Running a digital marketing campaign can be expensive, and there’s no way around that. People spend billions of dollars every year to promote their companies online, and they wouldn’t do it if they didn’t have to. So, they’re necessary. If you don’t have a strong online presence, it’s like your business doesn’t exist, and you can’t expect it to grow that way. On the other hand, if you know about ways to optimize your digital marketing ROI, you can get more for your money. And today, we’ll teach you how to do just that.
As you know, there are many metrics you can track during your campaign. Some of them will guide you and can help with directing you in the right way. However, there are some that you should avoid altogether. And the trick is to know which ones are which. If you can recognize the important things and focus on them, you’ll get the results you’re after.
Here’s what you should pay attention to.
Establish the Goals of Your Campaign
If you’re serious about your business, all the chances that you already set goals for it. We all know how it goes. You consider all the factors that could impact your journey, and you take measures to counter them. Many companies use SMART goals to do this. With this system, you aim to make your goals specific, measurable, achievable, relevant, and time-bound.
And setting the goals for your campaign is similar to this. However, it can be a bit harder to determine them. The first thing you need to figure out here is what a strong ROI would look like for the campaign you want to do. Of course, it depends on many factors. You have to think about your cost structure, industry, market demand, and so on. On top of that, the type of campaign can directly influence the ROI you can expect.
Let’s say you’re running a moving business. You can learn everything you need to know about SEO for moving companies and run an SEO campaign, or you can run a PPC campaign. Both of these things are digital marketing, but their ROIs will be very different.
So, you need to know what the purpose of your campaign is and set the goals accordingly. If you have unrealistic expectations, you can even hurt your overall strategy. Therefore, this is something you need to be careful about.
Create the Content Your Audience Wants to See
As soon as they’re online, consumers are bombarded with ads. If you want your brand to be successful, you need to stand out. And you do that through quality content. It’s the cornerstone of any marketing strategy, and if you want to pop out, you need to ace it.
So, you can forget about generic and boring emails right away. All of your customers already have full inboxes of those, and they don’t need yours on top of them. If you want to get to them, you must offer them value and personal connection.
When you know all of that, it’s clear why one of the best ways to optimize your digital marketing ROI is to create content personalized for your target audience. If you offer them something they want to see, they’ll click on it. It sounds simple, but many things go into creating such a thing. Here are some factors you should keep in mind.
- Create valuable content. You want to help your customers with your content, so aim at solving their problems. Give them good recommendations, and they’ll respect that.
- Make your content user-centric. No matter what kind of content you’re sharing, always put your customers first. This is how you connect with them on a personal level.
- Conduct surveys regularly. Don’t be afraid to ask your audience what they want and expect from your brand. If you understand them, you’ll be able to help them more easily.
Use Predictive Analytics
If you want to measure and improve your marketing ROI, this is an essential tool. To put it as simply as possible, predictive analytics uses AI and machine learning to predict the future behavior of consumers. It’ll help you identify your ideal customer base and equip you with relevant information about them. The more you use it, the more you’ll know about your customer needs and how to fulfill them.
On top of that, it’ll help you make informed and efficient marketing strategies that will bring you the best possible results. It’ll look at your customer behavior and tell you if you need to focus on local business citations, blog posts, or creating video content. You’ll know what your target audience is the most likely to engage with, and you’ll be able to work on that. It saves you both time and money, and both these things are precious.
Take Advantage of Automation Technology
Paying a person to do simple, regular, and repetitive tasks doesn’t do you any favors. All the chances are that this person won’t be happy with their job, and you’ll have to spend money to keep it going. On the other hand, there are automation tools that can do the same thing but are cheaper. So, if these things exist, why wouldn’t you use them?
They can take all the boring tasks like housing images and managing email lists of your mind. If you use them, you’ll have more time to focus on important things. Moreover, your creativity and energy won’t suffer. So you’ll be even more eager to get all those other tasks done properly.
Avoid Vanity Metrics
It’s only natural that you want to keep track of the progress of your campaign, but you should be careful about what metrics you choose to track. Some of them might be vanity metrics, and those will only distract you from your goals.
Once again, let’s say that you’re running a content campaign for a moving company. We all know how great the importance of backlinks for movers is, so you should keep track of those. However, things like press release shares, Facebook fans, and raw page views don’t mean much. These don’t correlate with revenue, and for that reason, you shouldn’t be bothered with them.
Of course, you should pay attention to your click-through rate, engagement rate, and reach. These give you direct information about how your campaign is going, and that’s why they’re important.
As you can see, there are many ways to optimize your digital marketing ROI. However, you’ll get the results you’re after only if you combine them all. Don’t be afraid to experiment and try things you never tried before. Set clear and achievable goals, and track only the things you know are important. If you do everything by the book, you shouldn’t have any problems with your campaigns in the future.