How to Grade Inbound Marketing Messaging Effectiveness


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Most of the readers of this blog will agree that Inbound Marketing or Internet Marketing is the future of marketing; but it’s a journey, not a one-off event and there is no final destination, because the foundation technology and tools are constantly evolving and the horizon as to what is achievable is ever-expanding.

If you want a rough guide as to how your Website rates as an inbound marketing magnet, you could run a Website Grader report to get some feedback on your Website and suggestions for immediate improvement

There are many technology elements and individual activities to

assemble the inbound marketing puzzle and there are many routes to success.

After a decision is made to kick-off an inbound marketing project and adopt an inbound marketing sequence of events, we believe the first step on the journey should be a review of marketing messaging effectiveness–but how to assess the effectiveness of your messaging?

I wrote a post earlier this year about the importance of clarity in messaging in trumping the competition and after watching a recent Homepages Optimized Webinar from Marketing Experiments (highly recommended), am motivated to create an algorithm for grading the effectiveness of Inbound Marketing Messaging.

I have some ideas on what makes messaging effective and how to measure and weight different elements, but I invite comment and feedback from readers as to what you believe are the most important elements in effective messaging and how they should be weighted.

I offer the following as a framework and ask you for feedback on weighting and what other elements are important.

Website Grade is a fair assessment of a number of messaging elements.

Objective answers to the following questions when viewing the Home page could be scored and weighted (these need to come from an independent person, not an insider)

<1 second Initial Visual Impression

  • Is it professional?

3-7 seconds

  • What is it
  • What will it do for me
  • Who is the audience?
  • Where do I go from here?

20 seconds

  • Why should I do with you?
  • What problems does it solve /how does it create value?
  • What evidence?
  • What should I do now?

1 minute

  • How quickly will I see results?
  • Who needs to drive this?
  • How do I get started/Where do I register/sign-up?

Google Page Rankings for your top 5 keywords/keyphrases

Position on Google VS. your top 3 in-kind competitors for your top 5 keywords.

I invite you to contribute your ideas…I will compile the results in a subsequent blog-post.

Republished with author's permission from original post.

Mark Gibson
Mark Gibson has been at the forefront of developing sales and marketing tools that create clarity in messaging value for 30 years. As a consultant he is now engaged in helping sales, marketing and enablement teams to get clear about value creation. Clarity attracts inbound leads, clarity converts visitors into leads and leads into customers, clarity builds mindshare, clarity engages customers, clarity differentiates value, clarity helps onboard new hires clarity helps raise funds, clarity + execution win markets.


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