Even though digital marketing initiatives are costly, But they are essential. Every business needs to make a powerful presence on the internet to stay in the competition. Without a sound marketing strategy, you won’t be able to maximize the effectiveness of your marketing campaigns.
To measure the results of your Digital Marketing Campaign, you’ll need to calculate Return On Investment. There are various methods to calculate ROI, but you must understand which one to measure and which one to avoid. We’ll further discuss the ways to improve ROI through Digital Marketing.
But first, we’ll get our basics cleared.
What is ROI in Digital Marketing?
ROI stands for Return On Investment. It measures the profit or loss generated by an investment based on the amount of money invested. Businesses commonly use it as an indicator of profitability. Using ROI, you can tell if your marketing strategy is contributing to your business's growth or not.
What Is A Good Marketing ROI?
Usually, 5:1 (For Eg. If we spend 1$ on marketing then we will get 5$ in sales)is considered a good ROI in Digital Marketing. However, keep in mind that ROI is a very subjective thing- it depends upon various factors like the type of business model, type of audience, market demand, etc. Below, we’ll dive deeper into how you can improve ROI in Digital Marketing.
Below are six ways to improve your digital marketing campaign's return on investment:
Setting ROI Goals
Creating valuable content
Don’t get fooled by Vanity Matrix
Make use of Predictive Analytics
Automate your processes
Experiment and Adapt
Let’s discuss each of them in detail:
1. Setting ROI Goals
It is very important to define the purpose of digital marketing clearly, it can be difficult but it is possible. Many organizations use the technique known as SMART’ goals- Specific, Measurable, Achievable, Relevant and Time-bound.
This simple little acronym will help you stay on track and can help you plan how to accomplish your goals as well as to measure your progress. Setting campaign goals can be a bit challenging so you must decide what return on investment would be good for your business.
A variety of factors influence return on investment including cost structure, industry, and market demand. Your ROI is also determined by the type of campaign you run. The ROI of a product launch campaign, for example, will differ from that of a brand awareness campaign.
Therefore, when setting campaign goals, you must identify the purpose of your marketing.
It's also critical that you only aim for achievable goals. Unachievable campaign goals may negatively affect your overall marketing strategy.
2. Creating valuable content
If you want to stand out from the crowd, you'll need content that benefits consumers. Also, the content should be SEO friendly so that it can attain online visibility. It is definitely worth your time and effort to create useful and high-quality content.
Before you produce your content, the first thing you need to do is figure out who your target audience is. The content should be created in such a way that it should fulfill the requirements and demands of the target audience. Digital marketing is becoming more and more competitive with time, therefore if your current content is not up to mark, then the competitor's website is just one click away.
3. Don’t get fooled by Vanity Metrics
When tracking the progress of your campaign, you should know the metrics that you choose. There are some metrics which are vanity metrics that can be irrelevant to your marketing goal.
Vanity metrics include press release shares, Facebook fans, raw page views, registered users, and more that are not directly related to conversion. However, it is also not right to discard them entirely because they help in improving the brand’s ranking on search engines.
You should however keep an eye on a few helpful metrics like click-through rate, engagement rate, reach, etc. You can figure out how well your campaigns are doing by monitoring them and making appropriate changes at every step, this will develop your business even more.
4. Make use of Predictive Analytics
Predictive analysis is a useful technique for calculating and enhancing return on investment.
In this process, machine learning and artificial intelligence are used to derive insights from large datasets, models, and algorithms to estimate consumer behavior in the future.
In a nutshell, predictive analytics makes use of a variety of data to assist you in developing marketing actions that are relevant to your target audience.
5. Automate your processes
The use of marketing automation technologies could make your marketing campaigns more effective. These solutions can help you increase your ROI by allowing you to handle all parts of your marketing campaign in one spot.
Here are a few examples of how they may assist a company:
Enhance marketing ROI
Find out how potential customers behave
Forecast future investments
6. Experiment and Adapt
Experimentation provides chances for your company to develop faster. Testing provides not only information but also alternatives. Basic business trials of marketing can be more effective than you can imagine.
Suppose, If you're comparing the efficiency of two marketing campaigns “A & B”. "A” has a greater engagement rate than “B”, so you’ll get to know that campaign “A” was more effective than campaign “B”. If you look closely at “A”, you can see the difference- for example, did this campaign include any unique design or had a more appealing layout?
By testing your campaigns, you can determine which strategies are most likely to boost your ROI.
You can increase your ROI in digital marketing by defining the goal of your campaign by using the “SMART” technique. Remember, experimenting frequently can also provide chances for your company to grow faster.
Analyzing the data that you have and then creating marketing strategies and campaigns and targeting your potential audience at the right time and right place will definitely help improve your ROI. By using predictive analytic tools you can analyze your data and make your next campaigns based on the previous data you have gathered. In addition to it, you can put all the repetitive tasks on autopilot mode using some automation tools available in the market.