Proof of performance is a big part of demonstrating the value of your investment whether you are gunning for that top spot in a Google search or simply looking to streamline digital marketing efforts to save time and maximize your marketing ROI. You need to understand the importance of different marketing tactics to show that marketing ROI goes a long way towards strengthening your relationship with your customers and proof of performance, when done right, builds trust in your sales and marketing team to help you reach your goals.
Let’s Start the Conversation
You probably have general questions about how your marketing staff can help you develop a better return on investment. questions such as:
- “Do I need to hire someone to tackle my SEO?”
- “Should I try doing google ads?”
- “Do I really need a blog?”
If you are asking these kinds of questions then you recognize that digital marketing is an important part of doing business in your local community but you may be confused about how to start. As a local business owner, you must understand that digital marketing is not just about advertising. If you have bad reviews, customers will find you through your digital ads and, by having a bad rating score, you’re essentially paying them to to be redirected to your competition. This is usually the lightbulb moment where you say, “OK, now I get why listings matter or, why reviews matter, I get why SEO matters, and I understand how digital advertising can complement all of that.’”
Drilling Down on the Numbers
You also need to understand that organic traction doesn’t happen overnight. It may take weeks or months before you see results so it’s important to set proper proof of performance expectations. The instant gratification of paid ad traffic can be luring, but experts should make the case to also lean on organic avenues. Once those efforts have time to mature you’ll start to see the growth in traffic and sales. “It’s a long concerted effort on many fronts to get a business showing up on the first page of Google,” says our own Josh Baker, a well known authority. “Agencies will typically be able to demonstrate some progress within a few months’ time, but to really capture those top spots, it can take years — depending on the taxonomy of the business and how crowded the space is.”
It’s important to note that many local businesses face seasonality waves too, whether it’s a retail store seeing a bump during the holiday shopping season, or a service-based business where calls might peter out during those times when people are busier. “Looking at SEO performance as an example, it’s evergreen. You do a little bit of work at the beginning and it continues to benefit you years down the road, versus the results of digital advertising. The moment you stop paying for it, it dries up and stops,” Baker says. To explore more about the benefits of a strong SEO strategy visit this article where you’ll learn the four key areas of SEO that site owners need to consider:
- Technical SEO: How well your content can be crawled and indexed.
- Content: Having the most relevant and best answers to a prospect’s question.
- On-site SEO: The optimization of your content and HTML.
- Off-site SEO: Building authority to ensure Google stacks the deck in your favor.
Of course, these four areas have some complexity and overlap, but understanding your strengths and weaknesses in relation to them is key to focusing your efforts. You may want to consider working with marketing experts like WebsiteRenewal who can work with clients in a simple four-step workflow that considers:
- How are you doing? Analyze how the business’s online marketing is currently performing
- Here’s what you should do about it. Identify the tactics a business could try and strategically select those you think will have the biggest impact on a primary goal
- We can help you! Find the right digital solutions to help fulfill those business needs
- Repeat! Here’s how you’re doing now! Circle back to data to see how things are progressing – what’s working? What new strategies should we pivot to?
Key Performance Indicators
In order to determine which Key Performance Indicators (KPIs) are key for your business, it’s important to understand what your primary goals are. Depending on the stage your business is in, whether you’re a startup or a long-standing business, there are typically two different goals that can be achieved by bringing an agency like ours on board to support your digital marketing efforts. These include:
- To drum up more business, grow and attract new customers
- To maintain a current revenue level while decreasing overhead
You may not be forthcoming with your business’ financial data, like revenue or even the number of customers coming in the door but you will want to focus on leads, click tracking, and identifying where local opportunities come from so we recommend using tools like Google Analytics and our unique Executive Report, to call out certain ad campaigns and efforts on social media or high performing blog posts which may show evidence of conversion through the sales funnel.
Get Your Own Dashboard To Manage Your Online Strategy
The WebsiteRenewal Business App has evolved into an operating system for online marketing. Here is a sample report showing the detail you can use to guide your strategy.
We are confident that you will have a Big Wow moment when we generate the executive report connected to your website along with your Google Analytics account. When a campaign is linked for future planning, you can then generate a single report and see how your online campaigns are contributing to your success…all orchestrated by our help and all in one place!