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Strategy

Digital Marketing Strategy
Marketing can be referred as the management process through which products and services move from concept to the customers. It includes identifying and researching the target customers, Showcasing products and services, selecting distribution channel to reach to your customers, developing and implementing a promotional strategy and reducing spending time and increasing efficiency. Marketing is all about thinking about your business in terms of what your customer needs. Now let’s discuss digital marketing.

What is Digital Marketing?

Digital marketing is an umbrella term for your online marketing efforts, ideas and implementations. It’s the process of reaching your target customers in a more effective and precise way through various digital channels to attract, engage, and convert them. In other words, it can be defined as an online form of marketing. Digital marketing includes:
  • Identifying right promotion channels
  • Creating and promoting contents
  • Managing conversions
  • Optimizing content for discoverability
  • Reaching with online advertising methods
  • Leveraging mobile and
  • Use Analytics to understand and improve

Advantages of Digital Marketing Over Traditional Marketing

Traditional marketing is the conventional modes of marketing that are being used since the beginning of advertisements and marketing. It includes:
  • Newspaper
  • Television
  • Radio
  • Flyers and Billboards
  • Telephone
  • Ads in Magazines
Whereas Digital Marketing platforms include:
  • Social media platforms like Facebook, Twitter, Instagram
  • Business networking site like LinkedIn
  • Blogs
  • Promotional ads via emails
  • Paid pop-ups
  • Advertising sites like YouTube
Digital marketing is more advanced and versatile than traditional marketing. Let’s look into the advantages of digital marketing over traditional marketing:

1. Reduced Cost

All traditional modes of advertising like newspaper, TV, banners, Radio etc. cost a lot While most of the digital marketing platforms are free and rest are cheap. You can promote your marketing content and ideas for free to gain traffic and visibility.

2. Real-Time Result

You have to wait for few weeks or months to get the results driven by traditional marketing while online marketing will give you instant results. You can see the result of your marketing efforts in real time with a click or touch of a button:
  • Number of Visitors
  • Conversion Rates
  • Bounce Rates
  • Peak Trading Times
  • Number of Subscribers

3. Brand Development

For example, if you want to promote your brand with the help of newspaper then, you will get a column for advertising about your brand, but the whole matter is different with digital marketing. Here you get your whole website and different channels to promote your brand and your brand’s visibility. Digital marketing wins the race when it’s about your brand’s development. You can have a whole website instead of a column in a magazine or a newspaper. You can have your blog to show your efforts and products, and you can have your social accounts to promote your products and services. You can create a consistent image of your brand with the help of digital marketing. It always helps in branding your business.

4. Higher Exposure

With traditional marketing, you cannot reach to the majority of the population. Any means of traditional marketing whether its magazine, a newspaper or radio, is limited to a certain locality while digital marketing is for wider reach. You can target the entire world even to show your marketing efforts and content. Moreover, you can target your audience to a specific demographics such as age, location, gender etc. to make your marketing campaign more effective.

5. Real-Time Engagement

Traditional marketing methods don’t allow real-time communication with your customers or audiences while with digital marketing you can interact with your customers and audiences through social media. You can encourage your prospects to visit your website, share your content, take action on your website, read about your products and services, rate your products and services, buy them, and provide positive feedback to make your brand visible. Digital marketing allows you to engage your audience in real time. You can chat and discuss your brand with your audience in real time.

6. Good for All Business Types

Traditional marketing is not beneficial for small businesses as its very costly and need much investment for promotion. But with digital marketing, you don’t have to worry about the size of the company or staff. You can reach the maximum with your online presence and advertising.

7. Easy Analytics

With digital marketing, you can keep an eye on your marketing efforts and what is working for you through Google Analytics. You can measure your inbound traffic, bounce rate, profit, conversion rate, your audience behaviour and every sort of data reports that you need to know in real time. But that’s not the case with traditional marketing. It is not meant for anywhere and anytime. You cannot check what is working for you and what’s not.

8. Infinite Potential

A business today can reach wider, share their ideas and content through social media instantly, make their brand visible, and increase their ROI with the invent of digital marketing but with traditional marketing, it was tough to reach and make a brand visible.

