In the world of digital marketing, it can be easy to focus on “vanity metrics,” meaning that they look great but don’t actually translate to your overall business goals. It’s important to get past that and focus on what real results look like with digital marketing. Keep reading to learn what that success looks like and how you can get there.
Website Traffic — Quality Over Quantity
Your organization’s website is likely at the center of all your digital marketing efforts. Digital ads link back to your website. You post links on your social media channels. And, of course, SEO is all about your website.
So if you’re investing in digital marketing, then your website traffic should increase. Right? While that is true, it’s important to keep in mind that the quality of those website visitors is just as important, if not more, than the quantity of visitors.
If your website is getting good traction with organic traffic, meaning that they’re coming through search results, then that’s a good indication that your website is attracting the right kind of visitors for top-of-the-funnel marketing. Paid search and email marketing traffic is great for those who are already familiar with you and ready to buy.
An Uptick in Conversion Rates
This one probably seems like a no-brainer. If you’re getting more conversions, then you’re probably getting good results with your digital marketing strategy. But if you’re getting a lot of website traffic and still not getting conversions, then it may be time to look at optimizing for conversions. Here are some tips:
- Clearly state your call to action
- Make forms short, sweet, and to the point
- Target prospects with keywords
- Share educational content that focuses on your visitors’ problem
- Create a plan for retargeting visitors that don’t complete your CTA
Better Retention and Value
It’s no secret that it’s way more budget-friendly to keep your existing customers than it is to get new ones. (5 times more budget-friendly to be exact!) You’re also more likely to close a deal with an existing customer than with a new prospect. Even with all this in mind, many organizations spend the majority of their digital marketing efforts focusing on potential customers instead of retaining current customers.
So, how do you get results when targeting existing customers? You can create a specific email campaign to target and engage your current customer base. (Think: exclusive offers, insider scoops, etc.)
Get Results With Your Digital Marketing Strategy
If you’re ready to get results with your digital marketing, then we’re here to help! Start a conversation today to start seeing the ROI you expect from your digital marketing. We’ll get to know you and your organization before making suggestions on how you can get the most out of your digital marketing budget.
