Businesses operate in an ever changing landscape of technology and consumer demands.
It is becoming increasingly important for small businesses to develop a strong web presence to engage and communicate with their customers.
While creating a highly developed website is a key component in establishing a comprehensive online marketing and branding strategy, the global economy’s dynamic nature requires businesses to go further.
One of the most effective ways to build brand awareness, while providing relevant and useful content to your target audience is through consistent blogging.
Blogging is an inexpensive way for small businesses to drive traffic to their site, enhance inbound marketing efforts and attract more perspective customers.
According to a recent inbound marketing report, nearly 80% of companies that use blogging as a part of their marketing strategy reported acquiring customers through their blogging efforts.
Additionally, 82% of businesses admit that blogging is critical to their business.
Here are five powerful benefits of blogging for your small business:
1. Exceptional Boost To Search Engine Optimisation
All of the major search engines are love fresh, relevant content and blogging is one of the most straightforward and inexpensive methods for a business to create this.
When a business creates blog posts consistently, they are constantly providing Google, Bing, Yahoo and the others with fresh content to index.
This is also an opportunity for businesses to insert those relevant keywords that consumers will use to search for the types of services or products that the business offers.
2. Develop And Strengthen Relationships With Existing And New Customers
Customer engagement is an immensely important element of online marketing and branding.
Blogging provides the opportunity for you to connect with your existing and potential customers in a different, more conversational way.
Blogging is a good way to build trust with your target audience through high quality content that they find relevant.
With an active comment section, you will also be able to follow the visitors’ responses to your posts, and you will be able to respond directly to their comments, which is huge in building trust and relationships.
3. Establish Your Business As An Industry Leader
It does not matter how small your business is, blogging is a good way for your business to build trust and establish clout in your industry.
By providing content that will be viewed as valuable, expert information, your potential customers get to see the knowledge an experience that you have gained in your field.
Over time, writing regularly helpful and informative blogs will make you the “go to” tool within the industry in your particular niche, leading to more inquiries and higher conversion rates.
4. Connect People To Your Brand
Brand awareness is an immensely important element of marketing and blog posting will allow you to show your followers a personal side of your business.
You can open up your brand message and engage existing and perspective customers in a way not possible through outbound marketing mechanisms and techniques.
Blogging will give others a lucid sense of the corporate standards, business character, vision and the personality of your company.
5. Create Opportunities For Sharing
One of the most powerful benefits of blogging is the opportunity it creates for others to share the link to your blog.
This creates the potential for viral traffic and exponential market growth. With so many different sharing platforms available, visitors can share the direct link to the blog, tweet it, or email it to a friend. This is the epitome of free marketing.
Summary
If you are interested in increasing your online exposure, while establishing yourself as an expert in your industry, then you will definitely want to take advantage of blogging as a marketing strategy.
When it comes to small businesses, blogging is virtually a must. If you don’t have the time, resources, or expertise to write blog content you can outsource the posts to a digital marketing agency like CBO who can craft unique, relevant and engaging content for your blog site.
As a Digital Marketing Specialist, We do SEO for all kinds of businesses, from those looking for leads and phone calls to those that sell their products directly online. Our Ecommerce SEO services help your online business to rank higher on search engines.
However, more important than simply ranking is becoming more visible to the very audiences you want to reach.
Deepak Pandey Digital eCommerce SEO services can help your store to do exactly that and increase your revenues several times over. Here’s how it all works.
How to Do SEO for Ecommerce
We said that the right kind of eCommerce SEO can help you reach the audiences who are looking for what you sell. This is one of the most important points here. We are not targeting everybody on the internet or even those people who already know the name of your business. We want to capture those who don’t know they need your company. Optimize for What You Sell
With our SEO for ecommerce, we optimize your website for what you sell. As part of your digital marketing strategy, we’ll do keyword research to find the money terms for your business. Our research will reveal the main key phrases, synonymous key phrases, and semantic keywords that people are already using to find you, or that we can capitalize on for you.
Your main keywords are those terms people use to find products directly. One of these might be “men’s hats for sale.” A synonym phrase could be “men’s caps online.”
