Running a successful online marketing campaign is about more than driving traffic. It’s about driving sales. Our team of dedicated analysts help you increase your return on investment and make better choices for your marketing dollars.
More companies than ever are investing in digital marketing initiatives like marketing automation, search engine optimization (SEO), search engine marketing (SEM) and website design. As the list grows, it is becoming more complicated to track the ROI (return on investment) of these initiatives. In fact, many companies have stopped trying to track their true ROI or don’t track as well as they should. Just because it’s difficult, doesn’t mean it’s impossible.
Pay per click (PPC) through Google Adwords can help you attract tons of traffic to your website, and the system offers a variety of metrics to track your ad performance. While most companies pay attention solely to click through rate (CTR); however, this only shows the traffic to the site generated by the ad. It doesn’t provide insight into the outcome of those visits:
Your paid campaign’s landing pages should have a strong call to action (CTA), directing visitors what next steps to take. The ability to track how your visitors behave on your landing page, as compared to what you’d like them to do, is an essential element for determining the ROI of your advertisements.
Blog writing is an essential step for many businesses to drive more traffic to their website. Often companies start blogging without having a clear strategy to measure their blog’s ROI.
In addition to providing useful content to your prospective customers, you also need to understand who these customers are, where they come from and the value they find in your articles. You also need to set clear goals for what you’d like the users to accomplish through the article, and create CTAs that will drive them to take that action.
When creating website content, it’s important to test variations of your content. You can do this through A/B and multivariate testing or content modification. Often you’ll use these methods in combination with dynamic CTAs or a landing page that also utilizes previous actions to display specific content. Measuring the success of these campaigns can be difficult, but in order to be successful, you’ll need to be able to measure the successes and failures of each and every permutation.
With a multitude of free and paid solutions to manage your social media marketing campaigns, these systems often don’t have integrations that allow you to effectively track ROI. It’s important to measure the sales cycle of a lead from each social media channel. This helps you better understand the time it takes to close a sale from each channel, evaluate the value of each lead and better craft your messaging for each channel. Ultimately, you should be able to use this information to increase your ROI.
We understand that proving ROI isn’t limited to just large companies. It’s important that businesses of all sizes tackle. We use systems to eliminate the data silos that often occur when your systems (website, CRM, social media, paid ads, SEO, automation) are not communicating and working together properly. We use cutting edge industry tools like HubSpot’s marketing automation platform and dynamic phone tracking systems to help you close the gaps and start measuring and understanding your ROI better. These tools allow you to make informed decisions and ensure your marketing strategies are working to provide value for you and your customers.
Ready to improve the value of your marketing dollar? Our analysts are ready to help tackle your campaign’s spend and deliver actionable suggestions for improving your ROI.