Obviously, there’s no perfect formula for online marketing campaigns. However, there is methodology based on analytics behind the madness of the process. Careful use of analytics in the planning and execution of the marketing process will increase campaign productivity. This determines who wins the marketing prizes. Therefore, it is wise to address the following 5 questions at every step of the planning, execution and marketing review processes:
- Is Internet Content (Text, Images & Video) Delivering Results?
- Will Your Top Search Result Grow In The Future?
- Is Social Media a Time Sponge Not Giving Results?
- Are Paid Search Results Part of The Answer For More Results?
- Are Inquiries Converting to Results?
Problem 1: Is Your Internet Content Delivering Results?
The video to the right (or above on mobile) highlights key content of the presentation, Inspect What You Expect…The Secrets To Analytics Success, conducted at The Certified Aesthetic Consultant Fast Track Certification Program in July, 2018.
It contains important information to help cosmetic providers and their managers use Internet analytics effectively. It covers methods to manage more effectively Internet and social media marketing as well as inspecting the performance of your promotional efforts.
Because this presentation is an overview, some tools are not discussed. So, take advantage of the supporting checklists, recommendations and video content referenced in this presentation for a comprehensive way to use your analytics.
- Commit your practice to analytic based, Internet and social media marketing.
- Set up tracking systems to inspect the marketing programs you expect to produce results.
- Train ALL marketing staff and provide them with systems and tools to track all marketing.
- Order the key four “Google Analytic Vital Sign” reports, mentioned in the presentation from your internet provider.
- Gain access to the analytic control panels of your website and social media portals.
- Review the content of your website routinely and update its content, text, images and videos.
- Make your engagement with Google My Business Page your number 1 analytic assignment.
- If you require help, contact PUMC for a complimentary 15 minute consultation if you reference this blog.
Problem 2: Will Your Top Search Result Grow In The Future?
Today’s environment requires a mindset change to build Internet traffic. It is possible to have top search positions without increased traffic! Conversely, you can have traffic increase without having top organic search positions. Using analytics to identify and manage Internet sources is vital to increased traffic. Some of the important sources that can build and direct traffic are your practice promotion of email marketing and media advertising. Also, traffic can result from referring sites that are linked to the practice site. Consider the following five steps for traffic increase:
Problem 3: Is Social Media a Time Sponge Or Worth the Results?
Is Social Media a Time Sponge?
The social media time sponge can be overwhelming for you or your staff. Time is a precious commodity for most of our clients. Typically, the person responsible for social media and online reviews also has another full-time job within the practice. Thus, social media may fall toward the bottom of the to-do list.
Check out these effective ways to boost your social media results.
Problem 4: Are Paid Search Results Part of The Answer?
Secrets to Google Ads and PPC
Implementing an Google Ads campaign is not easily done by unskilled persons. In most cases, it should be handled by a Google Certified person or a Google Partner to get the best result at the least cost.
In addition, the person performing pay-for-click advertising should be a team member of the same organization performing your organic (SEO) and social media marketing.
The video to the right (or above on mobile) provides more information. If you are planning to conduct an advertising campaign, please use the following checklists:
- If you plan to perform pay-per-click marketing, ensure that the individual handling your marketing is Google Certified.
- The individual performing your Google Ads marketing should be a member of the team that conducts your organic and social media marketing. This prevents cannibalization of your existing Internet results.
- Before starting your Google Ads marketing program, carefully examine the existing competitors’ marketing efforts. You can learn a lot to prevent you from making mistakes!
- The critical step in entering the Google Ads or pay-per-click arena is to have a budget designed to allow for at least a 90 day run. Please watch the video above to get an idea of your budget needs.
- Plan to present your features and benefits of the services you will be promoting with market precision. Price is important in Google Ads marketing, but it is not the total solution to your success. There are other considerations in the shopping consumer’s mind. Ask us about this if you have questions specific to your practice.
- Google can order you to stop your Google Ads campaign if all of your website’s copy is not in total compliance with the Google Ads standards that are stricter than Google general Internet standards. This has frequently happened.
- If you require help, contact PUMC for a complimentary 15 minute consultation by referencing this blog.
Problem 5: Are Inquiries Converting to Results?
Are Inquiries Converting to Results?
It is a given that Internet and social media content is designed to capture analytic data from Internet devices. The content programming is designed based on analytics. The most important job of converting leads from external sources is helped significantly by analytic data that provides insight into the sources of the leads. Creating Internet and social media marketing programs that create and convert responses into actions from emails and phone responses is not the end game. The following are your action steps to convert emails and phone inquiries to results:
- Ensure that all promotion programs have built-in tracking mechanisms like unique phone numbers, branded descriptions (when possible) and names for inquiries to ask for.
- Use a phone recording system that captures phone ID, caller name, GEO location when available and the telephone conversations.
- Monitor your phone calls and emailed transactions in real-time to make corrections and improvements as your campaigns are being executed.
- Ensure your online contact form on your website provides the option for an inquire to specify how they heard about you and what their specific interests are in your services.
- If you require help, contact PUMC for a complimentary 15 minute consultation by referencing this blog.