About Half of Campaigns Fail
Although content marketing should be a highly effective advertising tool, the Online Marketing Institute reveals that about half of all campaigns fail. Some 59 percent of Fortune 500 leaders and 42 percent of business-to-business marketers realize that their campaigns are simply not performing as well as expected. Are your content marketing efforts paying off?
Analyze Online Conversion Rates
The conversion rate separates the casual browser from the active shopper. For example, if you run an ad campaign with a call to action that involves the signup for an email newsletter, you are most likely going to see an influx of website visitors. If 5,000 online shoppers visit your website on the first day of the campaign but only 1,250 of them sign up for the email newsletter, you have a conversion rate of 25 percent. For any niche, this is a great conversion rate!
If only 50 new newsletter signups occur, you have a conversion rate of one percent. Many would consider this a failure. Quoting Marketing Sherpa, Mashable outlines the common conversion rates by industry. Non-profit organizations generally enjoy a two-percent conversion rate while professional or financial services should expect a 10-percent rate. When you run a campaign that lasts for three months, revisit your overall conversion rate at the end of the run. This helps you to gauge the success of the call to action.
Call Tracking Pinpoints Marketing Success
How can you find out which marketing platform offers you the most bang for the buck? If you run identical campaigns via a variety of social media platforms, search engines and media outlets, you may never know how to track the origin of your new customers. Was it the Facebook ad that generated the most interest or did you have great luck with your Pinterest campaign? CallRail takes the guesswork out of the equation. The use of original call tracking numbers allows you to publish your ads with different phone numbers.
Then, when the phone rings, the system tracks the ad campaign that gave rise to the call. Once you know which marketing efforts are yielding you the best results, it is easy to adjust your marketing budget based on the facts. Why should you pay for a marketing campaign that fails to give you many callers when another campaign is three times as successful? It makes more sense to continue investing in winning marketing strategies.
By the way, the use of specialized phone numbers lets you check on the success of a subset of content marketing statistics as well: mobile readership. Do you struggle with the conversion rates of those consumers who rely on smartphones and related technology to respond to your marketing efforts? This could be a great hint that it is time to revamp the optimization of your overall content to make it more user-friendly for this demographic.
Use Google Analytics to Pinpoint Geographical Visitors
Does your product appeal to a certain segment of the population? Do your widgets find interested buyers in the Midwest while the California market remains cool? Google Analytics tools let you pinpoint the geographic information of visitors to the pages of your website. Since content marketing must strike the right balance of product interest and “folksy” appeal that reaches your desired demographic, this tool easily pinpoints successes and failures.
Perhaps you need to tweak the marketing approach for your West Coast customers. Then again, it may be that the product bundle or service setup simply does not resonate with the California market. Further study of competitors’ successes and failures in this particular market could be beneficial to you in this situation.