Have you ever burnt the night oil and estranged yourself from sleep to stay at the office and churn out a marketing strategy?
However, imagine that you kick off this campaign only to see everything you have worked for come tumbling down like a pack of cards. You keep wondering why your marketing campaign is not converting. And because the results are not good, you have to start all over – from scratch. Painful isn’t it?
These problems have been evident since the inception of any form of marketing campaign, more so in this digital age where everything happens at break neck speed.
Creating an online marketing campaign is not a task for the faint hearted. Many factors contribute to the demise of a campaign such as not having commensurate understanding of your target audience (where they are and what they need).
So I’m guessing you would like your online marketing efforts to yield positive results, right?
I have taken the liberty to reveal a few methods that will definitely make your online marketing campaigns effective
Make sure to build mobile friendly websites
Daily schedules for the average person is getting lengthier by the day. We all have so much to accomplish now than we ever did before. This makes it increasingly difficult for us to stay at a place for long periods of time because there is so much to get done.
The use of mobile devices is a consequence of this trend.
Why? Because it helps us solve problems on the go.
People are increasingly turning to their mobile devices for everything from watching videos to instant research to paying bills to purchasing an item.
Here are some interesting statistics from the past two years to ponder:
- 125 million US consumers own smart phones
- 50 million US consumers own tablets
- 62% of smart phone users have purchased online using their mobile device in the past 6 months
- 80% (up to 87% in 2015) of shoppers used a mobile inside a mobile store to help them make a product decision
- Mobile conversion rates have risen by 29%
Ignoring these trends means potentially losing out on more profit and market share the more these trends continue. Having a site that runs just as smoothly and efficiently on a smart phone or tablet as it would on a desktop/laptop is a must if you are looking to improve the effectiveness of your marketing drive.
This should give you an idea of how huge the opportunity is for businesses to capitalize on customer conversion simply by creating a mobile responsive and user-friendly site.
2. Earn money from your competition
We often do not realize this but not every company in your industry engaging in online marketing is your competition. Take a closer look at these other businesses and you may find out that they are targeting a different customer base because of their budget ranges, location and other demographic factors.
It is very important that you analyze the heck out of your ‘competition’ to know if they are actually competition.
How do you do this?
You can start by checking if you have any overlapping customers/customer group. Also check how their marketing theme and messages stack up against yours, get to know their marketing personality (are they fun and informal or the more serious and to-the-point kind of business).
All these will help you remodel your marketing campaign to ensure that it yields results that match or supersede that of the competition.
3. Re-target your ‘almost’ customers
The vast majority of users who visit your site or any other site for that matter are not ready to purchase anything. They are just surfing the net or doing research on a particular product.
Some others go further to start filling up a shopping cart only to abandon it. Others go beyond the shopping cart and actually get to the check out page before they decide against purchasing. These two categories of people are the ones you should re-target because they are the most likely to convert. This is because they already showed genuine interest in your product(s).
Make sure that your site is not more complex than it needs to be. Make all your site features as simple as possible and make sure that you are upfront about hidden charges such as shipping fees or taxes. This helps the potential customer not to feel like he/she is being swindled, thereby reducing the customer drop-off rate.
4. Create engaging content that will spur your readers to action
The assertion that words matter in marketing is one that is not up for debate. While the wrong words can cause a marketing campaign to take a nosedive, the right words can achieve the polar opposite.
When I say words, I am talking about top quality copywriting and content. Many businesses are ready to part with a small fortune to hire high-end web designers and developers to make their business site more beautiful and functional. This is not a bad thing except if you do it at the expense of creating quality content for the site.
This is akin to purchasing a beautiful piece of land and then building houses on it with nothing but straw and mud. The quality of the houses (site content) would have rendered the land (website) uninhabitable.
The content on your site can be a massive tool for customer conversion if they are written in a way that persuades your readers to take the action you desire them to. The action could be anything from subscribing for your email list to purchasing an item etc.
5. Setup an effective tracking system
Relying solely on your shopping cart data (if you run an e-commerce site) to measure your marketing campaign effectiveness will more often than not give you a one sided view of how well your marketing strategies are converting. For instance, you can analyze how engaging your site is using the Google analytics tool.
See picture below:
You need to be able to check your website usage metrics (like page views, bounce rates, unique visitors etc) and dimensions (such as location, medium/source) as well. A comprehensive tracking system consisting of these with your ecommerce/sales data will help you effectively measure the success of your marketing efforts.
For non-ecommerce sites, the tracking system can be as simple as tracking which ads and keywords are converting or not converting the most for your business. Free tools such as Google Analytics can serve as a very good tracking system to help you evaluate just how effective – or inefficient your campaign is.
6. Prioritize inbound marketing over outbound marketing
For about a decade now, inbound marketing has proven to be more cost effective with higher conversion rates than outbound marketing. Outbound marketing – or interruptive marketing as some call it – is no more the ideal marketing model to implement in the 21st century business atmosphere.
In this era of information saturation, nobody wants to be pestered with information that they did not request for; they want to access information on their own terms (mostly through online research). Employing inbound marketing strategies, such as creating relevant content to aid their research, can help you to help them to achieve this.
This way when they come across your site, it is because they want to be there, not because you bombarded them with unsolicited ads and calls etc. This trend works for both B2B and B2C buyers.
By the way, take a look at the picture below to see a summary of how inbound marketing works.
It is wise that you focus on increasing your inbound marketing budget at the expense of traditional (outbound) marketing. The idea of increasing your marketing budget should not put you of just yet until you have completed the succeeding paragraph.
A 2013 report showed that the average cost of generating leads through inbound marketing (estimated at $143) was 50% of that for outbound marketing (estimated at $373).
So you can see that prioritizing inbound over outbound marketing will help you cut down your marketing budget, whether you are raising the inbound budget or not.
In case you missed it, this is not so much about increasing marketing effectiveness as it is about reducing cost of investment – which when you think of it actually makes your marketing campaign efforts more successful.