I can remember the days when AIT solely advertised in print publications and did very little, if any, online advertising. Most of our potential customers would find us in magazines like Wired, PC Magazine, etc. We always discussed “how do we track if this $10k magazine ad is working?” Because you need to be able to measure the value of every dollar you spend, we needed to answer this question the most fool-proof way we knew how. In those days, tracking methods were not very good. But with the growth of digital marketing, this problem should no longer exist. The data ultimately tells you the success of a campaign (free or paid) with metrics like return on investment, number of opportunities and pipeline value. Tracking and capturing every point in the customer journey becomes extremely valuable to marketers in any business.

We talk about fans, shares, and engagement, but ultimately businesses want their social media efforts to result in traffic and conversions. If you have plenty of the former, but none of the latter, you need to start referring followers to your site. The average order value for a social media conversion is £59 (and growing), so your business could be missing out on a lot of revenue if you don’t manage to convert social followers.

What’s the solution?

Link back to your site – so many businesses forget to do this! Make sure that your followers know about your new products and latest offers, and don’t be afraid to ask for the sale.

Digital marketing budgets are set to rise by 8% in 2015, and 71% of businesses plan to increase their budgets in the next year. Digital marketing offers higher conversion rates and lower lead costs than any other form of marketing, so it’s a mistake to neglect it entirely.

What’s the solution?

‘Digital marketing’ covers a huge number of disciplines, including PPC, SEO, social media, and email marketing. Choosing the right type of digital marketing for you can cut down on the time you need and make sure that you have the best chance of success. If your company really doesn’t have the time or expertise to maintain your digital marketing campaigns, it’s best to outsource. This means that your team is free to manage the rest of your business but you still benefit from a solid online presence.

Bounce rates are almost 10% higher on mobiles than desktops. Reasons range from ‘on the go’ behaviour, interruptions, to poor 3/4g/wifi signal and slow load times. While this is the norm, you need to make sure that you’re catering to mobile users and offering the best possible experience to people using tablets or phones to access your site.

What’s the solution?

‘Optimised’ could just mean that your provider has used a responsive template, but the coding is still messy and the images are still far too large. The first step to reducing your mobile bounce rate is checking your mobile load speeds and looking at how user friendly your mobile version really is. You can look at user journey and popular entry pages to find out what people are really looking for when they visit your site on mobile, and make sure that you make it as easy as possible to access popular information. This could mean that you have totally different menus on mobile and desktop versions of your site.

If people are trying to buy online but your site doesn’t offer the best experience, it may be worth building an app to cater to their needs in a more convenient format.

Companies with blogs generate 67% more leads than those without, but if your blog bounce rate is higher than the rest of your site you’re going to have trouble converting that traffic. Luckily, there are some easy fixes to keep that traffic on your site and push them towards enquiring or buying.

What’s the solution?

Bounce rates are actually quite misleading – people can bounce from your page because it’s not what they were looking for, or they can bounce because they’ve found exactly what they were looking for and are satisfied. Unfortunately, the result is largely the same – the difference is that the latter is far more likely to interact with your brand later on and buy.

Either way, there are measures that you can take to keep people engaged with your blog posts. One of the simplest is to improve your internal linking with subject links and contextual linking to guide people through the site if they need more information. Contextual links are links in the body of the text; for example, if I was talking about social media, I may want to link to the relevant page on our site. That’s a contextual link. Add these in if you mention something you’ve previously posted about or if you mention a product – that guides people to information and subtly pushes them towards a purchase.

It’s likely that your blog posts are grouped by category and tags – providing readers with other similar articles at the bottom of your post can help them explore your content further without having to make drastic updates to your blog structure.

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