Why Do I Need Digital
Marketing for My Business?

From millennials to baby boomers, your audience is online and digital marketing reaches them where they're like to engage. While these customer connections should always be respected, it provides an ideal opportunity to increase revenue. Companies of all sizes can use digital marketing to create a strategy that meets their unique needs.


These aren't just ideas to look good online. These are strategic tips you can act on now to begin building your company online.

These digital marketing strategies include optimizing your website, creating content your audience will enjoy, then disseminating it on social media to reach new potential customers.

This guide will give you the foundation you need to differentiate yourself online, including these best practices:

  • Optimizing your website
  • Creating a digital content strategy
  • Promoting your brand on social media
  • Converting website visitors into leads
  • Using paid advertising effectively
  • Nurturing leads into customers
  • Improving your marketing through strategical analysis

Your Website as a Resource

Your website is your owned space online. No one can take it from you. And it's up to you to make it great.

Chapter 1: Your Website as a Resource

Optimizing Your Corner of the Internet

How Can You Achieve These Marketing Goals?

Your website is your owned space online. No one can take it from you, and it's up to you to make it great. This corner of the internet is also where you can share your company's story and offer engaging content to draw potential customers in.

If you have a website already, great! But without optimization it will offer lackluster results.

Optimizing your website for SEO will help increase discoverability, improve lead generation, and convert those leads into sales.

What's SEO and Why Should I Care?

SEO, or Search Engine Optimization, is a set of guidelines and actions you can take to
help improve your search result ranking on search engines like Google, Bing, and Yahoo. There are two types of SEO: on-page and off-page.

On-page SEO, while it can become much more complicated than this, is accomplished by strategically implementing specific keywords on your website. This includes headers, meta descriptions, page titles, and within the body of text itself.

Off-page SEO improves your website's authority, which impacts how you appear in search rankings. Websites with good authority will appear higher than those with poor authority. One of the best ways to improve your website's authority is by increasing backlinks from relevant, high-quality websites. These backlinks could involve linking to your blog post in an article or mentioning your product in a Top 10 list.

The Ever-Changing World of SEO

SEO, has drastically changed since its inception, particularly in the last few years. This is due, in part, to increasingly intelligent search algorithms. Before these improvements, websites could easily add illegitimate backlinks and stuff their websites with their top keywords.

Now, it's easier to write for customers while still ranking for your chosen keywords.

It's still not a quick fix, but by optimizing for searchers and not searches you can begin to improve your website's search authority.


How to Get Started with SEO: 5 Ways to Optimize Your Website

These are our top five bps for companies who are ready to optimize their website for SEO.

1. Page Title

Your website's page titles are the text at the top of your browser window or in search results. These can be edited in your website's back end. They will appear between the <title> tags in the page's code, but platforms like WordPress make it easy to change your website's title without touching the code itself.

Here's how to write a great web page title:

  • Ensure every title aligns with the page's content.
  • Include relevant keywords. This should easily happen if following the first point.
  • Add keywords as close to the beginning of the title as possible.
  • Keep titles between 60 and 75 characters to prevent search engines from cutting it off.
  • If possible, include your company name at the end of the title.
  • Make every page's title unique.

2. Meta Descriptions

Meta descriptions are the short summaries the appear in search results. It's important to note that while these don't impact your ranking, meta descriptions do improve click-through rates.

The goal for every meta description is to keep it concise and compelling to make visitors want to click. Share enough information so users know what they're clicking while retaining key information for the page itself.

3. Headings

Headings are more than a may to organize a blog post. Search engines look at the <h1> through <h6> tags before the body of the piece in the <p>, or paragraph, tag, so including keywords in heading can help improve search results.

Search engines apply more weight to <h1> than <h2> or <h3>, so it's important to organize your content appropriately. Use only one <h1> per page, but multiple <h2> or <h3> if it's a blog post. This helps visually break up the text so readers can find what they're looking for.

