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12 Must-Haves for Tracking Your Digital Marketing Campaign – Small Business Trends



The last few weeks of the year calls for all businesses to brainstorm new product or service ideas and polish their business vision. It is the time when they review their internal procedures and revise their external communication strategy.

Similarly, it is great to put together a digital marketing strategy for your company to achieve a specific goal, i.e., boost brand awareness, level-up lead acquisition, or enter a new market.

Whatever your goal is, consistently monitoring and tracking your campaign’s performance is equally important to ensure you are not investing your resources in the wrong direction.

Tracking a Digital Marketing Campaign

This article discusses 12 must-have metrics that you must track to ensure your digital marketing campaign is a success. Let us dive in:

1. Online sales

This is one of the easiest ways to check how well your digital marketing campaign is doing and is simple to implement if you are using a web analytics platform such as Google Analytics. All you need to do is paste a small snippet of code on your website, and you will instantly be able to see which of your digital campaigns are driving the highest sales.

2. Leads from web forms

Most websites have web forms in place that visitors can use to book appointments, enquire about services, schedule personalized demos, get free downloads and so on. Many of the visitors who fill up your form could later convert into customers if they are approached promptly and nurtured right.

Another good way to track digital campaign success, therefore, is to track on Google Analytics which campaigns bring in the most web form submissions.

3. Phone call leads

If you have an official business number that potential customers may call for inquiries or to place orders, you will need to track the leads and sales from these calls too. Set up dynamic number insertion (DNI) so that different visitors see different phone numbers depending on how they arrived at your website. Then, you can look at your phone logs to see which campaigns brought in the most calls.

4. Live chat

Live chat is a great way to engage website visitors who want immediate answers to their questions. Once you have a chat tool in place on your site, you can use the built-in tracking programme or integrate Google Analytics into the tool so that you can keep track of which digital campaigns are driving the most live chat conversations.

5. Number of site visits

While website visits don’t necessarily lead to conversions or even a further enquiry, it is an important metric to track, especially when it comes to viewing traffic trends over a period of time. For instance, measuring site visits from organic SEO is a good way to see how well your site is doing on its own. It also helps you identify and correct potential problems if there is a drop in organic SEO traffic.

6. Pageviews per visit

While website visits are important to measure, they are not necessarily indicative of interest, particularly if the visitor leaves at once without exploring any of the product or service pages. Another metric to keep an eye on, therefore, is the number of page views per visit.

Google Analytics gives you insights on how people click through your website, including which pages they visit most often. This can help you promote the product pages or the blog posts that are performing especially well.

7. Time spent per visit

Analytics can help you track how much time people are spending on your website. While this is not a direct sales metric, people who spend longer browsing your pages are likelier to buy from you later.

A related metric in this regard is the bounce rate, or how many people hit the back button the moment they reach your website.

A high bounce rate could be indicative of a disconnect between your digital marketing campaign and your landing page content and could also lead to SEO penalties if Google flags your website as spam. Tracking your bounce rate, therefore, will help you spot problem areas and rectify them quickly.

8. CRM tracking

Customer relationship management (CRM) tools are primarily used to track your sales processes and prospecting activities. However, they can also be useful when it comes to tracking your digital marketing campaigns.

For instance, you can filter the prospects in your CRM by campaign or lead source to track in real-time whether your marketing efforts are working for them. Plus, most good CRMs such as SuperOffice include a marketing and email automation feature that lets you craft customised, relevant email content based on the tracking source of your lead.

9. Social reach

Tracking the social reach for the posts you share on your social media pages helps you see how many people actually saw what you posted. Ways to increase your reach include branding all your social pages consistently, having a regular schedule of high-quality content posting and engaging with your social community.

10. Social engagement

The main criterion to measure any digital marketing campaign’s success is your engagement rate. While social reach is always higher than the number of people who engage with your posts, you should aim for an engagement rate of at least 2-5%.

Likes, Shares, Retweets, Clicks and Comments all count as forms of engagement. Based on which of your posts garner the most engagement, you can adapt your content strategy to give your followers what they want and thus encourage them to engage even more.

11. Email open rate

Email marketingshould be an important part of your digital marketing campaign if it is not already. Your email open rate is the number of people who opened your email as a fraction of the number of people who received it.

