Do you want to provide value to your customers so that they can keep you?
If so, one piece of valuable data you can provide to agency clients is the return on investment (ROI) of a particular marketing strategy.
As small business owners continue to deal with the ongoing effects of the pandemic, it is especially important to show how your organization provides value to customers.
more Your agency can help them adjust to the new normal And the better the impact it will have on their marketing efforts.
In this article, you will learn three ways to help agencies measure the return on marketing investment.
Why measuring return on investment is important to your customers
For companies that generate potential customers online, it is important to understand which marketing activities bring the most potential customers. Although there are free website analysis tools, Their abilities are limited Track certain referral sources—especially when it comes to potential customers for inbound calls.
Knowing the specific source of potential customers allows your customers to allocate their marketing budget to the most effective strategy. Being able to pinpoint the source of customers’ most qualified leads ensures that their sales team spends more time on leads with higher conversion rates-and your agency is providing valuable data, which may lead to contract renewals .
How important is it to measure return on investment?According to a Learn Through CallRail, small businesses like to work with organizations that do the following:
- Review the analysis with their consulting partners (46%)
- Use call tracking to show the effectiveness of specific strategies (39%)
- Help SME owners understand their customers (31%)
- Provide good transparency for the return on investment (31%)
- Improve the quality of leads generated (26%)
- Generate a positive return on investment (23%)
In summary, these survey responses tell a fascinating story.
Clients are eager to hire institutions that exceed typical participation parameters and establish lasting professional relationships with these institutions. We will provide you with tools to not only create content, but also allow customers to measure performance, so that they can make wise choices about investment locations and strategic adjustments.
1. Measure the return on investment of SEO
Most companies know Integrating the value of search engine optimization (SEO) All aspects of your marketing plan, from your website and content to online advertising.
Research shows that search engine-driven More than 50% The network traffic of most industry websites, the traffic that Google brings is eight times the sum of all social networks.Considering that Google has Over 92% Global search engine market share.
Track SEO strategy results
There are multiple ways to track the results of your SEO strategy.
You can start with SEO tools like Semrush or Ahrefs, which can monitor changes in keyword rankings, number of inbound links, and overall site authority scores. These will give you insight into how your SEO work can increase your visibility when searching for the highest target keywords.
Track conversion
Small businesses that use Google Analytics with conversion settings can also determine whether organic search is driving traffic to their conversion sites. 93% Of small business owners say they will invest time in website analysis to determine the best marketing strategy to implement.
- Channel report under use Get> All Traffic, You can compare the conversion rate of organic search traffic with direct, recommended, social, paid search, and email traffic.
- Under the source/medium report, you can determine which search engine brings the most traffic and conversions to your website. In addition to Google, most companies may find traffic from search engines such as Microsoft Bing, Yahoo, and DuckDuckGo.
Use call tracking software
Although you can get some guidance, there are still several blind spots in the data in Google Analytics that need to be addressed, so you You should not rely solely on the information collected from the tool.
This includes specific keywords that draw organic search users to your site, and the number of people who choose to call after finding your company in organic search.
use Call tracking software, Agents can demonstrate the value and effectiveness of specific SEO strategies. For example, when you can attribute specific keywords used in searches by qualified potential customers, you can set up an SEO strategy that focuses on the keywords that are most likely to convert.
Questions that can be answered using call tracking and marketing analysis software include:
- What is a qualified lead search?
- What questions are most frequently asked by qualified potential customers?
- What pain points do qualified potential customers hope to solve?
Once you can answer these questions for small business owners, you can help them create more content to attract qualified potential customers, answer their biggest questions and help solve their pain points.
2. Measure the return on investment of PPC
Small business owners investing in pay-per-click (PPC) campaigns need to understand more than just which ads get the most clicks. They need to know which advertising campaigns and keywords cause the most calls or form submissions on their website.
