Digital marketing is an important promotional tool that every company, big and small, looking to do business online should take advantage of. With a range of options open to promote your company’s services to a targeted audience, and convert said audience into paying customers, the opportunities are endless. Unfortunately, however, sometimes you may find that your marketing campaign isn’t reaching the goals you envisioned for it, and you want to find out why, and what you can do to rectify the situation.
One of the main reasons your campaign may not be reaching the heights you had envisioned is because clearly defined targets were not set from the outset. What is the central goal of the campaign? To drive traffic to your company website? Are you going to measure success in impressions, or customer acquisition rates? How long are you willing to run the campaign to achieve the expected results? These are all questions that you, and the personnel behind your marketing campaign, need to define clearly prior to launch. Furthermore, failure to keep track of the results from your campaign throughout its cycle is also a problem. By keeping a close eye on the analytical statistics regarding the success of your marketing, you will be able to make changes in areas that you deem are not providing the desired results, thus increasing the campaign’s overall effectiveness.
It may not be your marketing campaign that is at fault for not reaching your targets, it may be your company website. If your campaign has been laid out effectively and is sending appropriate numbers of people to your site, yet you are failing to convert these visitors to customers, then you may want to take a look at your overall design. In today’s internet-centric society, a website has mere seconds to draw visitors in, and stop them clicking away. Your site design has to be visually appealing, simple, and easy to navigate, in order not to waste the opportunities for new business that are being provided by your marketing.
When setting up a digital marketing campaign using the likes of search engine optimization (SEO) or pay per click advertising (PPC), choosing the appropriate keywords is of the utmost importance. The goal of your marketing may be to direct people towards your website, but the important thing to note is that these need to be the right type of people. By selecting appropriate keywords you can ensure that the audience you are targeting are people that are interested in the services or products you are providing. This will lead to a higher customer acquisition rate than if random people were visiting your website. Certainly, you need to include keywords that are appropriate for your industry such as “window installation” or “new windows”, but also include some that denote your location.