3 Ways to Optimize Your Digital Marketing Campaigns

Mar 30, 2018
• min reading

When was the last time you evaluated your digital marketing strategy?

It’s important to go back to it from time to time and see whether it’s still capable of delivering results. Your digital marketing efforts need to be revamped every so often so that your brand can keep up with the ever-changing digital landscape.

Do you know which of your channels and techniques need to be improved? What platforms can you tap to reach more audiences? These are things that you need to think about in order to keep your digital marketing campaigns fresh.

However, there are a few things that hold true for all brands. When applied to your business, you might see just how much better your campaigns can do.

What are these steps that you can take to improve your digital marketing efforts? Read on to learn more about them.

Review the social networks you’re on

Do you ever evaluate the channels that you’re on? Social media platforms are constantly changing and evolving. It’s challenging for marketers to always stay on top of things. However, there are ways to keep up if you know where to look.

Stop and take a look at the platforms where you have a marketing presence. Are you focusing on the ones that are popular with your audiences?

It all depends on the kind of audience you want to target. The top three social networks used by Americans are YouTube, Facebook, and Instagram. YouTube and Facebook appeal to audiences across different demographics, but Instagram appeals more to the younger audiences.

For B2B marketers, the top three social networks are LinkedIn, YouTube, and Twitter. Meanwhile, for B2C marketers, it’s Facebook, YouTube, and LinkedIn. Are you mixing things up among these three channels?

Remember: it’s not just about reaching an audience – it’s about the right audience.

It can be difficult to get the perfect set of platforms to market on because these channels are constantly in flux. So what can you do?

Start by building your presence on channels where you’re absent. Choose ones where you know your audiences are, and ease out of the channels that aren’t working for you. It’s better to invest in the ones that you can harness properly to engage your customers rather than spending time on the ones that you can’t maximize.

Prioritize mobile load speed

Do you have trouble deciphering just how search engines index your site? You’re not the only one. Nearly all marketers face this problem.

Thankfully, Google has cut to the chase: the key to a good ranking is having a fast mobile page load speed.

What does “fast” mean exactly? According to Google, the initial page elements should load in five seconds or less. This is based on a mid-range mobile device with a slow 3G connection. Meanwhile, subsequent pages should load in two seconds.

However, a lot of websites fail to meet this guideline. Did you know that the average time it takes for mobile pages to load is 15 seconds? This is because of large images and graphics on web pages.

What does a slow load speed imply? It means that your audience will most likely leave your site before they see what you can offer. This is a hit on user experience. That’s why Google is now prioritizing websites that are highly mobile-optimized.

If you want your website to rank high, make sure you follow this guideline. Paying attention to your mobile load speed and ensuring that your website is optimized will help you perform well on mobile search.

What can you do? Start by minimizing server response time and loading above-the-fold page elements before below-the-fold content. In addition, try downsizing your inner pages.

By ensuring that your customers will have a pleasant user experience when they visit your website, Google will start to reward you for it. Getting indexed matters, and in this case, giving your audience what they need in two seconds is essential.

Engage in marketing attribution

Have you heard of marketing attribution? If not, it’s something you should be getting around to doing right away.

Marketing attribution is done by identifying a set of actions or events through the customer’s purchase process and assigning value to each event. It’s one way to determine how these events and their order influence a customer’s journey to conversion.

How can you utilize marketing attribution to get results from your campaigns?

To start, you can use it to see where you should be allocating your marketing budget. You can also get better insights on customer behavior through it. You will also see how your various social channels are working together, and which ones are working more effectively than others.

However, not all businesses are capable of doing marketing attribution. It could be from lack of technology available to the company or lack of technical knowledge to do it well. There’s also a problem of too much data and too little time to work through it all.

For those who have the capacity to do it, it can be very rewarding. Choosing the right marketing attribution models and finding out which of your channels have great ROI can help you grow your business. If you’re able to do training and make structural changes to accommodate it, it’s one investment that will be worth it down the line.

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