Gauging campaign effectiveness and contributing to strategy success
Marketing is a blend of art and science. It’s all about understanding what your customers want through knowing who they are and the emotional triggers that drive them to act. But it’s also about the cold, hard numbers that lay out the successes (and improving-areas) of your campaigns and overall strategy. Measuring website traffic, online growth, and return on investment (ROI) are vital and a core component for strategy review and adjustment.
Read on for driving traffic, promoting growth, optimising ROI, and more.
Driving targeted traffic
Getting traffic is all about getting your content in front of eyeballs. Broadly, there are two ways to go about this. You can aim for general traffic, which simply means getting your content in front of as many people as possible, by using ads for example. They may or may not be people interested in what your company offers. This method is essentially throwing stuff at the wall and seeing what sticks. Going this route runs the risk of negatively impacting your marketing efforts and brand strength since your content may be irrelevant, dilute, and ultimately unhelpful to visitors; it may simply serve to increase bounce rates.
The other option is targeted traffic. This is generally considered the better option for those who are serious about establishing a strong online brand presence, broadening their community, and seeing traffic and clients increase. Targeted traffic puts your offer in front of the people who can actually benefit from it. By identifying your customer profile, and creating marketing campaigns to reach these people, you make gains while potentially saving time and money.
As you bring the right type of traffic through your content, you should see growth across a number of metrics. Effective marketing strategies can lead to more visitors, lower bounce rates, longer visits, and more people actively participating in your sales funnel.
Whether your goal is to have people sign up for your email list, take advantage of free trials, or purchase products & services, effective traffic-building strategies will help. This is why it’s important to have targeted traffic. Simply trying to get more people to your website may increase actual visitor numbers, but the more important metrics won’t grow accordingly (minus bounce rates) if you aren’t reaching the right people. Ideally, a blend of both general and targeted traffic is desirable for healthy growth. The balance depends on specific factors and goals.
In the end, it all comes down to analysis. Frequently analysing your numbers and figuring out what has contributed to better performance (and what hasn't) undoubtedly helps to get the most out of the marketing budget.
Key focusing questions include:
Which methods are increasing both main page traffic and bounce rates? Can these methods be improved, or should they be dropped from the campaign? It could be an issue with the landing page that is negatively impacting traffic.
Which channels are bringing in significant amounts of visitors who follow through to the sales funnel? Can these methods be enhanced and maximised, or modelled for new strategies?
Analysis and metrics allow you to cut marketing methods that aren’t working, trim the marketing budget, and spend more time and effort strengthening those that are building solid results. With a skilled marketing agency, you can work to develop your high-value traffic methods.
The process can be summed up in a few words: analyse, change, analyse, tweak, repeat. Each small change made to a marketing campaign can improve results and help a business thrive. Unfortunately sticking with what used to work, even in the face of decreasing metrics, is bound to reduce your ROI and leads.
Avoiding the undersell
Overall, it pays to be mindful of the fact that you worked hard to craft a product or service that brings value to your clients and customers. Rushing or scrimping on your marketing strategy is to do all of this a great disservice. Rather than opting for a strategy that rapidly delivers high coverage through general impressions and traffic, dedicate resources to carefully building a marketing campaign that precisely targets your intended audience. You’ll be giving yourself the best odds for high yield growth and ROI.
Without routine monitoring, evaluation, and maintenance site traffic, leads, and ROI decrease over time. Rather than constantly dedicate your time and resources to your marketing strategy in perpetuity, consider hiring the expertise of a marketing manager to oversee the process. Their expertise can aid you in all stages of business and product development and they will craft a strategy and campaign to suit your exact needs.
First Published: 2 November 2018
Updated: 22 March 2019
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