4. Images

The internet is a visual space, so adding high-quality images can help enhance the user's experience on your website. Before adding any photos, though, make sure to cover these points.

Watch Image Size

Note that we didn't say high-quality large images. Large photos with high-resolutions are going to have a larger file size, which will take longer to load. The longer the load time, the more the algorithm will negatively impact your website.

Customize the Image's Alt Text

An image's alt text is the text displayed if an image can't load. By customizing each image's alt text, you can help users understand what message you were trying to convey. This also helps search engines determine how relevant your page is to your image, which can help increase the amount of relevant traffic you receive.

5. URL Structure

Your website's URL is the web address, and this plays an essential role in how your website ranks on a search engine. By properly shaping your URL structure you can avoid confusion among visitors and help improve your ranking.

Describe Your Page's Content

In a way, URLs are an opportunity to describe your page's content. A properly structured URL offers visitors and search engines insight into what the page is. This helps assure visitors they're on the right page, as well as clearly stating what searchers will find.

Here's what you need to know about structuring your URL well:

Separate Keywords with Hyphens

Internal page URLs, or those with an extension after the .com or .org, benefit from hyphens between each keyword. An optimized URL structure for a local dry cleaner's services page would be: /city-dry-cleaner-services.


Increasing Traffic by Creating Content

Your optimized website needs content! This mix of blog posts, articles, images, and page copy share your story wip potential customers, so it's an essential piece of your digital marketing strategy.

Chapter 2: Increasing Traffic by Creating Content

Sharing Your Story with the World

Your optimized website needs content! This mix of blog posts, articles, images, and page copy share your story with potential customers, so it’s an essential piece of your digital marketing strategy. Focusing on valuable and high-quality content that your specific audience is searching for will help increase exposure and reach those who are most likely to convert.

This is also how you can improve off-page SEO. Creating and distributing, whether through social media or other blogs, can give your search rankings a boost.

Blogging for Your Business

Websites are living creations that need to be regularly updated in order to thrive, and posting blogs is one way to do it. Search engines also reward websites that are regularly updated, making this a win/win situation. Your rankings improve, and your audience is continually provided with relevant information.

How Often Should I Publish a Blog?

The best blogging cadence is one you can maintain. Many successful company blogs publish two to four blogs a month, but it’s important to remember that every blog needs to be high-quality. If you can only write two high-quality posts a month, then write two blogs. If you can write more, then write more.

The goal isn’t to out-write a competitor. Instead, focus on providing great content your audience is interested in at a cadence that works for you.

What Do I Write About?

It’s important to write blog posts that aren’t highly promotional. The goal of a blog isn’t to sell a product, it’s to provide information your audience finds valuable. (And are likely to search for.) A dry cleaner’s blog would provide information about stain removal, the best fabrics for dry cleaning, and if at home dry cleaning kits work.

Consider questions you often receive from customers as well as industry news. Search on Facebook to see what articles are receiving attention and create your own unique take on it.

Tip: Avoid industry jargon and stick to the language your audience will easily understand.

After you’ve published ten articles, look at your analytics and see what your most popular topics were. You can find this by looking at your Google Analytics.

Always check your social media posts to see if there are additional comments or questions you could use to create a series. Base your upcoming content on this, and continue to adjust each month. Over time, you’ll have a wealth of information your users can benefit from and an increased website ranking.


How to Write a Great Blog Post

Not sure where to begin when writing a blog post? Here’s how to make it great:

  • An attention-grabbing title that entices people to click, while also sharing what the blog is about. Algorithms can detect click-bait, so be mindful of how you craft titles.
  • A well-written blog post formatted for scanning, not reading. People don’t read online, so you need to add headings, bullet points, and bolded phrases to help draw attention to the key pieces of information. Make sure to edit your work before you publish, and send to a coworker for review, if possible.
  • An image, video, or other pieces of content to increase attention. Blog posts can have more than written content. In fact, it’s encouraged! Add relevant images, photos, Slideshare presentations, or infographics to create engaging content readers will enjoy.
  • Relevant links to internal and external sources support a website’s ranking, so make sure to include two to three in each post. Internal links can keep readers on the page longer, while external links can help build backlinks.
  • A relevant call-to-action to support lead generation. Calls-to-action at the end of blog posts encourage readers to call your business, click to a contact form, or sign up for a newsletter. But including a call-to-action in blog posts, you begin to build business off your blog.

