In today’s digital world, your website could be the centerpiece of your entire marketing campaign. In light of this, how can you maximize the potential of your online marketing presence? How can you stand out among your competitors in the eyes of the customers?
With the right strategies and tactics, you can easily establish yourself as a thought leader in your industry, and drive in-demand traffic to your website.
To achieve this, you must first establish yourself as an expert in your industry. To do this, you must prove that you have sufficient experience in your field. For instance, if you are an accountant, you must be able to demonstrate your expertise by including relevant figures and facts in your articles. Additionally, you can gain credibility with your readers by sharing your industry insights and knowledge.
To start creating a buzz around your website, begin by building a list of targeted bloggers and journalists who cover your industry. Once you have a good chunk of this group on your list, you can begin to pitch content to them. To do this, create a unique compelling offer that will hook the reader and make them eager to learn more about your product. For example, let’s say you are a dental practice that provides comprehensive care for children. You can create a special offer for parents who want to learn more about your practice, and gain more insights on what to expect with a visit to the dentist.
Next, you need to establish yourself as an expert in your industry by providing valuable content that will educate and entertain your target audience. To do this, create compelling articles that are both informative and interesting. Incorporate visuals wherever possible to make your content more engaging. Additionally, ensure that the content is presented in a way that is friendly and easy to understand.
When developing your content strategy, it’s important to keep in mind the various digital channels that your target audience uses to communicate and consume information. For instance, some people prefer to get all of their information online, while others prefer to receive it physically in the mail. Therefore, you need to develop content that will perform well across different platforms – whether that’s web, social media, or mobile.
How to Measure the Success of Your Online Marketing Campaign
To measure the success of your online marketing campaign, you need to look at three different types of metrics:
- Volume of traffic
- Position in search engine results
- Conversion funnel analysis
Depending on your goals, you can focus on one or two of these metrics to get a better understanding of how your efforts are performing. Let’s dive into these metrics and how you can use them to accurately determine the success of your campaign.
The first and most crucial element to consider when measuring the success of your online marketing campaign is traffic. In general, the more traffic you have, the greater your chance of achieving success. However, volume alone does not indicate success. To determine the effectiveness of your campaign, you need to look at several different metrics including:
- Monthly traffic
- Daily traffic
- Visitors from specific countries
- The time spent on your website by your visitors
When developing your traffic strategy, you need to consider the various platforms that your target audience uses to access content. For example, do they browse the web, read blogs, or follow social media accounts to learn about your industry? Developing a clear picture of your target audience’s digital habits will help you determine the best approach to take when engaging with them online.
Search Engine Results
The second crucial element to consider when measuring the success of your online marketing campaign is search engine results. When people search for products or services in Google, they expect to find results that are relevant to their needs. To appear at the top of the search results, you need to have the perfect keyword combination in your head along with every other competitor’s website.
To test your SEO strategy, you can use free tools like Google Keyword Planner that can help you discover the right keywords and work them into your content. Additionally, you can use free tools like Google Analytics to track the performance of your campaigns and optimize your results.
Conversion Funnel Analysis
The last but not least crucial element to consider when measuring the success of your online marketing campaign is conversion funnel analysis. Simply put, conversion funnel analysis measures the action that your visitors take after arriving at your website. This can be divided into four different stages:
- The decision-making stage – During this stage, the visitor is researching the products or services that they are interested in. This is the stage where you can gain the most.
- The awareness stage – Once they have made the decision to become a customer and learn more about your product, the visitor is aware of your existence and what you offer, but has not yet committed to buying anything.
- The consideration stage – During this stage, the visitor is evaluating the pros and cons of what they know about your product, and thinking about making a purchase.
- The purchase stage – The last and final stage involves the visitor making the actual purchase. After completing the purchase, the customer is in a positive mood and more likely to make additional purchases from you.
By analyzing your conversion rates at each stage of the funnel, you can identify the specific parts that are impeding your growth and improve them. For example, say that you are a furniture store and you notice that 40% of your visitors are not making it to the decision-making stage, but instead hit the back button as soon as they arrive. This means that your website is not providing them with the information that they are looking for, and they are therefore not likely to become a customer.
Based on the results of the analysis, you can determine the primary behavior that is preventing your website visitors from converting. In this case, it’s clear that they are not finding the information that they are looking for on your site, and therefore do not reach the decision-making stage. A possible solution would be to add more content to your website that is relevant to what they are searching for.
To improve your conversion rate, you need to focus on increasing the number of people who reach the decision-making stage. For this, you can use a tool like Google Optimizer which, in addition to helping you develop traffic strategies, can also be used to analyze and improve your conversion rates.
Once you have analyzed the results of your conversion funnels, you can work on fixing the issue and moving forward.
In summary, these three metrics – traffic, search engine results, and conversion funnel analysis – provide you with a clear picture of your online marketing campaign’s performance. Depending on your goals, you can look at these metrics to see how you are doing, or you can use them to track the success of your efforts.