5 ways to build better customer relationships

The most important asset that a company can develop is a positive and understanding relationship with its customers. Understanding your customers means that you understand their needs, where to reach them, and what messaging will be most effective, saving you time, effort and money when it comes to creating your marketing campaigns. In today’s article, I look at five ways you can improve your understanding of your customer base and build better relations.

1) Talk to your customers

This is a simple point, but it can’t be overstated enough. Talking to your customers about their experiences and their needs is the best and simplest way to improve your understanding of them. Nobody knows more about what your customers want than they do.

To get the best results from your customer contact, you need to have a plan for what you want to achieve. Ideally, you should choose one or two key points you want to get more information on, and ask questions specifically addressing those points. Without focus, you’ll be limited to a very generic understanding of your customers, which is of limited use in improving the customer experience. Take care, as well, to try to remove biased or leading questions; you want the real and honest opinions of your customers, not something influenced by what you might want to hear.

2) Take advantage of analytics

This isn’t the first or last time that I’ll praise the usefulness of analytics on this blog. Every website owner has access to vast troves of information on how their customers use and interact with their website. Analytics can show you what your customer like, whet they don’t, what pages are attracting the most views and what content is working for your audience. All of this is vital information, and something you should always take advantage of. Use analytics to see where you can improve your sites user interface to draw more attention to the pages you want to see more traffic on, what content to focus on developing, and what your customers most want from your business.

3) Know your customer’s interests

It might not seem important to know what your customers are interested in beyond the scope of your business, but there are definite advantages that you can take from knowing the other habits and interests of your customers. Understanding what your customers engage with gives you an understanding of their values and their drives, and is an incredible mine of opportunities for content marketing or cross-promotional campaigns. Being able to talk with your customers about the things that matter to them makes it easier to capture their interest, and positions you as an organisation they are more likely to trust.

4) Take personas further

Customer personas that are only based on simple demographic data such as age and gender are of some use, but personas can be taken much further. If you have followed the advice in this article, you should have a much deeper understanding of your customers, incorporating information on how they use your product, how they use your website, their attitudes towards your company, their purchasing habits, and their interests beyond your business. All of this is information that should shape how you interact with your customers. Once you have it, use it, and incorporate it into customer personas that more closely capture the types of customers you have.

5) Understand the customer journey

Mapping the customer journey lets you understand exactly what is needed to turn a customer from a prospect to a closed sale. That journey might be simple or complex, but the only way you will understand it, and how to improve it, is to take the time to map it out. Look at each step in the journey and consider what you can do to reduce resistance, improve the customer experience, and provide better service. An improved customer journey will increase your sales volume and create happier, more loyal customer from your leads.

If you want to build an in-depth understanding of your customer base, John Rowbottom Design and Marketing can help. Visit us online at jrdm.com.au and find out what we can do for your business.

Are you working too hard on your content marketing?

Content marketing is a lot of work. Creating enough material to ‘feed the beast’ and keep your content channels lively can demand a lot of any marketing team, but like any other aspect of business, simply working harder isn’t always the right answer. Pouring too much effort into the wrong aspects of content marketing can severely hurt your success and waste energy that you could better spend elsewhere. In today’s article, I look at signs that you might be working too hard on your content marketing, and how to better focus your energy to get the results you want.

1) You’re over-thinking your content

As marketers, we have a range of data and information on our customers, our products and our campaigns, and we spend a lot of time and effort to make sure that we incorporate that data into what we produce – and that’s not a bad thing. But that can turn sour when we find ourselves relying only on data and forgetting the passion and drive that we have for the product we are selling. Content marketing goes out to an audience that cares about your products, or that cares about the problems your product solves. They live that experience, meaning they have a genuine connection to what you offer… and they’ll be able to tell if you don’t. If you find that your content is more about numbers and data than it is about a belief in your product, then you’re likely creating content that won’t resonate with your market. Always remember to put the passion you have for what you do into the content you create, and you’ll create content that will resonate with your audience.