Improving Lead Generation Through Blogging

It’s important to focus on providing valuable content through your blog, but you also want it to support lead generation. Including calls-to-action (CTAs) in each post as well as on the side bar of your website can help encourage readers to sign up for an email list, register for an event, or another enticing offer.

This lead then moves into the next stage of customer acquisition: nurturing. This includes building a relationship through providing more content and offering them a deal on their first purchase.

Blogging is just one way to improve lead generation. By using different types of content you can reach everyone who is interested in your company through the content they resonate with most.


Creating Diverse Content for Lead Generation

Content is marketing’s currency, and you need to spend it-make it-in order to see results. In addition to blogs, many companies use long-form content like ebooks, white papers, and research reports to generate leads.

If your audience responds more positively to non-written content, you still have options. Webinars, how-to videos, templates, and free tools can all grow your email list so you can further nurture them through the acquisition process.

Tip: While it can be tempting to create guides based off your favorite industry topic, make sure your audience is interested. Researching trending topics can help you determine what will be the most successful content for your audience.


Improving Engagement with Social Media

Social media brings your website to your audience. Organic discovery through search engine rankings is possible, but an active social media presence will help you reach an audience that’s hungry for the content you’ve created.

Chapter 3: Improving Engagement with Social Media

Though Cute, Social Media is for More Than Puppy GIFs

Social media brings your website to your audience. Organic discovery through search engine rankings is possible, but an active social media presence will help you reach an audience that’s hungry for the content you’ve created.

While there are an array of social media platforms you can utilize, we’re going to focus on the top three most successful platforms: Facebook, Instagram, and LinkedIn.


Facebook for Business

As the most popular social network in the world, your audience is a part of Facebook’s over 1 billion monthly users. Use these tips to increase discoverability:

  • Invite your network, friends, and family to “like” your Facebook page.
  • Integrate Facebook into your website by adding “like” buttons and a link to your profile.
  • Increase your value for followers by sharing relevant content, like your blog posts. Focus on what your ideal customer wants to see.
  • Engage with followers, especially those that message you. Facebook makes it easy for fans to contact Pages through Messenger, making this an important way to build relationships.
  • Consider boosting your posts to increase reach and engagement.

Instagram for Business

Instagram is a photo-first platform, which makes this ideal for lifestyle brands and products, though services can certainly benefit as well. These tips can help you build an engaged following:

  • Convert your Instagram profile into a Business Account by linking to your Facebook page. This gives you the website, call, and email buttons to make it easier to contact you.
  • Create a habit of posting regularly. The best growth on Instagram comes from accounts that are posting regularly; three to five days a week is ideal.
  • Use Instagram Stories regularly to engage with your audience. Use stickers like the poll and question box, as well as the location tags to create content that starts conversations.
  • Use high-quality, niche hashtags with every post. It’s more likely your post is discovered through a niche hashtags with 15,000 to 50,000 posts rather than macro hashtags that have been used 1 million or more times.
  • Respond to comments and direct messages in a timely matter to support conversation.
  • Find other accounts similar to yours and engage with users in the comments section. For example, if you have a green cleaning company, engage with lifestyle blogs that are focused on environmentally-friendly products.
  • Consider boosting posts for increased reach and engagement, similar to Facebook.

LinkedIn for Business

LinkedIn has grown from a space no one quite knew how to maximize to a thriving platform many industries are turning to first for marketing. It’s an ideal place to find potential customers as well as prospective employees.

