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Tag Archive for: marketing strategy

How Do You Measure the Success of Your Digital Marketing

So, you finally caved and implemented a kick*** digital marketing strategy for your business. Congratulations, that’s amazing!

But how do you know if it’s working? How do you measure the success of your digital marketing strategy? It’s an important question and is often an inquiry that Andrew Marr, CEO & Owner of Digital Storyteller, gets from prospects and clients.

He’s here to answer it today. Watch Andrew’s video below to learn how he measures the success of a digital marketing strategy. Let’s get started.

The Most Important Question to Ask

Whether or not your digital marketing strategy is successful or not comes down to one main question: Are you getting more clients?

If the answer is no, it’s time to reevaluate your strategy. Here’s how you can do that.

Key Performance Indicators (KPIs)

We’ve all heard of KPIs.

Digital marketing KPIs, according to Digital Dot, are “quantifiable metrics that you can use to measure and monitor the partial and overall success of your digital marketing strategy.”

KPIs help to establish clear goals regarding campaigns and can be used in a variety of marketing approaches, including:

  • “Search Engine Optimization (SEO)
  • Pay Per Click Advertising (PPC)
  • Social Media Marketing
  • Email Marketing”
  • And more

Here are some of the most important KPIs to track when it comes to your digital marketing strategy.

How to Measure the Success of Your Digital Marketing Strategy

At Digital Storyteller, we conduct monthly and quarterly reporting for all of our clients. These reports help us show clients how we’re moving the needle, what’s working for them in their digital marketing strategy, and where we can shift to improve.

Below are some factors we evaluate:

Authority Score

Authority score, according to Semrush, is their “compound domain score that grades the overall quality of a website or a webpage.” Your score can range anywhere from 0 to 100. The higher the score, the more credibility a site typically has. Obviously, an authority score of 100 is #goals, but realistically, a score ranging from 32-48 is where you’ll see a strong organic marketing score lie. 

This figure is determined by a few key factors including:

  • Backlinks
  • Organic keyword rankings
  • Site health
  • Site age
  • Among many other factors

Because of these factors, authority score takes time and consistency to grow. After all, you can’t grow your authority score overnight– even though we wish you could. 

Ranking Keywords

There are, of course, specific keywords that your business will want to rank for. If you’re in the commercial insurance industry in San Diego, for example, some of your keywords might include:

  • “Commercial Insurance San Diego”
  • “Business Insurance”
  • “Business Owner”
  • “Risk Management”
  • And so on

Using a tool like Semrush—which collects research on your business’s SEO, PPC, content, and social media efforts—can help you identify the keywords you are currently ranking for (or currently not).

Information about ranking keywords is critical to making your way up the Google Search Engine Results Page (SERP).

Organic Traffic

Organic traffic is defined as “visitors that land on your website from unpaid sources.”

The amount of organic traffic that your website receives is a huge indication of where or not your marketing strategy is successful.

Average Session Duration

Session duration shows how much time visitors spend on your website. As a general rule of thumb, you want a high session duration. That means people are engaging more on your sight instead of clicking away! 

You can increase session duration by:

  • Providing quality informational content on your site
  • Ensuring your site is easy to navigate; user-friendly
  • Incorporating video content

Bounce Rate

What is bounce rate? Bounce rate indicates how quickly someone exits (or “bounce” from) your website after visiting it. For this reason, we want a high session duration and a low bounce rate. Semrush tells us that “an optimal bounce rate would be in the 26% to 40% range.”

Our goal is to keep people on-page as long as possible. You can decrease your bounce rate by:

  • Making sure your website loads quickly
  • Including all information that prospects might be looking for
  • Creating an easy to navigate the site
  • Prioritizing engaging content
  • Eliminating page errors

Social Media Statistics

We, of course, cannot end this article without talking about social media statistics. In our monthly and quarterly reports we give in-depth information for each social platform being used on:

  • Growth (i.e. followers)
  • Interactions
  • Reach
  • Comments
  • Clicks
  • Number of posts
  • Profile views
  • Impressions

As we’ve worked with our clients, however, we’ve noticed that it’s not uncommon for clients to get hung up on numbers. For example, the number of followers or likes they get on an Instagram post.

