Posts

How to Analyze the Performance of Your Digital Media

Digital marketing is the keystone of any modern-day marketing campaign. With the emergence of SEO and social media, there’s never been a better time to be in the B2B space online.

The ever-growing world of social media and even the traditional forms of email marketing have created ideal platforms to share your content directly with clients and prospects alike. This is great for your marketing spending and your overall bottom dollar.

But how exactly do you know that your digital media campaigns are working?

Here’s a quick video to lock down the basics of measuring your digital media campaigns from Zaryn @ Market & Hustle.

Quick Takeaways:

  • Digital media campaigns are important for raising brand awareness in prospects and leads
  • They can also build brand trust and recognition with customers you’ve already secured
  • Providing content people want to read is the most important part of the puzzle

Here’s the big picture for understanding metrics and which ones should matter to your business:

Identifying KPIs:

What’s the point of putting in all this effort if you can’t tell what’s working? When creating your content marketing process, you have to define your key performance indicators (KPIs).

Examples of KPIs include:

  • Measuring how a content marketing campaign impacts your sales team’s productivity
  • The percentage of customers that were marketing-generated, and what business was earned from content marketing
  • Measuring hours of work put into content marketing vs money put into ad spending

KPIs are your benchmarks for success, and every other metric is what defines your KPIs.

Follower and engagement growth

An easy metric to check out the success of your social media is how many followers you are gaining and how many times your posts are being engaged with.

You can check out what posts lead directly to a prospect or customer clicking through to your profile and clicking the follow button to stay up-to-date with your company.

Socialmediaexaminer.com says:

The number of social media followers you have matters because bigger numbers translate to higher levels of engagement and more traffic.

Followers aren’t everything though, engagement is! Engagement is any comment, like, or share that happens to one of your posts. Driving up engagement leads to social media platforms suggesting your content to their users.

Being on the front page of someone’s social media timeline is the golden goose of digital marketing. This is done through quality content appropriate to each platform and consistent monitoring of what is successful and what isn’t.

Conversion rate

Source: Disruptive Advertising

Views are great, but what happens after the initial click? Is the reader just leafing through your website? Are they sharing it? Are they actually purchasing your product or scheduling your services?

Conversion rate shows how many prospects are becoming customers. This metric is the real shining gem of your content marketing efforts! Converting prospects should be your number one goal with content marketing.

Oftentimes the places where you are producing and publishing media give you excellent analytics tools to help assess what ads or content is producing the best conversion rate.

By figuring out what content does the best across what platforms, you can make better, more informed decisions on what media to spend the most time on.

Value comparison between efforts

Deciding the best formula of what media to use and how much is the point of analyzing your digital marketing campaign. Since blog writing and distribution are large portions of that effort, here’s some tips on how to go about comparing success.

Blog writing: 

Your blog is the keystone of your website traffic. Writing perfect blog posts and publishing regularly on a schedule is how you attract new eyes to your website, and in turn your product or service.

You know this, but when was the last time you actually checked up on your articles’ metrics? By using Google Analytics or SEMrush, you can check on your lead generation rates, conversion rates, and more.

Another easy metric that falls under your content category is time on page.

Monica Carol of Team Bonding NYC says:

“There’s a strong correlation between how much time users spend on the page and the quality of the lead.”

If your content is quality, users are more likely to stick around and read it, increasing the average time on page per user. With quality content comes quality leads!

Email marketing:

Good SEO practices aren’t the only way you’ve been sharing your content though. Through sites like Mailchimp and Constant Contact you’ve been growing your email lists and staying in front of your customers’ eyes.

Much like other SEO tools, successful email marketing services offer excellent metrics like open rates, conversion rates, and forwarding rates (not to mention what times your emails are the most successful).

By experimenting with different formats and timed releases, you can find what’s drawing the most leads and conversions through your email marketing efforts.

Customer retention rate

Source: Marketing Charts

What is customer retention? Customer Retention is the measure of the percentage of customers who continue to use your product over time. Some companies measure the opposite of retention: churn rate. Or the percentage of customers who leave in a given time period.

