Marketing optimization process begins with the gathering of data. When you have great data, you can use it to make great business decisions. If you are gathering enough of the right data, your marketing decisions should become obvious.
Each phase of the Digital Marketing Lifecycle creates its own types of data, and smart marketers employ technology to gather this data so that it can be used during to make smart revisions to their marketing action plan.
Phase 1 of the DML is about advertising campaigns and the website traffic they generate. As an expert marketer, you want to track your process from the beginning. Typically, this includes investments in organic and paid advertising, and the other investments you make to drive traffic to your website.
Most of the time the data should make the marketing process decisions you make in the next phases totally obvious.
You will see campaigns that cost too much and generate too few leads, and you will see campaigns that generate leads that are almost never qualified.
These are the ‘low-hanging-fruit’ and should dictate immediate changes to the way that you market your business.
Once you have the conspicuous marketing deficiencies handled, it’s time to look more closely at less obvious details. This is what separates great marketers, that have great success, from those that struggle to grow their business.
You need a great tool to help you see these details, and once you have a great tool in place you will be able to connect adverting dollars to website traffic, to revenue…
Every piece of data that you generate should be connected to every other piece of data to clearly present those items that need improvement.
Remember that when you are analyzing your data you need to look at how the data effects your desired business outcome.
If this is profit, look back at each of the 3 phases of the DML and see which of them can be optimized to increase revenue and decrease costs. This can be ascertained when you have revenue to associate with each marketing activity.
Refining your marketing process should result in streamlined goals, communications, and responsibilities.
The data that you have gathered and subsequently analyzed should elucidate where your marketing challenges are, what changes should made, and where you are achieving the most success.
The most important changes that any Internet marketing manager can make are changes to:
With a well-planned marketing process and a little creative thinking, you can create yourself a lead nurturing plan that can be completely automated.
You want to employ software that can identify when a prospect should receive a communication, and what the content of that communication should be. These should be targeted specifically at each prospect.
This goes beyond just getting the right lead to the right salesperson, you want to increase the close rate of every person on your team. You can improve sales force productivity and efficiency by automating tasks to save time, reduce neglect, and increase brand awareness.
A properly constructed sales force automation process will increase revenue, increase team morale, and increase customer satisfaction.