>Ways to increase your open rates include properly segmenting your email list, sending emails at appropriate times and having an eye-catching subject line. A/B test your emails as much as you can so that you can achieve higher open rates over time.

12. Track your KPIs properly

Ideally, you should track your KPIs in one consolidated report so that the senior management can go through it at a glance. This also lets you quickly spot problem areas (such as significant drops or spikes over a period of time) so that your team knows what to work on and what to skip in the future.

Wrapping it up

But tracking KPIs can be a time-consuming process and if your resources are tight, you don’t want your marketing team to invest a lot of time making reports rather than running the digital marketing camping itself.

That is the reason why it is important for you to decide when you want to report – weekly, monthly or quarterly basis. Moreover, tracking is an overwhelming process for those companies or teams if they are running a full-fledged campaign for the first time.

Hopefully, this article helps in getting started. So, how do you usually monitor the performance of your digital marketing campaigns? Tell us in the comments below!

This content was originally published here.


5 Ideas for Your Small Business Digital Marketing Strategy – Small Business Trends



Digital marketing is a pivotal part of most modern business success. While it may be a powerful marketing tool, creating an effective digital marketing strategy can feel overwhelming.

Here are a few ideas to help you pull together an effective strategy for your online marketing activities.

1. Assess and Strategize First

Before you start spending money, you need to slow down and consider what your marketing strategy is in the first place. For many SMBs (small- and medium-sized businesses), their marketing is a patchwork effort to tap into as many digital marketing services as possible — and that includes quite a few options. Digital marketing agency Hennessey Digital defines digital marketing services as an “umbrella category” that includes, among other things:

The ability to use these various online options can create a diverse, affordable, and scalable marketing strategy. In other words, they’re accessible to small and large businesses alike. However, the diversity of options can also create a bit of a problem. With so many choices, it can become easy to overstretch your marketing budget.if(typeof __ez_fad_position != ‘undefined’){__ez_fad_position(‘div-gpt-ad-smallbiztrends_com-medrectangle-3-0’)};

This is why, before you spend a penny, you should create a clear and comprehensive digital marketing strategy. This should select what online channels will help you reach your audience, how you should spend your time and resources in those areas, and what metrics can help you gauge your effectiveness.

This may seem like a lot of preparatory work. But, it’s an essential first step in creating a quality digital marketing strategy. Without setting the stage beforehand, you can end up frittering away your marketing funds with little to nothing to show for your effort.

2. Use Your Website as an Online Content Hub

Content marketing is an integral part of most digital marketing strategies. The concept revolves around consistently creating content that is relevant to your audience, provides genuine value, and helps to set your brand up as an authority in your field. When done well, content marketing can help you attract new customers and retain existing clients, as well.

If you want to have a powerful digital marketing strategy, it should be built on content marketing. This isn’t an easy task, but it is one that requires upfront investment and can continue to reward you far into the future.

One of the best forms of content marketing is a blog on your website. A company blog can serve as an online database for your customers. It allows you to demonstrate your experience and knowledge in your industry. It also helps you resonate with your audience members’ pain points and show why you are a legitimate solution that they should consider.if(typeof __ez_fad_position != ‘undefined’){__ez_fad_position(‘div-gpt-ad-smallbiztrends_com-large-leaderboard-2-0’)};

On top of that, high-performing website content can be shared on social media (the online equivalent of word-of-mouth marketing.) It can also help your website rank higher in organic search engine results.

Much like a good digital marketing strategy, building a company blog or similar website resources can feel like a lot of work. However, the number of benefits that it can yield makes a blog well worth the effort.

3. Leverage Influencers

Digital marketing can feel very lonely at times. It’s easy to feel compartmentalized into your tiny corner of the internet. However, there are a couple of ways that you can tap into an army of online partners to help promote your brand.

This army is made up of influencers. Influencer marketing consists of getting influential online personalities to partner with and promote your brand.

This form of digital marketing taps into the loyalty and trust that influencers have with their followers. It also is easy to scale depending on your needs. For instance, you can spend thousands of dollars going after a larger influencer with millions of followers. If you’re working with a smaller budget, you can pursue a network of smaller nano-influencers — those who have audiences of 10,000 followers or less.

Don’t let the numbers fool you, either. Nano-influencer marketing has proven to be an effective way to promote a brand. For instance, nano-influencer accounts on Instagram with less than 5,000 followers tend to boast an engagement rate of between 5.3% and 7.2%. The percentage drops to a measly 1.1% for the largest influencer accounts on the platform.

