How To Ensure Maximum Profit From Your Next Digital Marketing Campaign?
There’s no denying that we are living in the age of devices. Consumers are fond of smartphones, tablets, smart watches, home AI assistants, and many others. They can’t even imagine their life without these devices.
As per the Harvard Business Review,
“An average household has 6 Internet-based Devices”
“98% of Americans use multiple devices in a single day”
Even I use 3 devices in a day including desktop, lappy, and smartphone. Still wishing I had an iPad.
Where it’s a world of fantasy for we consumers due to multiple devices, it’s no less than a dilemma for brands and marketers to think on where to send the right message, to the right device, at the right channel, to the right person, and at the right time.
Back in the desktop-only era, answer to these questions was a cup of tea. Not anymore, since the beginning of multiple handy-device generations.
Today, the real question is how brands puzzle out the mystery of these addictive devices to make a way towards consumers?
Digital Marketing is the answer.
I know that’s not a new concept but the old ways are not working anymore. Or should I say we need to add more to the list of activities if we want the flow of maximum profit from next digital marketing campaign?
Today, we are going to draw the map of a digital marketing campaign tailored to users’ choice of devices and their availability so that you can open the doors of profit from all sides.
Lay the Foundation of Digital Marketing Campaign
What’s the foundation of any digital marketing campaign?
Content is the bone of a digital marketing campaign. However, during the past years, the content has taken many forms. Those long-form articles are not the only way users consume content. They seek images, videos, audios, quotes, ebooks, courses, or anything helpful to spread your brand’s stories.
I tell you why.
As I said earlier that users have their own choice when it comes to devices. Similarly, their content choices also differ. Some prefer to read long-form articles while some live to see videos. Busy people listen to podcasts or audios to consume content on the way whereas curious learners go for free ebooks or courses to learn from scratch.
You don’t know which content is preferred by which user. Better to create them all to be ominous.
Here’s how you have to create content as per users’ nature.
Essential Elements of Content
If you are worried about creating tons of content at a time, I suggest you go for Gary Vee’s Content distribution model. It starts with creating a long-form blog and turn the same into multiple formats like videos, images, audios, ebooks, etc.
Hire writers and graphic designers to take the load off and pay attention to strategies – coming up next.
6 Channels of Digital Marketing Campaign
The content-ready brand is a strategy-ready brand.
It’s time to spread your content on different digital marketing channels for best results.
Overall, there are 6 digital marketing channels prevailing on the web.
- Content Marketing
- Social Media Marketing
- Pay Per Click
- Email Marketing
All these channels are available on all devices. Don’t make the mistake of skipping any channel as it may cost a loss of a big chunk of customers.
Let’s have a brief view of why you need each channel:
You don’t need any reason to have a website. Obviously, it is the core of the business. Still, I would like to add a few words. Make sure you have desk-friendly as well as a mobile-friendly website. A responsive website is a good option to go for. Another thing, the website is a crucial part of a digital marketing campaign where you promote products or services and content, use it wisely.
SEO improves the website and content’s overall searchability, visibility, credibility, and rankings. It makes content searchable and reachable for users as well as for search engine crawlers.
- Content Marketing
Content marketing brings awareness and recognition of your brand. It educates users about the problems you are solving and lead them to conversion.
- Social Media Marketing
According to the Global Digital Report of 2019 by Smart Insights, the number of worldwide social media users is 3.484 billion, up 9% by year.
If you are not on social media, you are risking to reach a billion customers. Not mentioning the fact that users are addictive to social media. All their leisure minutes are dedicated to smartphones and social media.
You don’t need to know further on why social media marketing is essential.
- Pay Per Click
Pay per click is paying a fee each time users click the ad – also called a paid advertising method.
It takes time to attract traffic via natural, free, ways like social media, SEO, and content. Pay per click is a paid way to buy traffic – a traffic booster for businesses. Also, it occupies the top ad section of Google’s first page.
Newbies often mistake pay per click as the master of all other methods. Remember, it’s a part of a digital marketing campaign. Not the whole campaign. It just adds a few more customers to your bucket.
- Email Marketing
To acquire new customers and bring back old customers, email marketing is a surefire way to grow the list. It keeps the customer flow going for a lifetime.
Measure the Success of Your Digital Marketing Campaign
Now how would you know the success or failure of your campaign?
These metrics will help you acknowledge what’s working and what’s not, where you need to improve and which strategies are generating maximum results.
It offers information on places where visitors came from and which browser they used. The information helps you maximize efforts on favourite platforms of your targeted audience.
A subscriber or a lead both counts under conversion section. 2-4% is considered as an ideal conversion number or a symbol of digital marketing success. Figures less than this is a serious concern.
Revenue Per Keyword:
Some keywords drive better revenue while some fail to catch the visitor’s eye. Analyze which keywords bring revenue and which ones are just a waste of time. Increase the quantity of revenue generating keywords and leave the others. Remember not to dwell in keyword stuffing.
Are you ready to Set-up?
Beyond understanding the set-up of the digital marketing campaign and knowing how to implement them for maximum profit, you must: 1) develop a plan that includes all the discusses activities here, and 2) test various strategies to find out sweet spot and stick with them.
You want to read an article that recently caught your attention because of its compelling headline. You opened the link on your smartphone. Your expectations are high.
Do you have to zoom in to make sense of the content on your small screen?
Do you put effort into reading it or will you switch back to the search engine to find a link that offers better content on your screen?
The latter is the obvious option.
With the growing number of smartphone users, it’s become more important than ever to have a site that responds according to users’ expectations.
