The Components of a Comprehensive Inbound Marketing Assessment

By Scott Anderson Miller

An inbound marketing assessment (IMA) helps you discover gaps between what your website can achieve and your online marketing initiatives. Use your final report as a basis for your inbound marketing strategy and to prioritize objectives. Then you can address and improve your online and inbound marketing efforts.

For a deeper dive into your online marketing efforts, a more comprehensive IMA provides more attraction and conversion metrics, is more detailed in its scope, and investigates more complex factors, connecting your marketing efforts with online business results. A comprehensive inbound marketing assessment measures:

  • Your online and business goals

  • Your inbound visitor sources

  • Your search engine marketing (SEM)

  • Your keywords for search engine optimization (SEO)

  • Your customer conversion ratios

  • Your remarketing efforts

  • Your onsite and online marketing gaps

  • Your website statistics vs. your competitors’

  • Your customer conversion ratios vs. conversion KPIs

  • Your email workflow gaps

  • Your on-page and blog content

  • Your ROI

  • Your website user experience flow

Here’s a breakdown of a more comprehensive IMA report:

  • Website analytics: Much of the information found in a website grader is reported as one part of the IMA. Here you can get the answers to questions like: What’s your website rank compared to all other websites — and in particular, your competitors. Beyond ranking, what is the relative strength, or “juice” of your site?

  • Digital marketing assessment: A digital marketing assessment examines your ability to attract visitors and convert them into leads and customers. A digital marketing assessment does the following:

    • It measures your marketing’s ability to attract.

    • It measures visitor sourcing and charts conversion contribution by attraction type (SEO, content, PPC, blog posts, and so on).

    • It measures user flow, content connections, and your ability to nurture leads.

    • It measures the multiple points of your customer conversion.

    • It looks at your automation, your analytics, and your ability to reconvert customers.

    • It tracks your content inventory by profile and assigns content pieces to a customer’s place in the purchase path (is it educational, engagement-oriented, encouragement-oriented, and so on).

  • Keyword research: Keyword research assesses keywords in order to determine their market potential to attract website visitors. By measuring relevant keyword search volume it provides a target list of rankable keyword phrases and including the following data:

    • Which keywords are effective at attracting visitors, leads, and customers

    • Your keywords rank according to search engine results page (SERP) position

    • Your keywords’ industry opportunity and market potential

    • Keyword segmentation (that is, organizing them into subcategories) through association with consumer’s place in the purchase paths (that is, are they researching, shopping, or ready to buy?)

    • Your keyword’s volume and traffic for both your company’s branded (“Coke”) and non-branded (“cola”) search terms

  • Conversion metrics: Conversion metrics measure the key points in the customer purchase path, discovering opportunities to increase consumer engagement. This assessment does the following:

    • It measures multiple points of conversion via custom conversion chain or a similar tool.

    • It calculates the number of onsite conversion opportunities.

    • It calculates landing page conversions.

    • It computes the popularity of your downloadable content’s rank by number and percentage of leads captured.

    • It compares your conversion metric ratios against KPIs.

    • It performs conversion gap analysis and recommends action points.

    • It conducts return-on-investment (ROI) and/or return-on-advertising-spend (ROAS) analysis.

  • Analytics: The analytics report in a comprehensive IMA evaluates whether you are using analytics and marketing automation software effectively. Data here include the following:

    • A report on your Google Analytics statistics

    • Use and connectivity of marketing automation software and a customer relationship management (CRM) systems for lead and sales data

    • A measure of the efficiencies and prospect reengagement from your automated email campaigns efforts

    • Examines lead quality statistics for future lead classification, and higher lead quality hand-off from marketing to sales

    • Looks at any lead scoring system with recommendations on how to best score prospective customers’ onsite activities.