2) You’re focusing on the hard-sell

There are a lot of marketing mediums where a hard sell can work, provided that it goes out to the right customer. Content marketing isn’t one of them. While you might be passionate and excited about having a new product and eager to tell your customer every feature that it has (and good for you if you are – see point 1!), no customer comes to content marketing to be sold to. Content marketing is about showing your customers that you understand them and their needs, providing content that is entertaining or helpful, and then introducing a connection between those needs and your products. If your content is falling anywhere outside the 80:20 ratio – 80% content, 20% sales, then you’re focusing too much on the hard sell, and you’re going to lose your audiences’ attention.

3) You’re not using internal resources

No marketer is an island. If you find that you’re struggling to come up with ideas that will connect with your customers, remember that other parts of the business have access to information on what your customers think and feel on a daily basis. Whether you’re a one-person operation or a part of a larger business, consider the information you can take from the customer-facing parts of the business – sales and services. Salespeople know exactly what your customers want and need, because they talk to them every day about those needs, and they know what aspects of your products are most important to those customers. Service staff know the issues that customers encounter with your product and the problems they most often need solutions to. If you are a sole trader, then consider the things your customers tell you and incorporate them into your content marketing. If you’re a part of a larger organisation, then take the time to talk with your customer-facing colleagues and find out what they know about your customers, and you’ll likely come up with dozens of new ideas for content that you can be sure will be relevant to your audience.

4) You’ve lots of content, but none of it is performing well

This can be one of the most insidious issues that you can face in content marketing. In the rush to fill the void, you’ve created page after page of content, but none of it is seeing the type of results you would like. While it’s important to create content on a regular basis to keep your business visible, it’s also important to make sure that content is relevant, and that it is targeted to the right parts of your audience. In many ways, this is the other side of the coin to my first point; don’t ignore the data that you have on your customers either. Make sure that you have built a strategy for your content marketing, and that everything you create is speaking to the customers you want to reach. Always know who you are trying to reach, what you are trying to say to them and why you are using the content platforms you are. Use the right platforms, the right formats, and talk about the right issues to reach your customers, and you’re more likely to create content that will perform the way you want it to.

Want to go further? John Rowbottom Design and Marketing can help you to develop content that will connect with your customers. To get started with your new content strategy, visit jrdm.com.au today.

Four surprising content marketing facts

Content marketing is an ever-changing field, and what was true yesterday might not be true tomorrow. On top of that, even for a field as new as content marketing, common wisdom doesn’t always match up with reality. In today’s article, I look at four facts that might change what you think about content marketing.

1) Content marketing builds brand loyalty

As anyone who has ever looked with jealousy at Apple’s dedicated customer base knows, brand loyalty is a hugely valuable resource. Loyal customers aren’t just people who will regularly return to you, they are also frequently evangelists for your business, letting their friends and family know just why they should come to you. Word of mouth is some of the most powerful marketing available; people may be sceptical of your advertising, but they’ll almost always believe a trusted friend.

Good content marketing helps to create brand loyalty by showing your customers that you understand them and their needs, and by providing them with a reason to get excited about your business. If you can create content that forms bonds between you and your customers, you’ll go a long way towards building a relationship that will have a massive potential payoff.

2) Repurposed content can often beat original content

Not every piece of content marketing needs to be completely original. Over half of all content marketers will utilise content they have culled from other sources and repurpose it rather than relying entirely on original material. Don’t be afraid to take inspiration from other articles or pieces of content that you have seen. Provided that the content is re-worked to suit your audience and your needs, and provided that you are taking elements you have seen and not lifting content wholesale from other creators, a repurposed piece of content will perform as well as, or better than, a wholly original piece.

3) Email is still the leading form of content marketing

Despite the growth of other platforms, from social media to video to blogs and beyond, email marketing is still the most popular form of content. Remember that email has several benefits – it will be delivered directly to your customers in a place that they regularly check, it can combine the best elements of social media and blogging, and if you are doing it correctly it will only be delivered to people who have specifically opted in to communication from you. By communicating to an audience that already has an interest in your business, you are putting your message in front of people who are the most likely to act on it, meaning a higher chance of them making a purchase. Though it may seem outmoded, email should always be a key part of any content marketing strategy.

4) There’s no one right way to handle content marketing

If the world were a simpler place, marketers would be able to rely on one simple method for their content marketing – one correct strategy, one best platform, one best message. Unfortunately, life is never that simple. Your content marketing strategy will always be as unique as your business is. The platforms that work best, the messages that most resonate and the types of content that will be most effective will always be different for every business. In practice, like with everything in your marketing plan, this means never assuming anything will be a success. Test everything, find out what works best, use that to shape your content, and then test again. Even a successful strategy will shift and change over time, so keeping on top of your data and tracking your content’s performance is a constant priority.

John Rowbottom Design and Marketing can help you to build a content marketing strategy that works for your business. If you’d like to take your content marketing further, visit us online at jrdm.com.au today.

Five (more) elements of great landing pages

A strong landing page is an essential part of any marketing campaign, letting you get your message to your customers, capture their attention and generate leads that will help you to grow your business. In a previous article I listed five things you can do to build effective and successful landing pages, but like any part of marketing there is always more that you can do to enhance and optimise your output! In today’s article, I look at five more things you can do to improve your landing pages and get better results.

1) Keep your goals in mind

Maybe the most important thing to bear in mind when creating a landing page is that it should be focussed on one specific goal. Don’t make the mistake of treating your landing pages the way you would treat your company’s website; a landing page needs to have one clear, specific call to action, one offer or solution that will engage your customer’s interest. By focussing on that one aspect, you keep your customers attention and ensure that they remain engaged with your conversion goal.

2) Know your audience

As with any part of your marketing mix, it’s important to bear in mind who it is that you are trying to reach with your landing page. You should already have a clear idea of who your customers are, how they think and what their path to a purchase looks like, so make sure that your landing page reflects that. Make sure that you are using the right language, the right imagery, and including the right information to speak to the specific customers that you are trying to reach. One of the best things about landing pages is that you have a high level of control over which parts of your audience will see which page, which means you can and should be taking the opportunity to customise your landing page to the sections of your customer base that will be using it.

3) Use the right images

Images engage the emotions of your customers, and the right images will draw them in and keep them engaging with your content. You should include a ‘hero image’ that showcases the product or service that you are using, ideally one that shows the benefits of what you are offering. Also, be sure that your images and your copy compliment each other. If your headline and your copy reflect the same mood and context as your images, they’ll go a long way to retaining your audience’s interest.

4) Put what matters above the fold

Anything that falls ‘below the fold’ – in digital terms, anything that your users will have to scroll the screen to see – is less likely to be seen and less likely to be acted on. It’s important that you keep the most important elements of your landing page above the fold. Your headline, your key paragraphs of information, your hero image, your social proof, your call to action and your capture form should all be visible without the user having to scroll. Keep those elements visible to your users, and you’ll significantly increase your conversions.

5) Use social proof

Social proof is an incredibly powerful tool. If you can demonstrate to your customers that your product or service is already solving the problems that your user has, for people like them, then you’ve given them a reason to believe that it will work for them too. Customer reviews and testimonials are one of the best tools you have at your disposal to prove the effectiveness of what you are selling. It’s important to make sure that your testimonials are believable. Anyone can easily write a fake testimonial, but making sure that you have the full name of your customer, their position within a company, a picture of the customer or even a full video testimonial from them all make it easier for your customer to see that a testimonial is real and reliable.

From individual pages to complete campaigns, John Rowbottom Design and Marketing can help you take control of every aspect of your marketing. If you would like to find out what we can do for you, visit us at jrdm.com.au today.

4 ways to refresh your marketing

Once you have set a strategy for your marketing and built out your campaigns, it can be very tempting to leave things untouched – after all, if it worked yesterday, it should work tomorrow, right? If that sounds like you, then there’s every chance that your failing to take advantage of opportunities that could lift your marketing campaigns and see them operating more effectively. In today’s article, I look at four ways to refresh your marketing and make sure you’re getting the best results.

