In my last blog, I walked you through the first four ways you can optimize your marketing assets. You can find Part 1 here. In that article I touched on the importance of analyzing the campaign as a whole. You must first decide what your goal is to understand whether or not you reached it. Then I mentioned how to dig into the specifics. Are your calls-to-action adequately attractive and engaging? Does your landing page fairly represent the offer? Are your forms up to best practices? By asking yourself those questions and following the recommended steps, you can ensure you are maximizing your conversion percentages on your website.
Listed below is Part 2. These are the final pieces of advice I have for getting the most from your marketing efforts, so make sure to take them to heart if you are serious about having your digital content efficiently work for your business.
5) Email Can Be Your Best Friend Or Your Worst EnemyWhen it comes to inbound marketing, the importance of a strategic and quality email campaign can’t be emphasized enough. Email provides you the abilities to reach out to your entire audience at once as well as, and even more importantly, the ability to target segments of your contacts based on their buyer persona or interaction history. This allows you to be as general or specific as you want with each email. Remember, the more you can personalize the packaging of your content, the more relevant and helpful it will seem to your audience.
You should begin by analyzing the number of your emails opened compared to emails sent. If that ratio is high, you can assume your subject lines and sending times were successful with your target list. Next, compare the number of clicks on your emails. Every email should always have a clickable opportunity as the goal of these emails is to bring people back to the website and get them to convert on some form. You can do this with a compelling hyperlink or a call-to-action. Pro tip: Aim for a 3-7% click rate in each email. If you aren’t getting near that, you need to reevaluate what content you are sending to the selected segmented lists of your audience.
An integral part of getting anyone to click your emails is including actionable and clear language. Use words like “discover” and “learn about” and “register” to ensure you are providing your audience with a clear desired next step. Also, make sure your email subject lines are compelling and interesting. It is easy to disregard unexpected emails, so you need to spend some time trying to figure out how to make your emails stand out from the rest of the herd.
6) Use Your Blog As An Opportunity To Hone Your Company’s Voice
Along with email, your blog is one of the foundational pieces of any inbound marketing campaign. The blog gives your company the opportunity to hone its voice and message as well as introduce, build upon, and promote your other pieces of content. Just like with your emails, you should spend time thinking about creating a clever title aimed at answering a question and ranking for one of your primary long-tailed keywords. To get the most value from each post, you need to make sure every blog includes a call-to-action highlighting the next logical step a reader should take. This will ensure that when your reader is done with the article, there will be no questions as to the next they should do next.
7) Posting On Social Media Isn’t Just For Your Teenage Kids
Believe it or not but there are actual advantages to posting on social networks other than letting people know that this week’s episode of Modern Family just doesn’t compare to seasons 1 or 2. Social media provides you the greatest opportunity to get your content in front of new eyes. This in turn exponentially increases your exposure, so your business simply cannot afford to continue to ignore this phenomenon any longer.
There is more to posting on social media however than simply auto-posting every time you write a new blog article. Your goal is to encourage engagement and interaction, redirect people to your site, and eventually compel them enough to convert on one of your forms. Luckily for you metrics are as much a part of evaluating your social strategy as the rest of the campaign, so you can let the numbers do the talking. If you dig into your portal and you see that most of your posts are being re-shared, commented on, and liked and favorited, chances are you are doing something right. If this however is not what you take from that analysis, perhaps it is high time to change things up. Try changing up publishing times and the format of your posts and see if that helps encourage interaction/
8) Rinse. Wash. Repeat.
Inbound marketing isn’t easy, so don’t let anyone convince you it is. Yes, it is intuitive. Yes, metrics guide all of the decisions you make, but that doesn’t mean simply doing this once will solve your problems. Inbound marketing is a beautiful mix of science and art. You must constantly evaluate, make changes, and evaluate some more. Just because something works today doesn’t guarantee it will work tomorrow, so you must always remain vigilant in your quest for ever-improving content. One of the best ways to get in this habit is to simply create a recurring task. So whether you opt to do this for each campaign once a week, once a month, or once a quarter, your content will certainly benefit from the extra attention.
Hopefully you have now read both articles and have been exposed to all of my tips for optimizing your marketing assets for better conversions. When followed correctly, they will help you ensure that you get the very most from all of your content. So even if you write the world’s best blog article and place it on the universe’s best landing page, chances are you will be able to make some improvements by strategically analyzing the elements and either making some tweaks or simply replicating what is already working on your other content.
Should you decide however that this is a little above your level of understanding or you simply don’t have the time to do it internally, we at Revenue River are always willing to help, so feel free to reach out to us at any time, and we will be happy to walk you through the process.