If you want to have a presence in your market space, it takes a lot of time and effort to build. You’ll need to line up a strategic marketing plan with a calendar and stick to it. Using tools like Gantt Charts can also be extremely helpful when you’re managing multiple campaigns on tight deadlines.
Make it personal
If you want to spend your time wisely, you’ll need to invest your efforts into the marketing avenues that will be the most effective. Personalize your marketing efforts as much as you can, but not so much that you’re spending unnecessary time doing things that can be easily automated. There is a big difference between automating tweets and automating responses to real people. Put your money where your mouth is and think about it logically - if something requires a personal touch, make sure you are doing it personally.
Tactics that will get you the most bang for your buck are things that are the most personal, interesting and relevant to your users. Everyone is pushing content out there, so you need to make sure that you are engaging your audience with blog posts, videos and ads that actually capture their attention.
While it’s important to spend the time and energy necessary to build a market presence, there is nothing wrong with repurposing content that has worked before. If you can find content that you can use again - effectively - by all means, go right ahead. Just make sure that it’s relevant!
Successful marketers know that content must be uploaded periodically in order to maintain engagement. Adding variety to your marketing campaigns by choosing different platforms and publishing different kinds of content will not only please your viewers with a wide-range of relevant content, but will also prove to be easier and more fun for you.
Paid advertising is another route that can offer some clear advantages and automation. In order to use this as an effective tool, make sure you keep up on your analytics and reports from these paid services to avoid the kind of traffic you aren’t looking for. If you are spending money on clicks from click farms and bots, you will regret that you didn’t pay more attention to where your marketing budget went. However, with proper attention, customization and market education, you can direct your paid advertising to automate much of your marketing efforts and to start driving conversions.
Build authority & credibility
To attract conversions and sustain your current market share, you need to consistently produce relevant content. This content needs to not only be reliable, but also interesting. Your goal is to build credibility and authority.
The most important aspect of the content you provide is that it needs to serve your audience - it’s about them. They will be interested because you are providing something that appeals to them; they are either gaining information, entertainment, or another advantage from you in some way that differentiates you from your competitors and keeps visitors coming back for more.
For instance, if you write an article, write about something interesting. Develop a topic and outline around what your audience cares about and develop the content to attract the general demographic of your viewers.
Analyze your demographics and publish content that caters to both your existing and target audiences. Are your viewers mostly comprised of adults in the software industry? Then publish content about the latest news in technology or software tips and tricks. Make sure your content is original, credible and interesting. This will not only gain your visitor’s interest, but earn their trust.
Assuming you do all of the above well enough, you’ll start to see traffic. It will start out slow, but soon enough, you will be making more conversions. “Like a bank account that starts out small and earns incremental gains, but over time becomes quite large, content marketing efforts require consistent investment but ultimately can yield enormous results” (Tomasz Tunguz)1.
Use analytics tools to monitor performance
There’s a wealth of information that every user leaves on your website. By using analytics tools like Mouseflow, you can collect this data and actually use it! One of the coolest things about Mouseflow is that it integrates with many platforms, including Google AdWords - talk about doubling up!
Mouseflow gives you a complete 360° analysis of your users by showing you recordings of them on your website, conversion tracking through funnels, form analytics, and heatmaps. Your OnPage Quality Score is also available in your Mouseflow dashboard.
If you happen to be using Mouseflow in conjunction with Google Analytics, you can use the filters to search for users who are being driven in from your Google AdWords campaigns too, which can be extremely valuable.
By using an analytics tool like this, you can solve problems, optimize your website, and enhance your user experience. If you want to use Mouseflow to increase your conversions, try out a few of these suggestions:
- Watch recordings tagged with “click-error” to find bugs or code errors on your site. You’ll be amazed when you try to watch users buy something and see that a code error prevented them from converting. By finding patterns like this, you will be able to fix and prevent major problems in the future.
- Filter for users who saw your cart page, but not your order confirmation page. These are customers who were READY TO BUY, but decided not to. If you can figure out why they didn’t make a purchase, you can increase your conversion rate.
- Check out your heatmaps to make sure that your important content and Call to Action (CTA) elements are in areas that receive the most engagement. This feature can show you where users pay attention, how far they scroll down your page, and which elements they interact with the most.
- You can use Geo Heatmaps in combination with filters to target your marketing efforts by location. Try filtering for users who have seen your confirmation page or were on your site for at least a few minutes. You’ll see that you’re most likely getting the most activity from certain locations, which you can then gear your marketing campaigns toward!
- Also, check out your form analytics. This awesome feature will show you how users are interacting with your forms, where they’re dropping off, and actually even provide insight into why users are dropping from your forms.
- Use funnel analytics to further see if your conversions are higher or lower for specific visitors. You can watch your conversion percentage change because of variances in browser, operating system, returning or first-time visitors, device type, and more! Having this data is extremely powerful, because you can target your high performers, and analyze how to improve conversions in areas where you’re not doing so well.
If you’re managing your marketing campaigns effectively, you should see a significant and sustainable improvement to your conversion rate and increase your Return on Investment (ROI). Keep in mind that you are producing content that is meant to be for and about your users. Lastly, make sure you have a healthy arsenal of analytics to measure your progress and steer you toward your goals.
Marketing isn’t for everyone, but with the right tools and plan of action, you can develop a platform that produces sustainable growth for your business.