Just before we turn to analyse the most popular digital marketing channels, we will give you a few tips on how to calculate the ROI of your campaigns – something which 9 out of 10 (90%) of global marketers struggle with, according to new research by the Fournaise Marketing Group.
Tip #1: Measure what’s important, not what’s easy
Most people measure easy things – the clicks and the likes. Sure, these hold some value but they are far from the important aspects of a successful campaign. (Think conversions, engagement…)
Tip #2: Metrics don’t speak for themselves
Creating dashboards whereby you display your key metrics is outdated and useless for most of its part. You may ask why. Well, in order to successfully read those metrics we need the help of skilled analysts. It’s both an art and a science. Consider asking your marketing experts for a detailed report instead. After all, you are paying good money for their help. Which brings us to our next point…
Tip #3: Link remuneration to metrics
One of the most usual challenges is translating data into actionable insights that would ultimately help elevate our brand and lead to sales. As a result, it makes perfect sense to tie their compensation to key metrics – this would ensure that your employees are paying attention.
Time To Decide: Proven Digital Marketing Channels
Now that you are clear on what exactly it is that you want to achieve, you need to delve into the nitty gritty of each digital marketing channel. This is the last piece of the puzzle that explains how you can first attract and then retain customers via the web.
The past few years, Search Engine Optimisation (SEO) has drawn the attention of virtually every rational business owner and marketer on the planet for solid reasons. It is estimated that Google answers to over 3.5 billion search queries every single day. This fact underlines the importance of SEO since it is the set of strategies, methodologies and techniques used to increase the amount of visitors to a website by ranking in a high position in the search results page of a search engine (most notably of course Google). It’s a fact that most users ignore paid ads and focus their attention and clicks on organic search results. Adding to this Local SEO has been gaining ground, since a respectable percentage of users strive to satisfy their information or consumption needs through a local business.
Display advertising (GDN or Google Display Network)
Google Display Network (GDN) can be accessed via the renowned Google AdWords and effectively boils down to the incarnation of Google’s ad network of AdSense publishers who have actually signed up. Here, you have the opportunity to bid in a similar fashion as you search. A very important differentiating factor is that the GDN gives you the opportunity to use Google’s data on its users in order to effectively target ads. Users can also bid on ad inventory listed on AdX using their own data. This gives unprecedented opportunities for targeting according to rather strict segmentation variables and this is due to proven algorithms and clearly categorized audience demographics. As a results we can safely claim that GDN offers a second to none direct response effect for big and small advertisers alike.
There’s a good reason behind the fact that content is king. It’s at the core of every campaign since when it’s relevant and of high quality it gets discovered. But it’s about value at the end of the day. Would you ever click to something that has absolutely nothing to offer you? If it resonates, and if it helps customers advance towards their goals and reach solutions then it works! Content in this framework may include graphics, text, dynamic content (videos) etc.
Social Media Management
This was one of the best things that ever happened to business and marketing. There is a plethora of social media out there and the number is continuously on the rise. Each type of customer more often than not has an inclination towards X, Y or Z medium. There is literally something for everyone and there are myriads of opportunities that firms can capitalise on. Instagram has a rather laissez-faire attitude and is full of young people. Showing off is almost a must. Facebook is rather generic and since it is the most popular among them, it caters to all needs and demographics. LinkedIn is mostly used when we want to reach out to professionals of all sorts and Twitter likes to be precise and can help people turn into early adopters of your brand. Last but not least, Google+ is mainly used for B2B (Business 2 Business) campaigns.
In this category (which is often overlooked), we have some very exciting opportunities. Reaching out to bloggers, press publications, and forums is certainly time consuming and might be considered by some untraditional. It is indeed a kind of a guerrilla marketing tactic since it’s not by the book per se. And this is the very reason why it yields such incredible results. Imagine reaching out to someone who has 50.000 followers on their blog or on YouTube. Convincing them to feature your brand boils down to value. You need to offer something in return. Sometimes, simply being an honest admirer of their work can suffice. Let’s not forget that generating positive word of mouth (WOM) is one of the oldest and most trustworthy marketing methods around.
Direct Advertising (PPC)
If you want fast, and laser targeted results look no further. Pay-Per-Click advertising delivers your message to specific people in a short period of time. That is why it’s among the most effective and unfortunately most expensive methods out there. If your advertising budget allows, you need to calculate how much you are willing to spend to acquire a new customer and then invest in bidding and placing well-crafted ads in strategic places. These include but are not limited to Google, Facebook, Bing etc.
I am sure you’ve heard the expression that ‘’the money is on the list’’! As we mentioned earlier, every successful digital marketing funnel starts with sparking up the interest of our prospective customers. Thus, when a business tries to generate leads via a variety of methods, they always collect contact information and most notably name and email address. Using email marketing always delivers exceptional ROI on every front (from brand building all the way to conversions). Once you have the list of prospects in place, you are free to offer them purchase propositions over and over again – as long as you are being ethical about it and provide honest, undeniable value.
Investing our hard-earned money is always an affair which requires considerable due diligence. If done the right way, the benefits always outweigh the costs. In fact, in our day and age, which is characterised by unprecedented interconnectivity and ubiquitous information, returns on investment are surpassing any possible expectations by far. This landscape is full of opportunities for rational business owners around the world. So go ahead, success is yours for the taking.