Leveraging Technology to Enhance Inbound Marketing Strategy
In a follow-up to my 2015 discussion on integrating third-party tools to create actionable segment reports for link-building campaigns, this article will focus on quantifying actions and their impacts to establish robust, data-driven inbound strategies.
We will delve into how to derive insights from analysis, illustrate the types of content driven by this analysis, and integrate them into a broader campaign planner. This will result in a performance-driven SEO planner that can be utilized collaboratively by your team.
Mining Your Performance Data for Insights
Using our weighted Estimated True Value (ETV) model, we balance positive social metrics with beneficial link data to segment and analyze high-performing data effectively:
This example aggregates social interactions across LinkedIn, Twitter, Facebook, and Google+. It’s possible to segment data by individual channels if one is particularly valuable to your marketing strategy.
We notice top-performing content is driven by a dominant campaign within the ETV sorted data:
The "True wetsuits" campaign by Quicksilver Japan, launched in Spring/Summer 2015, has shown significant positive results. It generates a high volume of valuable links from diverse domains and strong social engagement. This campaign serves as an exemplary model for effective SEO and social campaign success crossover.
Key Insights and Takeaways
- Niche Site Performance: Performance on niche sites shows a positive trend.
- Global Audience: Our target audience spans global regions, as indicated by high-ranking content across various countries.
- Content Characteristics: Successful content typically includes clear, engaging brand messaging via video storytelling, detailed product information, and high-resolution images.
- Campaign Strategy: Effective strategies include international outreach, detailed product specifications, and follow-up collateral to sustain engagement.
Benchmarking to Measure Growth
Appropriate benchmarking is crucial but often lacking in businesses lagging behind competitors in SEO or social performance. Let’s illustrate its importance with an example benchmark for Twitter:
This benchmark displays "Social Engagement" rates for several brands and a calculated "Moving Average" of the group. The data visualizes engagement trends and provides a starting point for measuring social improvement.
The absolute numbers offer context for the existing reach of competing profiles, framing engagement rates in tangible terms. This forms a solid foundation for setting SMART objectives to enhance engagement rates and align with content priorities.
Conclusion
A data-led process can set clear priorities and SMART objectives, driving both social and SEO performance in a positive feedback loop. By leveraging tools and insights from thorough analysis, businesses can streamline their strategies and achieve measurable success over time.