As with other platforms, the first thing you’ll want to do is ensure your company’s page is easy to find. This includes:

  • Optimize your company’s description to increase the likelihood of discovery. Focus on keywords in your niche, and add them to both the discovery and the specialties section.
  • Upload a high-resolution logo as your profile photo, and design a cover photo that reflects your company’s product or service.
  • Share your content regularly, as well as industry updates. The real benefit on LinkedIn comes from your personal LinkedIn page, but an active business profile is important for discovery.
  • Utilize LinkedIn’s publishing platform and publish long-form content for an industry audience. This is a team effort, so encourage your leadership team to write one to two articles a month to help increase your brand’s positioning on your industry.

Social Listening for Increased Growth

Social listening involves tuning into the conversations happening on social media that involve your company and industry. This can help catch PR concerns before they grow, as well as monitor trending topics.

There are a number of paid and free tools available for social listening:

  • Set up Google Alerts for your company. This includes company name, industry terms, names of leadership, and even misspellings. These alerts are then sent to your inbox at your preferred frequency, whether as they occur or each day.
  • Social media management tools can also improve your social listening, though they can become expensive depending on your needs. These platforms offer a live feed of saved hashtags, so you’re always up to date.

Creating Landing Pages that Convert

Now that you’re increasing traffic to your website through content and social media, it’s time to create a way to turn it into leads. By focusing on conversions, you can move your clients through the marketing funnel.

Chapter 4: Creating Landing Pages that Convert

Turning Traffic into Leads

This means that right now, they’re attracted to your brand. But before you close the deal, you need to convert them into leads and deliver additional content that convinces them you’re the company to choose.

Step 1: Creating a Gated Content Offer

In order to nurture your leads, you need a way to contact them. Email addresses are ideal because you have direct access. No need for a third party like Facebook! A gated content offer requires a lead enter their email address in order to download content they’re interested in, then their email is added to your email database as a prospective client.

Before this, though, you need to create the right content. And this requires knowing who you want to attract.

Using Buyer Personas to Improve Lead Generation

A buyer persona is your ideal customer, broken down into demographics and characteristics. This includes everything from their income, location, and if they’re married with kids to how they feel about the problem you’re solving. Making this persona as real as possible will help you envision the right audience for your content offer.

Key points to include in your persona include:

  • Name
  • Photo (from a stock photo website)
  • Job title
  • Relationship status
  • Children, if applicable
  • Income
  • A quote about the problem you’re solving

Depending on your product or service, you’ll want to add certain characteristics:

  • Whether they rent or own a home
  • Type of car they drive
  • Their stance on social issues
  • Hobbies

All of these points are based on actual customer data, giving you an authoritative look at who you should be targeting. These content offers, then, should resonate with this persona. A mom looking for a eco-friendly cleaning solution will likely choose products she can buy in a store she already visits, whereas an unmarried man with a busy career would likely choose a cleaning company that uses eco-friendly products.

As an eco-friendly cleaning product company, you would create a guide with DIY cleaning tips or how to engage your kids while completing their chores.

Creating Product-Focused Offers

Product-focused content is another way to capture email addresses. This type of offer could include a free trial or personalized demo with a rep. This offer is ideal for SaaS companies, because product trials offer a real-life example of your platform and increases the chance they’ll keep using it once the demo is over.

Make sure to create a supporting email funnel with tips on how to make the most of their demo. This will help increase the chance they’ll fully utilize your product during the trial, as well as signing up for a paid account.

A personalized demo offers face-time with the lead where customer service is essential. Listen for feedback from the prospective customer, and make sure to follow up after the demo to continue nurturing the lead.


Step 2: Implementing a Call-to-Action

A call-to-action, or CTA, is a button or link that’s compelling to a potential customer. It’s what will drive a customer to become a lead, so it needs to be great. Once they click this CTA, they’ll be taken to a landing page where they learn more about the content offer. If interested, they’ll submit their name, email, and there qualifying information like their job title, which is sent to your sales team for a follow up.

