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traffic-august-12/
Course Details
101
Goals & Research
102
Plan & Create
103
Create & Optimize
104
Promote
105
Analyze
106
Recap
Alan Perlman
Alan Perlman
@AlanPerlman
AGENDA
1
Measuring blog performance
2
Analyze keyword data
3
Measuring email performance
4
5
Measuring traffic sources
Class Homework & Questions
Use the data to help with next month’s
marketing plan
1
MEASURING
BLOG
PERFORMANCE
What to analyze…
1
Number of article views
2
Blog subscription growth
3
Most viewed articles
4
Inbound links
Analyze > Blog Analytics
Analyze > Blog Analytics
Analyze > Blog Analytics
Questions to answer
1
Are last month’s articles driving enough
traffic to help me meet my goal?
2
Look for trends in blog content. Do I see a
trend in more popular topics?
3
Blog subscribers going up?
Next month’s plan
1
Article Performance – Did these articles
contribute enough to your goal? If no, consider
extra promotion in social media, email, and thank
you pages next month.
2
Popularity – Consider writing content with a
similar theme or topic of popular articles next
month.
3
Subscribers– Going up? If no, consider extra
promotion of calls to action to subscribe to the
blog next month.
2
ANALYZE
KEYWORD
DATA
What to analyze…
1
Changes in rank over time
2
Visits for your keywords
3
Total visits for the campaign
Keyword rank
Keyword rank over time
Ranking takes time & lots of content
Visits for keywords last 30 days
Total visits for the campaign last 30
Questions to answer
1
Keyword ranking increasing?
2
Have your keywords generated visits?
3
Is your campaign generating visits?
Next month’s plan
1
Ranking – Consider less difficult long-tail
keywords for next month. Write another
blog article next month.
2
Visits – “Re-Promote” the blog article(s)
next month.
3
Campaign performance – Continue to
track over time. Should be improving
Great results take time
3
MEASURING
EMAIL
PERFORMANCE
What to analyze…
1
Click-through rate
2
Unsubscribes
Click-through rate (CTR)
Unsubscribes
Questions to answer
1
Is my click through rate low?
2
Are my unsubscribes high?
Next month’s plan
1
2
3
Low click-through rate? List – segment
more. Email - Add more links, bold links,
better subject lines
Unsubscribes high? Better segmentation,
content targeting, relevancy
No visits? More links in email, link in first
sentence of emails
4
MEASURING
TRAFFIC
SOURCES
1
SOURCES
OVERALL
TREND
Overall Traffic Trend
2
ORGANIC
TRAFFIC
Organic Traffic
Keywords
Next Month’s Plan
1
2
Organic traffic increasing month over
month?
If no, promote blog articles, write more
articles, optimize more website pages
Getting found for target keywords?
If no, analyze how the articles were wrote
and optimized
3
SOCIAL MEDIA
Social Media Traffic
Social Media Sources
Next Month’s Plan
1
2
Increasing traffic from social media
sources? If no, consider increasing the
promotion frequency. You may also need
more fans/ followers.
What sources are giving you the best
results? Consider extra focus on these
channels.
4
EMAIL
Email Traffic
Make Smarter
Decisions
Class Homework
1
2
3
4
5
Measure blog performance
Analyze keyword data
Measure email statistics
Measure traffic sources & trends
Add activities to your Marketing Plan
Add to your marketing plan
Apply what you learned next month!
1
Recap Session
206
1
Wed
8/22
1PM
EST
Review your
marketing
plan
http://academy.hubspot.com/traffic-august-12/
QUESTIONS?
[email protected]
Where to find resources & recordings?
1
http://learning.hubspot.com/traffic-august-12
2
Watch class recordings
3
Download slides & resources
THANK
YOU.