It is very important, however, to identify where their prospects spend time. For example, Instagram followers and likes might not matter so much for a financial services company compared to a clothing brand.

While it’s important to be active and engaged on Instagram, a better indication of a financial services company’s success might come from a platform like LinkedIn or YouTube. For those interested in learning more, here’s an article on what social platforms are best for your business to be on.

To reiterate, likes and followers don’t automatically equate to success, but it is important to be engaged and consistent within your social media strategy. Naturally, this means that as time goes on, your following, likes, engagement, etc. should increase.

Notice the trend? Slow and steady growth wins the race. 

Depending on who you ask, engagement might be a more important factor than the number of likes and followers.

Well, that’s all folks. We hoped you learned a thing or two from this article! If you’re interested, read on for more on social media, specifically the difference between social impressions and social engagement.

Content Marketing Mistakes

Hungry for some truth? Today’s your lucky day!

“Content marketing may be a relatively simple strategy,” says CEO and Founder of Marketing Insider Group. “That doesn’t mean it’s easy.” These are the wise words of Michael Brenner. (Psst… For those who don’t know Brenner, he’s a content marketing pro!)

Brenner’s words considered, it’s likely that your business is making some mistakes when it comes to content and your marketing strategy. Here are the top five mistakes you’re making with your content!

Not Using Keywords

Keywords? SEO? What does it all mean!? Don’t worry. Let’s start at the beginning.

Search engine optimization, also known as SEO, is a way that marketers tailor their content to appeal to search engines. Popular examples of search engines include Google, Yahoo!, and MSN Search. In today’s world, search engines rule the scene!

SEO keywords, also known as keywords or keyphrases, are “terms added to online content in order to improve search engine rankings,” according to Backlinko. Having a set of target keywords for your business is crucial because they are the bridge between what people search for and the services or products you provide.

To build this list, you must complete thorough and frequent keyword research. Keyword research is “the process by which you research popular search terms people type into search engines like Google.” Then, using said research, you strategize how to include these keywords in your content. Thus, placing you higher on search engine results pages (SERPs).

A higher ranking can improve your chances at business, deem you as an authority in the market, and increase a client’s likelihood of trusting or choosing to do business with you. 

Consider this: If you were searching for a new veterinarian for your dog, would you scroll to the fifth page of results on Google to the vet with a bleak social presence? Or, would you be more likely to trust a business that popped up on page one with hundreds of positive reviews and photos?

For this reason, it’s important that all of your content is optimized with relevant, targeted keywords. You want to rank higher on Google, don’t you!?

For more on why SEO is important for a financial services company (or any company for that matter!), visit this article. We promise you’ll walk away having learned something new.

An additional mistake to be wary of, (and often a byproduct of having a list of relevant keywords that you’re using on a consistent basis!), however, is keyword stuffing.

Keyword stuffing, as defined by Google, is “the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results.” In short, you’ve gone too far! You know… there is such a thing as over-optimizing, and keyword stuffing is exactly that.

It’s a fine line to walk for sure. Our SEO team at Digital Storyteller can help you there.

Failing to Cater to Your Audience

Hooray! You’ve launched your business. Now, who should you market to? Some people might think, “If we market to everyone, we’ll

The truth of the matter is that your business, product, or services might not appeal to everyone. As Chris Do, Emmy award-winning designer, director, and CEO and founder of The Futur, once said, “If we cater to everyone, we’ll stand for no one.”

So, get eerily specific about who your audience is.

Learn who they are, what makes them tick, what they need and want. Who is benefitting from your business? What motivates them? Who holds influence over them?

Then, use this information to inform your branding, brand voice, and brand archetypes. These three elements are what help your brand become uniquely recognizable.

Narrowing down a specific target audience and catering to them specifically makes what you offer more memorable. Plus, when you cater to your audience and consider what they might want first, your chances of winning over their trust are higher. It’s a win-win!

As a business owner, when you only write content that you want to write, instead of what your prospects are searching for or need, you set yourself up for failure in an instant. (Just think how different your target audience is from you!)

