When you decide to spend your hard-earned money on marketing your business online, you probably want to squeeze every valuable cent out of that investment. But in order to do that, you have to approach your online marketing with the right mindset and the right tools that will help you accomplish your goals.
In 2016, it’s not enough to have a website, social media, email marketing, and PPC efforts — you need to take a deep dive into transforming these resources into highly effective, moneymaking machines.
Let’s look at how you can get the most bang for your online marketing buck within each of these individual areas.
With platforms using algorithms to vary who sees what content and when, you’ve probably noticed that without paid promotion, your social media posts can be hit or miss.
If you’re taking the time to invest in social media advertising, be sure you’re optimizing to get the most bang for your online marketing buck:
A/B test each campaign to let your budget spend out on the most effective version of your ad
Study your audiences on different platforms and take detailed notes on which strategies are effective and which aren't
Test different angles for your ads — like different types of images, speaking to different pain points, etc.
Mojca Mars of Super Spicy Media also recommends using your existing email contacts as a relevant starting place for Facebook ads.
'Upload your email list on Facebook and promote your business to the ones you've already established trust with. Those are the people who are more likely to convert as opposed to the people who are hearing about you for the first time,' she said.
These tips and strategies will help you create highly successful ad campaigns that not only reach more relevant audiences, but help them accomplish the objectives you need them to (like buying product, joining your email list, etc.)
If you’re paying for an email service like Campaign Monitor or MailChimp, be sure you’re using all of the helpful paid features there that can optimize your email marketing.
Take advantage of tools like:
Personalization features that include the recipient’s first name in the subject line and/or body of the email
Automation tools for on-going drip campaigns, birthday messages, and action-triggered emails
A/B testing tools that automatically send out the higher performing version of your campaigns
The beauty of these resources is that much of the time, not only do they help your efforts perform better, but they make your life easier, too — and keep the conversation going with your customers so you can always be top-of-mind.
When you invest in building a beautiful website, you also want to ensure it’s a powerful marketing tool, right? It’s not enough to set it and forget it — you need to optimize each page and study your visitors to get the most bang for your buck.
Consider website optimizing tools like:
Kissmetrics to analyze and engage website visitors
SumoMe to grow your email list
Granify to study and cater to your eCommerce customers
Moz for local search marketing
Also remember to look at your website copy, and to adjust it on an ongoing basis. Over time, your customers and business may evolve — you need to tweak the language on your website so it’s always speaking directly to the customers you’re trying to connect with.
If you’re using Google AdWords or another form of PPC advertising, make sure you (or your PPC manager) are utilizing all of the resources here that make campaigns highly efficient.
Negative keywords to cut out irrelevant search terms and to help reduce wasted clicks
Objective tracking to see if your current campaigns are accomplishing the goals you’ve established for them
Constantly improving your quality score by publishing relevant, insightful content on your website
Extension tools like phone number, seller ratings, etc.
No matter what size your PPC budget is, you want those dollars to be well spent — keep a close eye on your ads and constantly make changes, so that you’re always working toward the most profitable versions of your PPC ads.
Use Tools to Get the Most Bang for Your Online Marketing Buck
The main point to remember is that establishing your efforts in these different areas is only the first step in the process. From here, you'll want to explore the options that help you get the most bang for your online marketing buck. Sometimes it does mean spending a little extra money, but the ROI for these resources is often well worth the investment.
How do you optimize your online marketing budget?