Tips to Measure Digital Marketing ROI

Digital marketing is designed to attract visitors to your B2B website through customer-centric content that’s SEO optimized. This inbound marketing approach not only helps prospects find you, it also gives you the opportunity to measure the effectiveness of your efforts. As this article notes, only two things ultimately account for positive ROI: bringing more visitors to your site and converting those visitors into customers. With an inbound marketing strategy, you can have data at your fingertips that demonstrates digital marketing ROI, as visitors move along the buyers’ journey. Tracing the path from marketing through sales helps you to accurately identify the course prospects take to becoming customers.
Properly optimized website pages, blog articles, social media and other content drive qualified leads to your site in a measurable way. Once you start collecting and analyzing this data, you can provide even more personalized, relevant and helpful content to improve your digital marketing ROI. By looking at the analytics, you can identify your buyers’ needs and understand what content pulls leads through the sales funnel.
When evaluating social media data, make sure that all shares, likes and visitors contribute to your sales efforts. That means sending social media visitors to landing pages on your website where you can collect data and encourage them to move further along the sales journey.
Marketing automation platforms help you to measure your digital marketing effectiveness. They allow you to view each asset in your inbound marketing campaign and report on its progress across all channels. You can also trace marketing channels and content offers to the revenue generated for your company.
According to HubSpot, the following are important elements in driving visitors to your website and creating measurable visitor actions that are useful when analyzing your digital marketing ROI:

• Keywords – Find the best words and phrases your prospects use when they are searching for solutions to their problems and challenges that your products/services can address.
• Page Performance – Select key SEO areas for optimizing your pages and generating quality inbound links. Then you can see detailed SEO metrics on page views, ranked keywords, inbound links, clicks and social media.
• Social Media Monitoring – Create monitoring streams of targeted contacts, and view your history of interactions.
• Calls to Action – A/B test CTAs and track results to analyze clicks and conversions.
• Landing Pages – Capture inbound leads through your website with landing pages, and use automated analytics to see which pieces of content bring in the most viewers, where your landing page traffic is coming from and which sources convert into leads.
• Forms – Build optimized forms with custom fields for collecting data on your leads.

From the first touch point to the final sale, you can gather data to measure digital marketing ROI. With the right marketing automation tools geared to your specific targets and sales goals, you can know which keywords drive the best traffic to your website, which social channels engage with your buyers and how visitors become leads and leads turn into customers.
How are you measuring digital marketing ROI? Share with us in the comments below.
All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all marketing tactics, the marketing programs become more effective and cost efficient. As a B2B agency, we developed B2B 360 Integrated Digital Marketing to meet this improved performance need. To learn more about B2B 360 and how it will benefit your business, download our free eBook: B2B Top-Tier Tech Marketing.

Source: https://www.schubertb2b.com/2016/03/tips-to-measure-digital-marketing-roi/​