Understanding and mastering the calculation of the ROI of inbound marketing
Posted: Tue Dec 10, 2024 4:27 am
In recent years, inbound marketing has become a key method in the digital landscape . It must be said that, due to its customer-oriented nature, this strategy fosters authentic and lasting relationships , which translate into a strong potential return on investment.
Despite everything, mastering the ROI of your inbound marketing strategy is not within everyone's reach. Far from being trivial knowledge, it requires on the contrary to perfectly understand the different mechanisms at work, the analysis tools and the most effective techniques to maximize results.
In the illustration we see a character sitting on coins and behind him increasing curves that show the progression of performance indicators
Inbound marketing: what is it?
Before getting to the ROI of inbound marketing, it is first essential to understand the ins and outs of this strategy.
Inbound marketing vs. Outbound marketing
Summarizing inbound marketing is quite simple: it is a methodology that attracts customers to a company through relevant, valuable content . In other words, instead of pushing a product or service to consumers, as with outbound marketing , it is about creating an interaction to encourage the customer to come of their own free will.
As you will have understood, inbound marketing therefore implies that the company becomes a valuable resource for its target, by providing it, for example, with information and solutions aimed at making the best decisions. The content offered must therefore be attractive, in addition to meeting the needs and questions of potential customers.
EBOOK
Inbound Marketing: the 100% practical guide!
Download the e-book
What are the stages of inbound marketing?
A good inbound marketing strategy generally follows a clear and structured path in 4 steps:
Attract visitors to the website , by creating or sharing quality content (blog articles, videos, infographics) that solves problems and answers questions of the target audience;
Convert visitors into leads , by offering high-value content offers (ebooks, webinars) in exchange for the user's contact information;
Conclude by converting leads into customers , for example with the lead nurturing method , which uses tactics such as email marketing to maintain a dialogue with the lead and gradually guide them towards purchase;
Delight the customer and build customer loyalty by offering optimal service and continuous added value.
Lead conversion funnel into inbound marketingSource ComExplorer
The benefits of inbound marketing
As we have seen previously, inbound marketing offers several viber database key benefits. First, this customer-centric approach provides real added value, which truly contributes to building trust and credibility , two notions highly valued by informed consumers.
But it is above all the profitability of inbound marketing that makes it an ally of choice, since this strategy proves to be much more profitable in the long term. According to a study by HubSpot , a leader in marketing automation solutions , leads resulting from inbound marketing cost on average 61% less than those generated by outbound marketing. In the same vein, the mechanics generated by this method generate 54% more leads .
Measuring the ROI of inbound marketing
Now that we have taken stock of inbound marketing, we can look at the return on investment (ROI ) . Indeed, such a strategy only makes sense if we are able to assess its effects.
Why measure the ROI of inbound marketing?
Measuring the ROI of your inbound marketing strategy is essential to help you determine whether the operation is profitable , but also to convince your decision-makers and sponsors to invest time and money in it. After all, implementing this technique without measuring the ROI is like sailing on the high seas without a compass: you have no idea how effective your efforts are or where you should go.
But that's not all! Measuring ROI is essential so that you can identify the areas that are working and those that need adjustment. In the long run, you optimize your efforts and maximize the result.
What indicators should be taken into account to calculate ROI?
Calculating the ROI of an inbound marketing strategy may seem complex at first. However, thanks to a few key indicators, everything becomes much simpler.
> Website traffic
One of the main goals of inbound marketing is of course to attract the right visitors to the website in question. Therefore, post-strategy traffic is a major indicator of the effectiveness of your efforts. Be careful, the latter must take into account the keyword volume, i.e. the number of times a specific word is searched on search engines during a given period. An inbound marketing strategy can only be effective if it focuses on optimizing the most relevant keywords that have a high search volume .
Despite everything, mastering the ROI of your inbound marketing strategy is not within everyone's reach. Far from being trivial knowledge, it requires on the contrary to perfectly understand the different mechanisms at work, the analysis tools and the most effective techniques to maximize results.
In the illustration we see a character sitting on coins and behind him increasing curves that show the progression of performance indicators
Inbound marketing: what is it?
Before getting to the ROI of inbound marketing, it is first essential to understand the ins and outs of this strategy.
Inbound marketing vs. Outbound marketing
Summarizing inbound marketing is quite simple: it is a methodology that attracts customers to a company through relevant, valuable content . In other words, instead of pushing a product or service to consumers, as with outbound marketing , it is about creating an interaction to encourage the customer to come of their own free will.
As you will have understood, inbound marketing therefore implies that the company becomes a valuable resource for its target, by providing it, for example, with information and solutions aimed at making the best decisions. The content offered must therefore be attractive, in addition to meeting the needs and questions of potential customers.
EBOOK
Inbound Marketing: the 100% practical guide!
Download the e-book
What are the stages of inbound marketing?
A good inbound marketing strategy generally follows a clear and structured path in 4 steps:
Attract visitors to the website , by creating or sharing quality content (blog articles, videos, infographics) that solves problems and answers questions of the target audience;
Convert visitors into leads , by offering high-value content offers (ebooks, webinars) in exchange for the user's contact information;
Conclude by converting leads into customers , for example with the lead nurturing method , which uses tactics such as email marketing to maintain a dialogue with the lead and gradually guide them towards purchase;
Delight the customer and build customer loyalty by offering optimal service and continuous added value.
Lead conversion funnel into inbound marketingSource ComExplorer
The benefits of inbound marketing
As we have seen previously, inbound marketing offers several viber database key benefits. First, this customer-centric approach provides real added value, which truly contributes to building trust and credibility , two notions highly valued by informed consumers.
But it is above all the profitability of inbound marketing that makes it an ally of choice, since this strategy proves to be much more profitable in the long term. According to a study by HubSpot , a leader in marketing automation solutions , leads resulting from inbound marketing cost on average 61% less than those generated by outbound marketing. In the same vein, the mechanics generated by this method generate 54% more leads .
Measuring the ROI of inbound marketing
Now that we have taken stock of inbound marketing, we can look at the return on investment (ROI ) . Indeed, such a strategy only makes sense if we are able to assess its effects.
Why measure the ROI of inbound marketing?
Measuring the ROI of your inbound marketing strategy is essential to help you determine whether the operation is profitable , but also to convince your decision-makers and sponsors to invest time and money in it. After all, implementing this technique without measuring the ROI is like sailing on the high seas without a compass: you have no idea how effective your efforts are or where you should go.
But that's not all! Measuring ROI is essential so that you can identify the areas that are working and those that need adjustment. In the long run, you optimize your efforts and maximize the result.
What indicators should be taken into account to calculate ROI?
Calculating the ROI of an inbound marketing strategy may seem complex at first. However, thanks to a few key indicators, everything becomes much simpler.
> Website traffic
One of the main goals of inbound marketing is of course to attract the right visitors to the website in question. Therefore, post-strategy traffic is a major indicator of the effectiveness of your efforts. Be careful, the latter must take into account the keyword volume, i.e. the number of times a specific word is searched on search engines during a given period. An inbound marketing strategy can only be effective if it focuses on optimizing the most relevant keywords that have a high search volume .