If your IT company has never really had much success with website traffic generation, lead generation, client acquisition and ROI, you may have no idea what's even possible with inbound marketing done right.
The overwhelming majority of small MSP company owners that I speak with each month share this similar pain:
there's no real traffic coming to their websites
there are no qualified leads being generated on their websites
there are no clients being acquired from web-centric efforts, and
there is no ROI from their websites.
So I often give a behind the scenes tour on how SP Home Run eats its own dog food with HubSpot and inbound marketing. In this post, you'll see how SP Home Run's own inbound marketing campaigns did in January 2014 -- completely unfiltered from its HubSpot January 2014 Recap report.
January website visits were up 8% from 5,585 to 6,076.
While this top of the funnel metric can be influenced in a variety of ways, let’s get one thing straight. SP Home Run does not buy pay per click (PPC) advertising.
All website visitors were generated organically from search engine traffic, website referrals, email marketing to its own internal database, and social media marketing.
In January, 194 leads were generated, representing a 4% increase over December (186 leads generated).
SP Home Run uses highly-targeted landing pages, promoted via its blog, newsletter, social media channels, and other website pages, to generate these leads.
It’s worth pointing out too that these leads are not simply wimpy leads that only have a first name, last name, and email address.
Most SP Home Run landing page forms require company name, website URL, company size, and geographic data.
Now, when you divide the 194 leads generated in January by the 6,076 website visitors generated in January, you’ll arrive at a 3.2% sitewide conversion rate for the month. That means for every 100 website visitors, 3 converted into leads. As a point of reference, most small MSP websites that we look at are nowhere near even a 1% sitewide conversion rate.
Landing Page Conversion Rate
For the month of January, 16.2% of website visitors that ended up on landing pages converted into leads. This represents a very slight -- not statistically significant -- decrease from the 16.34% landing page conversion rate in January.
One likely explanation: SP Home Run held a webinar in December, but didn’t in January. Live webinars typically have greater urgency than other landing page offers and often command higher landing page conversion rates.
Also worth pointing out: A few moments ago, we looked at the 3.2% sitewide conversion rate for the month. And just now, we discussed the 16.2% landing page conversion rate for the month.
Why is there such a gap between these two numbers?
It makes perfect sense to us that a website visitor is 5 times more likely to convert on a highly-optimized landing page than on the website as a whole. Remember, a website landing page typically has most navigation elements suppressed, whereas as a more typical website page -- like a blog post for example -- may present a few dozen different navigation options.
SP Home Run January blog views were up sharply by 22% -- 4,389 January blog views compared to 3,591 December blog views.
While we published roughly the same amount of blog posts in both months, there were two differences:
During the second half of December a large percentage of our readership was on vacation.
Also during that time period, SP Home Run’s weekly newsletter, a big driver of blog post views, was on publishing hiatus also for the holiday break.
Social Reach Growth
In January 2014, social reach growth was down sharply by 68%.
The previous month, SP Home Run’s social reach across Twitter, LinkedIn, and Facebook had grown by 88. In January, the social reach only grew by 28.
As SP Home Run is in the process of revamping our buyer personas, we’ve deliberately slowed our social media publishing and channel growth activities.
As these ideal buyer targets are refined, we’ll step on the gas again with social media growth.
The final category of the HubSpot January 2014 Recap email looks at Email Opens -- a somewhat weak proxy for both quantity and quality of email reach.
Why is it so weak?
What’s considered an email “open” nowadays? If I see an email subject line in my Android smartphone Gmail app, is that an open or not? If images are blocked, does the open count or not?
Most email marketers acknowledge that clicks and click through rate (CTR) matter more.
However, looking at email opens on a relative basis -- as in this case -- can still be useful.
SP Home Run’s email opens for January were down a very sharp 45% compared to December.
One very simple reason: SP Home Run had a live webinar in December, but no live webinar in January.
When promoting live webinar events, email marketing to the full database continues to be one of the most effective channels -- accounting for nearly all of that gap in email opens in December vs. January.
So there you have it: a behind the scenes tour of the SP Home Run monthly HubSpot Recap summary for January 2014.
What website metrics does your company focus on? And does your marketing strategy and platform help you concentrate on the metrics that matter most? Let us know your thoughts in the Comments below.
And to find out if your company is a candidate for the kind of inbound marketing that SP Home Run does, sign up for a free Inbound Marketing Assessment.