On the other hand, in digital marketing, you can calculate the ROI of just about every aspect of your marketing efforts.

Here are some examples:

Website traffic

Digital marketing allows you to find out the exact number of people who viewed the main page of the site in real time. Through analytics software and affordable marketing platforms like HubSpot.

Among other things, you can find out how many pages they visited, from which devices they visited the site and where they came from. Such analytics allows you to decide on priority marketing channels - to find out which ones are worth spending more or less time on, depending on the traffic that these channels attract. For example, if 10% of your traffic comes from organic search, it means you need to spend more time on SEO to increase that percentage. In offline marketing, it is very difficult to understand how people interact with a company before buying or talking to a seller. In digital marketing, you can trace certain trends and patterns of behavior to the final point of the consumer journey. Hence more balanced decisions about how to attract users to the site. If you are interested in us business directory database, follow the link to find out more.

Content and lead generation effectiveness

Let's say there is a brochure that the postman puts in the mailbox - this is content, albeit offline. The problem is, you don't know how many people have opened your brochure, or how many people have thrown it in the trash. Now imagine that the same brochure is posted on the site. In this case, you can find out exactly how many people visited the page with this brochure, and use the form to collect the contact details of users who downloaded this content. Not only can you find out how many people have interacted with your content, but you can also generate quality leads.

Attribution Modeling

An effective digital strategy, coupled with the right tools and technologies, allows you to track all sales, understand where it all started from. This is attribution modeling, which allows you to identify trends, how people find and buy your products. This approach makes it possible to understand which components of the marketing strategy deserve more attention, and which elements of the sales cycle need to be improved.

Linking marketing and sales is very important. According to a study  by Aberde en Group,  companies that have an established relationship between sales and marketing activities achieve 20% annual growth, while organizations that do not pay due attention to this aspect - only 4%. If you can digitally improve your funnel, it will most likely bring positive results for your business.

What kinds of digital content should be created?

The variety of content depends on the needs of the audience at different stages of the funnel. To get started, you can create a consumer profile to learn about the goals and difficulties that the audience faces. Then - to eliminate the existing shortcomings. Next, find out where it is most convenient for the audience to consume content; it is important to consider at what stage of the funnel consumers are (content mapping). To learn more about reverse street directory, follow the link.

It is also important to target users by:

1. Certain characteristics (portrait of the consumer).

2. And how close the consumer is to buying.

There are many content formats that can be tested. Here are options that will come in handy at different stages of the consumer route:

Need recognition stage

Blog posts.  Ideal for increasing organic traffic, combined with a well-thought-out SEO strategy and keyword selection.

Infographics.  Users often share infographics. That is, it is an opportunity to expand the audience that will see your content.

Short videos  . This is another very popular format, thanks to which a wide audience learns about your company, for example, from YouTube videos.

E-books  are an effective format for lead generation because a book is more informative than a blog post or infographic, i.e. the user is more likely to leave their contact details.

Research reports  are valuable content that drives lead generation. Research and new data for a particular niche can be used in the previous stage of the funnel. This format is popular in the trade press.

Webinars  are an extremely informative and interactive video content format.

Cases

A business case posted on a website can be quite an effective form of content for users who are about to make a purchase. This is a way to push the consumer to buy.

Reviews. If the case as a content format is not quite suitable, then a short review on the site page can serve as an alternative. Submission of reviews, especially for B2C companies, can be optional. For example, if your company sells clothing, the testimonial would be photos of smiling people wearing your company's shirt or dress. Such photos are found using branded hashtags.