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Oct

10

2012

Online Marketing That Drives Return On Marketing Investment

Inbound Marketing

In last week’s blog Business Development: 6 Must-Haves In A Digital Marketing Strategy, I discussed the crucial components to driving traffic, attracting qualified leads, and converting leads to customers. But, that was a lot to swallow, yeah? I want to take this opportunity to further discuss how your online marketing team can and will develop better content for attracting qualified leads and thus drive return on marketing investment.

It’s probably been drilled into your memory that online marketing is all about using the right keywords. Well, you heard right. To achieve and surpass, yes I said surpass, your return on marketing investment goals your online marketing strategy has to utilize the keywords that your qualified leads are using in search engines.

Remember the first blog in this series, Marketing ROI: 2 Essential Steps to Return on Marketing Investment? There I discussed the contact properties of your qualified leads. I hope you took good notes, because contact properties are what your online marketing team needs to know to effectively choose the right keywords for a return on marketing investment.

Return on Marketing Investment: Online Marketing Strategy For Developing Effective Keywords

Hopefully your online marketing team either has or is in the process of creating a list of the required contact properties for your ideal qualified lead. This is crucial to know, because your content is going to be written specially for this target audience. Example questions to consider:

  • What is the preferred location?
  • What is the gender you’re marketing to?
  • What is the age you’re marketing to?
  • What is the income/revenue of the target audience you’re marketing to?
  • What is the industry you’re marketing to?
  • What issues/problems does this target audience currently have that you’re marketing to?

The list goes on. Don’t be afraid to get specific. Know who you’re after and implement an online marketing strategy accordingly. The only way your online marketing strategy is going to produce return on marketing investment is to generate effective content. Effective content is derived from utilizing the right keywords when creating content for your qualified target audience. This way when your qualified target audience types into the search engine, it will be your content and offers that come up on the first page.

Online Marketing: The Strategy Behind Content Creation and Offers

Once your online marketing team has selected the keywords your qualified target audience will be using for search engines, you need to develop a content strategy that will bring in that return on marketing investment. Print out a calendar and plan in advance what days and weeks you will post blogs and offers. Remember to monitor the results, because if you can track which blog topics and offers brought in the most traffic with the highest conversion rates you’ll know your online marketing team needs to publish similar content. Online marketing is a continuous learning process. Don’t be shy to A/B test your content and offers to see what’s resonating with your qualified target audience and driving return on marketing investment.

Know the goal of your offers. Don’t have your online marketing team be the king of RAM (random acts of marketing - term coined by Mojo Media Labs as we AvoidRAM). Have a desired result you want the offers in your online marketing to accomplish, and have the offers written in a way that will entice your qualified target audience to take the next step in becoming a customer.

As we've discussed, contact properties can be identified upfront to determine your qualified target audience. But online marketing techniques can acquire your leads’ contact properties over time through nurturing and relationship building. Understand that to track ROMI, you have to have the right analytical tools for monitoring these conversion paths. Fortunately, that is exactly what we have.

The amount of return on marketing investment generated is a direct result of how your online marketing strategy is implemented So know the contact properties of your qualified target audience and utilize keywords for your content and offers accordingly.

Want to learn more about online marketing strategies that drive return on marketing investment?

Of course you do! Online Marketing That Drives Return on Marketing Investment is the third part of a four-blog series focused on teaching marketing ROI best practices. Would you like to receive an email when this series is combined into a free eBook?

Also read the last two blogs of this series: Marketing ROI: 2 Essential Steps to Return on Marketing Investment and Business Development: 6 Must-Haves In A Digital Marketing Strategy.

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