1) Check your look

The look and feel of your marketing, from your website to your logo to the layout of your fliers, is probably one of the first things that you developed when you created your marketing strategy. It’s also the thing that most companies leave unchanged. That might be fine, but the older your design is, the more likely it is that design trends have moved on. Take a look at your brand and design, and ask yourself how they compare to the look and feel of other companies in your sector. Consider whether your image still expresses the way that you want to be seen, and ask whether it appeals to the people who make up the majority of your customer base. If you don’t like the answer to any of those questions, then it’s probably time to change your look.

2) Audit your marketing material

It’s a good idea to regularly check to make sure that your marketing material is performing the way you want it to. The best way to do this, as always, is to track real results and monitor how customers are reaching your business, and what steps they’ve taken to get there. Being able to identify which parts of your marketing mix are performing best means you will have a clear idea of what is and isn’t working. If your social media campaigns are bringing in huge numbers, but your website is leaving customers cold, that’s a good indicator of where you need to focus your attention to improve your marketing message.

3) Optimise content

If something is working well, take advantage of it. If you notice that a particular piece of content or a particular marketing campaign is seeing excellent results, that’s a sign that your customers would like to see more like it. If a blog post has gotten a lot of attention, consider exploring similar topics. Also, think of how successful content can be repurposed on other platforms. A high performing blog post could be converted into an infographic, a video, or a podcast. Similarly, if certain topics see little interest, your customers likely don’t consider the subject relevant to them or their needs, and you most likely do not need to address the topic in your marketing.

4) Consider your product

You can have the best marketing in the world, but if your business isn’t meeting your customer’s needs you still won’t be a success. As you consider your marketing, it is also worth checking to see that your products and services match what the market wants. Talk to your customers, identify their pain points and see if there are ways you can better meet their needs – whether it’s in the form of better pricing, more convenient service, a wider product range, or simply stocking a particular item. You may only have to make a small change to what you offer, but if that change helps better serve your customers the results will be significant.

If you want to make sure that you’re taking advantage of every possible opportunity, John Rowbottom Design and Marketing can help you build marketing that works for your business – visit jrdm.com.au to find out how we can help you.

Taking every advantage

When building a marketing campaign, it’s important to make sure that you stand out from your competition and take advantage of every opportunity you have to set yourself apart. In todays article, I look at how to identify and utilise your competitive advantage to build stronger and more effective campaigns.

What is your competitive advantage

Every business is different, and every business has something that sets it apart from its competitors. Correctly identifying what points of difference exist between you and your competition mean that you can focus your business and marketing efforts in highlighting that difference, giving your customers a reason to chose you over your competitors.

You might differentiate yourself based on your price, your location, the expertise of your staff, your hours, the range of products you stock, the service you provide or any of a multitude of other options. Identifying what specific advantages you have means investigating your business and comparing it to your competitors.

Perform a competitive audit

To identify what makes you different from your competitors, you need to understand what they offer as well as what you offer. Take a look at your competitors and at their marketing and identify what they offer to their customers. Contrast them against your own business and see what they do differently. Evaluate the differences between your business and theirs and try to understand the business reasons behind their differences, what problems their products and services solve for their customers, and how they do so. Once you know the key differences between business and your competitors, you can more clearly see which aspects of your business offer benefits to your customers that they can’t get elsewhere.

Talk to your customers

Nobody knows more about what your customers want than they do. Talk to the people who use your business and find out why they come to you. Find out what needs they have that aren’t being served by other businesses, and what they would look for in an ‘ideal’ business. This is also a great time to make sure that your marketing is reaching the right people in the right way; talk to your customers about your marketing and see if it is discussing the things that matter to them.

Showcase your advantages

Once you know what sets you apart from your competitors in a way that matters to your customers, focus on those points. Make sure every piece of marketing you create clearly communicates the things that your company excels in. Focusing on the competitive advantages you have, in a way that solves your customers problems, will lead customers to you faster than anything else.

If you want to build campaigns that showcase the best of your company, JRDM can help. To find out more, visit us at jrdm.com.au today.

Build better marketing plans with SMART goals

Before you can create a plan, you first need to have clear goals for what you are trying to accomplish. These are the metrics that will measure the success of your campaigns, and they should align to the goals that you currently have for your business.

Since these are goals you will use to track the performance of your campaign, we will need to use SMART goals; they should be Specific, Measurable, Achievable, Relevant and Timed.


While your basic goal might be as general as ‘attract more customers to my business’, a planned goal should be more specific. When determining a goal for the campaign, think about exactly what outcome you want from the campaign.


  • Increase sales of a specific product or service
  • Increase top-of-funnel sales leads
  • Get customer email addresses
  • Reduce sales cart abandonments

Having specific outcomes for the campaign means you are more easily able to identify the exact elements that your campaign will need to use to reach those goals, helping you determine what parts of your audience you will need to reach, what marketing platforms you will use to reach them, and so on.


In order to track the performance of your campaigns, you will need to be able to measure their outcomes. This means having clear and trackable goals that the campaign is trying to achieve. Make sure that each goal you have set has a visible outcome that can be clearly measured.


  • Increase sales of a specific product or service by 125
  • Get 500 new top of funnel sales leads
  • Get 1000 customer email addresses
  • Reduce sales cart abandonments by 20%

Tracking the performance of your campaigns allows you to see what is and isn’t working and adjust accordingly, which leads to higher-performing campaigns over time.


Everyone would like to grow their business by 300% overnight, but that’s a goal that would be extremely difficult, if not impossible to achieve. Remember that the performance of your campaigns against your goals is what you will be using to help you refine them over time. Setting goals that are unrealistically high won’t give you useful feedback and will only set you up for failure. Look at your current performance figures and consider an achievable level of improvement. Remember that there is also room to adjust this over time – if the goals you have set are too low or too high, they can be adjusted as you update your marketing plan.


Make sure that the outcomes of your goals are relevant to the performance of your business. In particular, be careful to avoid the trap of ‘vanity metrics’. While getting more clicks to your website or views of an online campaign is nice to see, they don’t necessarily mean anything to your business. Try to set goals that specifically affect your bottom line, such as sales, leads and income growth, rather than clicks and likes.


Since you will be tracking the performance of your campaigns, you need to set a specific point in time where the performance will be measured. For each goal you have, specify the deadline to achieve that goal, or the timeframe over which the goal will be tracked.


  • Increase sales of a specific product or service by 125 per quarter.
  • Get 500 new top of funnel sales leads each month.
  • Get 1000 customer email addresses by the end of June.
  • Reduce monthly sales cart abandonments by 20%.

With a set of well-defined goals, you now have a solid basis for your plan. These goals will help to inform the development of the rest of the marketing plan and will determine the overall structure of your campaigns.

Whatever goals you have for your campaigns, John Rowbottom Design and Marketing can help make them happen. To find out more, visit jrdm.com.au today and see what we can do for you.

5 bad habits marketers should avoid

Marketing can be fast paced and demanding. There’s always another job to do, always another goal to reach to keep the flow of leads and customers coming in. It can be tempting to fall into bad habits and old routines so you can cut a few corners and save time… but if you’re not careful, those bad habits will start impacting on your campaigns, costing you customers and hurting your business. In today’s article, I look at five common bad habits that marketers can fall into, and how to avoid them.

1. Talking about yourself

If you follow my blog on a regular basis, you might have noticed that this is something that I’ve talked about until I sound like a stuck record… and I’m going to say it again here. Your customers don’t care about your company. Talking about how good your company is, what awards you’ve won and what great things you’ve accomplished doesn’t mean a thing to your customer. What they want from you is to know how you can help them.

Sometimes, that will mean talking about your company; things like the years you’ve been in business or the number of customers you’ve served can help to build trust. But mostly, you want to talk about how you can help the customer and what your services can do to solve their problems. Approach the content you create and the campaigns you build from the perspective of the customer’s needs and you will see more responses and better overall results.

