Why Visitors Drop off at each stage of the Digital Marketing Process in the RACE Strategy
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Transcript of Why Visitors Drop off at each stage of the Digital Marketing Process in the RACE Strategy
RACE strategy is all about customer centered and data driven analysis
Here’s a strategy to RACE your way into the digital marketing world.
yes it is integrated in our marketing strategy
Reach your prospects
Act to achieve interaction
Convert to lead or sale
Yes it is separately defined
No we are doing digital marketing without any strategy
Does your organization have a clearly defined digital marketing strategy?
20%
73%07%
Engage over a period of time
How it works in 3 steps
1. Building audience personas
• Share details of the customers with marketing team
• Nurture leads and make them sales-ready.
2. Advanced audience targeting
• Creative ways to reach new customers
• Segment them based on geography, demographics, interests and behavior.
3. Funneling qualified leads
• Gain insights into customer needs
• Approach and engage leads with deeper understanding.
The top four channels for increases in digital marketing spend last year were:
At each stage, the leads are nurtured and eventually made sales ready. Sometimes, the buyer’s intent is determined.
Factfile
Less than 30% of small businesses use Website analytics, call
tracking, or coupon codes. 18% of small businesses admit to not tracking anything.
Factfile
Users who are retargeted to are 70% more likely to convert.
Factfile
Most websites will see bounce rates fall somewhere between
26% and 70%.
Factfile
Email marketing
Online advertising
61%marketers increasing spending on this channel
Social media49% Mobile
marketing
40%
SEO/PPC38%
The marketer’s journey
The ‘funnel’ element is intended to reflect the fact that potentialcustomers will drop off at each stage of the journey, leaving a smaller number for you to connect with.
The consumer journey
CONSUMER
SEO Social media marketing
Reach
Act
Emailmarketing
Multiplelanding pages
Convert
Leadgeneration
Contentmarketing
Engage
Multiplelanding pages
Emailmarketing
Awarenessinitial consideration set
Interestactive evaluation
Desiremoment of purchase
Actionpost-purchase experience
The number of visitors who left the conversion process without completing it is the drop-off rate.
Tracking drop-off rates
http://www.pardot.com/buyer-journey/ https://buildfire.com/essential-metrics-measure-digital-marketing/https://www.bluecompass.com/blog/why-digital-marketing-and-sales-go-hand-in-hand
References
Total site visitsGives a rough idea of how effective your campaigns are at driving traffic.
Traffic by sources of channels• Direct visitors• Referrals
• Organic• Social media traffic
Interactions per visitWhich activities and behaviors are keeping visitors on your site and what you can do to encourage more.
It’s an indicator of the quality of your content.
Number of return visitors vs. Number of new visitors
Exit rateEnables the marketer to specifically identify drop-off points.
Bounce rateA high bounce rate points flaws in digital marketing campaign.
Cost per visitor CPVand revenue per visitor RPVIdeally RPV should exceed CPV
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