Traditional Buying Cycle vs. Buying Cycle in Digital Age

Traditional Buying Cycle

Traditional Buying Cycle - Digital Ready

Buying Cycle in Digital Age

Traditional Buying Cycle - Digital Ready

Digital Marketing Process in Four Simple Steps

You might have the question now how to be found on digital channels? How to attract your target customers? And How to engage and convert them? Here is the description of the digital marketing process in just four simple steps that will answer your questions. A digital marketing process can be defined and structured in four simple stages: Define, Create, Attract and Convert.

Digital Marketing Four Step Process - Digital Ready

Define

As a digital marketer, you need to define various factors at this stage. Following is the process. This is a very crucial stage of the digital marketing process. The more clarity you have at this stage, the better you can execute it. The phases involved are Questionnaire and Requirement Analysis, Buyer Persona preparation, Core messaging document preparation, Idea generation & preparing Marketing Mix.

First Stage in a Digital Marketing Process - Digital Ready

Questionnaire and Requirement Analysis

In this phase you will be sending a questionnaire to the client to collect the basic data about who they are, what is their offering, who are their target audiences, what is the value proposition, the core message they wanted to communicate, their objectives from the digital marketing exercise and the timelines. Encourage the client to fill more details so that you can analyze the data better. Here is a template for Digital Marketing Questionnaire.

Digital Marketing Questionnaire

Category Question
Business Please describe your business in 1 or 2 sentences What would you like to be known for? (USP)
Customer Acquisition How do you currently attract most of your customers? (E.g. word-of-mouth, AdWords ads, etc.) How much are you spending per month for customer acquisition? Which channel has been giving you the most desired results?
Audience Who are your target customers ? (Demo, Geo, Psycho)
Competition Name 3 of your nearest and major online competitors (Company Name, Location, City & State & Website URL)
Tracking & Reporting What tracking systems and social reporting systems are you using now?
Media What media properties (Websites/Apps) do you know you want to advertise in? Why?
Offers What are all the offers you can realistically make to your different audiences broken down by audience and product? What can we give them right now?
Search Have you undertaken website search engine optimization in the past? If yes, please provide us with your previously targeted keyword information What are the basic keywords you want to rank for? Can you brief us the activities you have undertaken to improve the natural search rankings?
Data Management How are you managing the marketing data now? CRM, Marketing Automation Tool, Excel Sheets etc
Goals & Metrics What are your business objectives for the digital channels for the next one year? (Please provide specifics: Traffic, Social Fans, Leads, Sales)
Budgets What is your Digital Marketing Budget for the next 12 Months?
Current Status Daily Website Visitors Alexa Rank Traffic to Sales - Conversion Percentage Monthly Organic Traffic Monthly Paid Traffic Monthly Social Traffic Monthly Referral Traffic Videos on YouTube / Subscribers Blog Posts on Website No of Emails Sent out in a Month
Once you receive the filled questionnaire, go through the details and visualize all the elements mentioned in the questionnaire. In short, this process can be defined as:
  • Use the data to map client’s needs to what you can provide.
  • Ask right questions to prevent later surprises and uncover secret deadlines.
  • Analyze and document all the requirements.
  • This process will let you measure the customer satisfaction from time to time.

Buyer Persona

Buyer personas are the semi-fictional representation, or you can say the fictional characters as a proxy of your target or ideal customers based on your market research and the real data of your existing customers. Always consider including your customer's demographics, behaviour patterns, motivations, and goals when creating your buyer personas because more details are always better. The primary purpose of this whole research and modelling buyer personas is to gain a deeper understanding of your customers and their buying behaviours. This is aimed at informing decisions on marketing and sales strategies. Today, learning about customers or buyers involves learning about the new language of your customers or buyers. A deeper understanding also requires we develop a new robust and consistent vocabulary about buyers which are expressed in everyday terms. Working with buyer personas helps you to understand your customer's needs and behaviours, and to look what is influencing them across all their decision journey. Your buyer personas are the examples of the people you want to convince and influence, in order to make them take action. And the will only be taken if the value that you offer matches that of the intent of people across their multiple touches. Here is a sample buyer persona:

