Is your digital marketing company Strategy not giving desired results?
There are always certain expectations that you have when you hire a digital marketing company. It is always better that you can quantify your expectation at the beginning so that it becomes easy to judge performance of the agency.
So what are the metrics that can be used to analyze the result of your digital marketing agency or your own strategy?
It happens that sometimes we get complacent because a strategy seems to be somewhat working that is to say it is giving some result. Nevertheless how can you be absolutely sure that it is best result possible?
Below is the list of metrics that can help you analyse your digital marketing strategy.
1.Return on Investment (ROI)
We know, you are aware about this metric. It is probably the most talked about metrics in any field. Getting real results from your marketing efforts is always the goal. So how can you be sure that you are getting most from of your investment? Determine your CPA (Cost per Acquisition) or CPL (Cost per lead) Unit.
You can find these by tracking campaigns on various channels and knowing which channels are effective for what type of content. By doing so you will be able to determine which channel is working best for you and giving best results.
Conversion / (Time + Money) Invested in a channel
Remember, your aim is to maximize your customer acquisition and minimizing the cost.
2. Managing your social media handles
Many times your social media marketing strategy isn’t consistent or you are taking “post and pray” method that is posting content on social media and praying that it will increase the engagement the way you want.
However, considering the existing data available that is easy to get, since all social media platforms have their edition of analytics or some sort of performance reports. Based on this data you should be focusing on posting or creating the content that echo with your audience. Although you should consider that there would be learning curve, but it should not be beyond a certain point.
You may also look at the obvious indicators of engagement for instance likes, comments, shares, retweet, and clicks.
Promoting your post regularly with a specific goal in mind is also important. Promotion should be done based on specific Target group that you may want to focus on. You can also have multiple different promotions to target different niche groups.
3. Converting the Traffic
Traffic generation is only one part of the equation when it comes to running successful marketing campaigns.
You could be attracting thousands of website visitors every week, but if they aren’t converting into paying clients or customers, you won’t see the ROI you deserve.
A digital marketing company helps you design various conversion tactics. It may range from focusing on Subscription by visitor, a free trial or visit to your store. A good landing page strategy can go a long way to achieve results
Various SEO, SEM, Display advertising strategies can also add to campaign resulting in better ROI.
4. Generating Traffic
In the online world low traffic is same as no traffic. If you get only a few visitors per day it does not make sense to have comprehensive conversion strategy. The first step should be to first generate enough traffic to justify the conversion effort
This can begin by employing following strategy first
- Search Engine Optimization(SEO)
- Search Engine Marketing(SEM)
- Display Advertising
- Social Media Strategy – Facebook, Instragram, Twitter, LinkedIn etc depending on where your target group is spending most of their time.
Different social media platform have unique algorithm to decide which content to show to users. Content that encourages interaction gets promoted by the platform. Hence it is imperative to post engaging content.
When it comes to Google, this means optimizing your website, so it gets displayed to users in the organic search results. Optimizing your website requires specific technical knowhow. Your digital marketing company will look into it. However, you can use tools like www.gtmetrix.com to analyse your website on your own.
5. Advance Content Planning
Digital marketing requires a full time commitment if done correctly. There are various elements like researching, designing, technical and, analytics. Each of these require specific skills and understanding of various online and offline tools.
You also need to ananlyze the existing data; segment your audience and A/B testing your ads etc.
Moreover, the content needs to be planned well in advance. Planning well in advance gives a certain streamlining to your marketing plan. It helps you in taking necessary steps like conducting keyword research, setting your ad target, setting trial test etc.
A Digital Marketing company should help you keep your focus on your business and taking care of advance planning for your campaigns.
6. Multichannel Marketing Strategy
In this ever expanding world of digital marketing, we are spoilt for choices for the number of channels that are available to us for promotion. But as they say excess of everything is bad. It the job of the digital marketing company to find which channel suits campaign needs the best.
Each channel requires a lot of time, effort and money. Choosing the wrong platform can result in your valuable resources being wasted at wrong places. Your goal should be to have a cohesive, multichannel marketing strategy that reaches potential customers across multiple touch points. That way, your brand value is communicated effectively across every channel and you have multiple opportunities to attract customers. What’s more, you can be confident that your marketing campaigns are all working together to attract your ideal customers to you.
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