December 9, 2020 • 6 min read

How to Increase Digital Marketing ROI and Performance in the Customer Journey

Performance Marketing

No matter the industry, it can be a struggle to gain traction with your target audience and improve the return on your marketing spend. In our experience, reaching new audience segments and improving marketing ROI comes down to these three factors:

Is the creative engaging?
Is the landing page easy to navigate?
What analytical resources exist?

Today, our marketing and advertising agency will explore the link between excellent content marketing and ROI, plus cover how to maximize performance through analytics, landing page optimizations, and more. Let’s dive in!

The importance of great creative behind your content marketing

The relevance, resonance, and timeliness of your ad creative and message often determines whether a prospective customer sticks around on your website or continues with their search. By pairing a targeted search engine marketing strategy with creative that is engaging and representative of your brand’s service or product, it can increase user interactions and engagement with your website.

So, where does your creative have the most impact? Where do your choices affect customer choices most tangibly? There are lots of areas where creative can increase marketing ROI, but let’s look at a few specifics.

First, a clear call-to-action (CTA) on the creative leads to higher clicks. Even a simple “learn more,” “call now,” or “shop here” can create a logical next step for users: to investigate your offerings and engage with your brand.

Then there’s color to consider. Everybody reacts to eye-catching images or videos, and the colors your brand utilizes in those assets plays a real role in the emotional reaction your users feel. Your brand strategy needs to tap into the right emotions to reap the most engagement and ROI on your digital marketing. Whether it’s invoking sophistication, excitement, or something in between, your color choices can influence customers into thinking “now is the time to act.”

You can also look closely at landing pages. Throughout your entire media marketing, first impressions are everything. By extension, the landing page of your website is crucial for inspiring visitors to complete their journeys.

Ultimately, each of these creative marketing facets ties together into a cohesive experience. Every aspect of your ad campaign and web design should be considered carefully and optimized for higher performance. With that in mind, let’s take a look at some specific ways you can improve your customers’ journeys — and maximize your marketing ROI.

Maximizing the ROI of your landing page

The landing pages of your digital marketing campaigns need to achieve three primary characteristics for users to stay engaged and successfully convert:

Fast load times: Our fast-paced society demands instant gratification. Most users will leave your webpage if it doesn’t load within a few seconds. Part of a strong ongoing SEO and web maintenance plan is monitoring and improving page speeds.
Ease of use: None of your users want to scroll forever to find the product or service they’re searching for. If your website has antiquated architecture or a confusing layout, it might be time to invest in a custom site design that integrates modern best practices to streamline the user journey.
Mobile friendly and responsive design: Google emphasizes that mobile-friendly websites are imperative for a positive user experience; they can directly impact paid advertising performance and ROI. Make sure your landing pages are fun, not frustrating, for visitors who stop by on their phones rather than their laptops.

Leverage marketing analytics tools to measure your business’s ROI

A major advantage of modern digital marketing strategies is that you have many tools to gather vital marketing analytics. If you feel you aren’t getting the ROI you expect from your digital marketing spend, pore over the data to determine where users are dropping off and understand where optimizations can be made.

Many smart businesses utilize digital platforms such as The Trade Desk, Meta Ads Analytics, Google Analytics, and Google Ads. These can help boost advertising and website ROI while providing a better picture of the full story of the customer journey.

As you get visibility on data on your advertising’s reach and frequency, audience segment performance, and geographic performance, keep in mind that too much data can be overwhelming. You may need a visualization and decision-making partner piloting your digital marketing strategy to identify new areas of optimization that would not have been possible otherwise.

Especially today, the success of performance marketing should be evaluated on more than just clicks and impressions. Metrics such as cost per click (CPC) and conversion rate (CVR) will shed light on your spend and return, but there are many more intangibles that factor into the relationship between your marketing and ROI.

Utilize behavioral data

You’ll need performance data to benchmark the effectiveness and improvement of your digital marketing ROI. By adding tracking link Urchin Tracking Modules (UTMs) and tracking pixels through Google Analytics, digital marketers can review user behavior and optimize their websites to help reach their long-term advertising goals.

Social media marketing adds another dimension in the current marketing environment. You can use organic and paid social marketing and advertising strategies to target your intended audience off-site via their feeds.

Plus, now more than ever, individuals are considering reviews from brands that feature influencers they follow. Influencer marketing is all about managing and collaborating with content creators to make authentic connections to new audiences.

Working with an influencer who genuinely believes in the benefits of your product or service boosts positive brand recognition and favorability. Never discount the effects of word-of-mouth advertising, especially when an influencer is passionate about what you do. Learn more about finding the right influencer here.

Integrate digital connections

Finally, it’s a good idea to integrate traditional broadcast and connected TV or direct mail marketing with digital connectivity. Incorporating digital functionality within conventional ad strategies can help create a unique, personalized, and unified experience for the user.

Adding QR codes to print advertisements or on a cable or streaming TV commercial is a good example.

Rather than your potential customers needing to search for your website or type its address to learn more about you, users can simply scan the QR code and be driven to the source.

COVID-19 spurred QR codes to make a comeback everywhere from digitized restaurant menus to mailed telecom bills or special offers. These codes can also be linked to data-collecting sites and allow for further development from behavioral data.

Increase your marketing ROI with us

Businesses face new challenges every day. But when marketers stay on top of current techniques and innovative strategies, they can help distinguish you from your competitors while also ensuring the most engaging and positive experience for prospective and existing customers.

Ready to find out what makes Infinity Marketing different? Learn more about what services our marketing and advertising agency does, or get in touch online to talk about your goals.