In today’s digital age, marketing has become much more accessible and effective than it ever was in the past. Thanks to the Internet and the services provided by the likes of a digital marketing agency Seattle, even startup companies and small businesses working under modest budgets can generate enough online visibility to enable them to reach out to their target customers and secure the coveted sales. However, this can only be possible if the methods and techniques make the best use of available resources. It takes more than the mere utilization of the available technology to attain the desired outcome, after all. And we’ll explore a few strategies that will help you optimize your advertising campaigns in this article. Continue reading to learn more.
1. Prioritize profit
There are several metrics that a business can use to accurately measure its campaign’s success, from CTR or click-through rate and cost per acquisition or CPA to the overall conversion rate. More often than not, these results are usually reported in concurrence to help a company and its digital marketing agency Seattle to get a better idea of how each campaign compares with one another. And, in turn, allow them to optimize their advertising efforts accordingly. However, while the aforementioned metrics can give data on the ROI – which is critical for the management of adaptive campaigns – understanding the net profit for each generated transaction is important and will allow an organization to make better-informed decisions.
For example, if the first campaign provides a higher volume but at the cost of lower transaction values, while the second gives the opposite results, then the former delivers better returns on the surface while the latter ends up with the more net profit. And something well-worth considering because what may look good on paper might not yield the desired results.
2. From user to customer
The ideal consumer journey is to turn users into customers. And the last thing that any business wants is to invest in targeting their intended audience, only for them to become a part of the abandonment or bounce rate. The good news is that there are measures that can be taken to ensure that the likelihood for this to occur remains low:
- Website functionality and ease of use. Make sure that the site is easy to navigate and all web pages load correctly. Broken links, slow loading times, and unclear paths are common causes for abandonment. And by addressing all of these concerns, users are far more likely to become customers.
- Have a good landing page. Landing pages are a lot more important than they’re generally given credit for. Not only are they an excellent tool to drive traffic into the site, but they can help build SEO and brand recognition too. In fact, many businesses make use of these to create leads that result in conversions. And it’s for these reasons that you must have a good landing page that has all the essentials: from providing a call-to-action or CTA to enabling users to access various marketing channels.
- Avoid overbearing upselling. No one can deny that upselling can aid a business in driving its sales upward. However, an overbearing and excessive approach won’t just distract them from current purchases; it may even turn them away. As such, it’s crucial to be cautious when it comes to cross-selling.
3. Advertise on all platforms
These days, it’s not easy to find a business that doesn’t advertise on all fronts. And for a very good reason: it allows them to create more awareness and exposure for their products and services. And for a marketing campaign to be optimal, it’s imperative to do the same. From establishing the brand in social media to keeping both existing and potential customers engaged through email, allowing the company to advertise on every digital platform will elevate its online presence much quicker than it would’ve otherwise. The diversification in marketing platforms will also allow the business to identify which channels deliver the best returns and provide precise targeting options and which don’t.
4. Create quality content
It’s easy to see why content marketing remains popular amongst advertising campaigns. After all, consumers today are driven more by engagement and trust rather than by sales pitches and spiels. And apart from improving a company’s search engine optimization efforts and enhancing its ability for audience retention, it can also build the brand’s online authority and establish the business as credible and trustworthy. And the more reputable the company is, the easier it’ll be to turn users into paying customers. But keep in mind that this will only be possible if the content created is of high-quality. So always be sure that the reader is prioritized when creating content. It will lead to better results.
5. Remain consistent
Consistency is key not only to the optimization of an advertising campaign but to its efficacy. Ensuring that the users’ experience with the brand remains the same from the time they click on the ad until they start browsing through the company website will make all the difference in turning them from consumers to regular customers. And because of this, everything must stay consistent throughout the buyer’s journey, from the colors and tone of the web design to the quality of the created content. Not only will this keep the business from confusing its customers. But it’ll help also keep their audience engaged and improve their chances for conversions.
6. Don’t forget A/B testing
Many experienced marketers put great importance in A/B testing because when used correctly, it can help a business eliminate subjectivity while asserting objectivity. The only thing to take note of is that companies need to reach at least a ninety-five percent level of confidence in the assessment of the results to ensure that any changes or additions are justified and yield the wanted outcome.
7. Hire a reputable digital marketing agency
It’s rare for any campaign to succeed without the assistance of a professional marketing firm. Successful advertising requires the knowledge and expertise of experts, and you’ll have a better chance of optimizing your advertising campaign with the aid of a digital marketing agency Seattle than you would have without. Optimizing a digital advertising campaign might require a lot of work, but it isn’t as complicated nor as tricky as some might believe. And by adopting the other strategies listed above, a business can optimize its marketing strategies and make them more effective.