Putting together a digital marketing strategy isn’t as simple as throwing out advertisements or designing content and hoping for the best. The most effective digital marketing strategies rely on one key thing: data. With the right marketing data, you can shape a more effective digital marketing strategy that is more likely to bring in the customers you want.
Do you really need data in order to create an effective digital marketing strategy? Using the right marketing metrics can allow you to analyze the performance of your advertising campaigns and discover what’s really working–and what isn’t. Check out these key reasons data is so important:
Using the right key performance indicators can tell you how your campaign is performing.
You don’t want to continue pouring funds into a digital marketing campaign that isn’t accomplishing anything. On the other hand, you might want to extend the length of a high-performing campaign or use some of the knowledge gathered from that campaign to shape your future marketing efforts.
Data can tell you what your customers are looking for.
A look at Google analytics can tell you what keywords are performing the best and how they’re bringing customers to your website. Taking a look at your website data can also tell you how long customers are staying on a specific page or what pages customers are most likely to visit so that you can create content that is of greater use to your customers.
Data tells you which social platforms work best for your business.
Small businesses, in particular, may struggle with stretching themselves too thin if they try to maintain their marketing efforts across too many social media platforms. By paying attention to your marketing data, on the other hand, you can get a better look at the social platforms that generate the results you need, allowing you to focus on those platforms.
Marketing data helps you understand the return on your investment.
You’re investing heavily in your marketing, including your digital strategy. What return are you getting on that investment? If you spend more on marketing, can you expand your reach? Often, the answers to those questions can change your digital strategy and help grow your audience and your business.
Which Marketing Metrics are Most Important for Your Digital Strategy?
As you design your digital marketing strategy, it’s important that you look at the right marketing metrics. Some pieces of data will not impact your campaign, which means that you can set them to the side for use in other circumstances, while others can help change the shape of your strategy. Make sure you consider:
1. Bounce Rate
How often do people come to your website, take a brief look at a specific page, and then disappear? If you’re seeing a high bounce rate, it could be that you aren’t offering the information customers need to stay on your website.
2. Referring Websites
When customers visit your website, where are they coming from? You want to know what piece of data, whether it’s an ad or a guest post you wrote, brought them to your page so that you can focus on offering similar enticements in the future.
3. Keywords that Brought Visitors
What keywords are your users searching most often? You may start with a wide net of keywords, then narrow them as you discover which keywords are most likely to bring the customers you really want to your website.
4. Click-Through Rate
When you create advertisements, whether for Google Ads or on social media, how high are your click-through rates? How do they vary from one advertisement to the next?
5. Average Visit Length
When customers come to your website, how long do they stay? Can you offer content that will entice them to stay longer, rather than wandering away?
Using the right data can transform your digital marketing strategy, making it easier to design the advertisements and offer the content your users are really looking for.