Businesses are constantly searching for activities that offer the best value. That’s not at all surprising.
What is surprising is that so many C-level executives (outside of CMOs) don’t know which digital marketing activities and services can create the best value for their businesses. However, when you consider how complex digital marketing can be even for a small business, maybe this lack of understanding isn’t so surprising.
To help clear up this confusion, let’s take a look at two digital marketing activities that can create a high level of value for businesses when applied properly.
1.Creating a conversion strategy.
Many business leaders have at least heard of search engine optimization (SEO). This familiarity of SEO’s ability to help boost traffic to sites is one reason why businesses spend about $79 billion on SEO services.
However, an effective conversion strategy is about more than just SEO. It also includes taking a hard look at your site’s user experience (UX) and user interface (UI) to ensure that potential customers coming to your site can convert as easily as possible. Blending SEO with UX/UI to form a robust conversion strategy can create a lot of value. In fact, we used such a conversion strategy for one of our health care clients in 2021, and it generated a return on investment (ROI) of more than 4,900%.
2. Creating content that’s not focused on selling.
According to a content marketing report from HubSpot, more than 60% of marketers (and likely their clients) measure the success of their content marketing strategy through sales. It would follow, then, that the best way for content to meet sales goals is to focus on selling products and services to a company’s potential clients, right? Not necessarily.
The content created for your business should focus on two things in order to create the best value for your business:
- Solving a problem — People are less likely to become your customer if you don’t make it crystal clear how you can help them overcome the challenges they face. That’s why your content needs to position your products or services as solutions to the challenges your potential clients must address.
- Highlighting your business’s deeper purpose — Millennials and other younger consumers aren’t just looking for solutions, products or services. They’re looking for businesses that have deeper purposes that align with their own values. Allowing your business’s deeper purpose to permeate your content can help draw in customers who align with that purpose.
Allowing digital marketing professionals to create content that focuses on addressing potential client challenges and highlighting your deeper purpose can create exceptional results. Our team found that over the first six months of 2022, creating content with these two focuses allowed one of our health care clients to experience an ROI of nearly 9,860%.
Keen to get the best value from your digital marketing activities? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and allowing you to bring on new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about how we can help you get the highest level of value from digital marketing or to schedule a complimentary consultation.
