While the idea of marketing effectiveness is something that some executives wish to shy away from due to the creative nature of the promotional world, there are insights that can be drawn from doing so. And, these insights can improve future results for follow-on campaigns.
Let’s see now how measuring digital marketing plans can create superior results.
Traffic Leaking as a Results Driver
The concept of traffic leaking is to provide useful information on a third-party website that causes some of the visitors to click on the link. When they choose to visit the website, the traffic from the third-party site effectively leaks over to your own. This is why it’s referred to as ‘traffic leaking.’
While some marketing agencies will pursue guest posts for the value of the link pointing to their client’s site, with traffic leaking, it’s more about the referral traffic. Referral traffic can be seen inside Google Analytics, and this includes where it’s coming from. This indicates clearly which traffic leaking efforts are working and those not worth continuing.
Finding new, innovative ways to drive traffic to a site, without having a complete reliance of Google, is something that those at justlegalmarketing.com understand well. They appreciate the need to be innovative with marketing to attractive the right clients to their business – in this case, law firms in need of marketing services.
Sticking with a Single Methodology
There is a tendency in marketing circles to hop, skip and jump between marketing campaigns. With too little concern about results over the preferred frenzied activity, shifting to another methodology creates a smoke and mirrors effect.
Instead, stick with a single methodology that is known to be effective. Analyze results, and improve what’s already happening. Pivoting to another marketing idea is a bad move, because it’s often done shortly before results will have improved. By proceeding in a more thorough, methodical manner, sound logic and reasoning are applied to marketing efforts and the results it delivers, rather than sowing confusion and delivering a disappointing lack of specificity.
Private Advertising Placements
There is some degree of control when purchasing ad space on a major search engine or social media network. Sometimes, it’s possible to bid high enough to get a solid position in the search results, but the results are still fairly random. When people are expecting a search result, clicking an advert is not necessarily what they’re looking to do.
However, thinking like the potential buyer, you can ask the question:
Where do they hang out?
Taking the same example of providing services to lawyers, advertising web services to lawyers is likely to be more successful on law-related forums or sites with a strong audience from the legal profession.
Many sites offer private advertising spots. These might be banner ads at the top, a leaderboard ad down the sidebar or another type of ad placement. Ad spots are sold at a fixed price per week/month or per thousand ad impressions. Taking up an ad spot for a short period then analyzing the results to see if the ad is profitable is instructive.
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