Marketing is crucial when you want to bring in new business. Online marketing makes it easier to reach a wider range of people than ever before.
But marketing trends move quickly. What worked six months ago might be running out of steam now.
The arrival of new software, platforms, and apps mean you need to stay on top of your marketing. Snapchat proves the point. A casual tweet by Kylie Jenner seemed to wipe $1 billion off the app’s market value.
If your marketing revolved around a single app like that, then you’d need to change. And fast.
But do you need to reinvent what you’re doing? Try something completely new?
Or do you just need to optimise what you’re already doing?
Read on to learn what marketing optimisation is and how it can work for you.
What is Marketing Optimisation?
The digital marketing cycle follows a three-point process.
- Bring traffic to your website.
- Convert those visitors into new business leads.
- Turn those leads into clients.
This cycle continues so you enjoy a continual stream of business. Applying marketing optimisation to any part of this cycle improves your process.
To make life easier, marketing optimisation also follows a three-point process.
- Collect marketing data
- Analyse data and refine marketing
- Automate where possible
Automation is key to your optimisation, saving you time and letting you redeploy staff where they’re needed.
How Does This Process Work?
You can’t optimise anything until you have data. Start tracking data so you can evaluate the effectiveness of your digital marketing.
Track the devices people use to browse your website. See how they behave when they’re on your site.
If 80 percent of visitors leave after visiting a specific page? Pinpoint why that page turns them off. It may be full of broken links or take too long to load.
Analyse the conversion rates of your website. Which paid adverts lead to which landing pages? What do visitors do when they land on them?
Track conversions through how many visitors call your office or use your contact form.
After analysing your data, you’ll find three types of marketing campaigns.
- Those that cost a lot but generate few leads
- Those that generate leads but no clients
- Those that work
You can either kill the first two campaigns and focus on the third. Or pinpoint why the first two aren’t working.
It’s tempting to duplicate the campaigns that work. But it’s more educational to learn why they work. Then you can replicate them understanding how they’ll succeed.
Try These Marketing Optimisation Strategies
We’ve looked at what marketing optimisation is. Now let’s examine some ways to optimise your marketing to keep things fresh.
Remember, it’s never too late to reinvent or optimise what you’re doing.
Optimise Your Website for Mobile
Not everyone has a website that’s optimised for use on a mobile device. But mobile optimisation is no longer optional – it’s absolutely essential.
52 per cent of website traffic worldwide comes through mobile devices. You can’t afford to ignore those visitors.
Simply optimising your existing website to work on mobile browsers can be enough to keep visitors interested once they hit your landing page.
Improve Copy and Calls-to-Action
Get a lot of traffic to a landing page but few leads? It’s likely to be your copy, your images, or your call-to-action.
Your bounce rate can help you work out which it might be. A high bounce rate on the page implies visitors lose interest quickly.
Work on your copy to hold their attention. But you also need to quickly filter out those visitors who aren’t a good fit for your business. So make sure your ad copy reflects the landing page copy.
A low bounce rate on sales pages or landing pages indicates a visitor is reading the content. But the lack of a lead implies the call-to-action doesn’t work.
Is it crystal clear what you want them to do? Is it blindingly obvious what they’ll get? Make sure the answer to both of those questions is ‘yes’.
Work On SEO
It’s easy to confuse search engine optimisation (SEO) and marketing optimisation. But SEO is just a specific branch.
Say you have a pretty high conversion rate. But traffic is largely slow on your website.
In your case, SEO is the right form of marketing optimisation. Because your website clearly works, you just need more traffic.
It’s never too late to improve your SEO. And while Google keeps changing its algorithm, following basic principles will still give your digital marketing a boost.
Try focusing on long-tail keywords. They’re easier to rank for, even if they have a lower search volume. These keywords also offer the chance to be more targeted.
Use local SEO. You’ll have fewer competitors and the local touch might be the differentiating factor you need.
Check Your Advertising Channels
If you get a lot of traffic but few conversions? Your chosen advertising channels might be wrong.
Your ideal users might be on Twitter. So running Facebook ads isn’t putting your offer in front of the right audience.
Make sure you use the platforms where your audience spends its time. And if you’re running Google AdWords campaigns? Work on your copy. Improve your calls-to-action.
Revamp existing ads that aren’t serving well.
Add Facebook Pixels to Your Site
You might not intend to run Facebook ads yet. But you can still install a Facebook pixel on your site anyway.
It’ll track the visitors to your website without you lifting a finger.
Then, when you want to run an ad campaign on the platform? Simply build a custom audience based on your website visitors.
Use retargeting to advertise to the people who’ve already been on your site. They know who you are, so your name will be familiar to them.
Or try a lookalike audience to find brand new leads similar to your existing traffic.
It’s a simple way to boost your marketing using data you can collect immediately.
Make Marketing Optimisation Work for You
You don’t need to optimise all of these factors at once. Not all of them may apply to your business.
But think of them like levers. Pulling one at a time can still boost your marketing efforts and improve your return on investment.
All by optimising what you’re already doing.
Do you want to try out marketing optimisation? Contact us today and we’ll help you get started.