Here is the script for those who would like to read it:
If you want to be successful with online marketing for your financial service firm, it’s highly important that you understand your inbound marketing metrics.
Let’s start by first explaining what is Inbound marketing.
Inbound Marketing is to is plan and execute all of your online marketing efforts in order to attract potential customers with relevant content while adding value throughout their journey.
Your email campaigns, your website publications and everything you share on social media, they are all part of inbound marketing. But without having inbound marketing metrics, you will not be able to know what works and what doesn’t, and what you need to work on.
There are 3 inbound marketing metrics that you need to look after.
1) Look at how much traffic you are getting from all of your inbound marketing activities.
2) Understand how many of those traffic have generated leads.
3) How many of those leads have led to closed deals.
If you have a lot of traffic but very little conversions, it might be time for you to review your conversion opportunities on your website.
If you have a lot of conversions or a lot of leads but you’re just not finding any sales opportunities, it might be time for you to work on lead nurturing by providing more relevant content to those leads in order for them to be sales ready.
If your close rate is low from all those sales opportunities, it might be time for you to work with your advisors to find out how you can get those leads more engaged through all those follow-up emails.
So knowing all of this, everything that you do online, you need understand the inbound marketing metrics so that you better understand what you need to work on and what to improve.
If you don’t know how much traffic you are getting, how many leads you have been generating or how many of those leads have been closed it’s really hard to justify what activities need to be done in order to improve month after month.