Digital Marketing Four Step Process - Digital Ready

Buyer personas help businesses create effective marketing by analyzing consumer traits and motivations. Here is the template of buyer persona
Persona 1 Personal Background Age
Education
Space
Professional Responsibilities
Answerable to
Goals and Challenges Success Means
Values Most
Motivating Factors
Shopping and Industry News Preferences Preferred Communication
Internet Usage
News Channels
Industry Publications
Social Networking Sites
Persona 2 Personal Background Age
Education
Space
Professional Responsibilities
Answerable to
Goals and Challenges Success Means
Values Most
Motivating Factors
Shopping and Industry News Preferences Preferred Communication
Internet Usage
News Channels
Industry Publications
Social Networking Sites
In short:
  • Buyer personas are examples of people you want to convince and influence to make them take action
  • By mapping buyer personas, stages in the buyer’s journey, touchpoints, content needs/gaps and KPIs we can bring everything together
  • Rich personas are those fictive people in our ‘target’ groups that get a name, a face, a psychological, relational profile, etc.

Core Messaging Document

A core messaging document has the great potential to guide you through everything you need in a marketing perspective. In other words, it serves as a platform for all your messaging. Documenting core messaging is the biggest challenge that many companies are facing today. You are conveying a message about your offers when you say anything to your customers. A messaging language should let a person understand your offerings, choose you over other similar offerings, and why the offering is worth spending money on. A messaging document should always be consistent every time you talk about your products, services or offers. Even when you work with your client, you always start looking at their messaging document at the very first place. When core messaging is done in a right and proper way, everyone in a company should be able to say everything about the company like what the company is all about, what are their offers and products, and how their clients or customers benefit with their offerings. And to address all the above question you have to document everything in a single place - called as a Core Messaging Document. You need to make a right and proper approach while creating this document. Here are the 5 Key Components of a Core Messaging Document which you need to keep in mind while creating a document:

1. Unique Value Proposition & Key Benefits

This section should include the unique value that your customer will get from your products and offerings. It should be interesting enough to grab people's interest and attention.

2. Benefits grab Customers – Not Features

It should be benefit-focused, not feature-focused because benefits grab people, not features. Since you may have a huge list of benefits, just outline key benefits below the value proposition with a sentence that will resolve a potential customer's pain point and support each of the benefits mentioned.

3. The Elevator Pitch

Elevator pitch is the next key element which is a 30-second answer to the "What do you do" question. It falls outside the key benefits and value proposition you mentioned in the steps above. Make sure to focus on benefits again because it take cares of what you do. Once your people care about what you do, then you can go next in details about your product's features.

4. Boilerplate

This element is focused on explaining who you are and what you do. IT should be short enough with minimum 2-3 sentences. It falls right out of the key benefits and value proposition.

5. Buyer Personas, Pains and Your Solution

This is an essential section of your core messaging document. Start this section by listing out the buyer personas that you already created in the previous step. Create three columns named as Buyer Goals or Objectives, Buyer Potential Pains and Impact of Pains on Goals. You can start by either listing out Buyer Goals or the Pain Points. Start populating the next column accordingly, Impact of the Pains on the goal. For example - Suppose your Buyer goal is to generate a high-volume lead at low cost and your Buyer Potential pain is that your budget is too low to generate high-volume lead you need. Then your Impact of Pain on your Goals would be you have to stay conservative with the lead generation choices as you have lowe budget. Once you are done with addressing all the above columns, add a new row at the bottom of your product or service. List out the solutions of how to address your goals and objectives under Buyer Goals/Objectives column. List out the impact of resolving those pain points under the Potential Pains column. And finally, list out case studies and examples that prove these out. Continue this for all your different buyer personas until you can understand how to address all your customers.

Competitive Positioning

Finally, list out your key competitors, their key messaging documents, and how they are different. You are now all set to attend a marketing campaign or event with your solid messaging document and guide containing all the key components.

