The first step to a successful online marketing strategy is looking closely into the overall requirements of your company. More often than not, however, the effectiveness of a marketing strategy is offset by the inability to measure up what is really required. In some cases, it might even be counterproductive: which is why it is the CMO’s job to tackle efficiency questions for the best results. In this article, let us explore some of the yardsticks by which to measure the effectiveness of your current online strategy.
What kind of campaigns are you running?
Different kinds of campaigns have different rates of success, depending on the nature of the company, product, targeted customer and various other factors. You may have email marketing campaigns, newsletter marketing campaigns, social media marketing campaigns, online advertising campaigns running parallel to each other, but it is important to ask a few questions about your campaign before continuing in the same old direction.
How to measure the effectiveness of your campaigns?
In the long run, the goal of a successful marketing campaign is to make it entirely self-sustaining. Without a proper digital marketing tactic, you potentially stand to lose out on online market shares, online value propositions, online customers, resources such as time and money. You also stand to lose out on optimization opportunities and opportunities for improvement. Consequently, you should try to measure the effectiveness of your campaigns against certain fixed goals and achievements. You could, for instance, see how you stack up against your competitors and evaluate your rate of growth accordingly. Ask yourself, and answer, some questions about the brand’s value proposition, goals and strategies of growth, marketing channels that are currently under-utilized by your company. Check which of these fits best with your profile and requirements.
How to track
By doing this, you open up potential communication links with your customers and stand a better chance of retention. For instance, a feedback form can be an essential part of tracking the efficacy of a marketing strategy. Here are some other options:
To get more exposure, you should record a video of you demonstrating the product. You can even create a user’s guide to help out people who own the product, and to show the possibilities to potential customers. Post this video on your own website and on popular video hosting sites as well. Do not forget to tag your video with the right keywords.
Send emails with forms, thanking visitors for stopping by and then asking for a few non-mandatory answers. Keep a filing system for noting any responses. Use comment forms on website to create opportunities for client feedback. This is great as a tracking technique. Enable actionable metrics and track conversions. Furthermore, there are some tools that can help in performance indication.
If you are going to market your website, have a clear goal in mind. Know what your website will offer, who you should be targeting and what you hope to achieve in the marketing. Each marketing push should have a clear goal in mind such as driving a specific type of traffic or increasing a certain aspect of your business.
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Source: Online Marketing Strategy