As the Finance and HR Director at adWhite, I have more of an observatory role in the execution of the inbound marketing activities that take place here. Although I am not hands on in the work that relates directly to our client’s marketing, I am very interested in the results of our efforts. Specifically, I like to be a part of measuring the success of the effort we are putting into inbound marketing.
Our inbound marketing efforts at adWhite are designed to drive traffic to our client’s websites which will result in more leads for them. And with more leads comes more business – and that’s the ultimate goal! Our primary tool for achieving positive results for our clients is through the use of HubSpot, the premier inbound marketing software.
When our client’s utilize HubSpot it allows us to more effectively manage all of their inbound marketing activities. In addition, HubSpot provides all the stats that allow us to measure website traffic, leads, conversions and much more.
We want our clients to see the tangible results of our work on their behalf. We believe that numbers and data help them to see this. It also helps us to see how things are trending. We like to know where we are and how we can continue to improve. We believe in the strategies we use and our quality of work so it’s gratifying to see the fruits of our labor.
One of the most obvious ways to measure the results of our inbound efforts is to calculate the percentage increase in visits to our client’s website. When visits are increasing, lead possibilities are too.
Calculating an increase is not difficult but can be confusing. So, I thought the resident accountant would share a little formula to help you. To calculate this, first you need to calculate the difference (increase) between the two numbers you are comparing. Then, divide the increase by the original number and multiply the answer by 100.
Here's an example: Web Traffic in June = 1100 / Web Traffic in July = 1500 (1,500 - 1,100 = 400)
400 / 1100 = .3636 x 100 = 36.36%
Note, if your answer is a negative number then this is a percentage decrease. Hint, you don’t want that! And, if you find yourself with a percentage decrease in website traffic, then you need to speak to our team!
