You market your website to attract users on your site that you can convert into customers. The overall principle is that as long as it is cheaper to get a new customer via marketing than the customer is worth to you, then you should scale up on your marketing activities.
So effective online marketing is a cost-benefit task where you evaluate which initiatives can convert the most customers for you and your site.
How do you do marketing of your site?
Marketing your website has always been a cornerstone to getting traffic to your site. There are different ways you can promote your website:
- Banner ads, like Google Ads
- Conventional offline marketing
- SEO or search from Google or Bing search engines
- E-mail marketing
Often you activate the channels in different flows of your customer accession process:
Awareness: The message you present to prospects the first time you interact with them
Attention: Building a relationship with your potential customers, so they start trusting you and your brand
Sales: Making them make the actual purchase of your product or services
The dynamic of the 3 elements are very different, depending on your market(?), product, and target groups. Sometimes you can do all three steps in once. Other times it will take you months or years to build up to actual sales.
Online marketing is basically an efficiency exercise. You need to measure the effectiveness of the different initiatives, meaning how much business do they generate compared to the cost. Knowing this makes it possible to rank your options and select the initiatives that gives you the best total outcome.
Your end goal should be actions taken on the website, measured as conversions, PDF downloads and leads. — everything that brings a user closer to being a customer.
Measuring traffic is easy – but it is probably wrong
If your website is like most, then you will have a ratio of 5% conversions and 95% non-converting users. It means that 95% of your online marketing budget is wasted on users who will never be your customers.
If you use traffic to a website as a matrix to measure your marketing actives, then it will include both categories. This number will be too biased with non-converting users data to be able to tell you anything of the real effectiveness of your active users because you do not know how much of your budget that ends up on the 95% that you can not use, and how much of your actual spending converts users to customers.
You can only do this by measuring your marketing cost against your converting users. The matrix you want to look at is the individual channels or campaigns ability to convert users.
How do you track this?
You need metrics for your traffic based on conversions. You also need to understand how many convert and realize what makes them actually convert. This is one of the aims of the Marketing section in the Growth Report.
Best predicted target groups
Now you know what works best for you. But you can most likely do even better if you adjust your marketing spendings, so you zoom in on the actives that convert the most users and do less of what does not.
Know how much more business you will get before you implement your actions!
Canecto´s AI algorism will scan your user activities and look for your best-performing target groups. It will then suggest your best-performing target groups. They are significant in size and have a higher conversion rate than any of the channels as you look at them individually. The calculations are done running through all the conversion combinations that are registered on your site, and then select the ones that stand out the best.
This makes it possible to predict the outcome of a marketing activity even before you implement it. The AI algorithms will actually be able to tell you what you need to do, and what you could expect of it. Before you actually do it.
Select the right source or mix of sources
Each of the sources has different dynamics in how they work and what they can do for you.
Placing banner ads is a cheap and effective way of getting traffic to your site. You can set up Google Ads without help from an agency, and they can be modified easily as you learn what works for you.
The biggest downside with banner ads is that you can expect 50 – 80% of your traffic to be mobile traffic. This will probably require that your site be mobile friendly. And even more critically that you have mobile-friendly ways of getting your users to take converting actions.
This is often a problem on a small screen. In reality, do not expect to get first time sales directly from Google Ads. You should consider this channel an awareness channel that is used to introduce your product or services to potential users for the first time.
This term covers everything you do to market your brand in the offline world. Your potential customers hear about your service, read newspaper ads, talk to you in real life, etc. The general aim is to motivate them to visit your site.
This is often a costly way of doing marketing, especially if your business is purely online. Another drawback is that it is difficult to monitor the effect. This is because the total cost is often not known, and because you never find out exactly how much of your traffic relates to your traditional marketing initiatives.
PR and Content Marketing
There are 2 variances of this kind of marketing, PR and Content Marketing. PR is using your network and connections to get positive mentioning in blogs and other media. Content Marketing is working with partners to place content that motivates potential users to visit your site.
For an online business, the 2 last alternatives are often more cost effective. They can be effective in building trustworthiness and can often be used as channels to close sales.
Search Marketing (SEO)
This discipline has been around since the beginning of Google. Your aim is to be found on searches that make people visit your site. Lots of websites have enjoyed tremendous success just by being effective at SEO. It is, however, an ongoing task to stay at the top of the search, so you must take a long-term approach if you follow this strategy.
SEO can work well both for attracting new customers and closing sales.
This discipline is as old as SEO. E-mails are a very efficient way of keeping your existing customer base interested in your brand. It can also be an effective way of getting closer to potential customers via newsletter sign-ups and similar activities. You have to produce relevant content for this channel to be active. In many cases, it is the most effective attention channel that is available to you.
Is traffic your biggest pain right now?
Before you even start looking into getting more of the right kind of traffic, you should step back ask yourself if traffic is the solution to your problem.
Are you sure that your site is converting as much as it should? Is there a better way to look at re-marketing or even social media. Use the Web Managment section to make sure you zoom in on the area that can get you the most business right now.
More Web Analytics areas
Know more on how other web analytics areas can grow your online business.
Growth Report Recommendations
Learn to use the Growth Report to take the actions that grows your website the most.