Brand & Capture

Enterprise inbound marketing is all about data. We are collecting data constantly, from every visit, every lead and every customer. We are tracking everything from blog post subscribers to Facebook likes and working out how to make sense out of the data. What's the point of all of this BIG DATA? We are seeking knowledge of the customer journey from initial awareness through sales closing in order to optimize the path and making it easier for customers to find us and buy from us. We are reporting on key performance indicators (KPIs) to the C-Suite so that they can make informed decisions about marketing budgets and deployments. So what should we be measuring and how?

Real-time content marketing—the ability to monitor, manage and guide your marketing activities as they occur—requires serious vigilance, perseverance and responsiveness, as we learned in last-month's blog post. After all, quickly developing motivating and proactive content in response to real-time activities involving your brand that can occur anytime 24/7 is not an easy endeavor.

The past week, I’ve been working a report analyzing keywords, traffic and conversions, and while researching the topic, I came across a good, straightforward piece by Will Uppington at bloomreach.  He describes the differences between navigational and non-navigational traffic, or branded and non-branded. 

Tuesday's Tips & Tactics - Inbound Marketing in 10 Minutes or Less is a weekly series presented by a member of the Kuno Creative inbound marketing team. The series is designed to instruct viewers on the best ways to think about and deploy inbound marketing tactics in order to maximize marketing resources, leads and sales. Each week will be completely devoid of hype and focus exclusively on proven concepts and tactics deployed every day in the Kuno labs.

HubSpot’s organic analytics and their relationship to conversions and customer acquisition are great. In fact, they’re the best I’ve ever used to date, but those analytics don’t tell the whole story anymore—especially with Google’s SSL hidden keyword rollout last October. It takes hours of spreadsheet set up and monthly updates to retrieve the organic search metrics that are most important in our new SEO reality. Google Analytics is no different. Since we can’t see some or most of our keywords, we need to be able to quickly compare and contrast that data with the words we can see.

Tuesday's Tips & Tactics - Inbound Marketing in 10 Minutes or Less is a weekly series presented by a member of the Kuno Creative inbound marketing team. The series is designed to instruct viewers on the best ways to think about and deploy inbound marketing tactics in order to maximize marketing resources, leads and sales. Each week will be completely devoid of hype and focus exclusively on proven concepts and tactics deployed every day in the Kuno labs.

Infographics, videos and blogs, oh my! We have got it all for you this week, so don’t miss out. You will learn about finally ending your chase of Google’s algorithm, the Content Marketing Manifesto and a new way to look at your metrics. Plus, we’ve got social media, calls-to-action and landing pages. What else could you ask for? The fun starts here...read on!

As mentioned in previous posts, Kuno recently dug through 26 months of analytics, chopped them up, diced them, examined every possible angle and generally ran them through the ringer in order to identify and discover missed opportunities, what worked and what didn’t. This post takes a hard look at conversion rates and traffic over the aforementioned time period for social media. The analytics below only contain organic social media data and does not include paid social media advertising.

As demonstrated in Conversions with Branded versus Non-branded Search, we recently did a thorough 26 month examination of our website analytics. This led to splitting the data in half, pre-content marketing and post-content marketing, in order to compare and contrast the effects content marketing has on a website’s traffic and conversions. This post looks at referral traffic specifically and the associated growth metrics seen through the deployment of a content marketing strategy.

Visits from organic searches containing your own company brand name convert at a higher rate than non-branded searches right? This makes absolute sense because visitors that already know you are much more likely to convert. At least, that’s what everyone assumes. Let's test this assumption by looking at real leads and conversions from organic search. After pouring over 26 months of search analytics, let’s explore what the hard numbers tell us.