Browsing through your quarterly marketing reports can be a little overwhelming if you are not given an insight into what the metrics mean.
You can easily get hung up on all the wrong metrics. The “bad” ones don’t actually show you how successfully, or unsuccessfully, your campaign is running. If you want to measure your marketing effectiveness, then you need to focus on the metrics that will allow you to decipher your ROI accurately.
If you feel like wool is being pulled over your eyes with technical jargon, then this article will help remove the fluff around your marketing strategy and get the results you are hoping to achieve.
Data can be easily manipulated to mislead. Truly understanding what your marketing data means is the key to making improvements.
There is a large focus on website traffic as the main metric for SEO, however, once you begin to understand SEO, it is obvious that overall website traffic is a good measure of your overall marketing but misses insightful details. Take the graph below, what it depicts is accurate, but it misses the key details and does not tell the whole story...
What is far more important is attempting to rank pages for specific keywords, looking at both the movement in ranking positions of search terms and traffic to the target page. This allows us to understand the success of a SEO campaign, in having a better understanding of what is working and what is not.
For example, an estate agent may see an increase in traffic when they advertise lots of properties with branded boards outside houses. This may see an increase in the amount of individuals searching their name, to find the house they drove past, increasing the volume of search for their brand, in turn increasing the overall website traffic.
However, the job of good SEO is to rank pages for relevant search terms that will result in more leads, phone calls or sales. Following the previous example, ‘houses for sale in leamington’ is broader then your own brand and thus allows you to capture a wider audience.
Another important element in effective digital marketing is to understand the level of buying intent a prospect currently displays through their interaction with your business.
These days, marketers use data analytics tools to measure the success of every marketing effort. Keyword searches, engagement rates, email open rates, behavioral data, and demographic information are some of the metrics that contribute to buyer intent.
Simply put, buyer intent data is a collection of information about a company (or individual users in B2C cases) and their online activity.
With this data, you can get a clearer picture of where buyers are in the marketing funnel, a better understanding of how to keep their attention, and how to convert them into paying customers.
Directly, it refers to the intention of a user (or buyer) during the process of purchasing a product or service. With the help of modern data analytics tools, marketers can map out buyer intent and determine where buyers are in the buyer’s journey, which helps improve targeting.
Say for example an individual is browsing used cars for sale, not yet knowing what make and model they hope to get. This person is currently situated at the upper end of the sales funnel, as they are yet to decide on important purchasing details. Once this person knows that they want a used ford fiesta, their buying intent is much greater and is therefore a better time to appear in their search.
Imagine if you could capitalise on all the data that you have about a target company. It’s a bit like holding an ace in poker. You just have to know how to use it, and when exactly to play that card to win the deal.
Are prospects reading your weekly blog content? Are they signing their email up for extensive content guides? Are they visiting your product/service pages?
With the insight into their intent, you are better able to identify the stage of the buyer journey they are in and create the right content to nudge them gently towards the purchase stage.
To capitalise on this knowledge, it’s important to use relevant headlines and keywords for your content that clearly indicate your target’s intent. This way, buyers know that the specific content will address a need that’s relevant to them.
Which leads us into mapping your keyword strategy to match buyer intent:
Why is the buyer using specific keywords? Once you have the data to answer this question, you can better map out your content with specific keywords that you have assessed and prioritised.
Buyer intent and keyword metrics can help you map keywords to specific B2B buyer behaviour. This makes your SEO efforts more effective in reaching the right buyers who are closer to a purchase decision.
Define your keyword opportunities and prioritise them using buyer intent. These keywords are essential in determining the best pieces of content to create for your buyers at each stage of the sales cycle.
Broad and blanket marketing strategies lead to general and inconsistent results. What is essential in a noise-cancelling marketing strategy is to focus on attracting prospects who you know have a higher potential of purchasing.
This way the sales team now has the upper hand when approaching likely buyers as they can lead the conversation knowing where their interest lies, helping to increase conversion rates and minimise cost of acquisition.
Of course, there are generalist marketing techniques which will appeal to most, but only on a surface level. To truly capture someone's interest, having insight into their intent through sculpting your strategy around them, places the prospect at the forefront of what you do and increases likelihood of success.