Idea Generation

Now that you are clear on the requirements, have created the buyer personas and messages to be communicated with them, it’s the time to generate creative ideas on how you want to take the message to your target customers. Brainstorming and research are the two primary key elements in the Idea Generation phase. Research to understand what has been already done in similar industry or in other industry which is relevant to your context. Refer to the industry case studies to understand the possibilities and then brainstorm your ideas. Take a pen and paper and write down all the ideas come to your mind to promote your client’s products/services. Brainstorming in a small group is a good idea. After you generate a good amount of ideas, assess each of them and document all of them in the preference order.

Marketing Mix

Choosing the right digital marketing channels with so many options available is a tough job. In the journey of choosing the right marketing channels, some businesses try to be everywhere in almost all channels to stretch themselves hard, but that fails. Some try to throw money at it through running ineffective ads and contests. You need to think strategically to ensure that you are investing your dollars and marketing efforts wisely into the right marketing mix and channels. Understand your target market imperatively before committing to your marketing mix. Just because you have a social profile doesn't mean that you have to spend all your time there. You need to do proper research before committing to a marketing mix. Speak to your best customers. Search social profiles for their presence. Check whether they have accounts, are they active etc. Do the same research for each of your buyer personas. “Placing the right product, at the right time, and at the right place” is called as a marketing mix. It's not an easy task though. You need to have a thorough knowledge of all business aspects and plan. With Marketing Mix, you will create a plan to achieve your marketing objectives with a channel strategy. Let’s talk about the digital marketing trifecta, owned, paid and earned media and the digital marketing channels.

Digital Marketing Trifecta: Owned, Earned and Paid Media

This step will create a road map of your marketing activities and efforts spread across various channels to reach your marketing objectives. You may not have a complete idea of how each channel works, but this step will for sure set your mind for your future activities. The right mix always makes your marketing process successful. You might have heard about these buzzwords passed around if you have any knowledge of the digital world. But do you know the difference between them? And what do they mean for your digital marketing strategy?

Digital Marketing Trifecta - Digital Ready

Earned, owned and paid media, all of them are important elements and plays an important part in your whole digital marketing strategy. Let’s discuss them.

Owned Media

It is any web property that is unique and under your control like website, blog, social media channels, The more owned media you have, the more are the chances to extend your brand’s presence online.

Earned Media

Earned media are like vehicles to your owned media which you can call as the destination. A website or social profile is of no use if no one is watching it. That’s where earned media plays its part. It’s essential word-of-mouth usually seen in the form of mentions, shares, reviews, feedbacks, reposts, retweets, recommendations, or any of content if picked up by some other 3rd party resources. First page rankings and quality content are the two typical biggest drivers for driving engagement and shares. Your content has to be worthwhile whether it’s an infographic, a blog, video, or ebook, to receive valuable earned media.

Paid Media

Paid media is meant for promoting your content to drive earned media and traffic to owned media sources. Paying to promote your brand and content to create more exposure is known as paid media. Social media channels like Facebook, Instagram, Twitter offers paid advertising that could potentially promote your brand and service as well as your website. You can even pay to the influencers to share your content, tweets or links which can give your reach and recognition. Pay-per-click and display ads are paid media which can drive direct traffic to your owned media to your website. Now let’s talk about the digital marketing channels available for the promotion of your marketing ideas and products.

Digital Marketing Channels

Website

A website is your owned media. This is the place where your website visitors and your online clients will learn the most about you. Your site should be device friendly so that anyone can view it from any device. You need to update an easy to understand content regularly to engage your visitors. This is increasingly important with figures published by the International Telecommunications Union (ITU) showing that globally 1.2 billion people access the web via mobile broadband.

Content Production

Apart from the website, another area you need focus is on generating a continuous stream of content in various formats (Blogs, Videos, Infographics, PDF Downloads, Presentations, Podcasts etc.) for your target users to consume it. This will play a major role in improving the traffic from natural search. The content produced has to be relevant to what your target group of people are searching for.

Paid Advertising (Online)

The main objective of advertising is to increase sales by raising brand awareness online. It can also be more interactive and therefore less disruptive than traditional advertising or non-interactive online advertising, as users can choose to engage with the advert or not. Online advertising can be optimized by targeting it to certain geographies and specific markets and contextualizing it. Advertising can help you achieve your goals quicker than other forms of marketing.

