Analysing your HubSpot data doesn’t have to be a pain, as long as the end result is valuable. Following these 5 steps will give you a clear plan of action to stitch up the holes in your marketing.
There’s no silver bullet answer here; simply use your marketing strengths to assist your marketing weaknesses:
1. Set some parameters
So, let’s get started. First, you’ll need to set some parameters for the data you’ll analyse. Generally, the first one to set is the time frame. Do you want to look at data over the past 6 months, 12 months or all time? Whatever time frame you set is up to you— just ensure that all of your data is measured for the same start and end date.
Next, is there any data you want to leave out of your audit? Maybe you’re aware that your direct traffic data as a website traffic source will distort the other data in that field. Think laterally about which data you want to learn more about, and focus your audit around that.
2. Gather data
You can perform marketing audits based on whatever data is crucial to your company. Generally, you’ll want to gather data from the time frame set out in step one, for the following:
- Organic Search
- Social Media
- Email Marketing
- Paid Search
- Direct Traffic (if applicable)
- Other (if applicable)
- Number captured
- Number of each buyer persona
- Top 10 downloaded content offers (amount of downloads)
- The personas they target
- The buyer journey stage (top, middle & bottom of the sales funnel)
3. Interpret data
So now you have your data at hand, it’s time to interpret it and discover the strengths and weaknesses of your marketing.
Look at your figures and work out the percentages of each source. Then, identify your stronger and weaker sources. You should think about which sources you can quickly and easily improve the traffic levels of, and which poorly performing traffic levels you can work on improving long term. To give you a ball-park figure — any source with less than 15% of your overall traffic (when disregarding direct traffic and other traffic in the overall figure) has room for improvement.
Buyer Persona Performance
By analysing buyer persona data you’re able to discover two useful chunks of information:
- Who your most interactive and popular personas are.
- Which content offers are aimed towards which personas, at which buyer journey stage.
First, work out the percentages of your contacts over the selected time frame for each persona. Then look at which personas are performing poorly and make a note to focus future content towards these personas, including blog posts.
Next, create a checklist that covers each buyer persona at each buyer journey stage. Tick off the combinations of persona and stage that are covered with existing content, and use this checklist going forward until all your personas at all stages are covered.
4. Identify marketing gaps and create a plan
Look at the information gathered so far and identify the following:
- Your two weakest sources of website traffic
- Your two strongest sources of website traffic
- Your three strongest content offers
- Your two lowest captured buyer personas
- A list of buyer journey stages for each persona which aren’t covered by existing content
Got this? Excellent! With this information you’re now able to create a priority list of actions and content to fill the gaps in your marketing.
In step 3 you should (will) have created a list of buyer persona/buyer journey stages which are not covered with existing content. Create content offers to fill these gaps and focus marketing this content through your two strongest sources of website traffic.
Then, take your strongest performing content offers and use them to drive additional traffic to your two weakest sources of traffic. For example, if your paid search traffic is one of your weakest, make sure the first keyword you buy are those which drive traffic to your highest performing content. This gives you the best chance of converting that visitor to a lead.
Repeating this process after 3 months will help you see where your actions have been successful, and where there’s still room for improvement. Seeing real tangible improvements and results is surely the reason you’ve carried out this audit in the first place!
So to perform your own marketing audit, that’s: