Boost ROI with right tools

The ideal platform mix and strong communication, clubbed with constant optimisation, get you the multiplier results.

Digital marketing is on the rise and so are the clients' expectations of their digital campaigns. With cost per click getting higher and the focus on selling and ROI, as a digital marketing agency left no stone unturned to get our clients the best outcome. With my experience in conversion-based marketing, I would like to share some of the hacks and common oversights that can help you and your company to enhance your ROI.

Detailed digital strategy

On your part, first bring that clarity to the agency on your business goals and marketing goals which is then mapped out to your campaign performance metrics. This calls for depth of clarity and depth of planning for creating an initial robust strategy. Most importantly, the outcome has to be measurable and time bound.

Improve social media marketing strategies

Keep away from the metrics that distract you from achieving digital marketing goals. Common digital marketing metrics like Instagram followers may be impressive but unless you are not an influencer, they often do not correlate to revenue. So, you should focus on adding fewer yet a more relevant follower base for high engagement that equates to ROI.

Leverage Instagram, Facebook and YouTube and live stream videos. This way all your followers receive the notification rather than just an average of five per cent. While advertising on social media it is a good plan, often for B2B stating the start price of your offering helps to qualify leads from the start. My experience shows that instead of selecting too many filters and targeting a very niche audience, you can geo-target without detailed filters and it will help you in keeping the cost low for quality leads.

Everyone knows that the best performing ads are videos, so don't be complacent and cost-conscious to go with static ad formats as just because they're easy.

Adapt to best SEO measures

Optimise your Google 'My Business Listing' by adding your product or service keywords and getting your customers to review the business. This is a simple and an effective tactic that can get you on Google's top page and multiply ROI. If you don't get the results connect with me and we will be happy to help you absolutely free.

Use under-rated lead conversion tactics

Are you using the ultra-minimalistic website navigation to engage your visitor? Attention spans are on the dip. You have just 8-10 seconds to get a new visitor interested in what you offer.
Don't forget to optimise your enquiry and check out forms by removing unnecessary fields. I have seen conversion rates increase by almost 50 per cent when the total form fields were decreased from 4 to 3. It's simple and HubSpot studies agree too.

Whenever you add a sense of urgency it helps people to move faster. Test it by adding count down clocks on your site and give an exclusive offer with an expiry. I have seen a boost in conversion rate by 10 per cent.

Engage prospects by adding personalized questions on your website. For reference for a fitness site I would add some personal goal questions and at the end highlight the relevant offers that will help to meet their goals.

Personalisation leads to a drastic jump on the conversion stats. According to a study conducted by Accenture, 91 per cent of the consumers say that they prefer to shop with brands that give offers and recommendations that are suitable for them.
Leverage content marketing

For content marketing, I recommend using tools like SEMrush, Google Trends to search how many monthly searches the topics have what kind of questions are being asked. Build your blogs and articles around those.

For a population of 7.8 billion, there are 6 billion + blogs, that is seven blogs for every person. So, we recommend building content not from SEO or ranking perspective but from the user's perspective. Add value and make it better than what is out there.

Make most of remarketing

Use remarketing but in a clever way. For example, those who hit your checkout page but do not purchase, you can show them an appealing remarketing ad or video that stresses on the benefits and easing the pain points from that buy. Once convinced they will buy the products.

The world of digital marketing is undoubtedly moving at a dizzying speed. The businesses that stay ahead as well as capitalise on their campaigns will outgrow their competitors and accelerate customer acquisition. These tactics have helped our customers and I am confident that it will help you too.

Puja Bhatia is the Director, WebTek Digital