Running a business includes setting goals and measuring your success in meeting those goals. However, in the world of digital marketing it can be difficult to determine appropriate measures. Or it can be overwhelming, with so much data available to you. For instance, Google Analytics has over 75 standard reports that can also be modified to gather even more data.
To be successful, you need to establish your goals. And then you need to be able to navigate all the information available to you, to determine which metrics actually help you measure achievement of your business goals. It’s not always easy to do with a digital marketing strategy.
So let’s look at how to figure out if your digital marketing strategy is results-driven, with this easy guide.
It’s 4 simple steps known as Plan, Act, Measure and Improve:
1. Plan: Gather the information you need to establish goals.
2. Act: Establish your business goals.
3. Measure: Track progress toward your goals.
4. Improve: Evaluate and make changes to your goals, and your business, if necessary.
1. Plan: Gather the Right Information
The first key to being results driven is to be sure you establish goals, or if you’ve already done that, to evaluate those goals.
To be able to effectively establish business objectives, it’s important to gather as much information about your business and industry as possible. That includes any past successes and failures of your business, such as marketing campaigns that did or didn’t work.
It includes seasonal trends that can impact your business. This is helpful because if there are times when business seems to slump, you can plan for a digital marketing campaign to try and ramp up sales.
It also needs to include market research, to see what competitors are doing, what’s working and what’s not. It includes industry research, to analyze any trends in your industry – both those trends on the upswing that you can take advantage of, and those on the downswing that you should avoid.
There could also be other information, whether business specific or industry specific, that you need to understand to help inform your goals.
2. Act: Establish Business Goals
Now that you’ve examined the information you need, it’s time to establish goals.
In the digital marketing world, there are many examples of goals. What you choose can depend on your business. The key is that it must be measurable.
Here are some high-level examples of measures you can track that can have goals established for them:
- Number of followers on social networks.
- Audience “shares” of your blog posts on social media.
- Mentions of your brand on social media.
- The number of positive reviews of your products or services.
- The number of conversions, such as people signing up for a newsletter or emails.
- Number of abandoned carts compared to completed carts.
- Number of click-throughs from a social media campaign to your website.
These may all be relevant to your business, and they are all measurable. The number of abandoned carts compared to completed carts, for instance, can provide insight that allows you to make changes to your checkout process, for instance. Your goal should be a reduction in the number of abandoned carts.
But let’s dig a little deeper into some examples that relate to the bottom line. After all, the best measure of success is profit.
Let’s use the final example, number of click-throughs from a social media campaign to your website. You can establish a goal of a certain number of click-throughs, or a percentage increase.
While it’s valuable to track which social media sites give you the greatest conversion, in this case a click-through, you can dig even deeper, by looking at the revenue gained from each of those leads.
Looking at revenue per lead by source, or approximate sales value of each new lead, can help you make decisions. For example, by knowing where your most profitable leads are coming from, you can continue to invest in campaigns on those channels.
So it’s important that your goals are relevant and measurable. They also need to be attainable, and realistic. They should challenge you, and they should impact your bottom line.
If you already have goals, evaluate them to see if they are still relevant. If necessary, you can revise your goals to accommodate new objectives or to account for any changes in your business.
3. Measure: Track Progress
With your goals established, and an understanding of what you need to monitor, it’s time to let your digital marketing campaign come to life, and to watch its progress.
You’ll need to be sure you have the right tools to gather data. Here are some options, depending on the nature of your goals:
- Event-based tools, or click analysis, will look at the actions of users within your website or app. An event could be a purchase, for instance.
- Testing tools, which can let you test different versions of a message or a feature. For instance, you could test which version of a sign-up form gets a higher conversion rate, to help learn what your users like.
- Visual behavior tools, which tells you where users spend time looking at the screen, providing insight into which areas are most heavily clicked, how far users scroll on a screen, and more.
- Digital marketing analytics, which are wide-ranging and can include insights such as search rankings or social media performance.
Give your campaign or website launch some time to attract users, and then start looking at the results. Run your data on a weekly basis, for instance. Which moves us to the final step.
4. Improve: Evaluate and Evolve
There’s no point in doing all the hard work up to this point and then sitting back, thinking the work is complete. You have to constantly evaluate and evolve your goals.
Nobody gets it right the first time, and business is constantly evolving. You want to take every opportunity to make improvements and increase revenue.
Tracking progress isn’t enough; you have to use those results to make decisions about your goals and the strategies you’re employing to achieve them. By understanding what influences your goals, you will continue to optimize your business.
Let’s use our example of number of click-throughs from a social media campaign, and the subsidiary goal, amount of revenue per lead by source.
Using the insight you’ve gained, you’ll be able to determine where to allocate resources to increase revenue. That could mean putting more resources into the channels that generate the most profitable leads.
It could also mean evaluating the less profitable channels and trying to make changes to enhance those campaigns and increase their profits. Maybe the audience is a different demographic and you need to consider a different message for that group.
It could mean that your product doesn’t appeal to the demographic of a particular social media channel, and you need to abandon those efforts in order to dedicate resources to a new and more suitable channel.
By analyzing the information you’ve gathered, your goals may need slight adjustments, or they may need to be replaced with different goals. Perhaps you need to scale back your goals and focus on fewer of them. Or maybe you’re knocking a few out of the park and need to add some more challenging goals.
Measuring the results of your digital marketing strategy can seem overwhelming at times. It’s important to use metrics, but there are a vast array of metrics available that can be tracked and reported.
It’s essential, however, that your digital marketing strategy be results-driven. There’s a cost to executing it, so there needs to be a profit from it.
Using our four-step guide, you’ll be able to figure out if your digital marketing strategy is results driven, and create a strategy that benefits your business.
Author Bio: Danielle Canstello is part of the content marketing team at Pyramid Analytics. They provide enterprise level analytics and business intelligence software. In her spare time, she writes around the web to spread her knowledge of the marketing, business intelligence, and analytics industries.
It’s undeniable that video has seen an explosion of growth in recent years. Consumers and prospects alike are choosing to engage with content via video more than other media types. Between 2016 and 2017 alone, Youtube saw a ninety-nine percent increase in views of branded content. Likewise, Facebook saw an increase of over 250 percent. Just this year, sixty-three percent of businesses began using video to market content; and eighty-two percent of them attest to its importance as part of their marketing strategies. In spite of these facts and the loss of content engagement and leads, businesses are still hesitant to implement video. The medium is still new even though it has already gone so far. It’s understandable that you might have doubts. That’s why we’re going to let you in on all the benefits of video marketing and give you a few pointers to get you going.
Video’s Role in Marketing
A key role of video in marketing is to engage the audience. Video holds attention longer and far better than a paragraph of text ever will. Another role of video is to build trust and create long-term relationships with customers. More than half of consumers say that videos gave them the confidence to purchase an item online where they otherwise would not have without them. Video not only engages interest but emotions, what people share via social media. In the context of social media, the role of video is garnering these shares, which lead to sales.
The Success of Video (and Your Business with Video)
It’s no mystery as to why video is so successful. It’s a versatile and engaging content format that is easy to share across platforms. Not only can it lead directly to sales, many marketers attest to its high ROI. This is because video drives value. It provides a great visual aid for retaining information. Studies show that marketing emails that contain video increase click-through rates over 200 percent. It has also been found that people spend over eighty percent more time on a website with video. Video also strengthens brand recall. This isn’t surprising, considering that people generally remember more of a message through video as compared to written content. Let’s not forget that video can boost SEO rankings. It’s estimated that a website with a video is over fifty times more likely to show up first on Google than websites without. Video is the fastest-growing form of marketing. If you want your business to be more memorable, producing video content is the way to go.
Things to Remember When Making a Video
If you decide to take the DIY route, there are a handful of things to consider before you go into production. You’ll want to:
1. Put it in Context – Go beyond standard demographic targeting and create content that is relevant in the context
2. Keep it Short and Sweet – You can go big in a short amount of time, for example, video ads. Some of the most effective YouTube ads are only about six seconds long.
3. Be Personal and Interactive – Learn what drives your target audience, about what they want to see, and test content based on that.
4. Include a Call to Action – Rouse viewers with an on-screen CTA
5. Make It Mobile-Friendly – A vast majority of videos are viewed on mobile devices. Make sure your video will look good and operate correctly across all screen sizes.
