Whenever a digital marketing campaign is instigated, it will have several goals that the business owner will want it to achieve. Prime amongst them will be for it to realise a return on the investment that the business has paid to whoever is creating the campaign, which in most cases will be a digital marketing agency.
It is also possible that the business owner keeps their digital marketing in-house, as it were, whereby they have a digital marketing department. Nevertheless, those employees have salaries, and the digital marketing campaign will have costs anyway, so a return on investment will still be required whether the campaign is run internally or by an external agency.
Thankfully, digital marketing has several techniques by which an acceptable ROI can be achieved. Whether your team or a digital marketing agency are doing the work, you should know what these are. So, please continue reading, and you will see that we have outlined seven essential actions to maximise your ROI from a digital marketing campaign.
Clearly Define The Goals For Your Digital Marketing Campaign At The Outset
This essential action should apply not just to your digital marketing campaign but to anything you do within your business if it is to be successful. Without any clearly defined goals, the first issue is that whoever implements the campaign works almost blindly, as they will not be sure what you want to achieve.
The second problem is how you will know if your digital marketing is working if there are no objectives for it to meet. From the moment you start considering a digital marketing campaign, ensure you lay out exactly what you want it to achieve, be that increased leads, sales, or building your brand.
Research Who Your Ideal Target Audience Is
One of the objectives of your digital marketing campaign is to get visitors to your website in the hope that they become prospects who ultimately purchase your products and services. However, if you do not know who your target customers are, how will your online marketing efforts ever find them?
This is addressed by you carrying out research and analysing your business to ascertain who your targets are. This will include identifying the main demographics of your audience, which you can do by analysing your current customer base. You also want to find out where those people tend to go online and what types of content they most like.
Make The Creation Of High-Quality Content A Cornerstone Of Your Campaign
The content you have on your website, in whatever form it takes, has to be optimal in terms of its quality and how it makes your website’s visitors react. You also have to take account of the SEO factors you must weave within your content so that Google gives you good rankings.
First, never skimp on content quality. Even if that means paying more to hire the best content creators, such as writers, then so be it. Also, from your research, when finding your ideal audience, you should have discovered the type of content they like regarding how it is presented and what it contains.
If You Want Top Rankings, Then SEO Must Be Implemented Fully
We have already mentioned SEO when discussing content because a large focus within the creation of your digital marketing campaign is to optimise your content for SEO. This includes keyword research and ensuring that elements such as URLs, page titles, subheaders, metadata, and image alt text are in place. Using a digital marketing agency can be invaluable, as they will have website design and SEO experts within their team.
In addition, you also want to think about off-site SEO, which includes building a backlink acquisition campaign and reaching out to other websites to get links from them. Also, ranking factors such as citations, guest posting, and your Google Business Profile must be covered.
Embrace The Power And Influence Of Social Media
Not everyone is a fan of social media, and we accept some people use social media in ways that defy logic and even common decency. However, there is no escaping the fact that social media can be a huge influence, and it will most certainly add to your digital marketing if used in the right way.
Again, the work you did to identify your audience will pay dividends here because you can pinpoint what social media platforms they frequent and at a more precise level, what forms of social media content they most enjoy. Better still, find out what they are most likely to share, as this can cause the social media content you create to go viral and be seen by a massive audience.
Utilise PPC Advertising To Support And Augment Your Digital Marketing Campaign
Many digital marketing campaigns focus on getting organic traffic from search engines or paid traffic from PPC platforms such as Google Ads. However, the best campaigns take advantage of both and use them to complement each other. For example, PPC is an ideal way to test keywords so that your SEO efforts target the ones that you can rank for and will bring the most traffic. PPC also lets you test ad copy and landing pages for their effectiveness.
Ensure That You Track And Analyse Your Campaign’s Data Diligently
Ok, so you have followed through to the end, and your digital marketing campaign is now fully functional. However, there is one vital action you must yet take. That is measuring how effective that campaign is. You do this by having tracking in place using tools such as Google Analytics, which allow you to measure key data points, analyse how your campaign can be more effective, and then implement the necessary changes for an even higher ROI from your digital marketing.