If you like games, I’m sure you’ll love running online marketing campaigns in the online world as much as I do.
It’s this big-numbers game where you constantly try to beat yourself.
There are so many different factors that will impact the success of your online marketing strategy that you have to pay attention to.
Factors like your ad copy, the graphic or video that goes along with the ad copy…
Your call to action.
Your landing pages, your emails, your sales page…
… and even how well you use the front end of your social media.
But like I said, it’s just this one big game.
A game where you constantly change things, tweak and see the results.
And that’s what I want to talk about in today’s episode…
I want to share some specific elements to which you should be paying attention to when looking at your online marketing campaign results.
And I’m going to start from the front of your online marketing campaign… to the very back.
Element One: Your Social Media
The first element I want you to consider is your social media.
Your social media account is where people are going to learn from you, build a relationship with you, where you are going to boost your credibility…
… where they will judge you to see if they like you or not.
Over the last seven years, I have learned that the more you use your front end of social media, the better the backend campaigns will convert with your online marketing.
And if you want to learn how to schedule your content so it goes live for you, check out my 30-day Social Media Automation BootCamp.
Element Two: Ad Performance
The second element that we have to look at is your actual ad.
You need to have ad copy that grabs not only someone’s attention but also positions you as an expert, builds that relationship, and has that conversation that you would’ve had in person to relate to someone…
… and then convert them into a lead or sale, depending on what your ad is about.
You have to know who you are talking to.
From a targeting perspective, you can put keywords based on what your audience would be interested in, and they would see that ad.
So in terms of ensuring that you are targeting the right person and putting the right ad in front of them is a critical element that I want you to pay attention to.
Element Three: Your Funnel
Your funnel will tell us how many people landed on the page and what percentage of them took action.
For example, an opt-in page is where someone is downloading your lead magnet.
From a metrics standpoint, we would look at your opt-in percentage.
Your opt-in percentage is the percentage of people who land on your page and fill in their contact information to download your freebie.
If people are not putting in their contact information yet landing on this page, it tells us that we need to tweak the page to increase its conversion.
I have an entire episode on what you need to do to increase your conversion on your opt-in page. Episode 42 on The More Than Social Podcast.
Element Four: Your Emails
OK, so let’s move on to the next one to track for your online marketing campaigns.
The fourth and next element is looking at your email marketing and how you follow up with your potential clients after taking the action you want them to take.
A.k.a. after they download your freebie or sign up for something.
With your emails, we look at two different stats.
Your open rates and click rates.
An open rate tells us whether or not people are opening your email.
If you aren’t getting people to open the emails, you’ll want to also pay attention and tweak your email subject lines.
The second one is the click rates.
If people aren’t clicking the link in the email, I will start by editing the email copy and tweaking slightly.
Maybe that’s adding in more calls to action.
Maybe it’s being more direct.
Maybe it’s even adding in a video.
Element Five: Back End Conversions
The last element we want to pay attention to is your back-end conversions. That’s the entire purpose of running an online marketing campaign, right?
Meaning how many people are purchasing or booking an appointment with you?
We can also pay attention to those stats and track their performance.
If you are generating a lot of leads for your business, but you aren’t getting those back-end stats, there are a few aspects we’d want to look at.
For example, one of my mortgage agent clients has an entire campaign leveraging their home equity to buy investment properties.
He was getting a lot of great calls and having a conversation with people, but the stage these individuals were at was making this a longer customer journey.
We made a small tweak on the front end to say, “do you want to buy an investment property within six months” vs being vague…
Now he has people flowing into his system who are ready to move forward a lot quicker.
These are all tiny aspects and tweaks based on the performance we see on the back end.
As I said, this is just a big numbers game. So give it a try!
The blog is just a quick overview; check out this week’s episode for the deep dive!