6. Optimize your Content – Use the titles and metadata to help viewers find you on Google
7. Be Sharable – Allow people to embed your videos so they can share across platforms.
Keep in mind that a poorly produced video can have the opposite effect. You want your products and services to be presented well, not to drive away business. That’s why Proximo Marketing Strategies offers video production services. From conception to production to posting, we’re here to help you make the video of your dreams. Call us at (757) 504-2429 or visit our website, www.proximomarketing.com, to find out how we can make a video together!
What do you do when you lose access to social media because of an outage? It’s not just hours of conversations and selfies lost; it’s lost business. For many small businesses, entrepreneurs, and even major companies, social media is a means of conducting business. They reach out to customers, both loyal and prospective, sell merchandise and services, and create chatter to build their brands. Facebook and Instagram have become important aspects of their marketing. It’s definitely not one-sided either; the social media platforms benefit from this, too. The Facebook conglomerate makes money from advertising. As popular as it is, you would think that, after the first couple of times, Facebook would get their act together and fix whatever issues they are having. Yet, for the fifth time in four months, the Facebook family of apps has collectively suffered a major outage, with Instagram experiencing the most downtime. The event took place on July 17, just two weeks after the previous reported outage on July 3.
Crash of July 3rd
This crash was not an isolated incident, having affected users across the United States as well as the United Kingdom. People around the world reported the issues to DownDetector. The problems most reported with Facebook largely surrounded images, being 86 percent overall. The other two most common issues were with the news feed, coming in at thirteen percent, and logging in at eight percent. Likewise with Instagram, 91 percent experienced problems with the refreshing feeds, eight percent had problems with the desktop site, and another nine percent experienced issues logging into their accounts. Also reported were difficulties loading profiles and liking images. This outage affected the other apps owned by Facebook, Whatsapp and Messenger, as well. Users of Whatsapp reported problems with sending or receiving messages (66%), connecting to the app (29%), and logging in (4%). Messenger users noted complications with receiving messages (80%), logging in (12%), and connecting to the server (6%). Facebook took to Twitter to let users know that they knew of the issue and repairs were underway. They gave no reason for the crash, unlike the first crash which occurred in March, for which Facebook blamed server configuration changes. The platform simply stated that it was not the result of a data breach and apologized for the inconvenience.
Crash of July 17th
DownDetector showed that this too, was a widespread major outage, with thousands of frustrated users all over the globe. It is not yet known whether or not it affects the sister app, Messenger; however, it has been reported that users had issues with the server connection (42%), receiving messages (30%), and logging in (27%) on the day of the crash. WhatsApp went completely offline during the crash, though it was not reported to the real-time tracking site. The vast majority of reports regarding Facebook were of total blackouts, coming in at 47 percent. The second-most reported problem was with the function of the news feed, at 29 percent. Log-in issues made up twenty-three percent of those reported. Instagram was rife with feed dilemmas, making up 82 percent of reports. Twelve percent experienced problems with the desktop site, another eight complained of issues with stories, and yet another eight percent had log-in difficulties.
Outraged, users took to Twitter to report the crash and voice their displeasure with the company’s apps. One user even suggested that they ought to throw the app away. The social media platforms have since come back online; although, they do not appear to be back at one hundred percent. Facebook has not responded on this outage on any form of social media as of yet. It is likely that they won’t cite a specific reason for it this time, either.
While the glitches with social media as of late are incredibly frustrating, the platforms still thrive and small businesses should not hesitate to be active on any of them. If you need assistance getting your business’s social media off the ground, don’t hesitate to reach out to us! Email email@example.com or call 757-504-2429.
The world around us is constantly changing, and it’s time for a new generation to enter into the workforce. Millennial’s move aside, it’s time for Generation Z. By 2030, the U.S. Census Bureau believes that Generation Z will account for 30% of the labor force. As the eldest of this generation begins to enter the workforce, it’s important to realize they are unlike any generation that has come before them.
