Not getting the leads you want? Not sure what to do about it? Here’s the skinny on how to fix things if your marketing is broken.
Most companies know they should have a good website and should be doing some marketing tactics such as blogging and posting on social networks.
Many companies however, have no idea if they are doing the right kinds of marketing. The right marketing tactics are those that produce the best results—"results" being defined as producing the most conversions—leads and customers.
Savvy marketers will always be watching two things: their marketing performance and their funnel performance. Let’s look at marketing now, and funnel another time.
1) Analyzing What’s Working or Not Working
If your marketing is broken, the first place to look is your website. Your website is and always will be the foundation of your digital marketing. If it's broken, fixing it is not that hard.
Head to Website Grader. Sometimes really powerful things are fast and simple to use.
Most websites we encounter before we touch them rank in the 40 to 60 percent realm. If your website didn’t get an “A,” it just means there is (a lot of) room for improvement.
Aside from the overall performance of your website, if your marketing is broken, the second place to look is your content performance. While a website is content, content also refers to everything else you post on the Internet, including social media.
To analyze content performance, you need tools. If you have or are planning to sign up for Hubspot’s tool stack, no worries, just check your dashboard.
However, if you’re a WordPress user or have some platform other than Hubspot, Google Analytics needs to be your best friend.
Want to know which social network is feeding the most traffic to your website? Again, if you’re not a Hubspot user, you’ll need to rely on Google Analytics. Here’s how to track social network performance using GA.
When I talk conversion rates relating to marketing, I’m not thinking about where leads are entering the funnel or how they’re progressing through the funnel; I’m just wondering if any leads at all are being tracked.
Most CEOs will love to know how much business their website is generating. (Hint: If you're a marketer and want a raise, this is the best way to get it.)
Tracking conversions is a bit trickier because you must track visitor behavior using software. Some vendors, like Facebook, include their own tracking software.
When leads are being entered into the CRM and the last deal stage is either “sale closed” or “sale not closed,” then you are tracking conversions. You probably could run a report from within your CRM. That’s one way to do it. The other would be using marketing automation software.
If you have an e-commerce site and are using a platform such as Shopify, the software will tell you anything you need to know, including abandoned cart metrics.
We’ve encountered a lot of marketers whose marketing is broken badly because they are not tracking Adwords or Facebook ads’ performance. To track conversions with PPC, you must install tracking codes on appropriate website pages, otherwise you can only guess the ROI of the campaigns you’re running.
2) How to Fix Your Marketing
If your marketing is broken, the key to fixing it is analysis, action, and experimentation.
Analyze Each Channel
For example, your blog (assuming you have one). With Cohort Marketing, we’ve discovered that 20% of our blog articles produce almost 100% of the results. I’m talking about CTR (click through rate). While the remaining articles are producing SEO, referral traffic and the ethereal term: impressions, no direct conversions are coming from them.
Next, we noticed all our top performing blogs have one thing in common: They’re all “how to” articles.
Though our research we discovered what our personas are searching for. So now we’re mainly focused on publishing “how to” articles. Because these are what (you) our audience is searching for. Simple.
Let’s move on to social networks. Through our metrics for Cohort Marketing, we’ve discovered these stats:
- We’re getting the most referral traffic from Google+.
- But we’re getting the most click-throughs from Linked In.
Should we now focus on posting more organic content on LinkedIn? Maybe. But from our general marketing intelligence, we know Facebook ads can generate up to a 32% CTR (click through rate). That’s very good. Running ads is different than posting organic content, so you must watch budget and conversion rates otherwise you’ll be wasting money.
We are starting by running some Facebook campaigns to test results. With any form of PPC, it’s important to run a few different ads to see which ones produce the best CTR.
Was that TMI or just enough to get you started? We'd love to help you further. Please reach out to us for a free 30 minute marketing analysis. We love helping companies just like yours.