So how can you tell if a CTA is effective? By comparing website visitors to leads. If you have 5,000 visitors to the landing page in a week but only 50 convert, the CTA and content offer weren’t compelling enough. But if you have 800 leads in the same time frame, that would be a more effective CTA.

Step 3: Designing Attention-Grabbing Landing Pages

Your landing page is part two of an effective lead generation strategy. In order for your CTA to work well, your landing page needs to grab attention and convert visitors into leads. Landing pages are typically very simple, with an image or design, concise copy, and a form.

The goal of a high-converting landing page is to reduce friction between visiting and converting, so short forms that are easy to fill out are ideal. Many companies use name and email, but in some instances qualifying questions can improve efficiency on your sales team. A real estate development looking for hot prospects could benefit from a drop down for broker or buyer, as well as if a buyer already has financing.

You will also need a thank you page, which confirms to the lead that their information was successfully submitted. If you’re using a content offer, this is where you’ll include the link to download. If you’re delivering the offer via email, provide a time frame where they can expect it to arrive.

Step 4: Test Then Improve

Using content offers can often be a steep learning curve, so be prepared to test, iterate, and redeploy. Iterating on these assets could be A/B testing the CTA or redesigning the landing page to improve user experience. By comparing campaign performance before and after changes, you can determine which creative performs the best.

Metrics to consider while measuring a campaign’s success:

  • Click-through rate (CTR)
  • Bounce rate
  • Forms submitted
  • Total traffic

This is an ongoing process with all lead generation strategies, but it isn’t constant. You’ll need to give the creative time to properly determine what is and isn’t working. Once you do, you can tweak your campaign to improve performance and turn more visitors into leads.

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Supporting a Content Strategy with Paid Advertising

Due to recent changes in how social media platforms organize users’ content, paid advertising has become a necessity for brands looking to grow online. Search engine marketing also offers a way to improve website traffic, but both can quickly become an expensive experiment if not done correctly.

Chapter 5: Supporting a Content Strategy with Paid Advertising

How to Use Social Media and Pay Per Click Advertising for Continued Growth

When to Consider Paid Advertising

Paid advertising isn’t a band-aid on a low-quality marketing strategy. To use your budget effectively, make sure you’re driving traffic to pages built to convert.

Remember that landing page you made? It’s time to use it! This strong CTA paired with the right type of ad can help increase your lead generation and improve your sales.


Paid Search Marketing

Paid search (aka PPC or Pay Per Click), refers to bidding on specific search terms that relate to your company. As a simplified explanation, when your bid wins on a keyword, your ad will appear. Google Ads offers a number of placements, namely at the top of search results.

PPC is an art as much of a science, and these are the best practices to consider when starting a campaign:

  • Perform keyword research to find the best terms related to your brand to bid on as well as an expected CPC.
  • Always use the targeting available so you’re reaching the best audience for your product. Start with your persona’s characteristics from Part 4.
  • Set up a brand name campaign so you always appear at the top of search results.
  • Improve your ad’s quality score by only linking to relevant landing pages. If the algorithm determines your landing page isn’t related, your score will decrease, CPC will increase, and it won’t be served as often as a relevant page would be.


Display Advertising

Display advertising refers to placing ads on third-party website. These banner ads are often on websites as a way to improve their revenue. Display is more expensive than other paid media placements, and are also less effective. After all, can you remember the last time you clicked on a banner ad?

Even though results aren’t as positive, some companies still choose to use it. If you want to try display advertising, these tips will help you maximize your results:

  • Create a website blacklist to prevent your ad from appearing on specific websites. This is often used to protect the brand by preventing their ads from displaying on websites with sensitive material like gambling or those with adult content.
  • Use images to tell the story, because text-only ads will get lost in the page. A great way to choose your image is to review what has worked well on social media, either paid or unpaid.
  • Test several variations in order to quickly determine what is and isn’t working. This includes your CTA, image, and overall design.


