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Jan

07

2013

Marketing ROI: Testing & Optimizing Your Digital Marketing Strategy

Inbound Marketing

Here is the anticipated wrap-up to our 4-part blog series on Marketing ROI. In our last three sections, we have discussed the who, what, and how of generating a successful digital marketing strategy. Our first blog discussed qualifying leads through contact properties and list segmentation. The second one discussed the crucial components to driving traffic, attracting qualified leads, and converting leads to customers. The third one focused on keyword strategy and successful content creation. In the final section, we will address what it takes to maintain, test, and optimize your digital marketing strategy.

What you'll probably notice about the many blogs directed at digital marketing strategy is that they deal with how to set up an online ROI strategy. What you see less is people talking about how to maintain and optimize a digital marketing strategy. If you're reading this blog post, then you have probably already established a moderately successful strategy. You've set up the CTAs, landing pages, and nurturing emails, and there's a good chance that your message has caused some people to act. At this point, your strategy is mature. Maintenance is the prime directive for your marketing associates. It's here that you have to ask yourself "Is my digital marketing strategy the best it could be?". To show you how to keep your content relevant, I've organized this post into three sections: Maintaining, Testing, and Optimizing.

Maintaining Your Digital Marketing Strategy

You want to know what your primary focus should be? Fresh inbound content. In our current online marketing era a website with depth, authority, and a targeted SEO keyword focus is going to dominate in organic search results. The more inbound links you have to your website, the more blog posts you have, and the more relevant your website's content is, the more likely that a customer will choose you when they are ready to purchase. That's the whole reason we are here, right? If you aren't regularly updating your content, you will slowly start to lose the authority that your website has struggled so hard to gain. By maintaining your digital marketing strategy, you show your viewers that you are a reliable source of information and expertise.

  • Put out more blog posts
  • Engage your social media audience
  • Explore new mediums- graphics, videos, and webinars

Your mindset with this process should be "How can I create more depth for my website?". Direct the focus of your message. Marketing SEO is a very saturated content market online, so the key is to make your content unique and focused. A great example would be Mojo Media Lab's upcoming webinar series "The Mojo Dojo", where we will address the many aspects of digital marketing strategy and inbound marketing techniques.

Testing

You can't develop if you don't take risks through testing.When someone mentioned Thomas Edison's thousands of failed light bulb designs, Edison responded "I have not failed. I've just found 10,000 ways that won't work." Research should always be a functioning part of your digital marketing strategy. Failure and success alike will help to direct your development as a company. Establishing a higher return on investment is easy when you know how to direct your future campaigns. Here are two excellent ways to structure your testing to establish the future success of your business-

A/B Testing

A/B testing is when you design two messages, images, or CTAs for one specific location, and qualify their effectiveness. For example, you can design two CTA buttons which are graphically different, but link to the same offer. Suppose you run each one for a month-long period. After those two months, you can analyze the two buttons to see which one triggered a response from your audience. This is a very basic testing technique that can show you what makes customers click. It's not only limited to design work, though. Maybe you want to emphasize social media differently in two time periods, and judge the effectiveness.

Tailoring Customer Interaction

Customer interaction can be one of the most difficult aspects of your digital marketing strategy. Selling a product to people is difficult, especially since you're looking at things from the perspective of a marketer instead of a customer. Being friendly, talkative, and engaging with your customers is essential to gaining their attention in social media. The difficulty, though, is maintaining a professional personality while doing this. Find that right balance for your business to garner leads.

Optimizing

Your digital marketing strategy does not matter without proper data tracking. From maintenance, to testing, to optimizing, every step of your continued marketing needs to have data behind it. Look at the numbers. They don't lie. Is an offer performing outrageously well? Analyze it and identify the reasons why. By doing so, you learn from your past behavior to implement a more successful digital marketing strategy in the future. It really is that simple. When you optimize something, you take it past "good enough". Experience and adaptation are the ways to optimize your campaign for future success.

Collect data through a program such as Google Analytics or Hubspot. There are also more select programs like Sprout Social, a application that gives detailed information on your company's social media engagement. Pay attention to statistics such as bounce rate, read rate, and the number of customer conversions that you're seeing on particular offers. Look at your ad placements, design, and content to understand why an offer is more (or less) successful than others.

By understanding which online marketing offers attract people, your campaign will be further optimized to bring in those qualified leads!

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