Debunking the Myth about Digital Marketing Optimisation
(This is a continuation from our previous blogs. To keep you up to speed, the skinny stickman is Mark, a gym owner who is looking to start on online marketing. So far, he has created a marketing plan, a landing page and set up some online advertisements. Read on to see what’s next!)
After a few days of running his online ads, Mark started to see a consistent flow of leads – people are filling in the form on his landing page.
(Needless to say, he is super excited.)
(Sorry Mark, guess you can’t quite pang gang yet.)
Sensing that Mark was about to make another mistake, Jackie swooped in to correct him.
Optimisation is quite like the seasoning you use in cooking. You can serve your dish without seasoning, but it certainly wouldn’t taste as good!
(Featuring Jackie’s favourite chilli crab)
In fact, many businesses fail in their digital marketing efforts because they failed to optimise their campaign.
Determined to not let his efforts go to waste, Mark started to look at optimisation.
Mark thought that optimisation meant that he had to look at his dashboard and performance metrics. So that was what he did. He studied about the different metrics, their meaning and implications.
But Mark has no prior marketing knowledge, and there was so much data to analyse…
… so he kinda just fried his brain.
(psst… Hey, reader! Jackie told me to tell you that if you are like Mark and can’t make sense of these platforms and metrics, you can leave that to us!)
It was at this moment that Jackie told him, this is not what optimisation is about.
Actually, many people are like Mark. They think that optimisation is all about tweaking and refining their Adwords or Facebook targeting. In fact, that only the last 20% effort.
(After all, your marketing message and buyer persona are what makes or breaks your campaign.)
Here is optimisation in 3 simple steps.
#1 Revisit your plan
Mark took out his one-page marketing plan and reviewed his buyer persona.
(Mark’s old buyer persona)
Basically, he was targeting a very wide group of people – just working adults in general. His marketing message is as a result, not very targeted.
Even though he was generating leads, it falls short of his intended targets. Now he has to diagnose the reason for not hitting his targets.
So he studied his leads in detail and realised that most of his leads were young male working adults.
His problem was that his buyer persona was not well-defined, leading to poor targeting and fewer leads. Now that has made the diagnosis, he can treat the problem.
#2 Come up with your next marketing idea
Mark decided to narrow down his buyer persona to young working adults, specifically males.
(Mark’s new buyer persona)
To better target his new target audience, he decided to change his marketing message.
He will sell his gym as one that is “open 24/7” so that these busy young adults can gym even at the wee hours (or whenever they are free).
For his next marketing campaign, he will construct his landing page and online ads around this new marketing message. With such better targeting, he would definitely see an improvement in his leads.
#3 Analyse data
At your dashboard, you will see many different metrics that help you to analyse your marketing performance. In summary, you need to be able to answer these questions in your analysis.
Is your landing page getting enough visitors?
Reason being, you need minimum 1000 visitors for your data to be statistically significant. Otherwise, you can’t really conclude anything.
Where are these visitors coming from?
Facebook, Google Search, mobile or desktop?
Which traffic source is giving you more conversions?
Once you gain that insight, you can reallocate your budget to focus more on the effective channels.
There are many other smaller metrics such as clicks to visits ratio, bounce rate and so on. But I’ll spare you the torture of having to read such technical details. That is not the purpose of this blog.
It seeks to debunk the myth that optimisation is all about monitoring metrics when it is only 20% of the process. While it an important step, merely looking at metrics would not make a huge difference if your marketing message is wrong.
That is why 80% of optimisation efforts should go into reviewing the marketing plan and improving the pitch.
And this marks the end of Mark’s online marketing journey. If you’d notice, he followed a 4-step process to complete the journey.
Recap Mark’s journey here:
#1 One-Page Marketing Plan for SMEs: stop wasting time and start making money
#2 5 Tips to Capture More Leads With Your Landing Page
#3 2 Tested and Proven Online Advertising Channels for SMEs
#4 (current) Debunking the Myth about Digital Marketing Optimisation
In fact, we can condense the 4 steps into a simple Get More Leads magic formula.
Plan + sales page + online ads + optimisation = BOOM! Consistent flow of leads
Pretty simple huh?
But if you still have questions, leave a comment or your contact details, and we’ll help you.