| 4 min
February 8th, 2021
When it comes to digital marketing, it can take a lot of effort to achieve your business goals, but that doesn’t mean you shouldn’t do it. Quite the opposite in fact! What we mean by that, is that you need to make sure you have focused on some key aspects first so that any activity carried out to market your business digitally, whether that be organically through SEO or through paid channels such as PPC, offers a good return on investment. By getting things right from the start you can make sure that, as you improve the visibility of your site, you see your leads or sales increase with it!
In this blog, we’ve outlined some key aspects that can often be missed when a business takes its first steps into the world of digital marketing. Ask yourself the following questions and if the answer to any of these is no then you may need to take another look at your strategy and get these issues resolved.
How Do You Measure Digital Marketing Performance?
Whilst this can differ depending on your business, there is one aspect that is key in order to be able to accurately measure the performance of your site, which is tracking. Tracking the performance of your site through Google Analytics allows you to understand which aspects of your digital marketing strategy are working and any areas that may need to be improved.
Not only do you need to ensure that you have tracking added to your site to understand key metrics around traffic and engagement, you also need to make sure that you have conversion tracking set up for any key actions that users can take on your site. We would always recommend tracking key actions such as enquiries or sales, but it is also worth tracking softer conversions that users may take that can lead to a conversion further down the line.
This isn’t an exact science, but any key steps that can be taken that lead to enquiries or sales are worth tracking as this can also help to understand whether your conversion funnels have any leaks. It can also provide an understanding which of your marketing channels are offering the best performance and which need some work. Having said that, you also need to make sure you aren’t tracking too much! We’ve seen plenty of Google Analytics accounts that show great performance across all channels, only to find that there are goals set up for things like visits to the contact page!
How do you get people to convert once they’re on your site?
This is a big question and there is a lot that can be done to improve on this, but there are some simple things you can do before you get too far with your digital marketing activity. The key thing to look at the calls to action on your site.
When reviewing your site, you should look at the key pages where you want users to convert and ensure that there are clear calls to action directing them towards the action you would like them to take. The main thing to keep in mind with this is to make the calls to action clear and highly visible, for example, looking at whether a button would be better than a hyperlink, or changing the colour to something more eye-catching.
Further to this, you should also look at how you can direct users to these key converting pages from other pages on your site and consider the journey that users take through your site. This is something else that can become quite in-depth, but initially you should ensure that your converting pages are easy to find. If users have to hunt for where they can enquire or buy the product they need, they are more likely to go with one of your competitors!
By making some initial improvements to these aspects early on in your digital marketing strategy you can ensure that your activity across the channels you are focusing on not only helps to generate more traffic for your site, but also helps to increase your conversions! Once you are further along with your marketing strategy, we would always recommend carrying out some Conversion Rate Optimisation, but that can be done following some initial improvements and after your site is generating more traffic.
How Do You Improve The User Experience On Your Site?
Again, this is another big question that can become quite the rabbit hole! But there are some aspects that we would always recommend as a starting point, as these can be incredibly detrimental to your marketing efforts. These are your site load speed and mobile usability.
The time it takes for your site to load can have a huge impact on user experience, as one in four users will leave a site that takes longer than four seconds to load. That means that if your site is slow to load then it is likely that you are losing 25% of the new visitors to your site from the marketing activity that you or your agency have been working on! It is also worth noting that site loading speed is also a ranking factor, so the benefits of making improvements to this are two-fold. Not only will it improve the user experience on your site, which will help to generate more conversions, but it will also help your rankings in search engines!
The other aspect of user experience that we would always recommend reviewing early on is how your site performs on mobile devices. This is because mobile now makes up over 50% of all website visits, so if your site doesn’t perform well then you are potentially alienating a large portion of the users visiting your site! Therefore making sure that your site performs on mobile is key to success.
So Where Should You Start?
There isn’t necessarily a right or wrong place to start when it comes to marketing your site. However, by ensuring that you have the above aspects in a better place before you start any marketing activity means that any work done to increase traffic to your site will also provide an improvement to the number of conversions on your site. That’s not to say that you can’t start on your marketing activity straight away, but any strategy should also factor these in to maximise the performance of any marketing activity and improve your overall ROI.
We’ve formulated numerous marketing strategies to offer the best performance and value to our clients, so if you need help with yours then why not drop us a line and we’d be happy to discuss your needs with you.