Instead of writing whatever the heck you want, we’d recommend writing what’s trending. And no… we don’t mean “trending” in the sense of what’s currently trending on TikTok or Instagram. When we say “what’s trending,” we’re talking about what your prospects or target audience is currently searching for.

In other words, there’s a difference between what you want to talk about and what your prospects want to talk about. As Regina George from Mean Girls would say, “Stop trying to make fetch happen. It’s never going to happen.”

For those who are unfamiliar with the 2004 American teen comedy film, stop trying to make prospects interested in what you are interested in. You’re there to serve them.

Content Marketing Mistakes

At Digital Storyteller, we use SEMRush—an all-in-one tool suite that helps improve our clients’ online visibility. We use tools like SEMRush to conduct topic research. (Yes, you should be researching what to write about! Not just writing anything and everything you find interesting.)

SEMRush provides a ton of information on keywords and topic research including keyword difficulty % and search volume. 

Keyword difficulty shows you how hard it is “to rank in Google’s organic search results for a specific term” whereas search volume measures how many people are searching for a particular topic, keyword, or question.

Simply put, to be on top of your content marketing game, you need to answer relevant questions that are being asked frequently. After all, you don’t want to write content that no one is searching for in the first place!

Writing Too Much or Not Enough Content

This one is pretty self-explanatory. If you’re writing too much, your content will get swept under the rug. Longer doesn’t always mean better! Remember, it’s not the 1800s anymore, aka you’re not the author who is getting paid per page that they write.

Moreover, attention spans are shrinking. In fact, a recent study by Microsoft concluded that the human attention span has shrunk nearly 25% in just a few years. Search engines are getting smarter every day.

Even if you write the longest article ever, filled to the brim with what you think is juicy information, Google will not rank you well if your content fails to meet the needs of that target audience we chatted about earlier on in this article.

Finding the sweet spot between too much content or not enough is a tightrope, but with our help, we know you can do it! Think Goldilocks…

And of course, it’s equally important that prospects and existing clients are engaging with your brand. This might look like likes, comments, clicks, shares, and so on. When you have high levels of engagement in today’s day and age, algorithms reward you by pushing your content to more people (which leads to brand awareness aka exactly what you want!)

Your Content is a Walking Sales Pitch

Let’s face it. You’re not Jordan Belfort. Today, people look for more than just a sales pitch. People are drawn to stories.

Consider: how do you feel receiving constant ads or pitches? At Digital Storyteller, we think it’s pretty annoying, and would recommend that instead, you try your hand at telling a story.

Why? “Storytelling enables marketers to develop a deeper connection with the audience,” according to Forbes. “[It] is a fundamental human experience that unites people and drives stronger, deeper connections.” (Well, duh! Storytelling even goes back as far as the cavemen days.)

National Geographic is a top-notch example of a brand that implements great storytelling.

Their awe-inspiring images paired with their captivating stories keep people coming back for more. Check out this example from their Instagram!

National Geographic

By crafting a story, you provide value.

It can be used to educate, share, communicate, and connect.

Instead of overselling your content, focus on a call to action (CTA) instead. CTAs with strong action words that evoke emotion.Feeling overwhelmed? Here is all you need to know about crafting organic content creation to grab your prospects’ attention plus four tips on how to organize content!

Content Optimization

Investing time and resources into content development is in a sense useless if not properly optimized. Content and SEO go together like wine and charcuterie boards. One without the other simply doesn’t make sense.

B2B Social Media

Oftentimes many B2B businesses write off social media marketing based on the consideration that it’s too boring or not effective enough to be worth their while. But this isn’t necessarily the case. While it is true that the top brands that dominate social media are largely B2C brands, social media should be a part of every successful marketing strategy.

Marketing Strategy

So we’re a month into the new year. Odds are the resolutions you vowed to pursue are a thing of the past. The new year is a perfect opportunity to reevaluate your business’s marketing strategy, and it’s not too late to make it happen!

Brand voice is what makes them unique and different from other brands and companies in the market, what’s yours?

why organic marketing is crucial right now

digital marketing is crucial in 2020

marketing without brand voice

marketing without a brand voice can seriously hurt your business!