Native Social Advertising

Native social advertising offers a way to create ads that are a part of the viewing experience. This includes Facebook in-stream ads that look like a page is sharing an article, but upon closer examination, it’s a sponsored post. Creating engaging ad creative will help create “thumb-stopping” ads on Facebook, Instagram, and LinkedIn.

One of native advertising’s best features is its targeting. Facebook (and therefore Instagram) offers a chance to target geographically and demographically, as well as by characteristic. If your eco-friendly cleaning product is targeted to middle- to upper-class moms in the United States, you can create the

following audience:

  • Users in the United States
  • Ages 25-40
  • Interests include parenting, wellness, clean beauty, cleaning products, Whole Foods. (And more!)
  • Household income of 50% to 5% of US zip codes

This targeting helps you maximize your budget by only showing your ad to those most likely to complete the desired action. In this case, it would be clicks.

LinkedIn offers similar targeting, though its nature as a career-focused platform means that it won’t offer quite the same results. For enterprise companies, though, this may be exactly what you’re looking for.

Because paid social advertising varies by platform, follow these best practices to see success:



  • Use targeting to reach only your desired audience to improve your results and maximize your budget.
  • Create Custom audiences based on those who have engaged with your page for remarketing. We also recommend building Lookalike audiences to target those most like your current customers.
  • Use A/B testing to see which ad creative produces the best results. Once the test is over, put your budget behind the one that performed best. Facebook makes this easy with their A/B testing tool.
  • Trust Facebook’s automated placements, but also set aside some of your budget to test how certain placements perform compared to others. This includes newsfeed, Instagram Stories, Messenger, and Audience Network.



  • Focus on eye-catching images to catch users’ attention.
  • Create Instagram Story-specific ad creative for a more natural user experience.
  • Use Facebook Ads Manager to create campaigns only on Instagram as well as both Facebook and Instagram.
  • Ensure your ad matches your account’s aesthetic, similar to matching ad creative to a landing page.



  • Test different placements, such as in-stream, message, and side-bar.
  • Always include an image or video when developing a sponsored update campaign.
  • Take advantage of their targeting by selecting specific industries, companies, and interests so your ad reaches the right users.
  • LinkedIn Ads have typically been used for B2B companies, but there are also opportunities for B2C brands with the right audience.

Retargeting for Maximum Results

Retargeting is where digital marketing excels. By creating audiences with your leads and website traffic, you can deliver ads with a stronger CTA to those more likely to convert. Whereas a brand awareness campaign on Facebook would introduce your brand to users, a lead generation campaign with users familiar with your product can produce improved results. There are a few types of audiences you can retarget.


Website Visitors

It’s time to use your website traffic for targeted lead generation. By installing tracking pixels on your website, you can continue to engage with them even before you have their email address. These ads will help get these users back onto your site, ideally through the content offer. From there you can reach out to them directly.

Some companies use display PPC advertising with website visitors so they’re focusing their high-cost ad on users already interested in their product.


Users in Your Customer Database

Your customer database is a powerful resource for paid advertising and retargeting. These are users already interested in your product, and are ripe for a conversion or an upsell, depending on where they are in the sales cycle.

This is particularly helpful if you segment by those who have purchased in the last six months and those who haven’t purchased in over a year. Then, target these customers with segment-specific messaging.

Facebook Ads, for example, offers exceptional targeting based off of databases. Simply upload your database then Facebook securely matches your data with user information to build an audience for a retargeting campaign.

This cross-platform engagement can help increase Customer Lifetime Value and overall sales, all while efficiently using your budget.

Chapter 6

Using Automation to Turn Leads into Customers

So we’ve turned visitors into leads, but now it’s time to turn them into customers. This is done through marketing automation. This lead nurturing system is a type of email marketing that sends precisely timed emails to bring the lead through the final stages of the marketing funnel.