Finally, a semantic keyword will be directed toward the same product type, but it will be worded differently. As long as the term refers to the same concept, we can target it for you. In this case, a semantic keyword phrase could be “formal black hats for men.”
We know this query is seeking men’s hats, but it differs in how specific it is. Users who search this way know a bit more about what they want. We can use this information when optimizing your site with such keyword phrases.
Optimize for Categories and Products
As an ecommerce business, you should know that categories and products are your ammunition for growing. Getting these right will separate you from your competition.
Setting up your product categories and individual products in logical ways will help your online customers find what they want more easily and have a much less frustrating experience on your site.
At LSEO, we know how to structure ecommerce sites to get the most out of each customer visit. When we optimize your pages and products with the keywords we found in our research and then structure your site assets in a top-down hierarchy, we create the necessary conditions for you to make more sales.
Not only will real people find your site easy to navigate, but the search engines will, too. Google’s site crawlers will be able to read your site and will reward you with a better chance of ranking for the terms we target for you.
Technical SEO
Technical SEO is one of the most vital tasks we complete for clients at LSEO, and it’s essential when doing ecommerce SEO. Technical SEO cleans up issues within the bones of your site so that people and search engines can get around your site more directly.
Technical SEO issues with ecommerce sites include:
categorizing products correctly
optimizing URL structures (URLs should be clean, neat, and descriptive)
submitting XML and HTML sitemaps (so people and search engines can see the structure of your site’s pages)
fixing broken links/pages
removing duplicate content
adding keyword-optimized meta tags to every important page
adding canonical tags (for when users can reach one page from different categories)
fixing status code errors (as with “404 – page not found”)
We take care of all these issues for you when you employ our ecommerce SEO services. It can be difficult knowing what to do on your own, especially when running your actual business consumes most of your time.
Leave the technical SEO to us, and we will ensure your site gets out of its own way.
Link Building
Ecommerce websites need to get the word out about their products as much as possible. Link building is the branch of SEO that is designed to do exactly that. Just as there are good and bad ways to do link building, there are also some noted effective ways for ecommerce businesses to engage in link building.
One method we recommend is to participate in influencer outreach. We employ this technique when we do link building for our clients.
Social media and blogging influencers have many thousands of followers and usually enjoy frequent social shares. The key is to find influencers related to your industry niche. See if you can participate in product giveaways with these people, or maybe work with the influencer on an endorsement or other promotion.
You can also create content built around your products and work to get it placed on influencer blog sites. If the content is informative and useful enough to that blog’s audience, you can start increasing traffic to the product pages you select (just ensure the content includes optimized anchor text that links to the appropriate page of your site).
We do this all the time through our content marketing services.
If you are an ecommerce business looking to build links to your products, ask us about this when we talk. We have helped countless ecommerce sites to jump ahead in the rankings, and we can do the same for you.
Why Is SEO Important for Ecommerce?
You want to sell more stuff online, right? Well, that’s why SEO is important for ecommerce.
Product listing ads and social media platforms are great, but you just can’t ignore your SEO. Most enterprise-level ecommerce brands’ revenues come through the organic channel, meaning SEO. And it’s not all through branded search. It’s because those high-level brands care about organic search and what it can do for them.
Remember: in SEO, we don’t much care about getting you found on branded terms. People who use those terms know who you are already. We want to help you reach all those people who want what you sell but don’t know you exist.
Non-branded search terms are the play here. The right ones will get you found by the people who matter to you.
The Perks of Ecommerce SEO
So, what are the main benefits of hiring an agency that can expertly perform your ecommerce SEO for you? We boil down three of them here:
Reach a larger portion of your target audience – Yes, you’re getting customers now (or you wouldn’t be in business), but ecommerce SEO helps you grow the audience you currently have. We employ all the right techniques to make your business more visible to those who want what you’re selling.
Compete with your competitors – The best ecommerce brands out there go for ecommerce SEO because they know how it puts them miles ahead of the competition. Two identical brands could go up against each other for online visibility, and the one using SEO will win out every time. If you want to get the edge on your competition, LSEO’s ecommerce SEO services can help you do that.
