Is Your Marketing ROI Game Weak? Try These Tips
Have you recently had a marketing campaign fail? Or more than one? Few things can be as frustrating for a small business owner as that. After all, no one likes to spend money on a marketing campaign, only to discover that his/ her return-on-investment (ROI) is nowhere near what was needed to break even.
So, what can be done about a marketing campaign with a bad ROI? Plenty, as it turns out. These days, the average marketer has so many tools available to him/ her that are not only inexpensive, but that are very effective. These new marketing techniques bring in both new mailing list subscribers and sales, two things that every marketer needs to stay in business.
If you count yourself among those, who want to get more from your marketing, read on. The following three tips will help you turn your marketing around and give you a more substantial ROI on future marketing campaigns.
1. Invest in Content Marketing
Content marketing – that is the use of tools, like blogs, YouTube videos, social media, podcasts, and other types of content to promote your business – counts as one of the least expensive marketing methods you can employ, according to Forbes. To make content marketing work in your favor, you’ll first want to determine what kinds of content your target audience consumes. Do they like podcasts? Read blogs? Attend webinars? Whatever it is, make sure that you create content for those platforms.
You also want to make sure that you create content on a regular basis, especially if write a blog or have decided to create a video blog on YouTube. People that follow blogs/ vlogs count on them turning up on a regular schedule.
Additionally, it’s a good idea to mix evergreen content with content that highlights current events. The former will keep people coming back, while the latter will allow you to get the attention of people who keep up with the daily news or current events.
The effectiveness of tying your content to a current event cannot be overstated regarding what kind of traffic it can bring to your website. For example, if you sell coffee online, try writing recipes for big holidays, like Christmas or Easter. Use keywords that are specific to that holiday, like “Christmas drink recipes” or “holiday coffee recipes” throughout your content.
While coffee itself isn’t inherently a Christmas drink, the keyword phrases you use on these posts will make your drinks Christmas recipes. You’ll get visitors to your site that you might never see otherwise. You’ll also see a spike in traffic because you’re piggybacking on some event that people are already looking for.
2. Get Social
The issue that most people have with social media is that they spend too much time promoting their products and not enough time being social. Maybe you’re one of them. If the majority of your posts consist of “go buy my stuff,” you’re going to lose your audience before they’re even done reading the first sentence.
Instead, you want to keep the following rule in mind. Spend 80% of your time promoting information that your audience will find useful and 20% of your time promoting your own stuff, including sales and promos for your company. The 80% can include helpful business articles, quotes, and infographics.
The other thing you can do is participate in Twitter chats. These chats bind their participants together via a specific hashtag and a passion. For example, if you’re a foodie, try looking up a hashtag, like #foodiechats and see what you find. Then, once you determine when the chat will take place, show up at that time and talk with like-minded folks.
3. Email Marketing
If you haven’t much invested in your email marketing, you should rethink that strategy. According to Inc email marketing stands heads and shoulders above every other marketing strategy out there regarding ROI: It gets a whopping 67% return on investment.
For those of you who don’t yet have an impressive email list yet, you may want to create an email marketing funnel. A marketing funnel is a technique you use to get a large number of leads, which you will eventually whittle down into a smaller list of actual prospects. Email marketing funnels are one way to do this if you have a blog.
To get one set up, you must first ask yourself why people come to your site? What kind of information are they looking for? What problem do they need solved? If you don’t know the answer to this, you may be able to find out by looking at your website’s analytics to see what keyword phrases brought them to your site.
Once they get to your site, you’ll want to give them a reason to provide you with their email address. You can offer them a free ebook or white paper. Webinars or free video demos also work well. Basically, you whatever it is that you’re offering them must provide sufficient enough value for them to trade an email address for it.
After you’ve captured their emails, you want to remain in contact. Keep up on your newsletter. Offer your products or services at a discounted price. Highlight a person on your list. Finally, you want to keep repeating the process: Use the email marketing funnel to continue to build your mailing list.
Final Thoughts on Marketing ROI
Getting a solid ROI on your marketing campaigns requires you to engage with your audience. This means meeting them where they’re at and creating content that is both helpful and appealing to them. Content marketing, social media engagement, and email marketing funnels all count as very effective ways to reach your target audience. All of these marketing methods have a high return-on-investment, to begin with. If you combine these techniques with some solid market research and a valuable customer reward system, your marketing campaigns should eventually net you a higher ROI.
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