Chapter 6: Using Automation to Turn Leads into Customers

Email Marketing’s Time in the Spotlight

Marketing automation often looks like this:

  • Visitor opts into the content offer, becoming a lead.
  • The lead receives a welcome email. If needed, this includes the content offer.
  • At a specific later date and time the lead receives an email with more information
    relevant to the content offer.
  • A few days after the first follow up, the lead receives an email with a CTA and a coupon code or similar offer.

At this point, your sales team can use the list of active subscribers to follow up, ask final qualifying questions, and even make a sale. These leads are more qualified than those at the top of the funnel, because they are still engaging with your content. Those who aren’t interested won’t be engaging with your content.

In order to build a high-performing email marketing funnel, you’ll need to stick to remember a few essentials.


Email Marketing Best Practices

Improving lead quality through an email marketing is one piece of the funnel. Ensure your strategy is a success with these best practices.


Build a Quality List

Building your email list is always worth your resources, because it’s “owned” space, compared to social media which is “rented” space. There are a few challenges to overcome, though. With the recent GDPR launch, it’s imperative that your customers opt-in to receive emails. This means every user understands that they’re signing up to receive emails from your company.

Handing over their email is a significant step for some, so creating an alluring opt-in can be a challenge. Give these users a reason to opt-in by offering a content offer, a coupon, or the type of information they can expect to receive.

This is also a way to pre-qualify your leads. You only want people genuinely interested in your company to submit their emails, so by adding these details you can improve lead quality from the start.


Sending Emails the Right Way

Once you begin building your list, it’s time to start sending emails.

  • Only include information your subscribers will find intriguing. Remember, you want these leads to want to open your email.
  • Personalize your communication with the recipient’s name, a call back to the content offer, and a signature. Starting an email with “you recently downloaded our ebook...”acknowledges where they opted in and builds rapport.
  • Always add value! If you don’t have a valid reason to send an email, don’t. It increases the chance leads will unsubscribe.
  • Focus on text, not images, as some email providers don’t automatically load images. In this case, use images as supplemental content and ensure the copy provides the context needed.
  • Maintain a consistent schedule, whether that is weekly, monthly, or another frequency.

Provide Chances to Reconvert

Because email marketing is a way to further qualify your leads, add CTAs to encourage reconverting. This could include an offer or another guide, but make sure it’s something your leads will value. If it’s tantalizing enough, your leads will continue to reconvert with each additional offer and are likely to fully convert into a customer by the end of the funnel.

Remember how you made your ads match your landing page? You’ll want to do the same with your emails. Use similar design and messaging to improve conversions.


Email Performance Metrics

Without measurement, email marketing is a series of guesses. Improve your results by monitoring

specific metrics:

  • Click-through rate (CTR) is how many times respondents clicked the offer or link within the email. This measures how compelling your message and CTA was.
  • Open rate, while tempting to rely on, is often an unreliable metric for many email clients. Instead, focus on CTR.
  • Unsubscribe rate measures how many have unsubscribed after receiving the email. Even though you want this number low, most respondents who aren’t interested are more likely to ignore the email entirely so they are counted as an inactive subscriber


The Best Email Marketing Metric to Focus On

The best way to measure a lead generation campaign’s success is through reconversions on the corresponding landing page. This is more successful than CTR, because it’s how many opted-in on the landing page. The higher the conversion rate, the more effective the offer.

When measuring conversion rates it’s crucial to narrow down where the successful results are occurring. It could be your email, and it could be your landing page. You can narrow down which creative is performing best by testing landing page variations or segmenting emails for A/B testing.

Chapter 7

Measuring Your Digital Marketing Campaign's Effectiveness

Once you’ve drawn leads into the bottom of the marketing funnel and have begun the final conversion phase, it’s time to measure the campaign’s overall effectiveness. This step refines your strategy for future campaigns, as well as setting benchmarks for performance.