If your site failed to do so, you probably know well by now how it backfires.
But how do you create a user-responsive design?
Responsive design is your answer.
So… What is Responsive Design?
As the name suggests, responsive design is a design that stands up to your users’ expectations. It makes your website look good and well-fitted to all types and sizes of devices.
The design and structure of a responsive website is the perfect solution to your customers’ expectations as it adapts well to the different resolutions across devices.
Plus, you don’t need to create multiple versions of websites for mobile and desktop. Instead, a single responsive website plays various roles depending on the type of devices users are coming from.
But Why do You Need Responsive Design?
In 2015, Google introduced a mobile-friendly update to its search engine algorithms signaling a website’s mobile presence as an essential ranking factor. The rise of mobile web traffic till today alone is enough to justify why any business needs a responsive design.
Besides, there are many reasons why your organization receives 4-sided benefits from responsive web design. The list is too big to cover in one article, so we compiled a list of the top 6 reasons to have a responsive web design to upscale your business for current and future trends.
Let’s dive in.
1. Mobile Viewers Outnumbering Desktop Viewer
Do you know that over 50% of web traffic comes from smartphone users internationally?
Statista predicts worldwide smartphone users will reach 3.8 billion by 2021, which is up from 2.5 billion in 2016.
No doubt, all the facts, and statistics are pointing towards the trend of small-screen devices.
This means that websites not optimized for smaller screen devices often experience a massive decline in search engine traffic and rankings. This means users don’t find them anymore.
As you already know, smartphones are scoring well above desktop visits, but most mobile users are abandoning unresponsive sites at first glance.
In fact, 76% of users admitted that if the site functions well and runs smoothly on their smartphone, they are more likely to revisit it.
Overall, if your prospects open your website on their mobile and end up closing it within 3 seconds because they couldn’t view content properly, you need responsive design.
2. Google + SEO-Friendly Site
Google considers the responsiveness of a website and has even stated that search engine rankings favour responsive sites over non-responsive ones.
One fact worth mentioning is that responsive design makes it a lot easier for search engines like Google to crawl your website and reduces the chances of errors with on-page SEO.
Not having a responsive website is a simple explanation for a lack of Google traffic you’re your declining ranking. Unfortunately, without a responsive design, many of your potential leads are turning to competitors offering excellent user experience. Before it gets too late, take the step now and turn your website into a responsive, SEO-friendly site.
3. Enhanced User Experience
Responsive websites load faster than non-responsive ones. They consist of a technology that displays websites on all devices with content that adapts quickly to different screen sizes. They behave as if you have created multiple versions of a single site for each device, giving your users a personalized experience based on their device choice.
Non-responsive sites, on the other hand, squeeze content into small screens, which takes more time to process and compromises the content quality.
Responsive web design eliminates all the problems created by non-responsive sites like poor user experience, higher loading times and small, difficult-to-read content. Responsive designs appeal to the ever-shrinking patience of mobile and tablet users who are not willing to wait for more than 3 seconds for your site to load its content.
Responsive sites offer an unbeatable user experience by loading sites in the least time possible. Thus, it results in leaving a positive impression among users of your brand. Because of the fast response from the site, users feel valued and are more likely to revisit the site.
4. Easy Management
Many businesses, especially small ones, can’t spare much time to update or refresh their website every now and then. At the same time, they can’t afford to hire costly services of web designers to take care of all aspects of the website. And, if you have different versions of a site for desktop and mobile, the cost of management skyrockets.
Responsive design is one of the most cost-effective solutions. Making changes to adopt a responsive design is as easy and smooth as spreading butter on bread. Also, whatever changes you make, you don’t have to worry about making the same changes in multiple versions. Responsive design takes care of everything automatically after you are done editing the design or updating the blog.
Additionally, with one website working at the center of your online business, managing other marketing elements becomes more accessible than ever.
So, when updating a social media button or redirecting a link, you don’t have to wonder whether all users (mobile users and desktop users) are enjoying your new changes or not. Responsive design eliminates the management stress of your business website.
5. Decrease in Bounce Rate
Is your website falling prey to a high bounce rate?
Non-responsive websites are one of the many reasons behind a higher bounce rate.
High bounce rate signals to Google that perhaps your website is not as relevant as it should be when it comes to solving users’ problems or answering their questions. Content is usually not to blame. Slower and non-responsive websites are the main reason behind users landing on your website and leaving it as soon as it fails to load. This entire scenario negatively impacts your search engine rankings.
Design plays a vital role in the user experience of your website. No matter how great your content is, if it fails to fit properly in small screen devices, users are not going to strain their eyes or wait longer to load its content. They know that they have other options waiting in the search engines’ list to explore and enjoy for a more seamless user experience.
Responsive design never makes users wait or zoom in. It makes websites adaptable to all sized devices without affecting the content quality.
6. Increase in Leads and Conversion
A large news media organization was fidgeting with the thought of whether to invest in responsive design or not. To decide, they A/B tested with a responsive and non-responsive site where the goal was to increase the number of free trial sign-ups.
Here’s the proof revealing which website design won the game:
The conversion rate hiked up by 56% from the implementation of responsive design.
Responsive design makes it easier for website visitors to find what they are looking for without zooming in, waiting or straining their eyes. The more effortless the design is, the more users convert. Mixed with a lower bounce rate and better SEO rankings, you’ll get a strong, successful model of a website.
Embrace it Now
If you’re not convinced about the abilities of responsive design, give it a chance and allow it to save your time and money without compromising the quality of your website. This is a modern strategy most businesses follow to stay within budget while turning their small business into a brand.
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