Born with technology that has connected Generation Z to the rest of the world, they have grown up and view the world differently than Millennial’s, Generation X’ers and Baby Boomers. Just as they see the world differently than those before them, companies need to market differently to reach them. With 55% of Generation Z members using their phone for 5 or more hours a day and 26% using it for more than 10 hours a day, the marketing strategies used by companies need to move digital to draw the attention of the new consumers. When it comes to marketing to Generation Z, this is what you should know:
- Social Media: Generation Z loves social media, with some individuals checking their social media accounts upwards of 100 times a day. However, not all social media is liked by Generation Z. According to a 2019 study done by Piper Jaffery, 73% of Generation Z members preferred that companies contacted them through Instagram. The next closest, Snapchat at 49%. While Millennials and previous generations may love Facebook, Generation Z views it as a dying platform. Only 12% of Generation Z members said Facebook is the best way to market to them.
- Short and Sweet Video Marketing: You may be wondering what the attention span of a Generation Z member is. 8 seconds! Yes you read that correctly, only 8 seconds. With increased amounts of time spent on social media and video platforms like YouTube, video marketing is one of the best ways to reach Generation Z. However, you should keep these videos short because in only 5 seconds your ad can be skipped on YouTube. If you want to reach Generation Z while they are scrolling through social media or watching videos on YouTube, then you should come up with a marketing video that says all it needs to in just 5 seconds.
- Help The World: An astonishing 60% of Generation Z say that they want their job to impact the world in some way or another. Generation Z members are heavily invested in social responsibility efforts like environmental protection as well as racial, gender and income equality. If you want to reach these people, showing an effort to help not only the planet, but the people around you as well will get their attention.
If you want to reach the up and coming generations then moving to digital is what you need to do. As a digital marketing firm we are here to help in that change over. For more information visit our website www.proximomarketing.com or give us a call at (757) 504-2429 to find out how we can help you.
In significantly less than a second, someone can form an opinion about your company’s website, and in less than three seconds they can close out of your website and already be searching for the next. No one ever wants that to happen to their website as it will surely result in the loss of a few customers. Just as you would want to make a great first impression about yourself to someone else, it is equally important to make a great first impression of your company to a customer with an amazing website!
Your website should be visually appealing and easy to navigate with up-to-date information for potential customers. Having a website that is difficult to look through can turn people away from your business. Consistently maintaining and updating your site will not only set a good first impression but it will help you turn leads into conversions, which will ultimately help your business in the long run. We put together a few points on how an updated website can be beneficial.
- Updated Content: Has your company recently expanded to add services? Or maybe you have discontinued a product offering? It is important to keep your website up-to-date on your company’s services and products to ensure that customers know exactly what you have to offer them. This will not only make your company seem more reliable but will improve the customer’s experience with you.
- Search Engine Rankings Boost: Similar to people, search engines love fresh content. When search engines, such as Google, comb your website for relevancy – the updated content, fresh images and videos will help boost your rankings towards the top! Having a highly ranked website will not only look good for your company but will draw in more traffic from potential new customers as most people never travel past the first page of a search engine.
- Keep Links Updated: Do you want to boast about your company winning certain awards with a link to an article? Wouldn’t it be disappointing if that link resulted in a “404 Page Not Found” message? Unfortunately this happens way too often and leaves a bad taste in the mouths of those who were visiting your website. With simple updating and routine checking you can ensure that the links you have embedded in your website remain active!
Don’t let your business face lost customers because of an inaccurate and outdated website. Call the team here at Proximo Marketing Strategies at (757) 504-2429 or visit our website, www.proximomarketing.com, to find out how we can help you improve your website today!
If you’ve ever bought something online or weighed the idea of purchasing an item based on the reviews it’s received, you understand the importance of reviews and the influence they have on potential customers. 92% of consumers view online reviews before making a purchase, your reviews speak for your business before anything else does. We’ve got a few tips on how to make sure your reviews are benefiting you.
Responding to Reviews
Google has confirmed that responding to reviews improves your local SEO and doing this will make sure your business is displayed higher when people search you on Google. Many businesses respond only to negative reviews as a form of damage control, but responding to positive reviews is important too. Responding to all reviews shows that you care, it’s a great way to connect with customers that had a great experience and turn them into a returning customer. Responding to reviews leaves the door open for future reviewers to feel like their reviews will matter to you as well and might influence them to write a review they may have not written otherwise. Responding to negative reviews can help resolve problems and show other customers that you care about their experience. When responding to reviews, especially on Google, it is always best to use keywords such as your location or the services your business offers to get the most out of Google’s SEO.
