The world of digital marketing is ever-changing. New technologies emerge, followed by new methods of measuring the effectiveness of digital marketing campaigns. To ensure you’re equipped to meet the challenges of today’s digital marketing world, we’re going to share five tips that every public sector online marketing agency and digital marketing consultant should know.
1. Measure, Measure, Measure
When you set up a marketing agency, you’ll be faced with the mammoth task of measuring the effectiveness of your campaigns. You’ll need to consider a variety of metrics, including clicks, impressions, website traffic, landing page conversions, and so much more. To get started, you should look at using a tool that can measure everything — we recommend Google Analytics. With Google Analytics, you can track the performance of every aspect of your site, from your online store to your social media pages. This gives you a full picture of how your customers are interacting with your brand and allows you to make informed decisions about future marketing strategies. You can’t make significant marketing strides without knowing the results of your efforts. With Google Analytics, you can track the success of every one of your campaigns, allowing you to determine how well your digital marketing investment really paid off.
2. Use Analytics to Its Full Potential
With Google Analytics, you can track the performance of every aspect of your site, from your online store to your social media pages. This gives you a full picture of how your customers are interacting with your brand and allows you to make informed decisions about future marketing strategies. You can’t make significant marketing strides without knowing the results of your efforts. With Google Analytics, you can track the success of every one of your campaigns, allowing you to determine how well your digital marketing investment really paid off.
You should use Google Analytics to track the following:
- Sessions (What happens when a customer lands on your site?)
- Pageviews (How many times have people come to this specific page?)
- Bounce rate (What’s the percentage of people who visit only one page and then leave?)
- Traffic sources (Where did all the traffic come from?)
- Clicks (Which buttons, links, or forms get people the most excited?)
- Form completion (Which forms get submitted the most?)
- Time on site (How long did people stay on your site?)
- Pages/content viewed (What pages do people most frequently visit?)
- Social media engagement (How active are people on your social media channels?)
- Demographics (Who is visiting your site/following you on social media?)
- Site optimization (Have you ever seen your site listed on Google Search Results Page 1-5?)
- Search keywords (What words/phrases do people use to find your site on Google?)
3. Optimize Your Website For Maximum Visibility
No matter what industry you’re in, your website is your digital storefront. A well-designed and optimized website can dramatically improve your conversion rates and grow your customer base. To get started, use these Google search terms to find a reputable web design company in your area: public sector website design, website redesign, or SEO.
Once you’ve found a reputable company, be sure to work with them to fully optimize your site. Have your web designer conduct A/B testing on your site to see which versions receive the best results and then use those results to inform your future design decisions. Using this approach, you’ll constantly have new ideas for boosting your site’s conversion rates and growing your customer base.
There are plenty of free tools online that can help you with SEO, including Google’s free ‘Keyword Planner’. In addition to helping you find the right keywords, the Keyword Planner can also tell you how competitive each term is and alert you whenever there’s a change in the marketplace. Competition levels vary from very competitive to very uncharted territory, so being alerted of shifts in the market is a vital part of staying ahead of the curve.
4. Measure, Test, Review. Then Measure Again.
Once you’ve started to see positive results from your efforts, it’s time to sit back and re-evaluate. Did your inbound marketing approach generate any sales? What metrics are you using to measure success?
As we’ve established, analytics is essential to fully understand the performance of your marketing campaigns. Once you have a clear picture of how your inbound marketing efforts are performing, take some time to review the data and consider where you might need to make some changes to be more effective next time around.
For example, you might find that your marketing campaigns on social media generated the most interest and clicks, so it makes sense to expand your social media presence even more. Or, you might want to try a new tactic and see how it fares compared to what you’ve historically done. In any case, tracking data allows you to establish a baseline for comparison and then determine whether or not your efforts are producing the desired results.
This is an iterative process that will help you establish the effectiveness of your inbound marketing approach and allow you to continually improve your efforts. Of course, you might want to consult with a professional outside of marketing to get help establishing a digital marketing strategy and then consulting with various specialists within marketing to ensure the strategy is being executed effectively.
5. Promote Your Agency
If you’ve built a decent consumer base, it’s now time to begin marketing your agency. You’ve established a trusted brand and a good standing with your customers, so promoting your agency will be much easier said than done. To get started, simply use your agency’s website or social media platforms to announce the existence of your agency. If possible, include a call to action such as a button or link that leads to more information about your agency. For example, if you’re on a blog post, include a link in the text that leads the reader to your website or to sign up for email alerts.
Once you have, or are, promoting your agency, be sure to use various platforms to share content that is relevant to your target audience. For example, if you’re looking for B2B clients, you might want to create a blog for technical executives. Or, if you’re working with SMEs, you could create a blog for marketing and sales executives. In any case, include relevant and thoughtful content that will engage and delight your target audience. This type of content will help establish you as an authoritative voice in your field and make potential clients more eager to work with you.
In short, a digital marketing agency can be a great way to effectively promote your business. It’s a solid platform from which to launch your inbound marketing efforts and provide your customers with value. If you want to learn more, here are a few helpful blogs that might interest you: