How do I make my online marketing pay off?

As an entrepreneur, you understand the importance of marketing, both online and offline. Marketing is the fuel to continuously generate sufficient leads and customers. But no matter how much you commit to marketing, no matter what budgets you invest, you have no idea what the output is of your input! This is annoying, because this feeling prevents you from focusing on actions that pay off. Moreover, it casts a shadow over your entire marketing efforts. You hesitate to use your budget for other things and “save”.

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The solution is simple. Good marketing is measurable marketing. Measuring all marketing actions creates a clear and reliable view of effective and failing actions. It allows you to put extra effort into actions with the desired output and scale back other budgets.

In addition, good marketing is also flexible and dynamic. The market is constantly changing, as is the shape of your business and consumer behavior. Your goals may remain the same over a longer period of time, but the actions you need to take need to be followed up and adjusted briefly.

What steps do we always recommend to engage in reasoned successful measurable marketing?

Focus 1 // Optimize your website and measure visits

All roads will lead to your website. Make sure he’s on top of things. If you are spending big budgets on ads to get visitors to your web page, you better be sure that the visitors will find their way there and be charmed by the offer.

A converting website is one that looks attractive, modern and personal looks. A prospect is a human being, and people like to do business with people. It is therefore important to put a face to your business in order to credibility to be able to generate. Video and photo material (no stock!) help nicely with this. Also, be clear on your website so that the visitor doesn’t waste time searching for the info he / she wants to find.

One free optimization you can do is SEO. Always be keen on using the right words and displaying enough knowledge on your website. Thus, you will organically appear higher in Google’s search results. Findability is an important focus point and it doesn’t have to cost you a penny in principle (depending on the industry, of course).

Because measuring is knowing, we also recommend using tools like Hotjar or LeadInfo. You can find out which companies are surfing around on which page for how long. (Not at the person level, but at the company level). You can even watch video recordings of their browsing habits and set triggers to contact them as soon as they show interest. With Swift, we eagerly make use of LeadInfo. Every day we receive an email in our inbox with the interested companies and what content their attention was focused on. A powerful, affordable sales tool! Feel free to talk to us about this if you want to know more.

Focus 2 // Reach out to your website visitors via retargeting

The first, most interesting type of ad that every business owner should consider is a retargeting ad. By adding the right pixels to your website, you can fire off ads (Facebook Ads, Google Ads,…) to people who have already been to your website or a certain page.

Eg. You sell cars and one section of your website is focused on electric vehicles. By installing the pixels on that part of your website, you can start showing the visitors of those pages targeted ads about electric vehicles again through social media or Google after their visit. Obviously, this is more interesting than sending the same ad to a larger audience or showing all the cars again to this specific person.

Need help setting up your pixels or creating a retargeting campaign? Swift to the rescue!

“With UTM tags, you can find out the origin and channel of your visitors.

Focus 3 // Create landing pages by action or use utm tags

Measuring offline or online actions can be done by using specific landing pages. By using a particular page only for a specific action, you can attribute the visitors to that web page to a particular action. Handy!

If you are proceeding online or working with a QR code offline, you can use utm tags. UTM tags are short pieces of interpretable code that you add to the back of your url, allowing you to read out the origin and channel of your visitor.

A handy website to create utm tags with is utm builder >

To illustrate, we create a url for a postcard campaign. Our fictional sales associate Bert has created a postcard to send to associates for the Christmas season. The map contains a QR code with a url behind it, which in turn contains the utm tags. We build the utm tags as follows:

The url where people come out who scan the QR code on the postcard is swift

The utm tags allow us to objectively compare (with or without the help of Google Analytics) different sources (vendors), different media (postcard versus an email), and different campaigns (Christmas versus summer campaign).

Focus 4 // The old fashioned way: ask the question!

We do it every day, with every lead that contacts us. For example, the simple question “how did you end up with us?” gives us the fantastic insight that Google Ads are paying off for us for certain services (but not all services). Never before did we get the sense that a lead found this question difficult.

Focus 5 // Steer continuously. What worked yesterday may not work today!

Marketing is not a static thing. Some components, such as a good website and a solid corporate video, you can create quite timelessly. But that’s the basics. Your actual visibility and findability rely on momentum. For example, it is important to search engines (like Google) that new expertise content keeps appearing on your website. And to the outside world, new actions are always needed to stay noticed. You’d be surprised how quickly an Internet user marks an advertisement as “seen and therefore no longer interesting”.

To illustrate: With Swift, we work for our customers in 3 ways.

1. One-shot action
In a one-shot action we create a video, an animation, a web page, social media content,… you name it. This content is not part of a campaign that we set up but is part of your company’s marketing strategy.

2. Campaign
When we create a campaign, we commit Swift to a predetermined goal. For example, we work toward find employees with a vacancy campaign, or to more sales thanks to a retargeting campaign.

3. Flex collaboration
This is where it gets all interesting. With Swift, we love being the 360° marketing partner for your business. On your own or as support for your existing marketing team. We set a monthly schedule and work flexibly and dynamically towards a set goal. After that month, we look at which actions are paying off the most and what new tools we will create to work toward the goal. With this collaboration, we achieve the best results for entrepreneurs.

Case in point: Experts in Real Estate

For Experts in Real Estate, we have been handling the online visibility and conversions on their website for quite some time. We run ads and monitor conversions very closely to make continuous adjustments. Through continuous optimization and video marketing, we were able to maximize ROI. With Experts in Real Estate, we have a flex collaboration, which allows us to dynamically respond to current needs and desires.

Sit down together to discuss your project?

Do you also want to do measurable marketing with your business? Let’s brainstorm together what we can develop for you with Swift!

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