Having Reviews on Various Platforms.
Google, Facebook, Yelp, Angie’s List, BBB, etc, etc. There are a TON of review platforms out there that it may seem redundant to push different ones. But it’s not! You want reviews on as many platforms as possible because your customers are all different! For example, some people live by Yelp – if you’re not on Yelp, then you aren’t trustworthy. Then there are others who go straight to Google or even Facebook because they can see what their friends think! If you focus all of your reviews on one platform, you could potentially lose out on a customer that might need your products/services.
Sharing Reviews on Social Media.
It may seem like you’re tooting your own horn but sharing reviews from any of your platforms onto your social media helps to build trust with your followers. A lot of businesses have followers on social media simply because they are a local company and the customer may need them one day. When you share reviews, they pop up on your followers timelines – these followers are then reminded that your business exists and that other people trust your business – so when they need your services, they know right where to go without having to read a bunch of reviews because they have already seen them!
Like we mentioned earlier, responding to reviews is extremely important, but it’s also important to do it in a timely manner. When you focus on reputation management, someone is regularly looking for reviews and responding to them within hours or a day or two. Whether you have someone in your staff do this, or you outsource it to a team like Proximo, your reputation will stay in tact.
If you need help managing your businesses reviews, Proximo is here to help. Gathering, managing, and responding to your online reviews is just part of what we can do to help your business soar online and off! If you’re ready to take your business’ social interaction to the next level contact us here https://proximomarketing.com/contact-us/.
Organizing an event can seem like a lot of work, but the reach that a successful event has can pay off greatly for your business. Events help raise awareness and can create positive interactions in your community. Here are some steps to follow when creating an event to make sure it is a success.
- Always check dates against local calendars. You can find these on Facebook, in the newspaper, or local websites. Make sure your event doesn’t conflict with any other big events that would subtract from your attendance. When scheduling, think about your audience’s lifestyle and what times or days of the week would work best for them. Scheduling your event at an accessible time is the best way to guarantee attendance.
- When thinking about your audience, consider what they may find appealing. You want people to come for your business and what you are selling, but some guests need the extra push of add-ons like free food, live music, raffle prizes and networking opportunities. Make sure you don’t keep your guest-list a secret, people go to events to socialize and having a public guest-list can influence attendance if others can see who will be attending.
- Take advantage of free media publicity and write a press release for your event. This can help reach your community by providing enough information to write a news story on. Media outlets can then choose to write a story on your event which can then be put out in papers, on television, or online.
- Make professional flyers. The flyers are for your event, but they represent your business too. Graphic design is important and makes a statement about your business and what kind of audience you’re trying to reach. Making flyers in advance for a “save-the-date” opportunity is useful when dealing with professionals whose calendars may be booked far in advance.
- Social media is one of the easiest and most effective ways to promote your event! Chances are, if you are running a business in the modern era, you already have a social media following. Use this following to spread information about your event (and your business) to your audience. Take advantage of promoted posts on platforms like Facebook and Instagram to reach new people in your community. Do not make it hard for those searching to find all the information for your event they may need.
- During your event, encourage people to check-in on social media. Take photos and encourage photo opportunities that guests will want to share on their social media feeds. Do a Facebook or Instagram Live of things that are happening at your event, such as live music. It is important to hype up your event even while it is happening! It helps last minute people decide to stop by and also helps promote future events to those watching or those looking to see what your past events were like. Consider doing a social media check-in contest where a random guest who checks-in on social media is chosen to win a prize.
- Follow up with your guests! Create a sign-in guest book where you can get valuable information like email addresses and phone numbers so you have an opportunity to reach out to your attendees. Follow up with your guests that sign-in with coupons or specials.
If you need help making your next business event a success, Proximo Marketing has you covered. From booking a venue and writing a press release, to designing a flyer and promoting on social media – all while staying on budget, we’ll work with you to plan your event and comb through the details to ensure it’s a success. To contact us about event promotion, call (757) 504-2429.
As a digital marketing agency, there are many things that we can do for our clients. Our services range from social media marketing and management to SEO and website building; but in a growing digital landscape, there are new things that pop up that push us to expand our services to better serve our clients. However, when we consider what services to offer, we have to think about what our team can do. Rather than being an agency that claims to do everything, we focus on the things that truly make us rockstars and then, we build our network of partners with skills that make them rockstars!
