5 Steps to help Measure your Digital Marketing Performance

5 Steps to help Measure your Digital Marketing Performance

by | Oct 6, 2017 | Business Development, Marketing

Digital marketing performance is a measure of how your digital marketing campaigns and efforts are performing and what ROI (return on investment) your organization is achieving.
Digital marketing is defined as the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, electronic display advertising, and any other digital medium.
Digital marketing can be seen as a combination of electronic and web based techniques such as search engine optimization (SEO), search engine marketing (SEM), content marketing, content automation, campaign marketing, social media marketing, direct e-mail marketing and display advertising.
Your marketing department is increasingly being asked what the return on investment (ROI) is from their digital marketing campaigns. How do you report that the digital marketing campaign is working and what the ROI is?

Your marketing department is increasingly being asked what the return on investment (ROI) is from their digital marketing campaigns. How do you report that the digital marketing campaign is working and what the ROI is?
To understand what the ROI is, you will need to understand what the goals or aims of your organization are, what you wish to achieve from a digital marketing campaign and how to measure these goals. For this we need to look at the Key Performance Indicators (KPIs) and the goals for each one.

According to Digital Doughnut here are 5 types of KPI’s to help measure your Digital Marketing performance:

1. General Digital Marketing Performance

Track website traffic, incoming leads, social media reach, etc. Have they increased? Has sales revenue increased? What is the ROI ratio? Have you achieved the much sought after 5:1 to 10:1 ratios, i.e. for every $1 spent on marketing have you achieved a sales income of between $5 and $10?

2. Channel Based Performance

Measure all channels you use including website, blog, social networks, search engines. Is your channel community growing and engaging with your content (like, sharing, commenting, etc.)?

3. Source Based Performance

Where does your audience and enquiries come from? Direct traffic, organic search, referrals, email, pay per click (PPC), other SEM….

4. Campaign Based Performance

How have your targeted campaigns worked? Has there been an increase in lead generation, measure of click through rates, conversion rates and ultimately new sales.

5. Setting Realistic and Measurable Goals

Make sure that your goals are realistic and can be tracked. Realistic measurements include incoming enquiry/lead increase, cost per lead, social visits and shares, lead conversion rate and increase in sales.

If you would like help with measuring your organizations Digital Marketing Performance contact RML Marketing & Business Development Solutions today.

5 DIY Tips to Help Improve your Website’s SEO

5 DIY Tips to Help Improve your Website’s SEO

by | Sep 11, 2017 | Business Development, Marketing

As you are probably aware, the minefield that is known as SEO (Search Engine Optimization), can bamboozle even the most tech astute digital marketer. According to Searchengineland.com SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.  All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads. (What Is SEO / Search Engine Optimization?, n.d.)

To get your website listed highly for relevant search words or terms on a search engine is a very daunting task, with many, many permutations and combinations. It is a task that I would seriously recommend outsourcing to an expert, however, here are five quick website SEO improvement tips that you can implement on your own today:

5 DIY SEO Improvement Tips

  1. Submit Your Website to Search Engines: You can improve your business visibility by submitting your website pages to search engines such as Yahoo, Bing and Google. Get your free business listing on Google by clicking on www.google.com/business and filling in the form.
  2. Create Social Media Sites to Help Boost SEO: Create your organization’s own social media pages on sites such as Facebook, Twitter, Linkedin, Google+, etc. to get more organic search traffic.
  3. Optimize Images and Use Alt Text for Keyword Optimization: Use image optimizer sites such as www.imageoptimizer.net to improve the quality of your images. Also, add Alt Text where possible. Alt Text (alternative text) is a word or phrase that can be inserted to tell website viewers the content.
  4. Hyphenate: When setting URL page titles and tags use hyphens (-) between words to improve readability. Do not use underscore (_).
  5. Update Website Content Frequently: Updating your website’s content on a frequent basis attracts search engine spiders to index your website pages more frequently.

For help with improving your website’s SEO, layout and user experience please visit www.rml-marketing.com or contact us today.

10 Short Tips for Running a Successful Webinar

10 Short Tips for Running a Successful Webinar

by | Sep 8, 2017 | Business Development, Communications, Marketing

Webinar-Attendee

The webinar is taking the digital marketing world by storm. Also known as web conferencing, webinars are services that allow real-time, multicast video conferencing events to be broadcast live. Participants can join live from any location in the globe, provided they have an internet connection and login details.

Marketers are realising that webinars drive high quality leads and provide organizations with great opportunities to offer value and knowledge to prospective clients and associates. 

In order to run a successful webinar, we at RML Marketing & Business Development Solutions, have come up with the following:

 

Top 10 Tips for a Successful Webinar

  1. Topic: Choose your topic and title carefully. Consult with members of your organization and concentrate on topics that will be of interest to your target audience. Make sure the subject matter can be explained in a short presentation.
  2. When to Run: Tuesdays and Wednesdays have been recognised as the best days to host a webinar. Always remember to think about time-zones and where you expect your audience to be based. A 12pm EST start in New York will be 9am PST in Los Angeles and 5pm GMT in London.
  3. Promotion: A three week lead-in promotional campaign (email, social media, blogs, paid ads, news articles, etc.) with a final day before reminder is best practice according to ReadyTalk
  4. Content & Presentation: Keep words to a minimum on your presentation deck. Use images, graphs and infographics to highlight talking points. If possible use 2 presenters to alleviate the monotony of a single voice. A guest presenter of a happy client or partner can also be a great addition.
  5. No Hard Selling: Do not turn your presentation into a hard sell of your product or service, you will lose the interest of your audience. Instead come across as a knowledge leader, addressing a solution to a problem. The fact that your organization sells that solution should be kept to a minimum.
  6. Dry Run: Dry run and practice, practice, practice……. Always do a dry run a couple of days before the webinar is scheduled. Ask work colleagues to sit in and give feedback. Test all equipment, links, audience chat boxes, audio links and phone lines that will be used.
  7. Make it Light: Try to introduce some humour or tell a customer success story.
  8. Duration: 30-45 minutes of presentation with an additional 15 minutes at the end for Q&A is a good rule of thumb, but this will greatly depend on your content and target audience.
  9. Audience Participation: It is wise to mute your audience during the main presentation, but actively encourage them to participate and ask questions at the end. Tell them at the start of the presentation that you will be opening up the on-screen chat boxes or phone lines at the end. It makes sense for the presenter to have help from a colleague who will read/field the questions as they come in.
  10. Follow Up: Always make sure to follow up with your audience the day immediately after the webinar was presented. Send them a thank you email and if possible a recording of the presentation or a copy of the slide deck. You can also ask questions to open up future conversations.

 

Roger Leyden is CEO of RML Marketing & Business Development Solutions and has been creating and presenting webinars for many years. If you would like to know more on how RML can help you create and present cost effective webinars please contact us for further information.

 

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