Social Media

Social media channels like Facebook, Twitter, Instagram, Google Plus etc. are very helpful for promoting a brand's product and services. It's the place where maximum people spent their maximum time. Your audience and customers are already there so why not to use social media as your marketing channel. The social media channels will help you get better reach and visibility compared to any other digital marketing channel.

Email Marketing

Email marketing is a process of building relationships with both potential and existing customers. It should maximize the retention and value of these customers, ultimately leading to greater profitability for the organization as a whole. A targeted, segmented email database means that a brand can direct messages at certain sectors of their customer base to achieve the best results.

Digital PR

Digital PR is the tactic used by various marketers and brands to increase their visibility and presence online through building a relationship with the online journalists and content writers. The purpose is to gain high-quality backlinks and press hits. Digital PR is reaching out the influential people or organizations online for sharing the information. When published online properly, the information will be seen by their audience and increase a brand’s reach and visibility and in turn, will boost up search engine rankings. This is a most powerful process where you can get a great amount of traffic inflow.

Preparing Marketing Mix

Choosing the right marketing channels as mentioned above to target buyers at the right time and the right place will yield abundant results. It is hard to focus on every digital channel available to promote your products or services. Instead, based on your marketing objectives and the place for target audience you can choose which digital channel works best for your business and prepare your marketing mix.

Create

After you got all the requirements and information required in your marketing process, its now essential to create elements required further in the digital marketing process. This stage includes creating various elements that are required in your digital marketing process. Here is a list and description of all the digital assets or elements that you require:

Website Creation

A website is a face of a business on the internet and a mean of communication between you and your audience. It’s essential for a company to have their professional website. It’s the first impression that people get of your brand. No matter what’s the size of a business is, a website is the prime necessity for business. A website for a business accomplishes many marketing strategies to help grow your business. It has a far reach than any other advertising form. It increases your visibility, online presence, credibility, and provides you with a global reach. By building a website, you are giving the opportunity to your customers and audiences to trust you. Creating a professional website should be your next step once you decided to run a business.

Social Media Accounts

Social media accounts like Facebook, Instagram, Twitter, Google Plus etc. play an important role in the digital marketing process. They showcase your business to your connections. Word-of-mouth marketing is the most powerful form of marketing today, and you can say social media as the word-of-mouth marketing. Getting your audiences connect with you online through social accounts will spread the word who your company is and what your products and services are, to the world. Social media’s role in the digital marketing process is building a fan base, reputation monitoring, conducting better customer service, and generating leads.

Videos, Presentations and PDFs

Videos, presentations and PDFs are great digital marketing tools that will help your business to engage with your audience and customers and reach globally. It’s a mean of showcasing your company’s information, ideas, culture to your viewers and to grab your viewer’s attention.

Email Newsletters

Email newsletters are a powerful communication and marketing tool that reminds your users about you, informs your users about your products and offerings, and help you build a strong and unique relationship with your users. Users sign up for newsletters with the hope that they would be informed about the new products, discounts, offerings and promotions. So an email newsletter must be interesting, relevant, up-to-date, and enjoyable reading. Designing an effective email newsletter requires a good mix of content and design. Here is an example of an email newsletter.

Online Advertisements

Online advertising has gained much popularity in the past few years. No matter what's the size of the business is, marketers are using advertising to reach to their prospects for their brand’s promotion. Online advertisements are the best medium to reach to your ideal and target audiences quickly in an efficient and cost-effective way. Here are the benefits:
  • Better Branding - You can expose your products and services to a large number of audiences through online advertising.
  • Informative - You can show detail information about your products and services to make your customers or audiences understand it and decide whether to buy or not.
  • Target-Audience Reach - Online advertisements have the potential to reach to your target audiences.
  • Affordable - Online advertising is affordable as it’s inexpensive. It’s beneficial for a small business to promote their products and offerings through online advertising.
  • Wider Reach - Almost everyone in today’s generation is on the internet. So it's an advantage for your product to reach maximum through online advertising. Today you have the opportunity to reach even global.
  • Easy-to-Monitor - Online advertisements can be easily monitored by any device. It’s helpful in analyzing the performance of your online advertisements.
  • High Engagement - Your business can interact with your users easily through websites, blogs, social media etc. So sharing your advertisements in all these channels will surely result in high engagement.