We’ve seen it before, one person takes on anything and everything just so they can have the work and make the money. Unfortunately, trying to take on everything and expand your services too quickly can take away from the things you are really good at. Gathering up all that extra work to make a quick buck can backfire quickly if you are not adequately prepared to handle it – you could be dropping the ball right and left, causing clients to run for the hills. That’s why you should always play to your teams strengths, because your top priority should be doing what is best for your clients.
At Proximo, our team is skilled in each of their departments and we continue to learn new skills to better serve our clients. As the digital world has grown, we grown, and we have built a network of partners to meet the growing needs of our clients. Our team and our network now include videographers, SEO experts, social media strategists, website developers, graphic designers and content writers. When our team needs an expert to serve our clients, we know right where to turn. Not only do we focus on the things that make us rockstars, but we have found a group of people that do the same!
If you need marketing help, reach out to us at VIP@proximomarketing.com, if we can’t do it, we’re sure to know someone who can!
In a constantly growing digital world, it is necessary for a business to have a functioning online presence that stimulates interaction with their customers. Content writing is the action of creating relevant content for websites and social media, it includes social media posts, blog posts, and more. Well written content has multiple benefits; it enhances a brands reputation, builds relationships with customers, increases search engine visibility and creates greater engagement from your target audience.
By developing written content centered around what you or your business does, you position yourself as an expert in your field. With thorough knowledge and understanding, you become trustworthy. People who have become familiar with your content will seek you out when they need help and will be more likely to use and trust your products or services.
Content writing is also important for relationship building with your clients. Nurturing relationships with your customers is an important part of creating loyal and long term customers. Most of the time, creating content that is useful or relateable to your target audience is the best way to connect with your audience.
Routinely publishing content on your website and other social media platforms increases your search engine visibility. Google’s search algorithm uses key words and word counts in its ranking of websites. By creating content that utilizes these tools, you are more likely to show up in search results at a higher rank than without.
Engaging your customers goes hand in hand with your marketing reputation. Sharing your content across multiple platforms increases the chances that someone will see and engage with it. Likes, comments, retweets, and shares are all types of social media engagement that aid in capturing your customers attention.
Content writing is about providing useful information to your readers and turning those readers into paying customers. These customer engagements in turn help promote your business. Content writing is important in creating your brands voice and connecting with your customers.
Having a team that works together can make your business thrive, after all, they say “teamwork makes the dream work”. But a lot of businesses find that teamwork is hard to maintain – largely due to poor communication, lack of trust, and low engagement. Without the right conditions to develop and grow, your team could suffer. So if nurturing a healthy team culture is important to your workplace, here are a few things to consider.
- Create a positive company culture. Set your team’s expectations and help them meet goals. Make sure each member of your team is on top of their communication with other members as this is often where teams fail. Be clear on the values and mission of your company, and look for employees who match this. Always clarify your purpose, whether it’s your company’s purpose as a whole or the purpose of an individual project. It is essential for your team to understand the “why”.
- Love your team. Congratulate them on a job well done! Share in each other’s wins. Recognize individuals for a job well done while also helping them understand how their work affects the team as a whole. Focus on everyone’s strengths, people who use their strengths everyday are more likely to be engaged in their work. Celebrate as often as you can. Even small things like Proximo’s #AwesomeSauce board, where we post sticky notes of wins for the week can make a difference in how your team sees you valuing their work.
- Make sure your team is happy. Nurturing your team doesn’t have to always happen in the workplace. You can often find us Proximo girls having sleepovers, dinner meetings, and getting massages. Getting together in less formal situations can encourage better communication, sharing, and bonding between team members.
- Get their input. Ask them for feedback as often as possible! Get information from them like what their “dream job” looks like or their ideal hours of work. As millennial’s start taking up a majority of the workplace, studies are finding that the typical 9-5 work day just doesn’t cut it.
While there is no magical answer for how to create the best team, these tips are some of the most important steps you can take to work towards your businesses “dream team”. Follow us on Facebook to find out more about the Proximo team or give us a call at 757-504-2429 to work with us!