Data and numbers don’t lie, and when they are used correctly they can help an online marketing campaign grow rapidly and profitably. Each online marketing strategy has a goal of growing the revenue and profit, but what are some ways to measure and improve that return?
Not every online marketing campaign is going to be designed to go directly after the sale, but they are still developed to reach that end goal of revenue at some point. Some companies will push traffic to their e-commerce websites with the goal of those visitors making an immediate sale, while some have the goal of capturing the name and email address of the visitor in order to market to them multiple times in the future in order to convert them to a sale.
Regardless of what the specific goal is, the information provided by the following three data resources are some of the information we use here at Market Domination Media to help grow online marketing campaigns.:
Google Analytics: Google analytics provide information on each visitor that lands on a particular webpage, including their geo location, referral source, website navigation, and length of time spent on the site. While Google Analytics is the most popular option, there are other options available to those users that want to stay away from Google owned products.
This data helps to pinpoint problems with a website, as short visit length and low conversions would suggest that the website content and/or layout is not appealing to the consumer. Sometimes just a slight change in the layout or call-to-action can significantly improve the quality of the campaign.
Mobile traffic is increasing at a very rapid rate as seen on this infographic, and if mobile traffic isn’t converting well it would be a good idea to dig deeper into the mobile optimization of the website. This is a segment of the marketing campaign that should be a priority as more and more consumers are performing searches and visiting websites on mobile devices.
Since there is already data to measure the new changes against it becomes a game of testing until the desired goals are reached. Even then, it still pays to continue to test and study the web analytics on a regular basis. There is always going to be room for improvement.
Google Analytics can also help improve other pieces of the online marketing campaign as well. The visitor location data can be applied to paid search campaigns in order to geo target specific areas that have proven to convert well in the past. If there are a noticeable amount of conversions originating from a specific area it would be a good idea to deploy a paid search campaign targeting that area.
Paid Search (PPC) Marketing: Paid search marketing campaigns can be either very expensive or very successful, depending on how the campaign data it utilized. Blindly throwing up ads and uploading keywords and hitting the “go” button will spell disaster, a depleted budget, and an unsuccessful campaign.
A successful paid search campaign requires learning to walk before sprinting.
It is a good idea to start small and test a variety of ads and remove the poor performers. Test variations of the titles as well as the ad body text. Concentrating on quality score also helps to lower the cost per click, so make sure that the ad copy, keywords, and website all have relevant information. Having just a few keywords per ad group provides very accurate data, and will quickly show what ads are winners and what ones should be trashed.
Once ads with high click through rates and a cost per click within the campaigns budget are identified the campaign spend can be increased. It is important to further evaluate and optimize the paid search campaign at all times. Leaving it to run on autopilot can be campaign suicide, so make sure to constantly nurture the campaign.
Email Marketing: Virtually every online marketing campaign aims to collect the consumers email address, allowing the business to directly market to them in the future or “touch” them at pre-determined intervals via an auto-responder service.
Services such as mailchimp provide their users with detailed information on each email message and broadcast that is sent out. Information such as when the customer was added to the list, if and when they opened the email, and when they clicked on URL’s within the email body can all be easily seen.
Are they not clicking on the link(s) within the email? If not then there is an issue with the email copy and it is time to try something else. Are some emails receiving a low open rate? If so then change the frequency of delivery. Send them sooner and send them later to see how the open rate and engagement differs. This will help optimize the email campaign to deliver the highest open rates and click through rates, leading to increased conversions and revenue.
While Google Analytics, paid search marketing, and email marketing data might appear to be very simple information, they all prove to be very valuable to any online marketing campaign once they are broken down and analyzed correctly.