Chapter 7: Measuring Your Digital Marketing Campaign's Effectiveness

Create, Test, Measure, then Refine

Identify Areas for Improvement

Review every step of the funnel by comparing content to its success, and ask yourself this series of

  • Which blog post performed best? What differentiates it from the others?
  • Which landing page offered the best results, and was it copy or design?
  • Were there emails with significantly decreased CTRs? What do you believe the contributing factor was?

Use these insights to determine where you are now, and how you can improve moving forward.


Set Your Next Goal

Once you’ve determined where you can improve, you have the foundation for your next goal. Make a quantifiable goal, and set a time frame, like “improve CTR by X% in X days.”


Repeat for Every Campaign

Without proper measurement, there is no way to determine if you’ve met your goal. Set regular reporting intervals to check in on your goals, and compare to the previous period as well. These reports, as well as qualitative analysis on the creative used, can give you the foundation for a successful campaign.


Our Top Metrics to Track

Creating reports can easily become overwhelming with the amount of data available. To help you focus on the right metrics, here are our top choices to track.

  • Website performance measures the strength of each component, which can impact SEO. This free Website Grader checks mobile optimization, page load time, and other factors that impact your website’s health.
  • Website traffic measures the number of visits by page and by channel. This helps determine which landing page performed best and which channel drove the most traffic so you can focus on what works.
  • Leads measures how effectively you were converting traffic into leads.
  • Customer acquisition measures how many new sales occurred during the period. You always need to determine which channels provided the best results so you can optimize every campaign.
  • Customer Acquisition Cost (CAC) determines how much you pay to acquire each customer. Traditional methods like trade shows and print advertising, transitioning to a digital marketing strategy will decrease these costs for highly effective customer acquisition.
  • New and repeat visitors are both good metrics. New visitors means you’re reaching new users through your strategy, and repeat visitors means you’re offering something of value.
  • Channel effectiveness measures how each channel is performing in regards to lead generation. This is an important metric when determining where to invest your resources for upcoming campaigns.


How to Improve Your Digital Marketing Strategy

Creating a digital marketing strategy from scratch is an overwhelming task. When you’re ready to begin optimizing, here’s your cheatsheet for what to focus on.



Continue testing keyword variations in on-page SEO as well as your PPC strategy. This offers extensive testing because every page offers a new space to test.



Test on-page SEO improvements, including page titles, image alt tags, and headings. Measure pre- and post-change, then adapt your top keywords to reflect the results.



Continue testing copy variations on your forms and landing pages, especially your CTAs. Design variations, whether an entirely different landing page or slight image changes, can also make an impact.



Content is the foundation of a digital marketing strategy, so continual measurement and adaptation will increase your chance for success. Review what’s working, what needs improvement, and how your team can evolve the content as marketing continues to evolve itself.


Social Media

Measure which channels are providing the best results, and which aren’t offering a measurable effect. Depending on your results, you may want to pull resources from one channel to another to optimize on what is providing the best results.


Lead Nurturing and Email Marketing

There are an array of variables when nurturing leads through email marketing. Email frequency, messaging, and creative can all impact conversions, and require in-depth testing to find the best
results for your company.

Chapter 8


Chapter 8: Conclusion

Digital marketing should be one of your company’s prized resources. It supports effective lead generation while establishing thought-leadership in your industry and promoting your product or service. Focus first on developing content your audience needs and wants, then begin to optimize it through social media, landing pages, and email marketing funnels. Once these assets are in place, you can increase customer growth and retention through consistent testing and optimization.

Looking for a partner to create a lead generation machine for your company? Our team of writers, designers, and strategists are committed to our clients success, and we would love to review your needs and goals before creating a strategy tailored to your unique needs.


I’d love to know what you think of this guide and how it helped you be the best at digital marketing.

Call me directly at 415-640-8009
Email me directly at

I’d love to know what you think of this guide and how it helped you be the best at digital marketing.

Call me directly at

Email me directly at


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