Grow Your Bottom Line – The crux of all this is that ecommerce SEO will help you to grow your bottom line. You’re going to sell more online because the changes we implement on your site will make you more visible and easy to navigate. When you appear high in the search engine results, people will tend to trust you more than those beneath you. Our ecommerce clients report to us all the time that investing in SEO was one of the best decisions they ever made for their businesses. We would have to agree.
Why Choose Us as Your Ecommerce SEO Partner?
Now that you know why you need ecommerce SEO, you need a digital partner to make it all happen for you. Why should that be LSEO? Here are four reasons:
Expertise
Our team is composed of SEO experts who are experienced in working with enterprise-level ecommerce brands. Many of those brands enjoy annual organic revenues that surpass $1 million. Trust us when we say we can handle the big ones.
Growth
We will help you to rank for more keywords and sell more products as a result. The investment you make in ecommerce SEO now will only benefit you down the line. The growth you experience will allow you to put more back into your business and fulfill your company’s dream.
A True Partnership
When we say we will form a true partnership with you, we mean we’ll be an extension of your team. We frequently collaborate with and help to educate our clients’ in-house marketing teams on the SEO we are implementing. That kind of cohesion helps our communication and ensures that you, the client, always know what is happening.
Real-Time Reporting
To show you the actual results of everything we are doing, we provide you with real-time reporting through Google Data Studio. Here, you can track your keyword positions and site traffic in the last 28 days or any date range you choose. With our eCommerce SEO services, we always go for full transparency, and reporting is a major component of that. See for yourself what we mean.
Over 10% of all sales are performed online today. By the year 2024, that number is estimated to be over 20%. Online shopping is the new norm and with sites like Amazon and Wal-Mart, that’s never going to change. Regular retail stores are going to have to adapt to keep up with those large conglomerates.
I’m not here to talk about that though, most eCommerce stores already know that they need to move online or at least have a presence. However, just as more and more eCommerce sites are moving to the online space to make sales, the competition is heating up.
What I am here to discuss are some SEO tips that eCommerce brands can carry with them into 2021 to become more competitive. I highly recommend testing with some of these tactics.
Top SEO Recommendations for Your Ecommerce Online Store
Use Amazon to do Keyword Research
Amazon is the biggest thing to hit the internet since Google. Amazon sells over $400 million in items per day. Yes, per day! I don’t know how many users that equates to since I don’t have access to their analytics, but it’s a lot.
I bring this up because if you’re an ecommerce website, Amazon can be your best friend. Many SEO’s like to use tactics like using the search suggestions on Google and YouTube to conduct keyword research. Well, you can do the same with Amazon.
With that many shoppers hitting Amazon’s site daily, they obviously have an algorithm to recommend to users the most popular searches internally on their site.
For instance, if you are a health supplement store and you want to see what type of protein products or categories you should have, start typing “protein” into Amazon and take a look at the suggestions. Some of what you see can help you determine what to call your categories or new product lines to carry.
Set the Proper Site Architecture
Do you know that feeling when you walk into a physical retail clothing store where nothing is organized and products are all over the place? It’s frustrating. You become overwhelmed, angry, and ultimately leave. It’s not a great experience for you.
That same principle applies online. If you have users coming to your website to shop and they can’t navigate the store the proper way to browse, they will ultimately leave. Setting your online store up from a user experience perspective should be top of mind.
Keep your architecture clean. Have only the categories that really matter, those that people search for. That’s why I started these tips talking about keyword research.
Don’t create too many categories. Sure, larger sites will have more, but keep it minimal. Create just the right amount that all of the products you sell can fall somewhere. Don’t create too many subcategories either or subcategories that can fall under multiple main categories.
Use the model below. Keep it precise and clean. Again, how large this becomes depends on the size of your store or what you sell. Beauty and fashion websites are going to have a lot more categories than a site that sells audio speakers.
I also want to mention leveraging Amazon again one more time. Amazon has a dropdown navigation for categories at the top of their site. Do you think they randomly generate these? No. They most likely select these based on how humans use their site. Which categories are the most trafficked? Which categories do the most sales happen in?
