
What steps will you take to improve the email or spread out the cadence?
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Workflows professional and enterprise only
27
Prioritize each completed workflows
section. Identifying which section is
most important to complete, and
which is least important, will help
you prioritize your action items later.
How many contacts are you losing?
Are there emails within workflows that aren’t
performing as well as the others?
28
On what pages can you increase submissions? Sort by views. Among the
most viewed pages, choose one that has a conversion rate that’s zero or
under 5%..
Write the name of the page or blog post you selected.
What keywords are bringing people to this page?
What calls to action can you place on this page? Is there an existing call
to action that should be revised?
Hint: Calls to action should be related to the keyword topics.
What general SEO improvements can you make? Are there pages in the
list that have errors or warnings? Choose 1-3 pages to focus on.
List the three Pages with errors or warnings and the primary keyword
each page is targeting.
What actions will you take to optimize these pages?
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Page Performance
29
Which successful blogging trends can you repeat? Filter to blog posts
only and sort by views. Look for trends amongst the most viewed blog
posts. What is working?
First trend
Second trend
Third trend
How will you use the trends you found to improve your content strategy
moving forward? What are the next steps you need to take to do so?
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Page Performance
30
Prioritize each completed page
performance section. Identifying
which section is most important to
complete, and which is least
important, will help you prioritize
your action items later.
On what pages can you increase submissions?
What general SEO improvements can you make?
Which successful blogging trends can you repeat?
31
CHAPTER 2
CAMPAIGN
GOALS AND
TIMEFRAMES
PRIORITIZE AND FOCUS
32
Select a date range and
use the same one for each
exercise in this chapter.
Last six months
Last twelve months
Other
All time (w/ HubSpot)
Last quarter
33
Establish campaign goals using Sources. Where is your funnel struggling
the most? Should you focus on a campaign to increase visits, leads, or
customers?
Which campaign makes the most sense for you to run right now?
What is your campaign goal? This should be expressed using a number.
What is the deadline you’ll set for accomplishing this goal?
What steps will you take to accomplish this goal?
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Campaign Goals and Timeframes
34
CHAPTER 3
CREATE A
MARKETING
REPORT
10 SLIDES THAT CELEBRATE YOUR WINS
35
Select a date range and
use the same one for each
exercise in this chapter.
Last six months
Last twelve months
Other
All time (w/ HubSpot)
Last quarter
36
Visits by source. On your sources chart by visits, what is the greatest
improvement over time? What did you do to get there?
Top ten blog posts by page views. Why are these your top ten? Add
one bullet showing how you accomplished this.
Marketing grade vs. competitors. Identify a trend and explain it on a
bullet in your slide.
# of indexed pages vs. competitors. Talk about all of the compelling
content you’ve been creating.
# of linking domains vs. competitors. Talk about all of the great
promotion you’ve been doing, whether through social media or some
other means.
Marketing Report
www.hubspot.com
BUILD THESE TEN SLIDES
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Contacts by source. Which source is generating the most contacts?
Talk about your best landing pages and where you’re promoting them.
Top ten landing pages by submissions. Talk about why your offers are
resonating and why they’re so effective.
Paid vs. organic contacts. Talk about the content you’re creating to
divert traffic from paid keywords to organic ones.
Customers by source. Talk about the work you’re doing to promote
your best content out to that source.
Top ten landing pages by customers. Why are these your top ten? Talk
about the why the offers consistently bring in qualified leads that turn
into customers.
Marketing Report
www.hubspot.com
38
Number of leads sales worked. How many of the leads you generated
through inbound marketing did sales contact?
Top ten landing pages by customers. Why are they your top ten?
Paid vs. organic contacts. What efforts are you putting in for organic?
Marketing Report
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Extra-credit reporting ideas
39
CHAPTER 4
NEXT STEPS
LIST YOUR MOST IMPORTANT NEXT STEPS
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For each section below, write the item that you designated as priority
number one in the previous sections. This will be a to-do list of your
most important items. Include the due date.
Landing Pages Due Date
Keywords Due Date
Emails Due Date
Calls to Action Due Date
Social Media Due Date
Prospects Due Date
Workflows Due Date
Page Performance Due Date
Campaign Goal Due Date
Next Steps
www.hubspot.com
41
Wow, you’ve put a lot of work and thought into analyzing your inbound
marketing and completing this workbook. It’s pretty impressive.
This workbook now contains all the performance details you’ll need, from
each tool, to your funnel, to building the slides that present a window into
your inbound marketing.
The completed workbook can be used in many ways. Get together with
your team and go through your conclusions. Even better, have the team
go through the exercises themselves and meet to discuss everyone’s
point of view. You can also present the findings to your boss or use it to
create a marketing plan.
Remember, you can revisit this ebook as often as needed. Happy
analyzing!
This workbook now
contains all the details
you’ll need…
42
ASK THE
PROFESSOR Questions? Ask HubSpot Professor Alan Perlman
via email or by attending the live class.
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Ask the Professor
Attend the live
workshop
43
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SERVICES Work with an expert consultant to take your inbound
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