This is a question that is not that well understood in South Africa. Companies seem to think that SEO (Search Engine Optimisation) is what it is all about. This is not the case however , Online marketing covers a much broader spectrum.
I am often faced on having to use more common examples to alleviate the technical aspects of what online marketing is, however this can be quite a challenging task.
Think of it this way. You have a company and need to increase your exposure. So you think of running and advert in the local newspaper or magazine. The magazine is distributed to 22 000 people. So the questions you should be asking and wanting to know as a business is:
- How many people actually saw your advert?
- How many people actually acted on your advert?
- How many potential customers did you acquire through this advert?
Advertising in Print Media is still effective for a lot of business’s. It does have its benefits in brand awareness and certain industries rely heavily on this sort of advertising. However, one the best benefits in online marketing is that all of these questions can be answered and measured.
We are able to tell you how many times your advert appeared on the screens of users, how many users clicked on your advert, and even how many users enquired on your website. With these sorts of stats we are able to measure the effectiveness of your marketing campaigns.
INCREASE MARKETING REACH
When it comes to marketing a business online, our aim is to increase your marketing reach. When we say marketing reach, we mean that we are able to measure and capture where your databases are growing which enables us to continue marketing to channels that prove effective.
You will soon see that the more active we are the growth on each channel starts to build up to effectively give you a larger marketing reach in total. We will also be able to identify what channels are returning the best results in achieving your reach so we can distribute budget to cost effective channels.
Total Marketing Reach
ANALYSE WEBSITE VISITS BY SOURCE
Once we have extended your marketing reach we measure the effectiveness on your website. Marketing to a larger client base is a good start, but now we need to analyse what marketing channels have the best return. In the graph below we analyse what marketing channel is generating website traffic.
LEADS GENERATED BY SOURCE
As we increase your marketing reach you will now see an increase in traffic from various marketing channels.
At this stage we have increased the volume of traffic to your website which is great and we have distinguished what marketing channels are best to invest in, for your industry. Now comes the most important part of the process. Measuring what channels actually convert (enquire, signup, contact). All our campaigns are tracked to a converting goal. We, as well as you would like to know how effective each marketing channel is in achieving an enquiry not just traffic.
Below is an example graph on what channels have effectively given you that all important enquiry.
Taking all the leads generated from the different marketing channels you will see an increase in all leads generated.
MARKETING GENERATED CUSTOMER BY SOURCE
It is great to have all the stats and new business leads, we now have to measure who actually turns into a customer and revert back to the beginning on what marketing channel has proven to be most successful.
VISITS TO LEADS AND CUSTOMERS
We have now provided some very useful information on our marketing strategy. To measure the complete effectiveness from the beginning stages we analyse the effectiveness of Visits – > Leads and Leads -> Customers.
SiteMeUp Online Marketing is a professional outsourced marketing agency who partners with you to achieve better results for your company. Our experience is diverse and specialised in each field of Online marketing. We measure performance on a regular basis and strive to stay up to date with the latest trends in digital marketing.
If you are a company looking to grow your online presence and measure what you previously thought was not possible then contact us to arrange a free consultation and visit our website for more information in our online marketing services.