Use these categories for your own good. Click to the main one that fits your niche then look at how a site like Amazon breaks down that category further. Take a page out of their book. I repeat, Amazon is your best friend that loves to do research.
Make Sure Your On-Page SEO is Correct
The best thing that ecommerce sites have going for them is that they will have a ton of opportunities to rank. With the homepage, categories, subcategories, products, and even supporting content, you will control your own fate in Google’s search results.
However, this only holds true if you get your on-page SEO right.
Start with your meta titles and descriptions. You will want to make sure you are testing with different attention-grabbing phrases in your titles like “free shipping” or “% off.” This can help you gain the click over competitors.
Follow suit with your descriptions as well. Use action verbs like “buy” or “shop” to tell users what they can do on your site. Again, use attention-grabbing phrases to catch the user’s attention. You have more characters to play with here, so get creative!
Once you tackle the meta tags, move onto the page content that will be visible to users. Google reads this HTML and it’s an important ranking signal. Make kickass on-page product descriptions that use the keyword you want your product to be found on and other ways users may search for that product.
You can leverage forum sites like Reddit to see how users talk to one another about the type of products you sell. A simple search on a forum is all it takes. Typically users talk naturally in their comments and you can use that to your benefit.
You can also consider adding snippets of text to your category pages, but it’s not mandatory. It does have some SEO benefit, but I like to recommend it goes below the products because oftentimes it will push products below the fold on mobile devices. That’s not a great user experience when you think about why a user would be coming to your ecommerce site.
They want to shop, not read!
Don’t Forget About Technical SEO
There really isn’t too much to go over here. Actually, there is, but I could do a whole post on technical SEO. You can reference some of my older posts to determine if lower priority issues need to be fixed.
The key here is to ensure everything is tidy. You don’t want to cannibalize your own rankings. One of the most common technical SEO issues I run into on ecommerce sites has to do with duplication.
Ecommerce stores sell many products. Most of the time they are niche and can fall under different categories. Also, a product can come in a variety of shapes, colors, sizes, and other variants. This can cause duplication all over your site.
An example would be if you sold Nike Vintage 77 sneakers and they came in white, black, and red. Chances are if you are a shoe store, you have many sneakers that come in those colors. It may be better to have a category for red sneakers than to have a bunch of products split equity in trying to rank for red sneakers. Get what I’m saying?
What you would do in this scenario is have the Red Nike Vintage 77 sneakers have a canonical tag in the source code that points back to the main Nike Vintage 77 product page.
Check out the example from Nike below paying attention to the URL and then the canonical tag. These shoes come in many different colors with a variant added to the URL, but they all point back to the main product page for indexing purposes.
Nike Vintage Shoes with Black SwooshNike Vintage Shoes with Red SwooshCanonical Tag for Both Versions
If you know that this could possibly be an issue on your site, visit those products and view the page source. You can do this by right-clicking and selecting the view page source option or holding ctrl+shift+u for Windows users or option+command+u for Mac users.
Once you are there, check your canonical tag. Think of this like a 301 redirect, but not quite. Nothing will actually redirect, but it’s a simple guide to tell Google, “I have this variant of a product, but I want you to only index the main one.” They will ignore the variant and pass all the equity to the main product page.
One last thing to note on technical SEO is to make sure you are using schema markup. If not, you will likely lose clicks to competitors who are. Product schema is super beneficial for ecommerce websites.
You can pull in information like the star rating, price, product image, and the availability (in stock or out of stock) right into the organic search result. If users can gain that bit of information right from the search result, it’s to your benefit. Clicks will rise and so will your ranking.
With schema and canonical tags, most ecommerce platforms like Shopify and Woocommerce do a pretty good job and taking care of this for you, but you should still double-check. As I said, this isn’t all you should pay attention to in terms of technical SEO, but it’s two of the higher priority issues.
If you think your ecommerce website has bigger problems with technical SEO, I highly recommend getting a full website audit completed by some experts.
Execute Link Building Strategies
If every site on the internet was ecommerce, link building would be easy. That’s why ecommerce websites should use it to their advantage. There is a thing called influencers, and millions of them exist.
