At some point in your career, you must have heard an “expert” tell you that you have to do things differently or your business will suffer. But as soon as you see through that person’s generalities, you end up asking yourself, “How will that work for my business?”
An inbound marketing assessment (IMA) permits you to understand what you’re doing well in terms of your online presence and what you need to improve. Your website is your first point of contact with potential customers or clients and it’s also what all of your inbound marketing endeavors point to. Your website influences your results on every single metric including social media engagement, lead generation, brand awareness, and sales strategies.
With that in mind, here are six reasons why your startup needs inbound marketing assessment:
1.) Research and awareness
Are you adequately pulling in, supporting, and converting leads into clients or customers? Are you effectively reconnecting with old or dynamic prospects?
An inbound marketing assessment will help you clarify your online strategy. The first step in getting your online presence to work for you is to have a presence. The vast majority of online customers and clients conduct product research online before they ever make a purchase, so it’s critical that your site and web advertising represents you well.
The following components of your web presence are important during the research and awareness phase of the sales cycle:
SEO (Search Engine Optimization)
SEO, along with search engine marketing (SEM), helps you create awareness of your products or services at the moment when potential customers are looking for them.
- How many high-quality websites link to your site?
- Is your site properly optimized from a code and technical standpoint?
Substantive, catchphrase-rich content educates your potential clients, showcases your expert status, and drives people to your website.
- Is your content designed to attract customers?
- Does your website answer prospects’ questions about what you’re selling?
- Does your site promote you as an industry thought leader?
- Is your site readable on mobile devices?
Social media allows you to collaborate with potential clients and it gives them opportunity to give you feedback, as well.
- Is your site integrated with social networks?
- Is your content easy to share?
- Do you share content on social media effectively with the aim of attracting new prospects?
Many organizations don’t know how to track clients through their online sales channel making it difficult to evaluate the effectiveness of their efforts. An inbound marketing assessment should include recommendations for the reporting tools you’ll need to analyze your program’s performance at each stage of the sales cycle.
An IMA helps you evaluate your website’s attractiveness and ability to nurture leads, as well as better understand your lead conversion rates and underlying web analytics. Here are some questions that help you effectively evaluate your own website:
- Does your website’s design attract new visitors?
- Does your website effectively convert leads into customers?
- Does your website help bring your company a steady flow of prospects and encourage those prospects to return?
3.) Lead generation & customer acquisition
Just getting people to look at your site doesn’t pay the bills! The following areas of inbound marketing assessment determine how well your online marketing converts visitors into leads and nurtures those leads into deals.
- Landing pages
- Contact forms (lead group)
- Mailing list subscriptions (lead nurturing)
- Social media connections (likes, follows, etc.)
- Social media engagement (shares, comments, retweets, etc.)
- Content downloads (white papers, catalogs)
4.) Competitive analysis
An inbound marketing assessment forces you to investigate your performance in showcasing your business. You need to know the following information about your top three competitors:
- Your competitors’ website traffic relative to yours
- The visibility of your competitors’ websites on search engines relative to yours
- Your competitors’ comprehensive marketing grade compared to yours
With this information in hand, you can close the gap on your competitors’ marketing plans, and outpace, outrank, and outsell them.
5.) Sharpen your focus on data and metrics
Collecting data on the following categories will give you a clear picture of what you need to improve on and what you’re doing well:
- On-page SEO elements including keywords, meta tags, and internal links
- Search engine marketing results
- Re-marketing efforts
- Online marketing gaps
- Website attractiveness
- Website UX (user experience) flow
6.) Analyze your goals
An IMA can help you measure which of your inbound marketing assets are working for you, which are working against you, and which areas you need to focus on in order to reach your goals.
Compared to a website grader, an assessment break downs the majority of your online goals through all inbound marketing methodologies. You’ll learn how to transform your inbound endeavors into a conversion machine that will draw visitors to your site, generate leads, and convert new prospects.
You may not know how to take the first step in making your website a sales and marketing machine, or you may need a fresh approach to boost your revenue. Either way, here at Snyxius, we’re ready to help you perform your inbound marketing assessment and understand how your marketing activities fit into the overall marketing strategy of your company.