Digital Marketing Basics

Digital marketing has transformed our ability to generate new leads

Before digital marketing came along there was an old saying, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.

Today this is no longer true. The marketing and advertising landscape has been completely transformed by the internet. Although traditional channels like Television still offer a significant opportunity in terms of reach, their potential is eclipsed by the fact that their effectiveness cannot be accurately measured. In contrast, inbound marketing, search engine marketing, social advertising and programmatic ad buying, offer increasingly effective tools to measure and control your ad spending.

The first step in crafting a digital marketing strategy is to build a separate landing page for each campaign. This will be the destination URL for your ads. The reason this is important is that contrary to your homepage, your landing pages are tailor-made to match the messaging, call-to-action and colors in your ads. The idea is to communicate relevance and reassure the visitor once they click on your ads that they are at the right place.

Next, you want to make sure that you can measure which ads result in better quality traffic so you can optimize your spending and improve your return-on-investment. The simplest tool to use for this is Google Analytics. It’s free and it offers a great starting point. Independent of the tool that you decide to use, the important thing is to avoid simply measuring pageviews and clicks. Instead, start by defining your goals, whether that be making a sale or creating an account. Then track what percentage of visitors who come to your site reach these goals.

Now that you are able to compare traffic channels against each other and focus your advertising budget on those with the best Return of Investment (ROI), it is time to start improving your landing pages. This can be done through a process called A/B testing. The idea is to compare variations of your landing page, to see which proves most effective. Tools like Visual Website Optimizer make this process a lot easier than it used to be.

Do you have any questions? Just ask.