2. Relying on “hacks”, not content

If you search online, you’ll easily be able to find scores of articles that say they can increase your inbound leads with just a few simple “hacks”, quick fixes built around playing to Google’s search engine and pushing your site to the top of their search results. And for a while, things like that might pay off and give you the results you want. In the long term, however, relying on tricks like that is building on a shaky foundation. Google hates being tricked. They want their users to find your site because it’s genuinely relevant to them, not because you’ve gamed Google’s system. They constantly update their search algorithms to reduce this kind of manipulation, and that could easily lead to your site’s position falling dramatically in the listings.

The best way to avoid this is to build up your position on Google by doing the things that Google likes; proving relevant content on a regular schedule that will appeal to your customers. That takes longer than using SEO hacks, but it leads to much more reliable results.

3. Emailing non-subscribers

There’s no quicker way to alienate a potential customer than by sending them email they don’t want. Avoiding this means carefully building up and carefully maintaining your email lists. Don’t add a subscriber that doesn’t know what they’re signing up for. Don’t keep a subscriber on a list when they’ve asked to be removed. Don’t email someone who hasn’t agreed to be a part of your subscriber list. Unsolicited emails annoy your customers – and in some cases, following the introduction of GDPR, they’re illegal.

That sounds like a lot of negativity, but there’s an upside. Knowing the audience that you are building each email for and the reasons they have subscribed means that you can tailor your emails specifically to that audience and their needs, creating content and offers that will have greater impact and appeal.

4. Not testing

Running campaigns and creating content based only on your assumptions about your audience will only succeed through luck. You can carefully research your audience, build up a clear picture of who you’re marketing to and craft a campaign based on what you know, but unless you test its results once it’s out in the wild, you’re still only seeing half the picture.

No matter how much you know about your customers, you can never completely predict what will appeal to them and what will have the best results. A/B testing tools are built into most campaign managers, and you should take advantage of them. Even for platforms that don’t have specific testing tools, you should do your best to create different versions of campaigns and content, testing your headlines, your content, your imager, your offers… Test everything, see what works best for your audience, then create new material and test it again.

5. Sticking in a rut

This is one of the most insidious bad habits to fall into. If something is working, then it’s easy to feel like you shouldn’t rock the boat – marketing costs money, and you want to know that you’re getting the best results for your outlay. But over time, what worked yesterday may not work tomorrow… and if you don’t investigate new methods and new platforms, then you might be missing out on opportunities that could lead to great results.

Taking the opportunity to try new tools, learn how to use new systems and diversify the material you are creating will help to keep things fresh and your audience engaged. Keep an eye on the trends in the industry and aware of new opportunities, and take the chance to build on your skills.

If you’re looking to grow your business, John Rowbottom Design and Marketing can help you take your marketing further. To find out more, visit jrdm.com.au and book an appointment today.

Five steps to building better ads

Advertising isn’t cheap, and every ad you run that doesn’t bring in business is money wasted. Without the right content, the right setup and the right follow through, you could pouring you advertising budget down the drain. In this article, I list five steps you can take to build better, more successful ads and stop wasting ad spend.

1. Start with a powerful headline

Your headline is the first chance you have to grab the viewer’s attention. Most people will skim their way down their feeds, and they won’t stop unless something catches their eye. A good headline gives the viewer a reason to read the rest of your ad; it might be an interesting statistic, an appeal to the customer’s emotions, a tie-in to current events, or an irresistible offer. Whatever it is, make it big; you only have moments to attract attention.

2. Use an enticing offer

Customers care about getting the best value they can for their money. Offers are a great way to build interest in your services, and a good offer will make or break an ad. Consider pricing, free trials, two-for-one deals; the opportunities will vary depending on your business, but every business can offer something.

Offers don’t always have to be related to customer savings; appealing to the customers emotions can have the same impact. For example, promoting that for every sale, a donation will be made to a relevant charity will connect with the customer and help position a purchase from you as an act of good, driving engagement and building their intent to buy.