4. Research Your Target Audience Online

As a successful small business, you may feel that you already understand your audience. However, if you want to be effective online, you should be willing to invest in some additional customer research.

Take some time to investigate how your core customer demographic engages with the online world. For example, Pew Research reports that:if(typeof __ez_fad_position != ‘undefined’){__ez_fad_position(‘div-gpt-ad-smallbiztrends_com-large-mobile-banner-2-0’)};

There is an infinite procession of statistics available for every conceivable demographic. Even if you can’t find enough specific information online about your particular crowd, try asking them directly. Request feedback about where your customers congregate online and what topics or resources they might be interested in seeing you create.

In addition, consider if your audience is in a specific geographic area. If that is the case, you will want to target your online efforts to focus on those regions.

5. Set and Track Metrics

Marketing is never a perfect science. On the contrary, with so many digital marketing options, it’s common to find tremendous success with one strategy and miserable failure with another.

This is why you need to create KPIs (key performance indicators) to help guide your efforts. By identifying and setting KPIs, you can assess if your marketing is providing the desired results.if(typeof __ez_fad_position != ‘undefined’){__ez_fad_position(‘div-gpt-ad-smallbiztrends_com-large-mobile-banner-1-0’)};

With so much of the modern world revolving around the internet, it’s important that you invest in a solid digital marketing strategy. This starts with assessing your needs and resisting the temptation to spread yourself across too many online marketing areas at once.

From there, you want to consider critical factors like audience research, content marketing, influencers, and metrics. If you can build your strategy with these elements in mind, you’ll be able to create an effective digital marketing strategy that is uniquely suited to your organization’s promotional needs.

This content was originally published here.

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3 in 4 Companies Would Pick Croatia Again As Business and Investment Destination | Croatia Week



3 in 4 companies would pick Croatia again as business and investment destination | Croatia Week

ZAGREB, 10 June (Hina) – A survey by the German-Croatian Chamber of Industry and Commerce has shown positive trends in 2021 compared to 2019, revealing that considerably more companies (74%), would pick Croatia again as a business and investment destination, while a smaller number think that the current economic situation is bad.

The survey assessed the economic situation and investment climate in Croatia and compared it with other central and eastern European countries. It involved 122 companies and was carried out from 15 March to 16 April. At the same time, the survey was also conducted in 15 central and eastern European countries, covering 1,454 participants.

The results of the survey were presented by the AHK Chamber’s representatives at an online press conference on Wednesday. They said that the survey was not carried out last year because of the coronavirus pandemic and lockdown, and that this year’s results were much better than expected.

Asked if they would choose Croatia again as a business and investment destination, 74% of respondents replied affirmatively and 26% negatively. These are much better results than in 2019 when 54% of respondents answered this question affirmatively, and they also surpass the results from 2018 when 68% of companies said “yes.”

The average for central and eastern European countries as regards the affirmative answer is 85% for this year and 79% for 2019.

Croatia the 8th most attractive among 20 countries

Croatia continues to be seen as quite an attractive country for investment among central and eastern European countries, ranking 8th among 20 countries for the fourth year in a row. By comparison, Slovenia ranks 4th, Hungary 10th, Serbia 11th and Bosnia and Herzegovina 17th. Estonia, the Czech Republic and Poland rank as the most attractive business and investment destinations.

Opinions on the current economic situation in Croatia are divided, as 7% of those polled described the situation as “good”, 43% as “satisfactory”, and 50% as “bad”. By comparison, 61% of respondents in the 2019 survey said that the situation was bad.

A majority of respondents expressed certain satisfaction with government measures to alleviate the consequences of the coronavirus crisis. On a scale of 1 to 6, 6% said they were “very satisfied,” 23% “satisfied,” 30% “averagely satisfied,” 10% “very unsatisfied,” 11% “unsatisfied.” and 19% were “averagely unsatisfied”.

The performance of the current government was assessed as satisfactory (42%), bad (43%) and good (4%), while 11% of respondents did not have an opinion.

Looking at all 21 aspects of doing business in Croatia that were covered by the survey, the average rating was 3.29, up from 3.55 in 2019, considering that 1 is the best rating and 5 the worst.

This content was originally published here.

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The Wizard of Oz Digital Painting Inspiration



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