Influencers make their living by growing their following and partnering with brands. Typically all they are looking for in exchange are some free product or a media fee. You should obviously do your due diligence. Conduct some research and strategically find someone you would like to partner with.
Sometimes the best part of these partnerships isn’t always the link. Sure, SEO’s love the link part, but Influencers also have large social followings. If they post a picture with your product encouraging others to buy it, your traffic just spiked.
There are really two benefits to leveraging influencers, so what are you waiting for?
Supporting Content is Mandatory
You’ll have a lot of opportunities to rank with your category and product pages, but don’t just settle there. You should still leverage supporting content under a blog section. This gives you the chance to become a thought leader in your space.
Run 10 searches on Google and analyze the search results. Chances are an overwhelming majority of what you see on the first page will be long-form articles. You will see Top 10 lists, comparisons, pros and cons, etc.
There is a reason for this. Google loves content. They do their best to determine the intent behind the search and most of the time the intent is to deliver an answer.
Just because you run an ecommerce store doesn’t mean that you don’t need content. Do some topic research or even browse forums as I mentioned above to see what is spiking interest within your niche or industry and then write an article about it.
You should also take advantage of the upsell opportunity. Chances are if you execute this content strategy properly, you’re going to gain new rankings. Place some of your top products in widgets throughout these articles so you give the reader the option to convert. The conversion rate may not be high on these pages, but one is better than none.
Sell More Products in 2021!
I encourage eCommerce brands to execute all of these tips. If you do, 2021 will be a successful year for you navigating the waters of organic search.
Success in organic search may even mean that you can cut advertising spend in other areas, which is always beneficial.
Keyword research, on-page SEO, site architecture, technical SEO, link building, and content creation are vital for any type of website, but it’s even more important in the eCommerce realm due to the competition level. Don’t waste any more time, get here eCommerce SEO services.
If you need help with some of these tasks, reach out for professional help. Trust me when I say the ROI will be positive and your brand will be healthier!
About the US: Hey, Everyone! I love this article and happy to share this with you. If you have an online store and you want to optimize your store then let me know, I will be happy to help you. Hire professional eCommerce SEO Expert in Delhi. Resource: https://bit.ly/3rKlMcq
f you are not getting good results from your Facebook ads, you are doing something wrong. Because there are over 1.6 billion people on Facebook at any given moment, Facebook offers the best opportunity to showcase your business, products, and your services.
Even if you rock at using Google Adwords, have a great SEO strategy, and have an epic sales funnel, this still doesn’t compare to the magnitude that Facebook ads offer.
The problem is if you don’t know how to optimize your Facebook ads, they will not be successful. Even worse, you will be wasting a lot of time and money on ineffective ads.
Thankfully, we’ve created this article to help you solve that problem once and for all. Keep on reading to learn why your Facebook ads are not successful, and how to optimize your ads to maximize your opportunity.
Let’s get started!
1. You’re Target Audience is Too Broad
One of the incredible benefits of running Facebook ads is the opportunity to narrow your focus on a specific audience. If you are not successful with your current ads, perhaps you are targeting too broad of an audience.
For example, if your product or service helps to solve the troubles for single mothers, this may sound like a specific audience, but it is still too general for Facebook ads.
Instead, you can target ads to help single mothers who are turning 35 in November, who also recently gained weight and want to learn how to food prep better on a Sunday night.
Some people have a hard time doing specific ads because they feel that they will be missing out on potential customers. This couldn’t be further from the truth. It is not about the number of people that see your ads, it is about the quality of interested people you are speaking to.
If you are having a hard time being specific with your targeted advertising, it may be time to do some market research and discover who your ideal customer is. Then you can create a customer avatar that resembles the exact life of the person you are trying to reach, which will help you narrow down on your detailed Facebook ads.
2. You Have the Wrong Message
Another reason why your Facebook ads are not successful is that you may be sending out the wrong message, even if it is to the right person. This is another reason to ensure you have done the right market research for your ideal client, as you could be targeting the right people, but at the wrong time in their lives.
