5 Ways Digital Marketing Can Drive Stronger ROI
More and more B2B companies are turning to digital marketing to increase brand awareness, drive website traffic and generate leads. A well-designed marketing strategy can advance goals large and small, while providing analytics for data-driven continuous improvement.
But with digital technologies constantly evolving, how do you determine which approach will provide the greatest impact?
We’re here to help with five steps to improve your ROI.
Content Matters. Maybe Even More Than You Think.
According to Forbes, more than 93% of B2B companies say content marketing generates more leads than traditional marketing strategies. Yet many companies fail to include a strong emphasis on content creation in their marketing programs.
If this is you, you may want to rethink this. Strong, useful content is fundamental to a digital marketing program’s success. So much so that Google’s “helpful content update,” which rolled out in August 2022, continues search engines’ evolution away from keyword-driven copy and toward “people-first content.”
By publishing high-quality content across multiple channels, you will establish your company as an authority and boost your reputation with content that is more likely to be shared and referenced.
Make Your Website Work Hard for Users and for Search Engine Optimization.
Too often companies launch websites and fail to make ongoing investments to ensure both the user experience and Search Engine Optimization (SEO) are maximized. Both are critical to your success. Your website requires ongoing management and continuous improvement as market dynamics and areas of interest change.
The website is not only the first – but the primary destination for prospects and customers. Make sure your website delivers the experience visitors want. Insist on attractive design, easy navigation and clear, concise, helpful information that keeps your visitors coming back for more.
SEO drives organic traffic and makes sure your website is found by search engines. With more than 63,000 search queries performed every second on Google, up-to-date SEO ensures your website ranks high in search results. This is essential to attract customers actively searching for equipment, products and services like yours.
Use LinkedIn Effectively to Boost Your Brand AND Your Sales.
Today’s tech-savvy B2B buyers do a lot of research before talking with a salesperson, and social media is a key driver of interest. In fact, it’s one of the most effective ways to cement your leadership position, showcase your brand and drive website traffic.
Identifying the right content is the key to social media engagement. Absent strong content, LinkedIn will not deliver the results you’re looking for. Be consistent in pushing out content that informs and engages audiences on topics they care about. Use strong visuals to drive traffic to your website where you can use retargeting and engagement strategies to convert followers to leads and leads to customers.
Smart Digital Advertising Strategies Always Integrate Retargeting
Don’t fail to treat site visitors like leads and leave these important prospects on the sidelines. Instead, recognize the new business opportunity site visitors represent. Retargeting campaigns keep your brand in front of these audiences and can also be used to maintain awareness with companies who have identified with your search terms.
According to SharpSpring by Constant Contact, Trefoil’s marketing automation platform partner, customers are 70% more likely to convert when retargeting is used, whether they were initially driven to the site through advertising campaigns, e-communications, social posts, or organic search.
Two key points to remember
Paid digital advertising, including pay-per-click, display ads, and audience-specific targeting, will expand your reach to new audiences, further penetrate customers and grow your database. They are even more effective when bundled with remarketing.
Digital advertising is about more than generating leads. The data-driven insights you gain can continuously inform your marketing decisions and ensure your marketing investments produce measurable ROI.
Two key points to remember
Paid digital advertising, including pay-per-click, display ads, and audience-specific targeting, will expand your reach to new audiences, further penetrate customers and grow your database. They are even more effective when bundled with remarketing.
Digital advertising is about more than generating leads. The data-driven insights you gain can continuously inform your marketing decisions and ensure your marketing investments produce measurable ROI.
Tap the Power of Marketing Automation to Align Marketing and Sales
A marketing automation platform will supercharge your digital marketing program. It will align marketing and sales, streamline engagement processes and allow your organization to generate and convert leads more cost effectively.
Marketing automation platforms, like SharpSpring, pair with your digital marketing executions and can integrate with your CRM to improve performance. By monitoring and measuring your success in real time, marketing teams will learn what prospects and customers want, need and are likely to purchase. Sales teams can engage at the point of customer interest, leveraging finite resources of time to drive more sales results.
Trefoil Group: A Partner Committed to Your Success
At Trefoil Group, our goal is to create digital marketing strategies that help you cultivate your database, engage your prospects and customers, and turn interest into acquisition. By approaching marketing holistically – from building strong brand foundations to designing and executing multi-channel marketing plans, we unleash the power of marketing to accelerate business performance. Contact us to learn more.
