Chapter 3
Diagnosing Your Current Inbound Marketing Performance
In This Chapter
Defining an inbound assessment
Understanding why you should perform an assessment
Establishing a baseline attraction and conversion metrics
Measuring your digital marketing vs. key performance indicators (KPIs)
Performing your own digital assessment
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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