- by Alyson Shane
One of the critical components involved in understanding how your marketing efforts are translating into real-world actions is connecting your website with your marketing campaigns.
When you understand how the actions you're taking online: organic social media engagement, sharing blog content, hosting events and webinars, and running targeted paid advertising campaigns all connect to actions visitors take (or should be taking) on your website, you can begin to understand how and why (or why not) your efforts are yielding the results you need to grow your business.
This blog post will cover some of the key marketing metrics for planning and increasing the Return on Investment (ROI) of your digital marketing efforts of through your website.
Let's get started, shall we?
1. Website Visitors
Understanding who is arriving at your website is almost as important as what they do when they get there. Take a glance at the following areas for a deeper understanding of who's visiting your website:
Analyzing the age, gender, language, and location and comparing your findings to your Buyer Profiles or Ideal Customer Profiles (ICPs) will let you know right away if your efforts are sending the right kinds of people to your website.
For example, if your ICP for your monthly men's shaving kits are men age 20 - 45 with who live in the Baltimore, MA area and make more than $45,000/yr, and your web traffic is comprised primarily of men age 18 - 24 who live in the Baltimore, MA area and make less than $30,000/yr, then you need to rethink your messaging and paid ad targeting.
Additionally, if the majority of your web traffic is coming from a different target location then you may need to re-think your targeting parameters and re-evaluate your hashtag strategy.
Devices, Tech + Interests
Understanding the tech your visitors are using to view your site plays an important role in how long they stay on your page. According to HubSpot, Google drives 95% of all paid search ad clicks on mobile, so make sure that if the majority of your visitors are looking at your website on their mobile devices that your site ie mobile-friendly and loads quickly.
If not, your Bounce Rate (people who leave your website after viewing only one page) may suffer as a result.
Interests can also be instrumental in understanding if you're targeting the right people with your marketing marketing material. For example, if your web traffic is the right age group but isn't converting, check to see if the "Interests" of the users visiting your website align with your products and services; if not, it's time to revisit your ICP and hone your messaging and targeting.
2. Site Content
Real talk: if the content on your website is lackluster then your visitors aren't going to stick around to see what else you have to say.
Page Metrics show you the Most Viewed Pages, Average Time Spent on each page, and the Least Viewed Pages. By paying attention to these data points over time you can see how deep visitors go (or don't go) into your website once they've arrived, and track to see what they do along the way.
Other metrics to track include:
- Session Duration
- Bounce Rate
- Exit Rate
- Exit Pages
Review the pages with the highest Bounce Rate and lowest Session Duration, as well as the Exit Rate and Exit Pages to understand why those pages are leading visitors to bounce away. Are they loading too slowly? Is the page layout confusing or broken? Is the copy lacking in valuable content?
By regularly assessing how these pages are performing and strengthening the weak spots on your website you can test and fix them on an ongoing basis to keep your visitors engaged and active on your site.
How are people finding your website? Once you understand where your web traffic is coming from you can develop campaigns and strategies to capitalize on those traffic sources. Some key areas to monitor include:
- Channels. Show you the sessions brought by social media, search, email, and more.
- Source/Medium. Similar to the above, but is specific to the service or website.
- Referrals. Where your website was referred from somewhere else online.
If you're running several paid campaigns across multiple digital channels, compare these findings against your campaigns in order to determine where to focus the majority of your digital marketing advertising budget.
With all these metrics to track it may seem like we're getting away from matters: website conversions, but that's not the case.
In fact, by developing a comprehensive digital marketing strategy your business is more likely to convert website visitors into customers, and the best way to track your efforts is to set up Conversion Goals.
Conversion Goals are exactly what they sound like: they're the final action you want to visitor to take after arriving on a specific page on your website. Conversion goals can include:
- Subscribing to your newsletter
- Registering for an event or webinar
- Filling out a contact form
- Making a purchase/completing checkout
By attributing a value to each of these conversions (transaction, future lead, etc.) you can determine the "end goal" of your website and track how visitors are responding to your efforts. As you continue to track, test, hone, and continually work on optimizing your website to convert you'll begin to see increases in your goal conversions.
