Digital marketing has the great advantage of being flexible and measurable, and measuring the return on investment is essential. In this text, we have tips to develop an excellent strategy to create real digital marketing results.
Index
Digital marketing for results begins with a good diagnosis
The classic sales funnel
Sales Funnel Metrics
Know who your target audience is and set clear goals
Use tools and spreadsheets.
Set goals. Evaluate and evolve. Metrics, metrics, metrics…
Digital marketing for results begins with a good diagnosis
Understanding the current situation is the beginning of everything. First, let's assess the macro environment and then look at each element specifically, starting with the sales funnel . Even if you don't know exactly what a sales funnel is yet, let's evaluate the numbers below, which will lead us to understand, evaluate and adjust it.
The funnel, broadly speaking, is a australia telegram phone number list marketing and sales methodology where we consider the stage in which the client is. But let's remember that we are talking about the digital world, so our focus is our website/blog.
Therefore, on our website we separate the prospect/customer into 4 stages in the funnel: Visitor • Prospect • Opportunity • Customer. This is the classic funnel.
There are also those who consider an inverted funnel, which comes after the “customer” stage. It addresses the issue of loyalty and also has 4 stages: Satisfaction • Retention • Improvement • Evangelization . But let’s consider, in our initial assessment, the classic funnel.
The classic sales funnel
The sales funnel starts when the user visits your website and becomes a visitor. If they are a visitor, they will browse your website, read about your products and services, look at information, etc… and that is where retention and conversion techniques come in. If your visitor leaves the website and does not register, they will not advance in the sales funnel. Therefore, the goal is to get the visitor to leave their registration, so that they become a lead. Let ’s recognize that they have just gone down one stage in the funnel.
From now on, how to dirigir , you will start receiving information from your company. You will receive newsletters and promotional emails, depending on the strategy adopted by each company. Content marketing comes into play more strongly than ever, as it attracts potential customers to the website. Other tools are used, such as digital offers, podcasts, webinars and other types of content, in addition to articles.
As your potential customer moves through the funnel, they will be taken to the opportunity stage, as they are more likely to consume your product/service, as they already know a lot of information and keep coming back to your website or blog. The last path of the classic funnel is the customer, which is our target. The visitor there consumed a lot of information and related to your company/product/service in such a way that they became a customer.
Sales Funnel Metrics
Now that we understand the basics of how the funnel works, let's talk about numbers and metrics to help diagnose the current situation. The sales funnel has an average conversion rate, according to several studies conducted in B2B companies (business to business), which will be our focus. It would be something like this:
Digital Marketing Funnel - Vero Contents
Visitors convert 10-20% into leads, which in turn convert 5-15% into opportunities, which in turn convert 20-40% into customers. So , in general, we have a result of 0.1% to 1.2%, considering those who leave the top of the funnel (visitors) and become customers, at the end of the funnel. Each segment has its characteristics and we can have variations in the percentages of the funnel. But these numbers allow us to have a comparison to define objectives and goals and also for future evaluations. To carry out digital marketing results it is necessary to evaluate all these numbers.
Know who your target audience is and set clear goals
We know what the funnel is and what it's for. We also know the conversion rates at each stage. Now we need to know exactly who our customer is. Knowing our audience in order to know how to communicate with them is vital to optimizing the results of the funnel. Therefore, draw up the profile of this audience, which on the Internet we call a persona. With the persona defined and the average percentage of the funnel stages, you will know how much traffic you should generate. Learn more about personas in our article on personas in content marketing.
In terms of objectives, a really cool methodology is to define a goal for the year and divide it into segments throughout the period so that we can measure it in each of the segments. In this way, we will be able to know to what extent we are progressing towards the general objective. This organization by segments will also ensure that the activities, tasks to be executed and investments are well used and measured, as well as the results. For each segment, it will be easier to define micro-strategies that can be easily adjusted and even repeated later. This is results-based digital marketing that is being built block by block.
Use tools and spreadsheets.
Digital marketing for results is done with the use of applications and tools. It will be important to evaluate each of them, so that they can be used together or separately. Using API ( Interfaz de programación de aplicaciones , or API ) it is possible to integrate tools and take advantage of functionalities, exchanging information between each of the applications. It is very important to consider 5 points:
The email sending application (which may already be integrated into one of the apps) must have an excellent delivery rate;
Choosing your sales funnel software is extremely important as it will likely be the one used most during customer evaluation and relationships throughout the purchasing process;
The sales team should already be in sync with the CRM software, which in turn should be integrated with the marketing automation software (sales funnel);
What I usually call “the four corners of strategy” – the pillars of digital marketing (attraction, conversion, relationship and analysis) need to be very well aligned. They are: the traffic generating event (paid media, such as Google Ads, Facebook Ads, etc. + SEO ), the quality of the elements in the middle of the traffic (website + blog + landing pages + forms), the horizontal traffic (social media and email marketing campaigns) and the end of the traffic (Google Analytics and any measurement tools).
Have your marketing strategies in place and compare the expected results of each segment with the results obtained. Digital marketing is ROI and measurement.
Set goals. Evaluate and evolve. Metrics, metrics, metrics…
It's worth pressing that button. Digital marketing is measurable. So, constantly evaluate , with the intention of always evolving . Be tireless, do A/B testing with everything, from the Adwords campaign, to the mass emails, the landing pages… the website design…
And don't give up, because getting results in digital marketing is a difficult task. But rewarding.
Do you want to learn how to do inbound marketing on your own, from A to Z? Buy the e-book Simple Digital Marketing: A Beginner's Guide to the Virtual World .
