While there isn’t a “one-size-fits-all” template to follow when it comes to marketing, there are some tried-and-true basics every business should consider. Marketing is about lead generation, lead capture, and lead nurturing. The tools one business uses to get results may vary from those used in another.
Utah-based marketing company Gravitate One caters every marketing plan for each client. While overall goals such as increasing engagement might be the same, there is a different route to take for each client to get there.
Elements of Marketing Every Brand Should Consider
Before you can determine how to grow your business with digital marketing, you need to know some of the basics of successful marketing. Often, a combination of each element needs to be used to create a recipe for success.
Website Marketing
Since relying on social media algorithms leaves many brands frustrated, it’s important to have a website that can serve as a landing spot for customers to find your business. With a website, you have more control over who sees your content, whether it’s a blog or a product landing page. Having a website means you’re never at the mercy of an algorithm when it comes to publishing content.
But how can you determine your website’s performance, and where it’s worth putting your resources? Gravitate One looks at the following when analyzing the success of a site:
- Pages per session
- Bounce rate
- Average session duration
- Conversion rate(s)
- Cost per transaction
- Revenue per click
This is some of the data that tells a business what customers are doing once they land on their website. It’s important to know how long customers are staying on certain pages, what they’re clicking on, and where they go when they leave.
Pay-Per-Click Ads (PPC)
Did you know there are non-spammy ways to get your website seen by more customers? You can use pay-per-click campaigns to get your link promoted on search engine result pages. For a fee, you can ensure your website shows up at the top of SERPs instead of on the second page where we all know no one ever goes for results.
To know whether or not your PPC ads are performing well, you’ll need to collect and analyze data for the following:
- Click-through-rate (CTR)
- Cost-per-click (CPC)
- Conversion rate (CR)
- Cost-per-acquisition (CPA)
Content
Once you’ve captured clicks, what’s next? You need content that engages your customers and converts. Whether it’s a blog article, social media post, or a video, your content should show search engines and customers that your business is an authority that adds value to the niche.
Types of Content
- Website
- Social Media
- Emails
- Video
- Texts (SMS)
SEO
Before you fall prey to the old adage, “if you build it, they will come,” get familiar with Search Engine Optimization. People aren’t necessarily becoming overnight sensations simply because they posted something on the Internet. It’s likely they’re researching trending topics and keywords to see what will reach a wide audience. SEO is the practice of fine-tuning online content so search engines like what they see and share it with more people.
SEO can be applied to all content, including written copy, images, and videos. Keywords, alt tags, and even the words you say in a video can all increase the likelihood that a search engine will promote your content.
How Do You Know The Marketing is Working?
When Gravitate One wants to help a client succeed, data analysis plays a significant role. It’s necessary to see how certain aspects of a marketing plan are performing so they can either pivot or continue to optimize in the current vein.
Take, for example, the up-and-coming Argentine restaurant Libertango. As a business that has yet to open in Sandy, Utah, Libertango needed to come up with a game plan to not only establish its presence but to staff its fine-dining establishment with quality employees before opening night.
Working with Gravitate, Libertango decided to move forward with an online “Help Wanted” ad; but this couldn’t be just any ad. The turnover rate in the restaurant industry sits between 51%-75%. This can be attributed to myriad factors, such as:
- Workers are seasonal
- Wages aren’t ideal
- Upward mobility is limited
To help combat these issues and more, Libertango and Gravitate cooked up a video ad to play on YouTube and Facebook, putting emphasis on the fine dining experience offered at Libertango, and the work environment they offer to their staff. And, although the ad can be skipped when it pops up in YouTube videos, Libertango still saw substantial views from its placement.
A Look at How It’s Going
Video views don’t mean anything if they don’t convert. Businesses need viewers to click through and take action after seeing a video. For Libertango, the investment in their Facebook want ads has paid off in the form of more than 30 leads generated in the first month, followed by 40 before the second month even concluded. Results that trend up are what every business wants to see!
Besides lead generation, Facebook ad data can be further broken down into:
- Post Engagement
- Link Clicks
- Post Reactions
- Leads
- Post Comments
- Post Shares
- Post Saves
Research indicates that post reach between 1%-2% on Facebook is considered “good.” So far, the Libertango ad has prompted 73% of viewers to click the “Apply Now” link. Whether or not the ad is reaching 1% of the online audience it’s targeting, it’s successfully garnering leads for the restaurant to consider for its hiring pool.
What Type of Marketing is Best?
A video campaign may not be the right course of action for your business, but Libertango’s results serve as an example of quantifiable results. Sometimes it can feel like marketing efforts are difficult to measure; at Gravitate all the data is analyzed to ensure it’s worth the resources being poured into the marketing.
If you want to explore customized digital marketing solutions for your business, look to the experts. With so many variables affecting online reach, it’s essential to rely on a company like Gravitate to help elevate your content and get it to convert so you can reach your goals.
