B2B Marketing Blog

Three Ways to Improve Your Online Marketing Efforts

By Lauren Hylbak
Dec 30, 2013

Guest post by Teddy Hunt, a freelance content writer. 

When it comes to producing favorable marketing numbers online, a varied approach is essential. In today’s online landscape a multitude of tactics will diversify your reach and produce better results for your public relations, advertising or brand awareness campaigns. There are a few ways you can start and these ways are also imperative to maintain.

Analyze Site Traffic

Any successful marketer will tell you that it's crucial to the success of your online presence to be aware of the traffic you're getting. Analyzing your site's performance will help you determine what the best days and times are for your audience, as well as which types of content get more traffic than others.

While you're checking on comments and user activity, you should also check your visitor traffic. When you're having a great traffic day, it's best to know right away so that you can make the most of it by focusing on the specific page and add a link to content you'd like readers to see, or repost something that didn't get much traffic but is still relevant. This will keep visitors on your site for longer, which can boost profits.

analyzing site traffic

Take Advantage of Google Analytics

You'll want to set clear priorities for your day-to-day functions, and stick to them. As a marketing professional planning an online campaign, it makes sense to use all of the free available tools at your disposal. Google Analytics, in terms of SEO and insights, can help forecast as well as track your progress. For instance, within the Google Analytics dashboard clicking Traffic Sources > Sources > Search > Organic will provide a list of keywords in terms of how many visits. This is extremely helpful in determining traffic sources. Google analytics will also help with content in terms of an overview of exposure to a product or whatever it is you are marketing. Here, you have concrete evidence of what content is most popular. This of course, gives you an inside track to what resonates with your audience.

Another key feature within Analytics is taking a peek at how well your content does on social media. An overview of this will once again provide you a better picture of which platform works best for your organization.  Take advantage of the data within Google analytics pre, during and post campaign. The raw figures provide a roadmap first, and then allow you to make adjustments on the fly. Once your campaign is finished, you can compare and see what worked best so you are better prepared for next time.

Consider your Audience, your Keywords

When your campaign starts to build momentum, you may begin to feel overwhelmed and unable to keep up. You don't have to go it alone though. This is the very best problem to have. Now you can expand and really enhance your readership and audience by bringing in fresh perspective with different types of content. You need to also then develop creative messages that resonate with your audience. If your creative and messages do not work you will notice it immediately in the form of clicks. Use historical data and industry benchmarks to determine the expected outcome in terms of Click Through Rate. If your CTR is way lower, change the content, if CTR is higher, continue doing what you are doing.

Let’s take a closer look at what makes Click Through Rates (CTR) an effective measure of your campaign’s success and why it matters. Your CTR is measured by the number of clicks divided by the total number of impressions received. This is important if you are trying to master a Pay Per Click (PPC) model for your campaign. Your quality score will have an enormous influence for your paid search campaign, particularly in estimating cost. And your quality score is determined on Google’s rating of the quality and relevance of your keywords to PPC ads. A big factor in determining your score is your CTR as well as the following factors:

- The relevance of each keyword to its ad group.

- Landing page quality and relevance.

- The relevance of your text.

- Your historical AdWords account performance.

A high CTR, then, generally leads to higher Quality Scores and higher Quality Scores allow you as the marketer to maintain the best ad positions for lower costs. But let’s also consider when a high CTR is negative for your business. Suppose a keyword isn’t pertinent to your business or isn’t going to generate the sales, leads and branding gains who had hoped for. A high CTR in this instance hurts you because you’re paying for every click which generates a lot of worthless ad spend. There may be times too where you generate clicks on keywords that are priced too high and won’t turn a profit. 

A successful campaign process is two fold:

- Make your campaign relevant to your landing page, ad text and offering

- Keep keywords affordable

Your process is also two fold:

- First target the right keywords

- Then get as many people as you can to click through those ads

If you sit down and begin to strategize for an online marketing campaign, don’t get overwhelmed. There are a lot of avenues to choose from, but if you can focus on the efforts that historically produce the best results chances are to stick with that approach. However, there are times and circumstances to test new and innovative ways to reach your audience. In the end, use the tools at your disposal and vary your approach to reach the audience you need.

About the Author: Teddy Hunt is a freelance content writer with a focus on technology. When not behind a computer or on his T-Mobile 4G phone, Teddy spends the majority of his free time outdoors and resides in Tampa, Florida.

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Topics: google analytics, ppc, online marketing

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