Customer success is a complex challenge to solve. The required investment of time, energy and resources to set up a successful customer can drain a business while it figures out what it takes to make them stick.

Ultimately, the only way a company can be successful is if the cost to acquire and retain a customer is largely outweighed by the monetization that customer will return to your business (about 3-5x that cost).

So how do you know if you’re retaining customers acquired through your digital media efforts? There’s a few ways!

You can ask – Using surveys through your email marketing efforts can help you figure out just who has been using your product or service over a longer period of time. This also builds brand trust because people want to feel like your business cares about them.

Analytics – Often websites will show you on the backend how many customers you have are repeat customers. Diving deep into the extra layer to see how many came from your digital media efforts is a good step in hitting your KPIs.

Look at the voices on your social media – Seeing individual voices in your business’ community discuss your business, service, or content can give you a good read on how many newer customers you are attracting and if there are any older clients steering the overall conversation online.

Wrap up

Metrics for your digital media efforts aren’t always easy to identify, but this list is a great place to start! What’s important to remember is you have to be able to piece small metrics into a larger picture. Yield from a great digital media campaign comes with critical thinking and data analysis.

Now it’s time to define your key metrics and get to work on figuring out what’s successful with your digital media campaigns and what you can improve on!

Do you want to use some of the marketing strategies seen here on MIG’s site but need some help or advice? Marketing Insider Group has a team of 35+ experienced writers ready to produce content for YOUR business. Check out our weekly blog content service or schedule a free consultation. 

The post How to Analyze the Performance of Your Digital Media appeared first on Marketing Insider Group.

Did you miss our previous article…
https://www.sydneysocialmediaservices.com/?p=2458

/by

10 Brands Show Us How Email Marketing is Done

An essential aspect of nurturing new sales leads is email marketing. It’s a strategy that allows you to reach out to your prospects on a more personal level with relevant content.

According to a report by Salesforce, 49% of marketers claim that email is directly linked to the success of their business efforts. Direct Marketing Association also noted that there is a 4,300% return on investment when it comes to email marketing for businesses in the United States.

There is now no question that marketers should believe in the power of email.

Apart from being cost-effective, there are many reasons why email marketing can be a successful channel for businesses. A well-crafted email campaign is personal, action-oriented, and measurable.

Here’s a video from Neil Patel talking about the how tos of modern email marketing:

Quick Takeaways:

  • Email marketing is crucial to amplifying your general digital marketing strategy
  • Providing creative CTAs and emails will improve your click through rate across your website
  • Typically the email list is voluntary and talks directly to your clients or prospects

Get inspired to make awesome email marketing campaigns by these brands who know how to get the job done!

1. Drift – Break The Ordinary

Image Source: Drift.com

This welcome email sent by Drift to people who subscribed to be part of their email list is genius. The campaign resulted in 75% open rate and a 25% response rate that are actual replies from their subscribers.

Its effectiveness lies in how short and straightforward it is. People are aware that emails sent by companies are automated, but this message seems to break conventions.

The wording is immensely conversational, more like a direct message on social media than a formal business communication. So it may be automated, but it maintains a personal touch thanks to its clever use of language that makes you feel as though you’re having a casual chat with Dave.

2. PayPal – Be Clever and Relatable

Image Source: HubSpot

PayPal’s email is clever and relatable, managing to effectively grab the attention of their audience. It’s no surprise to learn that people tend to read what they think is relevant and applicable to their lives.

As a marketer, you should find different situations that are connected to your services and your target market, and use it to your advantage. In this case, the scenario addressed was splitting bills with friends, something that used to be a pain.

By showing PayPal’s solution to this everyday problem, the company shows its customers that they know exactly how their products are being used.

3. BuzzFeed – Punchy Subject Lines and Preview Text

Of course, BuzzFeed is known for being the king of blog posting and content marketing. Many of their posts have become some of the internet’s most prized gems. But did you know that this company has equally awesome email marketing efforts?

