What to Assess in an Inbound Marketing Assessment

By Scott Anderson Miller

The inbound marketing assessment serves as a diagnosis of your current digital assets and initiatives. You can begin by using online tools to diagnose your current state, or you can hire a consultant to create an assessment for you. When performed properly, an IMA identifies gaps between where you are and where you wish to be.

Additionally, an inbound assessment identifies opportunities that can elevate and improve your digital marketing efforts and the resulting outcomes while identifying online problems that need fixing. Lastly, the inbound assessment can help you organize and prioritize your digital initiatives in order to serve as a basis for marketing strategy. Not everything that can be measured should be measured. You’ll get brain freeze from data overload.

Here’s what you need to assess:

  • Your website’s technical performance

  • Your attraction factors from paid search advertising, search engine optimization (SEO), and social media

  • Your website’s mobile capability and functionality

  • Your onsite conversion factors like conversion forms or call-to-action (CTA) buttons

  • Your website’s unique visits as it correlates with onsite lead conversions

  • Your website visitor engagement in terms of time on site and depth of navigation

  • Your content; classified by content type and function

  • Your lead-generation numbers as they correlate with converted customers

  • Your customer purchase paths

  • Your remarketing and retargeting efforts

Some of these questions are relatively easy to answer on your own. Others may require the help of an inbound marketing professional whose experience and access to inbound tools may provide a more in-depth analysis.

Perform a formal IMA for your inbound marketing efforts. Knowing your baseline marketing and conversion metrics and prioritizing your tactics to achieve your objectives will save you time and money down the road. At the very least, ask yourself these questions:

  • What are your online business goals and objectives? Are they measurable and are you achieving those goals?

  • Is your website built to attract? How many unique website visitors do you attract each month?

  • Is your site built to convert prospects into sales?

  • What sources contribute to your business getting found online? Do you use tracking URLs for each of your digital attraction methods?

  • Do you attract visitors by sharing your content through Facebook, LinkedIn, Twitter, Pinterest, and other social networks?

  • Do you invest in paid search, SEO, and content marketing? Do you measure each digital media’s contribution to achieving your digital goals?

  • On which pages do visitors enter into and exit from your website?

  • Do you have a written content strategy shared with others in your organization?

  • What keyword research have you performed? How are you applying that keyword research?

  • Have you identified your target buyer profiles? Have you created individual personas for those profiles?

  • Do you understand and measure your target profile’s purchase path?

  • Do you offer content for each step of the customer purchase path?

  • How many leads does your website generate each month?

  • Does your website include conversion forms that visitors can use to leave email addresses in exchange for content? Do you use landing pages and measure the conversion rates?

  • What percentage of your website pages include call-to-action (CTA) buttons and forms?

  • How do you follow up with leads your website has generated?

  • Do you send a monthly email newsletter?

  • Have you created automated email messages, drip campaigns, or workflows?

  • Do you use Google Analytics to analyze and report meaningful, actionable data?

  • Do you use marketing automation software effectively? Is it connected to any sales customer relationship management (CRM) software?

  • Do you perform user testing on a regular basis?