With all the effort you put in each week, you obviously want to see your digital marketing strategies pay dividends. It’s not easy work, long hours at the computer brain-storming the best ways to attract potential customers to your marketing channels.
To make sure your digital marketing is working for you there are some basic guidelines you need to include in your online marketing.
Make Sure Your Website Is Optimised
Your website design may look cool, but do your pages clearly describe just what your company does, does it clearly identify what your products or services are? All the pages within your site need to be optimised for your specific keywords. Your marketing efforts are going to go unrewarded if you’re simply not getting traffic to your website. Effective digital marketing starts here.It’s a given that search engine optimisation simply can’t be overlooked when adding any new content to your website.
Three quarters of all buyers are doing their due diligence on line now before making a purchase. They are reading reviews, looks at your competitors, reading your blogs and taking note of your social pages. They wanting to find out out just what sort of company you are. It’s not just about price, but how you look after your customers, how you respond to them. Face to face is becoming the old way of doing things, so it’s important your digital channels are performing at their very best.
Turning Visitors Into Buyers
Expecting visitors to rush off to your “contact us” form to huredly complete your form, is unrealsistic. Only a very small percentage of visitors actually fill out enquiry forms. It’s important to make sure your site has a number of conversion assets, such as eBooks, white papers and email marketing subscriptions. These are all tried and tested ways of gaining more conversions.
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I wish that the story I’m about to share was unique—but the fact is this happens all too often. We regularly see hugely wasteful paid search programs that were often implemented by well-intentioned, but ill-trained (and often very junior) in-house marketing staff or agency partners. And the costs are real.
Just last month, we were doing competitive paid search research for a client, and we uncovered something both hilarious and sad with one competitor’s paid search performance. Due to some very poorly conceived keyword bidding in AdWords, this electronics manufacturer (a competitor to our client) is spending over 70% of their paid search budget on search terms related to a now defunct alternative Christian rock group.
It’s easy to imagine how this happened. Someone with enough knowledge to be dangerous set up a very basic AdWords program, and then didn’t know what to look for in attempting to understand how it was performing. Chances are, the marketer in charge simply thinks they pay $X for Y visits, without knowing that 70% of the visits result from only two keyword strings that are both entirely unrelated to the business. The result is thousands of dollars out the door every month with zero return—like having a hole in your bank account that drains a little bit away each month to Google. Silently. Drip… drip… drip…
As a platform, Google AdWords has been around for just under 18 years. This kind of mistake is as avoidable, as it is inexcusable, as it is expensive. But nevertheless, the story repeats itself every day.
That’s the thing about the fundamentals, I guess. They’ve always been around a while. The best time to start doing them is always 5+ years ago, and the second best time is today.
Your brand’s online presence matters now more than ever. However, with new tools and networks becoming available every day, it can be difficult to make sense of the digital marketing world, let alone figure out what’s working and what’s not.
But that’s why we hire digital marketing agencies or in-house teams of marketing gurus, right? While it’s nice to think that your marketing team is doing everything they can to ensure that your brand is killing it, this is not always the case. It’s critical that you take some time to make sure that your current marketing efforts are actually working. If not, you might be squandering money on services that just aren’t effective.
To avoid falling into this trap, consider the following channels when assessing your digital strategy:
With so many independent variables, SEO can be a tricky channel to assess. But don’t let that deter you. You don’t have to be an SEO expert to evaluate your strategy if you just ask yourself these four questions:
How many people are finding my site through organic search? This is arguably the most telling indicator of SEO success, as it shows you exactly how many people actually clicked through to your site. To find this metric, log into Google Analytics and look under the “Organic Traffic” tab. If your SEO is doing its job correctly, you should expect to see this number growing steadily over time.
How many people found my site through referral traffic? Referral traffic is the traffic your site has received through external links to your site. Your SEO, content and PR teams should be working closely together to build high-quality links with solid content on authoritative sites. With an effective link-building strategy, your referral traffic should increase as your organic traffic increases.
How have my rankings changed? Thanks to tools like seoClarity and AWR Cloud, it has never been easier to track your rankings. If you see a significant drop in rankings due to more intense competition, it may be a sign that you need to restructure your strategy.
Am I getting enough bang for my buck? Every month your SEO agency fills you in on how much traffic and how many conversions you’ve received, but have you ever sat down and done the math to calculate how much each new visitor or each conversion actually costs? After about a year of SEO strategizing, you should start seeing the benefits heavily outweighing the costs.
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"Content is king." We may be sick of hearing this, but that doesn’t mean we should stop saying it. Content is the meat and potatoes of any digital marketing strategy, which is why your content strategy must be solid in order to be successful. Keep the following questions in mind when evaluating your content strategy:
Do I have clear personas that reflect my core audience segments? In order to design content that is valuable to your audience, you have to understand exactly who your target audience is. A helpful way to do this is by creating personas and tailoring the content to them. Use this helpful guide by marketing expert Neil Patel to create customer personas and customize your content accordingly.
Am I delivering content that is valuable to current or potential customers? Just look at the amount of traffic for each piece of content using Google Analytics. Or, look at social media metrics. Are people clicking on and interacting with your content? If you see a decrease in traffic or engagement, it may be a sign that you need to re-think your content strategy.
Am I accurately tracking the performance of each piece? Google Analytics comes back into the picture once more to show you how well each piece of content you produce is performing. Look at metrics such as bounce rate, goal conversion, and average duration of visit.
Every brand has a story. Make sure that your content team is telling it right.
With over 2 billion social media users worldwide, it’s not a channel to be ignored and not the place to risk having a poor marketing strategy. To ensure that your marketing team is showcasing your brand in the best light, ask yourself these quick questions:
Am I reaching my desired audience? If you aren’t attracting the appropriate audiences on social media, chances are you are wasting time and money on the wrong people. Look at your social media page’s followers. Are these people likely to purchase your product or service?
Can prospects use my social pages as a resource to learn about my offering without having to visit my website? It’s always important to drive leads to your website. But, it is also crucial that your social pages accurately tell your brand’s story and properly display your products or services. This can be the difference between gaining a new lead or customer and having them take their money elsewhere.
Are all of my social pages fully integrated? As Patel tells us, consistency is key. While your social team may take different approaches interacting with audience members on each social site, your brand pages should all adhere to the same brand voice.
Social media is a unique place for your customers to interact with your brand. Time spent ensuring that each social channel is fully optimized is never time wasted.
This may seem like a lot to digest, but taking the time to evaluate your digital marketing strategy is key to ensuring that you are spending your marketing budget wisely and driving conversions.