Everyone has an opinion about best marketing tactics.
From web design and digital advertising to creating content and a social media presence, your marketing efforts might be spread over a whole mess of different outlets. That can make it tough to know if anything you’re doing is actually working.
And, honestly, you could be throwing away tons of money on marketing tactics with lukewarm-at-best returns on investment.
Instead of continually adding to your marketing strategy without knowing what’s going on—let’s try this instead. Let’s start at the beginning.
Your Marketing Tactics from the Ground Floor
When we first partner with a new company, we audit their current practices to develop a baseline. We look at the company’s current website, checking for speed and making sure it loads quickly. We deep dive into Google Analytics to look at bounce rates, check out Analytics goals to see if any are set, and make sure the website is working toward your goals, and, well, plenty of other things that we won’t go into right now.
If goals aren’t being met and customers aren’t converting, we know something is broken. If there is a ton of traffic generated by pay-per-click (PPC) digital advertising, but no one is purchasing, we know something is definitely wrong.
And, as they say, if something’s broken, you should probably fix it. That’s step three. Step two is recognizing which things are working and which aren’t.
4 Ways We (Immediately) Know Something’s Not Right
When a website is not optimized for SEO, we see:
1. A high bounce rate.
People are coming to your website and quickly leaving, which means content is not keeping them engaged.
2. Google Analytics goals (might be) set up, but no conversions are taking place.
If a website and its goals are not in sync, a marketing budget cannot be maximized (though it could get maxed out)
3. The website is taking too long to load.
If a website takes longer than one to three seconds to load, there’s a good chance a consumer is going to leave before your content even pops up on the screen. Quick loading websites attract (and keep) interested buyers.
4. The site is not mobile-friendly.
Every company needs a mobile-friendly version of its website these days. Mobile is now Google’s increasingly important element for search ranking results, and more people than ever are searching using mobile devices. Without a mobile-friendly website, companies are missing out on a huge number of potential customers.
If a website is not optimized for paid advertising, we see:
1. Conversions just aren’t happening.
When advertising tactics like PPC are doing their jobs, conversions happen. If a company isn’t seeing new customers and boosts in sales, paid advertising efforts are not doing what they should.
2. PPC is not regularly managed.
PPC, whether it’s done through AdWords, Bing, or Facebook, is a highly-nuanced element of marketing, and it requires monitoring, testing and tweaking to be most effective. If we see in the account’s history that PPC has not been handled with care and revisited often, we know it isn’t as powerful as it should be.
3. Ads are redirecting to the company’s homepage.
Companies need landing pages to promote initiatives. They encourage customer conversions by keeping the feeling of the advertisement (the thing a consumer clicked on to bring him to the page in the first place) alive through images, messaging, special offers and more. If a consumer clicks on an ad but is dropped on a homepage with no map for how to get to interesting information from before, it’s very likely he will click away from the homepage and never come back again.
(For more information on landing pages that convert, read this article.)
4. Scores that are in the tank.
Metrics tracking sites like Moz Local score websites for quality, and when companies aren’t doing everything they can to improve their websites, those scores tell the truth. If these scores are lower than they should be, that’s a good indication that something needs to change with the company’s website strategy.
How to Fix It All: Your Marketing Tactics Maximized
Bottom line time.
Unfortunately, there is no one-size-fits-all, “right” way to do marketing, and there are no magical platforms that mysteriously handle everything a company needs to do. Every industry is different, and every company has a unique set of circumstances that dictate what will be most effective.
For that reason, marketing works best when there is a holistic approach involved.
Think of marketing efforts like a wheel—your website is the hub, and your social media efforts, paid ads and other initiatives are the spokes. Get your website right, and all other efforts will work to support and deliver on your goals.
Still Not Sure What to Do with Your Marketing Tactics?
That’s where we come in.
We work collaboratively with each of our clients. We make sure every item in a client’s marketing plan is working together, getting the best and biggest bang for its marketing buck. Interested in a 30-minute consultation to see how we can double your leads?
Contact us. We’d love to talk to you.