Chapter 3

Diagnosing Your Current Inbound Marketing Performance

In This Chapter

arrow Defining an inbound assessment

arrow Understanding why you should perform an assessment

arrow Establishing a baseline attraction and conversion metrics

arrow Measuring your digital marketing vs. key performance indicators (KPIs)

arrow Performing your own digital assessment

arrow Outsourcing your digital assessment

The first strategic step in implementing inbound marketing at your organization is to understand your current digital marketing position. Your starting point is to perform an inbound marketing assessment (IMA), which is sometimes called a digital marketing audit. An IMA is a well-written, comprehensive overview document that measures your current digital marketing performance versus key performance indicators (KPIs) and your digital marketing goals. These KPIs include metrics such as your attraction factor (that is, your ability ...

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