In the never-ending quest for digital marketing excellence, we have analyzed the key performance indicators (KPIs) that matter when it comes to generating quality leads and making informed marketing decisions.
The following checklist will help you organize your digital marketing efforts and efficiently measure their performance, enabling you to make the right decisions at all times:
1. Website performance
This is the first thing that comes to mind when thinking about a website. After all, a poorly performing website can put a lot of pressure on a digital marketer’s time.
Judging from the number of times that people visit websites each day, the average human spends more time on websites than she does on social media. For that reason, getting the most from your website is critical. It needs to perform well across every platform (mobile, tablet and desktop) and in all situations (searches, site visitors and social media shares).
2. Email marketing
Email marketing is one of the most effective, yet underutilized marketing tactics available today. If you’ve been putting off investing in email marketing because you think it’s not “seo-friendly,” then think again. The right email marketing strategy can prove to be highly effective in drawing new customers to your store and encouraging them to make purchases. The type of content that you send out through email messages can also serve as a great basis for blog posts, articles and social media content.
One of the most significant differences between email marketing and other digital marketing tactics is the capability to segment and target specific audiences. For instance, if you’re marketing your products to baby boomers, you can use email marketing to communicate with them using the content that they are most interested in.
3. Search engine optimization (SEO)
SEO is a form of digital marketing that enables you to get seen by your target audience when they search for products and services related to your niche. SEO takes a bit of an everyday practice to see results. You have to build an engaged group of people who want to hear what you have to say. Once you establish that, you can measure the results of your SEO strategy with relative ease.
There are three primary categories of SEO: on-site, off-site and content. On-site SEO factors in the structure and presentation of your website, including but not limited to: ensuring that each page is optimized for SEO, creating a unique meta description for each page, and using keywords throughout the copy on each page. Off-site SEO factors in your back-links, the websites that you link to on your own site, as well as the content that you’ve created that links to other sites. For example, if you’ve written an article about SEO in 2016 (a highly relevant keyword for your niche), you can include that keyword in the sentence “In 2016, Google’s trust factor in the quality of content was KEY in getting organic search results.” Content is also a significant SEO factor, as the better the content the greater the SEO value.
4. Paid advertising
Paid advertising is, in general, another type of online marketing that you can use to reach your target audience. You can place ads on various platforms such as Google Ads, Facebook Ads, LinkedIn Ads and more.
While organic search results provide you with unbiased content that is potentially valuable to your audience, paid ads allow you to shape and direct the content that someone is likely to click on.
You can use paid advertising to reach people who have a specific decision-making capability within your target audience. For example, if you’re marketing products to millennials, you can use Facebook Ads to target adults aged between 18-35 years old who are likely to be interested in your products.
5. Social media marketing
Social media marketing is, simply put, getting people to interact with your content via social media platforms such as Twitter, Facebook and LinkedIn. This type of content usually takes the form of short, informative videos or live streams that are designed to be shared. While social media platforms such as Facebook, Twitter and LinkedIn are free, you’ll need to make up for the cost of the content that you produce in order to gain more traction with your audience.
As you’d expect, the effectiveness of your social media strategy depends on a number of factors, including the size of your following, your content schedule and the type of content that you post.
Since video content is gaining in popularity each year, you may want to focus your social media marketing efforts on video content as well. If you can find a way to make each and every video stand out from the crowd, you’ll be able to significantly increase your video’s reach to your target audience.
Organizing your digital marketing efforts doesn’t have to be hard. Simply follow this checklist of the five most essential pieces of information that you need to know in order to make the right decisions at all times.
Ensure that each piece of information is easily accessible to you and your team. This will help you make the right decisions quickly and efficiently whenever you need to, without needing to spend endless hours searching for relevant data.