Retargeting is another way that we can close the conversion loop and capitalize on the traffic gained from the overall marketing campaign. Retargeting is a very powerful display advertising tool to keep your brand top of mind and keep them coming back. We track every single touch point up to the ultimate conversions and use that data to make actionable recommendations for further campaign optimization.
You should start with a headline that grabs your user’s attention. This is perhaps the most important part of your landing page as it sets the stage for the rest of the content. Without a headline your page will fall flat. It should be the biggest font on your landing page so that it stands out from the rest of your content. Make sure your font is not all the same size. It’s so important to have hierarchy within any web page, especially a landing page.
Conversion rate optimization is still possibly one of the most underutilized but critical functions of digital marketing. Every element of digital marketing is useless without considering conversion rates. This goes for SEO, SEM, Social Media, Email, and Display. The power of your SEO rankings are only as good as your click through rates and your traffic is only valuable of your website and landing pages foster some type of “action.” Why spend all the time and energy driving traffic through multiple different channels if you are not willing to spend the time and energy on conversion optimization? Yet many brands and agencies still put less emphasis on this crucial piece of the puzzle.
For some business owners, they’ll think of a website. Others may think of social media, or blogging. In reality, all of these avenues of advertising fall in the category internet marketing and each is like a puzzle piece in a much bigger marketing picture. Unfortunately, for new business owners trying to establish their web presence, there’s a lot of puzzle pieces to manage.
While the obvious purpose of internet marketing is to sell goods, services or advertising over the internet, it's not the only purpose a business using internet marketing may have; a company may be marketing online to communicate a message about itself (building its brand) or to conduct research. Online marketing can be a very effective way to identify a target market or discover a marketing segment's wants and needs. (Learn more about conducting market research).
Using Dr Dave Chaffey's approach, the digital marketing planning (DMP) has three main stages: Opportunity, Strategy and Action. He suggests that any business looking to implement a successful digital marketing strategy must structure their plan by looking at opportunity, strategy and action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.[59]
Due to the immediacy of email, a business can start seeing results within minutes of its emails being sent. A 24-hour sale is a brilliant marketing ploy that can be utilised by email, as it creates a sense of urgency and convinces subscribers to take immediate action. Businesses typically have to wait weeks until they see sales come in as a result of print or broadcast campaigns and, even then, how can they be sure what was responsible for the purchase?
A well-designed landing page can greatly increase conversions for your PPC or email marketing campaigns. Rather than directing visitors from those sources to your general website (where they may have a hard time finding what they’re looking for), you can direct them to a specially-designed landing page that steers them in exactly the direction you want them to take.
Digital marketing became more sophisticated in the 2000s and the 2010s, when[13][14] the proliferation of devices' capable of accessing digital media led to sudden growth.[15] Statistics produced in 2012 and 2013 showed that digital marketing was still growing.[16][17] With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology.[18]
Social media marketing on its own is free to use, as is content marketing if you’re creating and managing the content yourself. Several email marketing platforms have free plans for your first few hundred or thousand subscribers, giving you time to get your revenue increasing before you have to start paying. There are even free keyword research tools like Google’s Keyword Planner that can help you optimize your site at no cost.
One of the most obvious advantages of email marketing is its lower cost compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine or television channel. Email marketers might consider investing in specialist software to automate, track and evaluate their emails. Granted, there may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what you would expect to pay using other marketing channels.
It’s important to note how a number of growing trends revolve around content of value – not promotional content. Things like personalization and subscriber lifetime value, bite-sized content that’s easy to digest, stronger narratives and storytelling, richer experiences… that’s all key to crafting highly engaging emails that will grow your open and engagement rates.
The question that goes around in a small group I’m in is do you hit the email subscriber up with a hard sell immediately after they sign up for your newsletter (and presumably get a free ebook download or mini course), or do you hit them up with educational for the first few emails in order to build a little more trust in you and what you can do for someone.
Click through rates. Once your subscribers have opened your email, are they actually taking the action you need them to take? If you think that you have a low click-through rate, perhaps your body copy is not as effective as it needs to be. Consider the following: Is the copy of your email relevant to the subject line? Did you offer real value to your subscribers in the email? Is your call-to-action clear enough? Is the link easy to find?
