Beyond the Webinar: We Answer the Top Questions from Last Week’s Sophisticated Marketer’s Crash Course to Metrics and Analytics
February 25, 2016
Is there really such a thing as too much of a good thing? In some cases, maybe. Puppies are cute, but more than a dozen of them would be hard to manage. Ice cream is delicious, but sugar-induced nausea is less fun.
When it comes to solid marketing advice, though, there’s never too much of a good thing. Last week, LinkedIn Marketing Solutions sponsored a live webinar, The Sophisticated Marketer’s Crash Course to Metrics and Analytics. Myself and resident expert Amanda Halle spent some quality time discussing best practices on what it takes to measure success throughout the funnel. After the webinar, there were still questions left to be answered--too much of a good thing for the time allotted, perhaps, but still a good thing for everyone involved.
Here are our favorites of these unanswered questions, along with answers from our expert team.
How do you know the right metrics to measure each objective? How do you assign a proper metric?
This is a popular question when it comes to measuring performance of each tactic. To keep it simple, let’s divide the funnel into two parts -- upper and lower funnel.
The upper funnel is all about reaching your target audience even when they’re not in the market for your offerings. So your tactics are going to be things like email, display ads, social media and so forth. Tactics that drive awareness and education are best measured by metrics like shares, open rates, brand lift, and website traffic.
In the lower funnel you’re nurturing prospects until they’re ready to purchase. You’ll still leverage tactics from the upper funnel, but you’ll also want to drive conversions with tactics like gated long-form content, webinars and demos. The best way to measure performance of these tactics is using metrics that tell you if you’re improving your lead quality. Measure the health of the conversion path, form fill to Marekting Qualified Leads (MQL) to Sales Accepted Opportunities (SAO) to Sales Qualified Opportunities (SQO) and so forth.
There’s an in-depth chart in the eBook that pairs over a dozen tactics to specific metrics.
What strategies did you use to get people to this webinar? What was the breakdown of registrants by strategy?
We employ a variety of channels to market our webinars. Email is the obvious one and always accounts for the majority of our registration (anywhere from 50-75%).
We also see excellent response from the Sponsored InMail and Sponsored Updates campaigns. In most cases these will run for the duration of the promotion period leading up to the webinars -- typically two to three weeks our and often act as always-on channels for us.
The LinkedIn Marketing Solutions blog is also a great source of registration for our webinars, and often acts as a bit of primer for the content that will be presented, providing related resources and a sneak peek at what will be shared on the live date.
Depending on the content and our targeting we leverage our social channels such as Twitter and Facebook.
Targeting plays a critical way regardless of the channel. Without advanced and careful segmentation, the performance of any given channel will most definitely suffer.
How do you measure brand awareness?
Website traffic can give great insights into brand awareness. But make sure to focus on Direct traffic, organic search traffic, and specifically branded keyword traffic.
Search volume is also a good way to measure brand awareness. Use Google Adwords or Google Trends to check the volume of your searches for your brand name. Then track over time to see if search volumes are increasing.
Don't forget about social listening. It allows you to listen to organic conversations about your brand across the web. You can measure the volume of mentions and gauge the overall sentiment for your brand. There are several tools out there that can help with social listening.
And lastly, It’s critical you take into account share of voice. Share of voice gives context to your data. For example, increasing your search volume is not necessarily a win, especially if your competitors’ search volume is increasing at a much greater rate. You need to establish the proportion of conversations concerning your industry that are centered on your brand.
Could you provide examples of subject lines that help with email open rates?
This really depends on your audience. I find that email subject lines that include numbers or lists perform very well.
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But a minimalist approach works well, too. Especially when longer subject lines can get cut off depending on the format of your inbox or device.
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Also, drawing attention to what exactly is inside the email from the very beginning…
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These are good guidelines, but you should always be A/B testing your subject lines.
How do you analyze the quality of content in relationship to how effective it is in driving strong metrics?
I would say quality content and its effectiveness are synonymous. We judge the quality of content by how well it’s performing against our objectives. For instance, if we have an infographic with the objective of driving brand awareness around our LMS products we’re going to measure the quality of that infographic by taking a look at metrics like shares, increase in branded search volume and any referral traffic the content drove to our LMS site.
If we have an eBook with the objective of driving leads we’re going to look at form fills and MQLs to judge the quality of the asset.
When do you choose between Sponsored InMail versus Sponsored posts?
When doing webinars/events we always run both together. Both channels are strong performers for event registrations. Our research team has found that Sponsored Updates’ engagement rate is 40% higher when Sponsored InMail is run concurrently for at least 2 weeks, targeting similar audiences at sufficient scale.
Event leads are high quality leads for us, so leveraging both channels together allows us to reach for maximum conversions.
We tend to run most of our content (eBook, infographics, etc) on Sponsored Updates, because people are scrolling through the feed to engage with content.
Do you still have questions we can answer? Read The Sophisticated Marketer’s Crash Course in Metrics and Analytics for even more of a good thing.