If you’ve got a steady and increasing flow of visits to your website from people who are genuinely seeking your products or services, and if your sales, leads and revenue are looking good, chances are that your digital marketing is working nicely. But if you notice a decline in these, it’s probably time to take a closer look in order to understand what’s happening and how to improve it.
Here are 5 ways to examine whether your digital marketing is working.
- Check where your site traffic is coming from.
Most businesses will check they’re ranking well in organic search results, but there are other channels that can bring people to your site. You can check the sources of traffic to a particular page using your Google Analytics account. Identifying these channels will give you useful insight into how to target your digital marketing efforts. For example, if you sell food and notice a lot of people come to your site because they are looking for recipes, it makes sense to regularly add recipes to your website.
- Check whether you’re getting value from your web traffic
To do this you need to understand what people are doing once they come to your site. Are visitors becoming customers? To find out, you need to track conversions. Options include checking whether customers who have installed your app are making purchases through it; checking whether you are getting conversions from Google Ads, and tracking the phone calls you’re getting from your ads. Here’s more information from Google on how to do this.
- Look at what people do when they get to your site
Examining your site metrics can reveal important clues as to how you can get more sales. For example, at what point or on what page do visitors to your site lose interest and leave? Consider the route you want people to follow on their journey to making a purchase. Does every page on your site facilitate this? Google Analytics can help you achieve this.
- Check that you’re advertising in the right places
Examine the demographics of your customers. What age are they? What interests do they have? Where do they live, and in what types of property? What social media accounts do they use? Once you have a clear understanding of who your customers are, you should compare this to where you’re advertising. If there’s a disconnect, the chances are that you’re wasting money by advertising in places your customers simply don’t go – so take a good look at your customer profile and tweak your digital marketing accordingly.
- Track the right campaign goals
For tracking your website’s success, you need to set the right campaign goals. These probably include sales but could also include getting closer to customers through dialogue and participation, providing support through customer services, saving money (for example as compared to print advertising) and broadening your brand’s presence online. In other words, you need to be tracking more than just sales to really understand what your digital marketing campaign is achieving.
Need help? At Primedia Digital marketing we’re experts at creating great campaigns and monitoring and tracking these to give you the best ROI. Get in touch today to find out more.