Landing Pages

A landing page drives a visitor to land on a web page. Landing pages are more beneficial rather than referring your whole website to your audiences because your user might have interest in a particular page. Suppose a customer is searching for saree in clothing. Rather than referring your whole website, it would be beneficial if you are inviting them to directly land to your ecommerce page with the category “saree.” A landing page can generate leads for your business directly by enticing interested users fill out your form or call your business. A landing page accommodates for a more specific action while a website accommodates various paths of actions. Here are some benefits of landing pages:
  • Directly support your business goals.
  • Increases conversions
  • Generate data and insights
  • Improve paid search campaigns
  • Grow email list
  • Increases Credibility
  • Improve brand awareness
  • Generate lead more effectively

Attract

After deciding your target audiences and your marketing mix, you now have to find ways to attract your customers. Start planning campaigns, make your presence consistent and realistic. A consistent presence across all platforms will ensure that you are on the right track in meeting your marketing goals and success that you set in your DEFINE phase. So the question is what are the ways to attract your audience or customers? Let’s look at the ways below:

1. Public messages on Social Media Platforms

  • Social media can generate a huge amount of real-time data about your customers. As a result, you gain valuable customer insights which can help you in making smarter business decisions.
  • Social sharing increases brand awareness and loyalty. Your social connections with your customers can increase customer retention and make it easy for them to find you easily.
  • Social ads are inexpensive. So you can distribute your content and ideas and promote your business through social profiles to reach the right audience at the right place.
  • Public messaging through social media increases sales and customer retention. So you can expect higher converting leads by sharing your message through social platforms.
  • Messaging through social media can increase website traffic and reach because your target customers are there on social media now.
  • You can find your competitors and their key information through social media so that you can improve your products enhancements and services.

2. Post Blog Posts on Website

Blogging is worth the time and effort and is a way to enhance your inbound marketing efforts, drive direct traffic, and attract more prospects. Companies who have blog acquires more customers than the companies who don’t have a blog. Here are the benefits:
  • Blogging connects your audiences to your brand.
  • Blogging creates opportunities for your sharing which will ensure your global reach.
  • Blogging results in higher engagement through a consistent blog post on websites.
  • Creating and sharing blog posts can drive traffic directly to your website.
  • Blogging allows you to connect with your viewers and develop a strong relationship with your potential and existing customers.
  • Blogging is the best way to showcase your product’s information, promotions, and an update on your brand.

3. Share Blog Posts on Social Networks

Promoting your blog post on social media platforms will help drive traffic and a stream of visitors to your website. Your ideal or target customers are present on social media platforms like Facebook, Twitter, Instagram, or Google Plus. On sharing your blog post on these networks, you are not only gaining traffic but building loyalty and trust and a strong brand-customer relationship.

4. Run Contest/Offers

Your fans or audience want you to run contests and provide offers to them. Contests and offers should be a part of your marketing strategy. They are a great way to expand your customer base. Here is why they are necessary for your business:
  • Contests and offers are a great tool for building a great customer or fan base.
  • Contest/Offers enable you to engage with your audience.
  • Contests/Offers are a great source of data.
  • Contests/Offers allows your customers to do the marketing for your indirectly.

5. Get Coverage on Websites/Blogs Getting your blog featured on other blog build awareness, brand, credibility, and backlinks. THis is another effective way to your ATTRACT stage.

