Ever watched Any Given Sunday?
It’s one of the greatest American sports films to date. It surrounds a fictional American Football Franchise that is struggling to have a successful season. In the game leading up to the playoffs, a character gives a speech. He says football is ultimately a “game of inches” and they must be willing to fight for each and every inch to move forward.
Because when you add up all those inches, it’s gonna make the difference between winning or losing.
Digital marketing is the same way.
In the age of magazines and billboards, we didn’t have the tools we have now to measure the effectiveness of digital marketing. Before, with only print media, your number of impressions were the only metric that one could use to gauge how many people your message reached.
Even so, how would you know whether someone was engaged by your ad in the bottom left corner on page 52 of the March issue of People magazine, and didn’t just pass right over it?
If you are a business owner engaged in digital marketing….which you should be… and are not making monthly reports/logs of your effectiveness via Google Analytics, Facebook Ad Insights, Bing Advertising, you are making a grave error.
Best Practices in 2017
HubSpot is one of the largest authorities on digital marketing, sales, and lead generation right now, and they’ve collected an impressive number of statistics to emphasize how important it is to track digital marketing. As per their stats, 42% of B2B marketing professionals state that a lack of quality data is their biggest barrier to lead generation.
If you want to figure out how to marginally increase your click-through and conversion rates by tenths of a percent, check out the following stats:
- Marketers using automation software generate 2x the number of leads than those using blast email software. They are also perceived to be 2x more effective at communicating…
- 64% saw the benefits of using automation within the first 6 months of using it…
- Despite the above statistics only 60% of marketers use email blasts to stay in touch with customers and only 13% are using automation!
Get ahead of the curve and get yourself set up with a marketing automation plan here!
What is your company doing to ensure that you have a healthy mobile presence? Is your website optimized for mobile viewing? I ask because:
- Mobile commerce is 30% of all U.S. e-commerce
- More Google searches are done on mobile devices than not
- 2/3 of emails are read on smartphones or tablets
- 82% of Twitter users watch video content on twitter, and 90% do it on a mobile device
- 80% of adults online are using a mobile device
These stats are just the tip of the iceberg. If your website isn’t optimized for a mobile device, have no fear.
How much video content does your business use to promote its products and services? Where do you upload the content? YouTube, Facebook, Instagram, Twitter, Snapchat, etc?
- Video ads have an average click-through rate of 1.84%, the highest rate of all digital ad formats
- 4x as many customers would rather watch a video about a product than read about it
- Shoppers who view a video about a product are 1.81x more likely to buy a product than non-viewers
- 43% of people want to see more video content from marketers
Remember that video marketing doesn’t have to be a full production! It can consist of 15-30 second Facebook or Instagram videos! It just depends on where your market is and if you can effectively communicate your business in that span of time. What do you think of our video ad?
After implementing some of these new strategies, take the time as a business to do some A/B testing between ad campaigns. This will allow you to see how large of an impact implementing automation, focusing on mobile distribution, and developing video content can have on your marketing efforts.
A recent study by WordStream showed us that a click-through rate of 0.9% is the average. The range is from 0.47% to 1.61%. A few years ago, Google considered 2-5% to be a good click-through rate.
This shows us how much time has changed.
The change could be attributed to the sheer amount of people consuming digital marketing vs. other platforms, the disillusionment with it, or marketers’ lack of innovation.
|Average Click-Through Rate (CTR) for Facebook Ads by Industry|
|Employment & Job Training||0.47%|
|Finance & Insurance||0.56%|
|Travel & Hospitality||0.90%|
Do any of these numbers match up with the ones for your related industry? The amount of data available to study for digital marketing can definitely seem overwhelming. If you are afraid of the undertaking, don’t be afraid to partner with a digital marketing specialist and figure out what the numbers mean for you. Make sure your business stays ahead of the curve.
Ignorance of these statistics has proven fatal to many, so don’t let yours be one of them!
In conclusion, marketing automation in lead generation, targeting mobile platforms with digital ad content, and relying heavily on the medium of video for marketing materials are just a few of the minor tools you can utilize to exponentially increase the success of your digital marketing campaigns. There are plenty of other ways to improve, so do some A/B testing, take note of which strategies are right for your business, and employ them. Compounding all of the minor changes and strategies to your campaign can have a great effect.