Digital Marketing Strategies that Convert
Today's digital landscape offers businesses many marketing strategies that create opportunities to connect with their clients. These tools can be used to attract potential customers to their websites, engage with them on social media, or provide as much information about the business as they’d like. A well designed marketing campaign will integrate a blend of these, but knowing which of these offer the highest conversion rate is crucial. Are you using the best strategies to achieve your specific business goals? Read on to find out.
What does it mean to “convert”?
In the world of digital marketing, the term "conversion" holds significant importance. But what exactly is a conversion? At its core, a conversion refers to a desired action taken by a user on a website or digital platform, generally meant to bring the user one step closer to being a customer. While conversions can vary depending on the nature of the website and the specific objectives of a campaign, some common examples include:
Making a Purchase: This is perhaps the most straightforward form of conversion, where a visitor spends money by buying a product or service offered by the business.
Filling Out a Form: Conversions can also occur when users provide their information by filling out a form, such as signing up for a newsletter, requesting a quote, or registering for an event.
Downloading Content: When users download gated content, such as e-books, whitepapers, or guides, it signifies a conversion as they have taken an action to access valuable information provided by the business.
Engaging with Content: Actions such as watching a video, reading a blog post, or spending a certain amount of time on a webpage can also be considered conversions, as they indicate user engagement with the content.
Contacting the Business: Another form of conversion occurs when users reach out to the business directly, whether by calling a phone number, sending an email, or initiating a live chat conversation.
Ultimately, you and your marketing strategist work together to determine what actions you want potential clients to take and then design a marketing strategy to achieve those goals. Your strategy will vary greatly, depending on what your current business goals are. Each of the strategies outlined below can play a crucial role in helping your clients convert.
Search Engine Optimization (SEO)
More than just a common buzzword, SEO remains a cornerstone of digital marketing, aiming to improve a website's visibility in organic search results. With an average conversion rate of somewhere between 2-5%, depending on industry and other factors, organic search remains one of the most effective ways of helping potential customers find you. While SEO efforts take time to yield results, they often boast high conversion rates due to the intent-driven nature of organic search traffic. When done properly, organic search results will tap into the burning questions a business’s clients are asking and, more importantly, answer those questions in such a way that builds trust with potential clients. In short, people searching for solutions to their problems are motivated to find a solution, which your website should demonstrate you can provide.
Email Marketing
Email marketing is a powerhouse digital marketing strategy because it offers businesses a direct and personalized way to connect with their audience. According to recent studies, email campaigns continue to yield impressive results, with an average conversion rate of about 4%. One of the key factors contributing to the effectiveness of email marketing is the ability to deliver targeted and personalized content to subscribers. By grouping audiences within email campaigns based on factors such as demographics, past interactions, purchase history, and preferences, businesses can tailor their email marketing to meet the specific needs and interests of different segments of their audience.
Paid Advertising
With an average conversion rate of 3.75%, paid advertising plays a pivotal role in digital marketing strategies, offering businesses the opportunity to build brand awareness and reach their target audience immediately. From pay-per-click (PPC) ads on search engines to display ads across websites and social media platforms, paid advertising channels provide unparalleled visibility and the potential to drive high-quality traffic to businesses' websites. The theory is people who click on sponsored content are ready to the cut to the chase and spend money.
One of the key advantages of paid advertising is its ability to deliver immediate visibility and traffic to businesses. According to recent statistics, paid search ads have been found to increase brand awareness by as much as 80%. Additionally, paid advertising campaigns on social media platforms have been shown to generate 25% more conversions compared to organic social media efforts. These figures underscore the significant impact that paid advertising can have on brand visibility and customer acquisition.
Social Media Marketing
Social media platforms have revolutionized the way businesses interact with their audiences, providing valuable channels for building brand awareness, fostering engagement, and driving traffic to websites. According to recent studies, 54% of social media users use these platforms to research products and services, while 71% of consumers who have had a positive experience with a brand on social media are likely to recommend it to others. Additionally, 67% of consumers say they are more likely to buy from a brand they follow on social media.
While these statistics underscore the importance of social media in shaping consumer perceptions and purchase decisions, attributing conversions solely to social media efforts can be challenging. This is because social media interactions often serve as touchpoints along the customer journey rather than direct drivers of conversions. For example, a user may discover a product or service on social media, conduct further research through other channels, and ultimately make a purchase on the company's website. Regardless of the challenges of measuring the conversion rate of social media marketing strategies, it is clear these strategies play a crucial role in establishing brand awareness and building connections with a company’s target consumer.
Local Search Optimization
For businesses seeking to attract local customers, optimizing for local search is paramount in today's digital landscape. Local search strategies focus on ensuring that businesses appear prominently in search engine results when users are seeking products or services within their geographic vicinity. This is particularly crucial for businesses with physical locations or those serving a specific geographical region. Research indicates that businesses with complete and accurate Google listings are twice as likely to be considered reputable by consumers. Furthermore, businesses that verify their GMB listings are 70% more likely to attract location visits from users searching for relevant services or products. By providing essential information such as business hours, contact details, and customer reviews, GMB listings enhance visibility and credibility, ultimately driving conversions.
At Pen-Worthy Projects, we specialize in helping businesses like yours navigate the complex world of digital marketing and identify the strategies that will deliver the best results. Whether you're looking to increase website traffic, generate leads, or boost sales, we'll work closely with you to develop a customized marketing plan tailored to your unique needs and objectives.
Ready to take your digital marketing efforts to the next level? Schedule a call to discuss which strategies will create the most effective conversions for your business. Let's chart a course for success together!
Related Articles
