According to Smart Insights, around 51% of businesses have a digital marketing strategy in place — either integrated into their wider marketing strategy or as a separate document. Your organization’s digital strategy should help build an online presence and ensure you achieve your marketing goals. There are multiple tactics you can use to help you meet them — some are used more widely than others. But, even with tactics in place, there are a number of reasons that it may not be working as well as it should be. Remember, marketing never stops, so keeping on top of your strategy and being ready to make changes is just as important as outlining one in the first instance.
Firstly, ensure you have a clear set of marketing objectives in place. Use the SMART objectives template to make sure your objectives are clear, purposeful and achievable. Without objectives — what are you working towards? In a similar way, without deciding on measurable marketing metrics you can monitor, it can be hard to track your successes. Be prepared to look at where you are and where you want to be — monitoring and making changes as necessary. Have you employed appropriate technology to support your strategy? Your MarTech stack can take your organization to the next level, so ensure you pick wisely. Consider using software that eliminates, streamlines or enhances processes. When reviewing your strategy, ensure customer experience is at the root of everything you do. Cater to your target audience’s likes and dislikes, and take an overall personal approach to marketing. Align your teams to prioritize your customer’s journey — ensuring every touchpoint is as effective as possible.
The metrics of success
With clearly outlined objectives comes the need for measurable marketing metrics. In the results-driven B2B marketing world, this is crucial. Different things matter to different businesses, so ensure you are measuring success appropriately, in-line with your wider business strategy. According to the latest Webeo:Futures survey, 70% of respondents said the volume of leads generated is the metric they use to highlight digital marketing success. Click-through rate is a success metric for 64% of marketers, and conversion rate for 60%. This was closely followed by engagement levels for 56% of respondents and value of sales generated for 50%. A smaller percentage of marketers — just 36% — are measuring impressions and volume of followers, while 28% recognize number of views as an indicator of success. As little as 26% monitor reach and mentions, and audience relevance is measured by just 14% of marketers.
Consider how metrics might impact each other. According to the results, audience relevance is the least important success metric to marketers. Yet, generating leads is the most important. By increasing audience relevance and creating personalized experiences for your target audience, your website visitors are more likely to convert to leads and, eventually, become customers. Consider conducting a behavioral segmentation strategy, splitting your audience based on industry, or opting for account-based marketing. A personalization strategy can improve your conversion rate, too. Before changing your whole strategy, consider getting to know your existing, target and dream audience and catering to them specifically.
Where digital marketers see their biggest success
Success can be found in a multitude of areas across your business. And, it is important to remember that no two organizations are the same — so what works for big-name brands, or even your competitors, may not be what works best for you. The Webeo:Futures results enforce just how varied success rates are across marketing teams. According to the survey, social media is where 14% of respondents find success, while 12% found success in marketing. Content, email, SEO, lead generation and website successes are seen by only 8% of marketers. And, engagement, PPC, organic search (SEO) and LinkedIn is successful for as little as 6%.
Turning failure into success
A robust, all-encompassing strategy is the first step to achieving internet marketing success. If something isn’t working effectively for you, it is time to revisit your strategy and implement tactics for success. There is a common denominator that comes to mind based on the Webeo:Futures findings — and that’s the clear need for personalization to supercharge digital marketing strategies. Creating unique, valuable online experiences for your customers can help skyrocket your measurable successes. Real-time personalization can positively impact your lead generation, your B2B website, and engagement levels — all of which were only seen as successful by less than 10% of marketers. And, an enhanced website is crucial to an effective website optimization strategy, helping to move your site up the search engine ranks.
Webeo is the leading website personalization software enabling users to alter the imagery, layout, content and the greetings their website visitors experience on arrival. This is revolutionizing traditionally static B2B websites. Thanks to a global leading database of business IP addresses, organizations can greet users by specific business name and create an entirely unique online experience for existing customers, first-time visitors and dream clients. Enhance your CRO, improve customer experience, prove ROI fast and positively impact your SEO ranking. It’s time to include website personalization in your online marketing strategy and reap the rewards of the ultimate in personalized marketing. Discover Webeo and book your free demonstration today!