6. Send Emails

Emails are used by all size businesses across the globe and are seen as the most effective marketing channel by many marketers. Here are the top benefits of using emails in our marketing strategy:
  • Improve conversion rates
  • Generate more leads
  • Shorter the sale cycle
  • Improved sales
  • Cost-effective
  • Better-Quality leads
  • Integrate with other media to boost response

7. Run Advertisements

Running online advertisements will benefit your marketing as:
  • It can reach your prospects more effectively
  • It allows spreading your message faster
  • It is measurable and affordable
  • It results in higher conversion rates
  • It allows geo and demographic targeting

8. Post Presentations and Videos

Posting presentations and videos on your website, blog or social profiles ensure higher engagement, increases traffic, sales, real-time-results, credibility, and enhance your website’s performance.

9. Submit in High Level Directories

Blog directories are huge databases that list websites based on their categories and subcategories. Submitting your marketing blogs on high-level directories means submitting your blog to different directories which accepts blogs. It helps in:
  • Gaining organic traffic
  • Getting knowledge of different relevant industries
  • Making your blog visible beyond the realms of your blogging circle
  • Getting quality and safe backlinks
  • Getting massive exposure
  • Getting review requests or paid post requests

10. Get New Connections/Followers/ Fans

Distributing your ideas, and content to social media channels, other blogs, and directories ensures getting new connections, subscribers, fans, and followers which ensures your brand awareness and reach.

11. Participate in Conversations

Participating in conversations like panel meeting, forum discussions etc. ensure brand awareness and audience preferences.

Convert

This stage includes the processes of converting your potential prospects into leads then to sales. The following processes can lead to conversions:

Setup Conversion Tracking

Conversion tracking is a powerful tool in AdWords which let you see how effectively your AdWords campaigns are running and getting leads for you through your customer’s activities on your website. A conversion is counted when your customer takes action on your website like signing up for newsletters, making any purchase, downloading your app, calls a number, submitting forms or online surveys, etc. The data recorded by conversion tracking allows you to check the areas of your ad campaigns that are working and the areas which are not working. Here is a complete guide video to understand tracking conversions on a website with AdWords.

Conduct A/B Testing or Multivariate Testing

A/B testing also referred as split testing is a website optimization method where two versions of a web page are tested for their conversion rates. The main purpose of a/B testing is to get the best-optimized page with best results. A/B testing is a powerful testing method used worldwide. It’s easy to interpret and is fast in processing results. In A/B testing, traffic is split amongst two versions of a web page. The variations of the two versions of the web page differ like you can change the headline, layout, design, offers, etc. For example, you have an ecommerce website. You can perform A/B testing on two variations of your landing page, one with 15% discount and the other with free shipping. But A/B testing is only helpful when you are testing two to four variables or interactions with the page. The testing process will take a long time when done with more variables. On top of that A/B testing will not reveal any information about interactions of different variables on a single web page. You can consider Multivariate Testing for optimal reach in that case. Multivariate testing is same as A/B testing with additional benefits like it has the potential to compare a high number of variables. You can select different sections of a page and can create a variation of those (A/B testing creates variations of the whole page). For example, you can choose two different variations for two different sections like headline and image. Multivariate testing will combine all these sections to result in different unique versions of the page and split traffic amongst those variations. As a result you will get results of different variations of the page: headline1_image1, headline1_image2, headline2_image1, headline2_image2.

Landing Page Optimization

Landing Page Optimization Benefits - Digital Ready

Conversion is counted when your user takes some action on your website. The goal of a landing page is to generate leads or sales. Landing page optimization is the process of improving the elements on your website to maximize your conversions. It is the subset of conversion rate optimization, and it involves methods like A/B testing, multivariate testing to improve your landing page conversion goals. Optimizing your landing page is essential as it’s the key component of your online marketing campaigns. It ensures you achieve the highest possible conversion rate from your users who visit your landing page.It lowers your customer acquisition cost, increases the value of your ad spend and acquire more customers.

Lead Management

Lead Management Process - Digital Ready

Lead management is the process of tracking and managing your customers or prospects. It includes the process of lead generation, capturing data about customer’s enquiry as a sales lead, filtering, grading, distribution and contact the sales lead, and lead nurturing. The lead will travel successfully down the sales funnel and emerged as a customer if the whole lead management process ends with a sale. Lead management process helps a business track and optimize the entire sales process from the initial request or contact to the sales process. You can say the lead management process as the backbone of the entire sales operation.