Boost the Return on Investment (ROI) of your online campaigns has become your number one goal? Learn how to do this by learning which data to use and the key steps to follow for a guaranteed outcome.
As a marketer, you face several obstacles, including one that comes up regularly: the budget. While it is certain that the actions carried out involve sometimes significant expenses, it is also indisputable that they must generate an increase of the turnover. But how to achieve such a result? Here are 5 tips to improve your digital ROI!
1. Develop a strategic plan with clear objectives
What is the point of a campaign that is full of vision but does not generate any concrete or measurable results? None: it will be an unnecessary expense.
Making decisions and implementing certain marketing actions without having even thought about a real strategy can actually lead to inconclusive results. That is why it is essential to increase your ROI that you first set clear and precise objectives, not only by channel but also by action. For example, a post on Facebook must have a mission, a target, and conversion goals. In short, each of your expenses must be designed to create value.
Of course, your objectives must be aligned with your company’s expectations, such as developing your brand image or increasing the number of sales or leads.
Tip: Before starting a campaign, think about the potential risks and take preventive measures that will have a beneficial effect on your ROI. Clearly, anticipate! Think for example to establish lead nurturing scenarios or to set up a method of lead scoring.
2. Forget the vanity metrics
When it comes to dipping into marketing statistics, anyone can get lost since it is now possible to measure almost anything you want with tools like Google Analytics.
However, some numbers are usually more prominent than others because they are easier to grow. This is called “vanity metrics”: they flatter the ego and indicate flattering curves, in appearance at least. Indeed, just because you are able to justify a growth of followers on a page does not mean that this success has an impact on your conversion rates.
In order to measure the efficiency of your strategy and then be able to improve your ROI, focus on the performance indicators that really show the commitment of your contacts. For example, measure the number of interactions (comments, shares, brand mentions, etc.) or the number of active users.
3. Continue your SEO efforts
Many companies believe that it is useless to invest in SEO or that it is simple to implement; wrong. This process, which will allow you to gain visibility on search engines, aims to increase the number of visitors to your site and transform them into customers. You will understand that it requires the implementation of a well thought out strategy.
To expect a return on investment from SEO marketing, different actions can be effective. Which ones? It all depends on your current situation. For example, it may be wise to work the long tail, to link building or to develop the internal links of your site.
In any case, the main objective must be to attract qualified leads to your site in order to increase your conversion rate, your number of sales and therefore your turnover.
4. Leveraging marketing automation
Investing in a marketing automation solution can bring many benefits to a business, such as increasing ROI.
However, such a result is only possible if the tool serves an established strategy and action plan. It will prove to be ineffective if you have not defined your objectives (SMART method) or if your target, your offer or your customer journeys still have secrets for you. Similarly, it is essential that you know where you are going and what actions you need to implement to achieve your goals.
For example, make an update on your current editorial strategy (How well do you publish monthly blog posts on your site?) And your online visibility (What keywords are you on? What levers do you use to attract new visitors and are they effective?).
5. Are you interested in users?
Do you have an e-commerce site? To improve your ROI, you need to generate more sales at a lower conversion cost. While this includes optimizing your campaigns and analyzing KPI to measure the effectiveness of your actions, understanding your prospects is just as important.
Then ask yourself the following questions: where do they come from? From your emailing campaigns? Social networks? Search engines?
Then ask yourself exactly what is happening on your website to improve the funnel of conversions. When and why does the user abandon his basket? What brakes did he encounter? The quality of the shopping journey is of undeniable importance. Too long a course, repetitive stages (questions that are the same on many occasions), a site that is too slow or not reassuring enough can lead to a bad return on investment, and that, even if you have carried out fantastic advertising campaigns.