Measuring Success, One KPI at a Time

New marketing platforms and new experts are continually emerging. In this dynamic environment, it’s easy to lose sight of what works. So how do you convert marketing into leads and then into clients? Simple. You transform one-size-fits-all content into an integrated marketing campaign. 

Begin with the End
An integrated campaign should be the epitome of a perpetual motion machine. Consisting of multiple components, successful campaigns are an ever-evolving effort built on a robust iteration process.
 
It begins with a goal: more qualified leads. But that’s not enough. You have to define “how many leads count as more?” No matter how optimistic the number, unless the goal is clearly defined with a number, you’ll never be able to prove the campaign’s success. Being vague leads only to ineffective results.
 
Step by Step
Once the goal’s target number is set, the next step is to develop a strategy to reach the goal. Your strategy should be based on the answers to these questions:
  • Who is your audience?
  • Where is your audience looking for information and solutions?
  • What are their pain points?
  • How can you demonstrate the superiority of your product/solution to their needs?
  • What extra value do you bring to the table?
 
Effective marketing campaigns help consumers find solutions to problems. To find more qualified leads, you need to provide the right content at just the right moment to your target audience in the format they want it. Digital consumers are smart; they engage in personal research and ask peers for recommendations in order to find useful, trustworthy and reliable information. Experts agree nearly 76% of consumers reach a purchasing decision before they visit your website. To convert these researchers into leads, your content needs to be in place when they search for it. EnVeritas Group (EVG) thinks of this as on-demand content.
 
Traditional advertising and outbound sales are less effective than social selling and inbound marketing. Meeting the audience where they gather and providing on-demand content as they search for it gives brands the ability to join the conversation instead of being left out of it.
Study after study reflects the power of reaching a global audience in this way, whether you’re interacting with them on WeChat or posting on Facebook. 
 
Every Piece is Linked
Beyond ensuring you have customised content for potential consumers at each stage of their decision journey, smart marketers recognise the power of pay-per-click (PPC) keyword campaigns as well as optimising content for organic search. 
 
It has long been understood that getting the right content in front of the right audience at the right time is critical. But EVG believes it’s just as important to get the right content onto the right platform for the right audience. Content needs to be custom tailored for each step of the decision journey. Savvy strategists understand what an audience needs at the start of their search, after they learn about their options and the final factors affecting their decision; effective content is customised to address each stage.
 
One of our APAC hotel clients did just this by measuring conversion rates (hotel bookings) for the region’s hotels by language on a weekly basis for six months before deciding which pages would receive additional resources with professionally written and optimised content. This foundational step was a key part of their overall plan, a plan based on a global strategy involving hotel websites, supplemental pages and blog articles. Carefully calibrated city and country landing pages received fresh, SEO friendly content to drive traffic and bookings on the individual hotel websites.
 
Another example comes from one of our healthcare clients. They wanted to drive more traffic to a landing page about a proprietary surgical procedure for prostate cancer. EVG designed carousel ads for a micro-targeted campaign on Facebook. The ads targeted men in a designated city and surrounding area, aged 40 and older and with certain interests and behaviours.
 
In the first month of the campaign, the ad reached 40,684 Facebook users. The ad’s click-through-rate (CTR) was 2.99%, compared to a healthcare industry average CTR of 0.83%. This meant that 1,798 readers had clicked on the ad to visit the client’s website. This campaign’s key success metrics were ad reach, click-through-rate and age of users clicking on the ad. The next step was to improve content on the landing page to increase the amount of time spent on the page, lower the bounce rate and boost the number of pages visited during a session. This iterative approach was based on analysis of the first month’s user interactions with the website.
 
A Never-ending Process
Once a campaign is set in motion, careful monitoring of the specified metrics provides valuable information on what’s working and what can be improved. It also gives you hard data on ROI, a must for those concerned with the bottom line.
 
Rewriting a website can be costly, but if your content (or website) isn’t showing up in organic search results, how can you expect your audience to find it? Reviewing your website analytics on a monthly basis is imperative in order to see trends and temporary spikes or drops and to understand how real people use the site.
 
Social media is a must, and many brands have found entirely new audiences through innovative and fresh approaches to building a community on a social platform. Sharing visual content on Instagram, videos on YouTube and 140-character tweets on Twitter is great, but who’s watching, listening and retweeting? Is your effort being rewarded? Analytics provide concrete evidence to both fine-tune a campaign and report ROI.
 
Change for the Good
Content marketing is no longer a matter of simply pushing out ads. Successful marketing draws qualified leads and helps you find the right audience searching for your assistance to solve a problem. The advantage of an integrated marketing strategy is how quickly agile teams can respond, adapt and improve in a never-ending process to reach their goals and set new ones.
 

 

ABOUT THE AUTHOR:

 
The CEO and founder of EnVeritas Group, Brice Bay is an entrepreneur whose passion for travel, business and smart content lies at the heart of EnVeritas Group. His driven vision of trust and truth as the bedrock of successful content marketing has led EVG to become an industry leader for high-end multilingual content, inspiring long-term partnerships with large global brands. Brice has a knack for card tricks, is a master of smoking food and loves nothing more than a mountain ride on his motorbike. On his travels he has clocked up more than 50 countries, and has only two continents, Antarctica and South America, yet to discover.
 

ABOUT THE COMPANY:

 
EVG is a little global giant with headquarters in the US, the UK and Singapore. Our strategists, content experts and linguists work in more than 70 countries and 350 cities, covering 35 languages.
 
We create content by locals for locals, and we offer large-scale, multilingual content solutions at a speed that sets us apart.
 
Come to us for customised, on-brand digital content to help you grow your business. Visit www.enveritasgroup.com to find out more.
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