Tag Archives: inbound marketing campaign

4 Tips to Improve Your Digital Marketing Strategy

4 Tips to Improve Your Digital Marketing Strategy

One of the key advantages of digital marketing is you can track, measure, and tweak your campaigns immediately. If you feel your AdWords campaign isn’t working, change the ad copy, ad size, or other factors. The same applies to your blog articles. Play around with the content type, length, and posting frequency until you find a working formula.

With that in mind, let’s look at the four most impactful adjustments you can make to your digital marketing campaign for accelerated growth.

Focus on Mobile

In 2016 mobile overtook PC as the preferred device for internet access. Currently, more than 65% of consumers prefer mobile, and nearly 30% use mobile only to access the internet. Therefore if you ignore mobile marketing, you’re ignoring a huge chunk of your potential customers.

Pro Tip:

To take advantage of the huge and ever-growing mobile market; make your site mobile responsive. Create mobile-friendly content with AMP (accelerated mobile pages), get local with Google My Business, and consider text message marketing.

Make Engagement Easy

Marketing Week recently conducted a study to find if people understand the meaning and purpose of engagement in marketing. The results weren’t shocking; up to 25% of respondents didn’t even know the business definition of engagement. However, about 38.5% knew the definition but didn’t take the metric seriously.

Pro Tip:

It’s important to understand and appreciate engagement as a marketing metric. Focus on ways to make engagement easy. Options to consider including are making your Calls to Action (CTAs) easy to find. Additionally, integrate social media into your website with social buttons and social login. As well, provide a comment section for feedback. Use email to remain in touch, and chat  with your community on social media, chat tools, and online public forums/blogs.

Use Designated Landing Pages

According to Marketing Sherpa, a whopping 44% of B2B clicks are directed to home pages, with an even bigger number for B2C. As a result, you’re missing out big time if you’re in this category. For maximum conversions, you need specialized landing pages for your campaigns. Why? Because landing pages are designed for lead generation and your homepage isn’t. Landing pages are easier to navigate, have fewer distractions, and don’t require scrolling like home pages.

Pro Tip:

Find a professional to create exceptional landing pages. More importantly, ensure that each campaign has its own landing page.

Test, Monitor, and Test Again

Like everything else in life, no marketing campaign is perfect. For example,  it doesn’t matter if you’re converting 50% of your leads; with a few improvements, you could hit 60%. Therefore this makes testing very important. Testing allows you to determine what’s working and what isn’t. It can be useful in predicting future trends which help you stay ahead of the competition.

Pro Tip:

Test often, consider split testing every marketing campaign, use social media to test and always focus on your Key Performance Indicators (KPIs).

Again, marketing campaigns are never perfect. But, if you can implement these four tips, expect a significant boost in your ROI.

Website Best Practices for Lead Generation

Website Best Practices for Lead Generation

The ultimate goal of an inbound marketing campaign is lead generation. Your site can attract a lot of visitors, but if all they do is browse and leave, then your efforts have failed.

To be successful, think of your website as a series of pages with elements that work together to turn a visitor into a potential customer. Lead generation follows a pattern which begins with a blog post, followed by the homepage, ‘about’ section, contact form, and a ‘thank you’ page. Every page corresponds to a step in the marketing funnel, starting with searching for info and ending with a submission of contact details. Let’s take a look at each one:

Blog Post

The blog post is the front liner of your website. It’s what people most often see first when looking for information on search engines. Traffic can come from a link posted on social media. The job of a blog post is to make people aware of your business. It should contain relevant information your target audience finds useful. It should be optimized with the right keywords to rank on the search engine and shared on social media.

Homepage

If your blog post generates interest, visitors will be curious about your business. They’ll go to the home page to learn more about your business and what it does. Make sure your homepage clearly explains what you do and how you do it to make visitors stay on your site and explore more pages. But what kind of details?

Visitors don’t necessarily know what you do. Provide a clear explanation of what your business does and how they help people. So on this page, share testimonials from satisfied customers and site any media attention you’ve gotten. Visitors will find it easy to see the value your business offers from people who have experienced it firsthand.

‘About’ Section

At this point, visitors already know what the business is, but not why it exists and who’s behind it. They want to know your objectives, your values, your vision, and mission. This should be included in your ‘About’ section. This your opportunity to earn visitors’ trust. Humanize your business by introducing yourself and your staff, talking about how the business started and share your vision for the future. People are careful about who they align themselves with. So if a business seems shady, they won’t trust it. Be transparent and open.

Contact Form

If you’ve filled out the first three pages, then it’s a quick step for your visitors to take action like filling out the contact form and leave their contact details. Once you have these, congratulations, you got yourself a lead. You can nurture your leads through email marketing and convert them into paying customers.

‘Thank You’ Page

Although the process of lead generation ends after the submission of a completed contact form, a new process begins right away — nurturing leads. You can start right away by showing heartfelt gratitude beyond the generic “thank you.” On this page, write a personalized message and offer additional value such as an Ebook download and links to more resources.

Do all leads follow this simple flow? Not necessarily, but it should give you a general idea of how visitors behave on websites.

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