Don’t Neglect Strategy In Favor Of Aesthetics In Your Internet Marketing Program
Everyone wants a website that wows. We want it to look awesome and impress visitors, but a website needs to do more than just look good. It needs to do its job of converting customers and growing your business!
It’s one of the most common internet marketing mistakes that we see. The client is so focused on colors and graphics and logos that they kind of forget to factor in function. The end result is a site that looks great but doesn’t do much beyond that.
How can this kind of situation be avoided? By giving strategy the highest priority in your marketing program.
Yep. That oh, so technical, dry word “data” has wiggled its way into what used to be the flashy and glamorous world of internet marketing. As consumers have become more web-savvy and demand the ability to do business online, data-driven decision-making has wormed its way into the world of internet marketing.
What does data look like in the world of websites? Analytics. Conversion rates. Bounce rates. Budgets. ROI. Just like any other business function, internet and content marketing teams have budgets they must work within, have deliverables they must meet, and have conversion goals to achieve. They must learn to maximize their ROI with the resources they are given.
That will not happen unless you take a look at where your internet marketing efforts are succeeding and why and where they are failing and…then developing a strategy around that data.
If you’re rolling your eyes and internally groaning, we hear you, we promise we really do! Marketers are by nature creative people. We don’t care so much about data and numbers. We trust our gut and capitalize on trends. We make things look and sound amazing. But, business thrives on data and as more business moves online and data becomes easier to acquire, the marketing department is being held to a new standard.
Marketing Data Provides Useful Information
The demand for marketing data isn’t all bad. The information does provide some very useful insights and direction:
- It lends credibility to marketing efforts.
- It is a concrete way for marketers to demonstrate the value of their work and how it affects the bottom line.
- It allows for better alignment of business goals and objectives with marketing campaigns.
- It provides clear information about where your efforts and dollars reap the most benefits.
- It provides strategic direction for sales departments and often provides the sales team with leads.
Using Data To Drive Internet Marketing Campaigns
Now, using data to drive marketing campaigns doesn’t sound so bad, does it? Chances are you already have some data you can pull to start developing a better internet marketing strategy. Look at your website conversion rates and bounce rates. Look at your email sign-ups. Look at inquiries. Look at your sales numbers! Use this information to figure out what is working and what isn’t, then start strategizing!
For a deeper look at bringing data into your marketing efforts, we recommend this post. If you’re still at a loss as to how to get started, content marketing firms are a wonderful resource that can help you take stock of where you’re at and provide direction to get you where you want to go.