It seems that marketing has always been known as primarily a creative endeavour but this is no longer the case.
CMOs and senior marketers are under more and more pressure to increase the efficacy and performance of their online marketing strategies.
It has become all about numbers: website traffic, leads, and conversions.
This huge leap to data-driven marketing strategies has only taken off in the last few years, so you’d be forgiven for feeling a bit at sea when it comes to knowing exactly where to look for the data and direction you need.
That’s why we’ve written this blog – to introduce you to the areas that’ll help you to keep on top of your digital marketing plan.
Devising marketing strategies with data
Before the internet, marketing departments had to rely on gut feeling and rudimentary market research when devising their marketing strategies. Marketing departments used to have to use more of a guesswork approach to devising and adjusting their marketing strategies.
Without the wealth of data we have access to, marketing strategies were based on gut feeling and rudimentary (by today’s standards) market research. Not only that, but mindsets were different. Businesses were more dictatorial when it came to their products, and consumers usually knew little about the companies they bought from.
Today, consumers have greater power thanks to information – as do businesses
While consumers are more empowered today than ever before – thanks to the ease with which they can access information – this applies to businesses too. In fact, it’s crucial that you tap into the power of data to forge an effective digital marketing plan that will win those hard-to-get customers.
In order to do this, though, you need to know the key areas that’ll propel your digital marketing plan to dizzying new heights. Here are just some of the crucial areas that a digital marketing template should review:
Search Engine Optimisation
SEO is not just as simple as inserting a few keywords into blogs and on your product pages. Google assesses the quality of content, its utility and the originality of ideas when ranking websites – you therefore need a sound SEO strategy paired alongside quality content.
Landing pages & lead generation forms
High volumes of website traffic are all well and good, but if this doesn’t result in conversions, your digital marketing plan is essentially, for nought..
That’s why it’s so important to have forms on your website that visitors can fill in with their contact details in return for a great piece of content, for example. Landing pages are simply the webpage that contains the form that’ll capture those valuable contact details of the people who want to become more than just a visitor to your site.
You might think that a visitor to your website doesn’t really need to be encouraged to fill in a form or request a quote – if they want to do any of those things, they’ll do it, right? Not really.
Calls-to-action are very powerful tools that gently nudge your audience along the sales funnel. They’ve got to be eye-catching, engaging, and most importantly, relevant to your audience.
If calls-to-action incite people to fill out lead generation forms on landing pages, marketing offers are the ‘bait’ that reel them in – in a nice way!
A marketing offer can be a piece of content (an eBook, a pricing guide, a checklist) or a conversion asset like an online calculator. If a visitor to your site is interested enough to download these marketing offers, the chance they might be interested in your brand and product – even if it’s only further down the line – is high.
These are the kinds of people you really want to start building great relationships with and get to know. Marketing offers helps you do this.
This part you’re probably already doing – after all, competitor analysis has been a stalwart of any business plan for time immemorial.
That said, when it comes to inbound marketing, your competitor analysis needs to take into account the keywords your competitors are ranking for, the marketing offers they have, the type of content they’re creating and which social media channels they’re on. What are you doing better than them, and what are they doing better than you?
With data-driven marketing comes the need to set measurable lead goals.
By lead goals, we mean targets and metrics that can be used to measure what percentage of your website traffic is converting into leads.
For example, a click-through rate (CTR), measures the number of people you sent a lead generation campaign to who actually clicked on any links in your campaign.
A conversion rate will tell you how many ‘clickers’ went on to carry out the tasks that would mark them as leads or customers. Bear in mind that the dose of patience required to see the effects of a digital marketing strategy is far outweighed by the higher lead generation rates.
Being cognisant of all the above is a huge advantage – it’ll help you understand the bigger picture of what your digital marketing plan is all about.
But you don’t need to be a total boffin on everything…
That’s why agencies were invented – to do the nitty gritty so you can focus on masterminding your overall strategy.
If you’re keen to find out where your digital marketing plan stands, get in touch with the team today.