To fix this, use the TOFU (top of funnel) funnel marketing technique to help you target the right people at the right time in their lives. This is essentially three different ads to target three different audiences:
Cold Audience
This helps you to spread awareness about your brand to the people who have no idea who you or your brand is. The audience may not be ready for you yet, but this is the first stage of the funnel as they become more interested. At this stage, try not to sell your product yet, and focus more on educating your audience with free information such as an Ebook, course, or video.
Warm Audience
The warm audience already knows about you and needs more information to trust you. To establish this trust, show them that you understand their struggles and show some empathy.
Hot Audience
The hot audience knows about you and your brand, and they are ready to purchase, yet they are still a little bit weary. To help them cross over into becoming customers, show them that you not only understand their pain but that you also have the solution for it.
3. You Don’t Have a Clear Call to Action
Without a call to action in your Facebook ad, you are paying money to just say “hello” to the Facebook world. The sole objective of your ad is to direct your audience into taking action on your ad.
To fix this, eliminate any unnecessary words from your ad so that the message is clear and direct. Otherwise, it may confuse your audience and leave them to keep scrolling.
4. It Is Not Enticing Enough
If your Facebook ad looks like every other ad in your niche, don’t expect your audience to jump on the opportunity to learn more about your business. According to research, there are over 50 million businesses using Facebook and running ads.
You need to stand out from the rest of your competition in a way that is not too obvious, yet unique and enticing, or else your business is drowning in the sea of Facebook ad space.
Do some market research and discover what your market competition is doing and what their ads look like. Look for the weakness in their ads, and use that information to make your ads better. This is another reason to hire a Facebook ad professional, as they will know what to look for and how to make your ads stand out from the crowd.
5. You Are Bidding the Wrong Amount
Facebook ads are more than knowing your buyer persona and creating enticing ads, you also need to know how to bid for your ad campaign properly to be successful.
If you notice that your ads are not getting many clicks, views, or impressions, then you need to change your bidding settings. To fix this, unselect the “automatic” bid amount option and click on “manual instead.
This will help you to select how much you are willing to bid per click and change it as you go. If you still do not see many impressions, you will need to raise your bidding amount. You can also change between being charged per click or per impression and see if that helps.
Learn More About Running Successful Facebook Ads
Running successful Facebook ads does not always happen overnight, sometimes it takes a good amount of trial and error to get it right. The more you follow these suggestions, the better your Facebook ads will become.
To learn more about how to run successful Facebook ads, book a free strategy call with us to learn how you can build a winning marketing strategy.
Activities designed to drive traffic into your inbound marketing infrastructure help build your brand credibility, increase brand awareness, boost your overall online visibility, and ultimately drive revenue growth.
Driving traffic to our websites and social media pages, and any number of other online pages that make up our digital footprint in the modern era, is a primary function of most marketing strategies. Activities designed to drive traffic into our inbound marketing infrastructure serve a number of marketing purposes, including building our brand credibility, increasing brand awareness, boosting our overall online visibility, and ultimately driving revenue growth.
But what’s not quite clear in every case for every business is where that marketing effort should focus its efforts when it comes to breaking down the marketing budget and investing in driving various online consumer behaviors. Do we want more impressions of our brand? Do we want visitors to click more often on specific calls to action? Or is the only ultimate goal and best investment to ensure visitors convert to paying customers? After all, a brand awareness KPI differs greatly from a lead generation or sales KPI!
We’re going to begin this discussion with an overview of each of those key marketing metrics: impressions, clicks, and conversions. We’re going to cover what is meant by each action, what each action could lead to, and how exactly would you direct your marketing budget to support each of these supposed key performance indicators or KPIs.
What’s In A KPI?
Key performance indicators are used in business to determine the efficiency and impact certain behaviors have towards bottom-line profitability. In our highly data-driven economy, KPIs are the building blocks and indicators of success. Want to know if a manufacturing operation is profitable? You might track the rate at which your plant can crank out parts compared to the cost of each part and the labor that goes into making them decide on how many shifts you should run to meet the demand for your product.
There are three staple digital marketing metrics that indicate the impact a given strategy might be having on consumer behaviors: impressions, clicks, and conversions.