By continually honing your website and tracking key metrics you'll soon have a well-developed understanding of how, where, and why your website visitors are finding your business, and the steps you can take to convert them once they arrive on your site.
The first step in this process is a thorough website content and digital marketing assessment. If you're not sure how to perform one for yourself, get in touch and let our team of digital marketing experts help your brand sing.
- by Alyson Shane
Whether you’re a B2B startup, franchise, consulting agency or full-fledged enterprise business, your online content game is what marks your place as a unique and authentic company, and helps convert those prospects into lifelong customers who believe and trust in your brand.
You can have an eye-catching headline, a lead that sparks interest, and values that people can get behind, but without content that builds a case for why your customers should care about what you have to offer, you won’t be converting nearly as many prospects as you might imagine. Remember: 96% of buyers who visit your site are not initially ready to purchase what you’re selling.
The best content cases are the ones where you’ve anticipated potential rejections and have taken preliminary steps to eliminated them from your conversations. Risk Reduction is the name of the game in an engaging content case.
Advantages of A Strong Content Case
This is where effective content marketing comes in: in order for your content to begin converting your prospects from the first point of contact, your marketing efforts need to be backed by personalized, data-driven content that speaks to their pain points.
In fact, 56% of marketers think that personalized content leads to higher engagement rates, according to an IBM Digital Experience Survey. The right content case and content strategy promotes genuine brand recall, helping your prospects remember your brand when making purchasing decisions.
Mastering how to develop a well-rounded and persuasive content case means that you’ll connect with leads naturally and positively, in a fashion that feels genuine to them. This starts with your web copy, and how readers and prospects interact with it.
Want to create a content case that works for your businesses unique client profile? Use these tips and tricks throughout your content marketing strategy to attract new leads, and convert prospects into sales:
1. Include Relevant Data
When you’re generating any long form content on your website, blog, or perhaps even your social media posts, find relevant data that backs up your assertions and claims. By including information that’s scientifically or mathematically sound, you’re showing readers that you have the answers they need, and that you truly care about the honesty behind your words.
2. Back-Up Your Points with a Respectable Third Party POV
You’re already a professional in your chosen industry, and work hard to share that knowledge honestly across your content. But as you’re developing a content case, sharing a similar recommendation or review from a third-party that your ideal client engages with regularly allows you to demonstrate your position amongst other leaders in your market.
For content marketers like us, we like to link to reliable resources like Marketo's blog, Buffer's blog, and other sources like Social Media Examiner, HubSpot, and Sprout Social to lend some gravitas to a point we're trying to make.
3. Display Social Proof + Testimonials
As you can see from the above points, social proof of your claims makes your content more accessible and valuable in the eyes of your prospects. You know that you’re amazing at what you do, but by tying in testimonials throughout your website and content, you’ll be solidifying your claims with social proof of your amazing-ness.
When asking previous clients or employers for a testimonial, guide them to focus on a certain area of your expertise to keep the testimonial concise and accurate. Other testimonial providers can cover other aspects of your services so that you’re equipped with a well-rounded display of expertise.
4. Keep Only the Essentials
This doesn’t mean that all of your copy needs to be quick and to the point, but rather, that any additional information you include in your web copy coincides with your original promise or claim.
Prospects want to know that the decision they're making by purchasing your product or service is right for them. Providing them with enough information ensures that every prospect can gauge your value-add based on the amount of information that they need to feel assured.
5. Remove the Risk
Removing the risk or providing a guarantee: whatever you want to call it, giving your prospects proof that you take responsibility for your claims provides them with a powerful reason to genuinely trust you. Whether you’re guaranteeing complete satisfaction or full refunds if your product or service doesn’t match your claims, your sales volume is bound to increase when take the weight of risk off of your prospect.
Keep an eye out for more blog posts to help you convert prospects, and make sure to sign up for our newsletter to get your copy of our free ebook Get Social! Content Marketing for You & Your Brand, chalked full with worksheets and questionnaires to help you master your brand and build a community!