Digital marketing is packed full of methods to help you get the most out of your website. Optimizing your website can increase your marketing reach and actively yield benefits while you go about running your business. Think of it like a tree: as the branches grow and buds bloom, the roots are also growing underground, firmly plating the tree in its place. Optimization has become a popular means of establishing these roots and companies are looking externally to specialists that can equip them with SEO tools to elevate their marketing operations. More on that later though!
Marketing analytics are powerful tools for anyone running a business. The digital sphere has burst open a new space for companies to gather more data than ever. There’s not only more data than out there to be gathered, but the tools and statistics at our disposal are vital to running an efficient business.
"...with an effective SEO strategy, you can push your company up to the top of the search results, making SEO a low cost and wildly effective way to increase your visibility."
What a company desires out of its marketing operations is to maximize its ROI, or Return on Investment. We usually see this statistic now used as the essential measure of marketing efficiency. Companies want to make sure their marketing costs effectively lead to business. Fortunately, the current state of digital marketing analytics has made it possible to keep tabs of your marketing efforts, who they’re reaching, and how effective they may be to bring in actual business.
For most of us, this requires acquainting ourselves with a whole new vocabulary of acronyms, rates, and an endless spire of techy-sounding terms that can be confusing and overwhelming. Though you don’t need to be an expert on the calculations and terminology unique to digital marketing, some familiarity can prove incredibly helpful. Digital marketing teams specialize at optimizing your marketing so that you don’t have to, but being familiar with the basics can make sure you’re on the same page strategically.
In this blog, we’ve laid out the terms that you need to know to understand the language that comes along with digital marketing today.
At the center of the digital metrics strategy lies SEO, or Search Engine Optimization. If you ever wonder how it is that a website ends up on the top of your Google search results, it’s because they’ve mastered the subtle art known as SEO. As an unpaid method of driving traffic, SEO requires both quality and quantity in the content to push your site to the eyes of many. Mastering SEO can do wonders for your company. Getting eyes on your site and on your content is the first step in driving business. So with an effective SEO strategy, you can push your company up to the top of the search results, making SEO a low cost and wildly effective way to increase your visibility.
SEM and SERP
SEM, or Search Engine Marketing, is often brought up when talking about the push for increased visibility in search engine results, usually through paid advertising. At the peak of that is the SERP, or the Search Engine Results Page, which is often mentioned in SEO circles. Getting to the top of the SERP is the crowning achievement of SEO, and can also provide a huge boost to your business. Optimizing your presence on the SERP is the first step in building the visibility you need to boost traffic.
When you create a website, or social media page, you want people to see it right? Traffic is the first step in getting the right eyes on your content. And while traffic is important, as the total amount of people visiting your page, it’s what the visitor does once there that matters. That’s where Digital Marketing Analytics come in.
Actionable vs. Vanity Metrics
It’s important to realize that the second a visitor opens a web page, their entire visit becomes a metric. For better or worse, these views are monitored by marketers to determine the behavior of their audience, and how their marketing efforts are working in reality.
Metrics of these page visits can be divided into two sorts: Actionable Metrics and Vanity Metrics. Vanity Metrics tally up general behavior such as page views, followers, and time on site, while Actionable Metrics keep track of the actual impact your content has with its viewers. A savvy digital marketer should be equipped to turn Vanity Metrics into Actionable Metrics. So, before you get excited over your page views, think about how many of those viewers are sharing your page, or subscribing to your offers.
For a business, actionable metrics are the more effective measure when it comes to ROI. Because ultimately, those who interact with your content are more likely to turn into customers who recommend your services. So, next time you glance at how all your social media followers think about how your engagement stacks up to your total share of followers.
"A business trying to maximize their ROI needs a marketing plan that means business."
A bounce rate is the percentage of single page visits, or people who left your website before browsing further. But why is this necessary to your marketing strategy?
When creating a web page, it’s important to make a site that viewers can browse and explore. A landing page should be clean, easy to navigate, while also leaving more to be desired. For a company, a bounce rate is a great gauge of how inviting your landing page is. If your bounce rate is too high, you may want to consider some strategies that can make your site more intriguing to visitors such as:
* Make content that can be quickly absorbed
* Creating landing pages focused on a targeted query
* Prominently display a ‘Call to Action’ (CTA)
* Design an attractive layout for page headings
Likewise, engagement rates are great gauges for how well your marketing content reaches audiences. Depending on what platform you use, engagement rates are the total percentage of likes, shares, favorites, comments, reactions, etc. out of the total impressions (or reach) of the post. For a company to be savvy on social media, they need to grasp the power of engaging with an audience.
Marketers have long sought how to connect with their audience on a personal, day-to-day basis. Above all, what social media offers is a direct channel for a company and their audience to interact. By creating an engaging social media presence, businesses can in effect build a strong, reliable base of returning customers and clients.
Conversion Rate Optimization is the process of equipping a business’ webpage with increased opportunities for converting visitors to leads or customers before leaving. Experts in CRO have come up with methods to inspire action and purchases throughout the webpage. You may not notice it immediately, but company blogs, landing pages, and pricing pages are equipped with optimization techniques to attract conversions.
A business trying to maximize their ROI needs a marketing plan that means business. And when we say “means business”, we mean it literally! Using your webpage to convert traffic into business is an incredibly effective way of utilizing your marketing resources. Optimizing your opportunities through CRO
"...having a basic understanding of the language of digital marketing is a must for anyone in advertising, sales, web design, or any content marketing project."
MQL and SQL
While MQL and SQL are traditionally sales terms, they’ve become pivotal in understanding your digital marketing strategy. When we look at the life cycle of marketing, MQL (Marketing Qualified Lead) and SQL (Sales Qualified Lead) are crucial in quantifying the reach of your marketing campaign.
Looking at the buyer’s journey can shape the way you market your product or services. An MQL is a lead that has completed a non-decision stage on your webpage (providing phone number, email, etc.). An SQL has also completed a decision, but is further along and requires follow up. From a digital marketing standpoint, understanding your business leads is a great way to target potential audiences and hone your content to a key demographic.
Why Digital Analytics Matter
While future years will bring more metrics and no doubt more confusing acronyms, digital analytics are incredibly important to the marketing of your company. Implementing some of the optimization techniques can be done by digital marketing experts; however, having a basic understanding of the language of digital marketing is a must for anyone in advertising, sales, web design, or any content marketing project. Engaging modern businesses require a team of up-to-date strategists, and knowing how to use CRO, MQL, SERP, or SEO can be the right move towards increasing the almighty ROI.