3. Meet the customer’s goals

It’s a hard fact of marketing; you love your business, your customer doesn’t care. The only reason for a customer to engage with your business is in order to meet their goals. Your ad should make it clear to your customer how your products and your services will help them to meet those goals. Don’t just tell the customer what you provide, explain the benefits of the product, showcase your USP, and position yourself on your benefits. Knowing what you can do for them means the viewer is more likely to pay attention to your offer.

4. Address concerns up front

As I said above, your customers will only come to you if they have a problem, and nobody expects solving a problem to be easy. Your customers will almost certainly have some pre-existing concerns about using your service. They might worry about cost, how easy it is to get to you, the steps involved in the process, their own level of experience with what you offer… whatever their concerns may be, your ad gives you an opportunity to address them. Letting customers know what costs to expect, that they can get full service and support, or whatever you need to ward off their concerns up-front will help overcome their resistance and encourage them to click through.

5. Track everything

Like any other part of business, in order to manage something, you have to measure it. You might have the best ad you’ve ever run, or you might have created a total clunker… but unless you measure performance, you’ll never know.

Ad platforms give you a wide array of methods to track and check the performance of your ads; A/B testing, views, click-throughs, conversion tracking… and you should be using all of them. No matter how experienced you are in creating ads, nobody can predict what their audience will do with 100% accuracy. The only way to know is to test, so test everything, adjust your ads, and then test again.

 Like everything else in marketing, building winning ads is a process, not an end point. Over time, you’ll get a clearer idea of what works for your customers and which ads capture their attention, leading to better performance and improved results.

If you want to build ads that engage your customers, John Rowbottom Design and Marketing can help. To find out more, visit jrdm.com.au and get in touch with us today.

Make the best use of Analytics

The job of marketing doesn’t stop once your campaigns are out in the world. In order to make sure that your campaigns are performing you need to monitor their success and measure the impact that they have had on your business. In this article, I look at five ways you can use analytics to improve your campaigns.

1. Website Analytics

Website analytics show you the number of visitors your website is attracting, and what those visitors are doing on your site. Site analytics will show you the source of your leads, the paths that your users take through your site, how long they spend on each page, and which pages are causing customers to leave before they have completed a transaction. Analysing these results will let help you identify your greatest online lead sources and optimise the customer journey on your site.

2. Conversion Tracking

Most digital ad platforms allow you to track conversions, letting you the results that you are hoping to achieve and monitor your campaign’s effect on those results. Since conversion tracking is customisable, it means you can identify the results that are most impactful to your business, giving you insights that will help refine your campaigns whatever their goals may be.

3. Customer Relationship Management

If you have an active sales team, then the chances are that you are using Customer Relationship Management (CRM) software. CRM software lets you track and monitor your sales, and your lead generation and nurturing. Since CRM software can be used to record the complete journey of a customer, from initial lead to closed sale, it is a great tool to use to track the results of your campaigns, tracking lead sources, campaign metrics, and the activity your leads have taken, not just on your website or through your campaigns, but also on an ongoing basis as they interact with your business.

4. Return On Investment

No matter what your goals are for your business, monitoring your Return On Investment (ROI) is essential. Tracking your ROI will let you know if the campaigns are cost effective by letting you know the costs to acquire a customer through each of your campaigns.

Accurately calculating your ROI means keeping a close eye on each campaign and thoroughly tracking not just the cost of ad placement, but also of the development of advertising material, sales support, the technology used, etc.

By using the systems described above, especially via your CRM, you can more easily track the customer’s journey from lead to sale, the steps involved, and the costs they incur.

5. Refine and Improve

Once you have a clear idea of the effect of your marketing campaigns you can review, considering your goals and the effects of the campaign, and use what you have learned to identify ways that you can improve. Over time, this will help you build better, more effective campaigns and focus your time, effort and resources on marketing that delivers the results you want.

John Rowbottom Design and Marketing can take care of every step of developing your campaigns, from development to campaign maintenance. If you would like to discuss what we can do for your company, visit jrdm.com.au and book an appointment today.