Tag Archive for: Google Analytics

How to Create the Perfect Digital Marketing Strategy

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The key to a great digital marketing campaign is the well thought out plan behind it. If you try to launch any campaign without specific directives, it’s likely that you will waste a lot of time and money without producing any real results. This is why many businesses turn to a digital marketing professional. The experts at Onimod Global are here to assist you, and provide insight into what it takes to put together a high quality digital marketing strategy.

Persona Development

Every marketing strategy should be focused around the consumer. The first step in your strategy is to identify who this consumer is. Many professionals outline a buyer persona because it has been proven to be a substantially more effective marketing method.

The persona allows you as the marketer to develop a much more detailed description of your ideal target audience. These details include goals, challenges, interests, and personal priorities of the consumer.

Campaign Goals

In can also be beneficial to ask these detailed questions of your own company and product. Clearly defining the final objective is essential. Much of the strategy will be built around what you eventually hope to achieve with the digital marketing campaign.

While most plans are structured around conversions and sales, there are a wide variety of other goals to be considered. Increasing brand awareness through simple traffic and reach campaigns can be very effective. It is also common to launch campaigns with the intent to gather positive reviews about a product or company. Make sure that you are considering all of your options before moving on to the next step.

Measurement

Your measurements will depend upon the chosen objective for the marketing strategy. Determining the overall success of your digital marketing initiatives will be shown through key performance indicators.

Common key indicators are conversion rates, click-through rates, and overall impressions. If your campaign spans across multiple platforms, it would be wise to link them all together in Google Analytics.

Analyze

Google Analytics is a wonderful tool for digital marketers. This program allows you to combine all of your data into one easily manageable source. After letting all of your ads run over the course of a few weeks, you should have plenty of solid information regarding your marketing efforts. Once the data is compiled, it is easy to glean insights about the campaign.

Analytics provides an opportunity to compare all marketing mediums in use side by side. This way you can clearly see if the Facebook ads are outperforming the Bing ads. Looking at the overall performance of these many platforms can help you see which is most successful, and which is not.

Revisit and Readjust

Now that you possess tons of information and insight into your digital marketing activities. Using analytical tools you should be able to pick out details about the different ads and how they are running across different platforms.

With this information, you should be able to determine how to best spend your ad dollar. Trim the fat of the campaign and eliminate poorly performing advertising options. Or, you can try to rewrite your ads completely and start fresh.

Whatever you decide to do, now you know how. A new plan must be created every step of the way. They do not all have to be incredibly complicated or intricate, but they do need to be intelligent business decisions. The key to any advertising strategy is to have one. Plain and simple.

Create the Perfect PPC Campaign in 5 Easy Steps

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1.) Define Key Performance Indicators

Not all KPIs are created equal. When starting an advertising campaign, make sure to clearly state which metrics are most important to you. Do you want to focus on conversations, or reach? Do you want higher click-through-rates, or impressions?

For example, if the client is looking for new leads, you want to focus on conversions. If the campaign is generating a ton of clicks but still isn’t showing many conversions, then there may be an issue with your ad and whether or not it’s truly relevant to users. Lower volumes of clicks that actually produce sales are so much more valuable than massive amounts of clicks and no real results.

2.) Optimize Your Landing Page

Develop a simple, succinct, and foolproof landing page. Lead the user through your landing page effectively by giving them fewer options. Restricting actions such as navigating to a different page or downloading different files makes it clear what the correct actions are.

The best way to do this would be to create a unique landing page for an ad. This will also help you to see how well the ad is performing. Keep the landing page short and sweet with a quick contact form or sign up sheet, and you will significantly lower the risk of confusing the user.

Also make sure that the landing page is as relevant as possible to the ad. This will help to improve both the quality score of the ad, as well as its conversion rate.

3.) Boost Your Quality Score

There are so many simple ways to improve your quality score. Google’s algorithm gives first and foremost preference to the user’s experience. This means that it tries to show only the ads that are the most relevant to that user and their recent search. A better quality score equals better positioning on the results page. Oh, and did I mention that all of this is for free?

Here are a couple quick solutions to enhance your ad’s quality score:

  • Add sitelinks
  • Refine your keyword lists to improve relevance  
  • Optimize the landing page

4.) Focus on What Happens Next

The customer’s experience does not suddenly end once they click on your ad. There is always a next step. Did they fill out a form? Did they look at other pages on the website? Did they leave the website?

Try to dive deeper into how users are engaging with your brand, and what types of responses they are receiving. If they did fill out a form, where did that information go? Is it sitting in a file that no one ever checks on their computer’s desktop? Or is it being utilized and added to the company’s email marketing campaign contacts? It is not enough to simply have the information, it also must be used effectively.

5.) Don’t Stop Improving

Even if your campaign is performing well, it can always be better. Keep refining your keyword lists to make sure that all of the terms are extremely relevant to their ads as well as to potential customers.

Making these types of small changes over a long period of time is a strategy referred to as making “micro-wins” and can be explored further in this article of ours. Micro-wins won’t produce phenomenal results right away, but they certainly will over time.