BuzzFeed plays with phrases that go along with their email’s content. As seen in the photo, the punchy headline goes incredibly well with the preview text. This is a highly compelling strategy that’s great for arousing the interest of readers.

It’s simple, funny, and engaging. Take a tip from BuzzFeed and start writing email subject lines like you’re writing an article title, your email open rates are sure to improve.

4. Litmus – Play With Moving Images

Image Source: Hubspot

Animation is a great way to encourage your readers to interact with your message. Litmus is doing a fantastic job when it comes to incorporating animation in their emails.

In this campaign, they’ve used a swipe motion animation to mimic what their email tool can do. It’s as simple as that. The movement catches the eye of the reader and provides a deeper understanding of the message and how the audience can benefit from their product.

5. Kate Spade – Feedback is the Key

Image Source: Myemma.com

This particular email by Kate Spade is a sure hit, as it serves to be mutually beneficial for them and their customers. The data collected from patrons can help with planning and strategy, while that 25% off is a gift every customer can enjoy.

Ask your customers how they feel and get their insights into your services. Every customer’s feedback is important to determine brand direction and fuel business growth.

It allows you to build a foundation of loyalty within your marketplace. Customers will also feel valued if they can see that your brand understands the importance of their opinions.

6. Cook Smarts – Offer Something Useful

Image Source: BuildFire

To create messages that engage your audience, you must see things from their perspective and offer something that adds value.

Cook Smarts does this in a very clever way. They generated a daily meal plan for their subscribers to help avoid the stress associated with figuring out what to eat. Its success lies in the fact that the content complements their product and encourages users to see what’s on offer.

7. Boden – The Sense of Urgency

Image Source: Myemma

If you’re one of their customers, wouldn’t you want to take advantage of this last chance sale by Boden?

The elements of this email compel readers to discover what’s in store for them. There is an obvious sense of urgency that’s portrayed by saying “last chance,” and that’s enhanced by telling the reader that they almost missed out.

Their call-to-action telling users “Quick-Clean Up” also gives the impression that the sale is a particularly good one where they can get large discounts.

8. Bonobos – Extend a Helping Hand

Image Source: BuildFire

Bonobos knows what their target market needs. With a mix of fashion expertise and a bit of humor, they were able to make a style guide for men’s clothing. It’s a perfect campaign for email marketing, which appeals greatly to the needs of their audience.

This strategy works because your brand becomes a source of valuable information. Marketers need to understand what’s important to their audience and extend a helping hand.

9. Uber – Clear and Simple

Image Source: Hubspot

Nothing beats a clear and concise message that resonates with your audience. Uber lets their contacts know about new offers like deals, promotions, and guides—all paired with a simple yet strong call to action.

The style used in the email is also very consistent with their brand and mobile app. The simple yet elegant detail complements their visual branding and serves to highlight their message more clearly.

10. Airbnb – First Impressions Last

Image Source: Myemma

First impressions last, and they play an important role in email marketing. It’s your first step to getting the attention of your target users. Remember, great impressions result in long-term outcomes.

Take a look at Airbnb’s welcome email. It is proactive and encourages immediate interaction. The visual elements are simple and give off a friendly vibe while the CTAs compel users to get started. It’s also very friendly for mobile users, which many brands still tend to ignore to this day.

Wrap Up

These brands have successfully executed email marketing campaigns in multiple ways. It took time and effort for them to produce these strategies and we’re pretty sure that decisions were based on actionable insights using target market data.

Take note that you can always take inspiration from them, but a little experiment of your own won’t do any harm. Brainstorm with your team, get advice from experts, and never forget to include customer feedback in your decision-making process.

Now, it’s time to start building your next email marketing campaign!

Do you want to use some of the marketing strategies seen here on MIG’s site but need some help or advice? What luck! Marketing Insider Group has a team of 35+ experienced writers ready to produce content for YOUR business. Check out our weekly blog content service or schedule a free consultation. 

The post 10 Brands Show Us How Email Marketing is Done appeared first on Marketing Insider Group.

Did you miss our previous article…
https://www.sydneysocialmediaservices.com/?p=2317

/by