Impressions
Before mobile devices and the internet became major advertising platforms, print mediums would charge advertisers not only based on the size of the ad being run, but also according to how many subscribers the publication had and in how many issues the company wanted the ad to appear.
Known as the number of impressions, in modern advertising, the number of impressions generated is based on how often and where the digital advertisement is rendered on a user’s screen. An advertisement on a website’s main landing page above the company’s banner and guaranteed to load with the page would be considered to have as many impressions as there were visitors to that particular website.
Clicks
As the term implies, the number of clicks as a KPI is how often an advertisement was clicked on by a targeted customer. By itself, it’s a fairly simple internet marketing metric to measure: if a lot of customers click on an ad, then it’s an effective advertisement and doing its part in generating inbound traffic.
However, it’s more useful to view clicks in conjunction with several other data points in order to provide more actionable and meaningful data over the course of the advertising campaign.
Click-through rate creates a ratio of clicks as a percentage of impressions. If 500 potential customers were shown an advertisement, and 100 clicked on the ad, then the click-through ratio is 20%. Conversely, if only 100 customers click on an ad that was shown to 1,000 customers, the CTR drops to 10%. CTR can be used to determine if targeted ads are effective at driving their target audience to engage with your marketing materials effectively, or if you need to adjust your approach.
Cost-per-click comes into play if you’re paying for specific AdWords and indicates whether your ads are appearing in response to specific search terms and how much those interactions are costing you per click.
Conversions
In the marketing process, conversion is a relevant term to show how potential customers are transitioned from point to point throughout the inbound marketing funnel. When speaking of the success of a specific marketing campaign, the marketing team will speak to the conversion rate of impressions into clicks and clicks into leads.
Ultimately, however, the only conversion that counts is the one that pays off in the end. A measurable conversion occurs when a customer who’s arrived at your product or service sales page then engages with your sales staff and is converted into a paying customer. You can tie conversions back up through the lead generation steps outlined above to determine the true cost per conversion, and then use that value to determine the bottom-line profit earned in converting that lead.
Your Investments Should Match Your Goals
The last 10 months have been an extremely volatile time for marketing and advertising professionals. It’s only been since September that businesses have started to revisit marketing budgets in order to bulk up end-of-year revenues and put a dent in the damage caused by the pandemic; however, caution is still the prevailing approach, and businesses want to know how best to invest their limited marketing spend to maximize the impact overall.
What is the goal of the overall digital marketing strategy? If your only goal is to increase social media likes, then you should both be tracking that as your primary metric as well as using your marketing advertising spend to land visitors on your social media, with posts and your company profile designed to invite page likes.
Alternatively, your overall goal might be to convert leads into paying customers, and you want to know the cost of doing so. This would involve several metrics throughout the marketing funnel.
How much does each impression cost? This can be calculated by dividing the number of times an ad appears on a screen by the cost of that ad.
Track the click-through rate to find out how much it’s then costing to get the initial interaction with your advertisement.
Your cost per conversion then would be how many of those who have clicked through to the landing page end up being converted into paying customers.
In the above scenario, if your sales team is successfully converting half of the customers that land on your landing pages, it’s safe to say that your call-to-action doesn’t need work, nor do you need to invest in training your staff on how best to convert sales leads.
However, if your cost per impression seems extremely high and the click-through rate extremely low, then your advertisement might not be as calibrated to your target audience as it needs to be. Using these various metrics to troubleshoot an advertising campaign can be the best method for making improvements to your overall marketing strategy.
Leave Your Marketing Budget And KPI Tracking To A Professional B2B Partner
There’s a reason that marketing is one of the most popular and expansive managed services categories in the modern economy. Aside from information technology, marketing is one of the most in-depth and complicated components of your business, and it can take up a massive amount of time and resources for a small- to medium-sized business.
Instead of getting bogged down in reinventing the wheel, explore the Deepak Pandey Digital B2B service provider community and find a marketing partner that aligns with your needs, can help you determine a budget, and establish tracking methods for the right KPIs to ensure your organization’s long-term profitability.
Deepak Pandey - SEO Expert in Delhi, India 