You spend significant time and resources creating content, posting on social media, or updating your website, but you’re not sure how to assess the ROI of these efforts.
Marketing Landmark:
Channel Confidence
Get clear on the best marketing channels and tactics to achieve your goals and set metrics to measure success by.
Signs You're In the Right Place
Your don’t set KPIs to measure the success of marketing initiatives. Or, you do set KPIs – but even if they aren’t met, you rarely change your strategy as a result.
You pay an agency or vendor to manage one or more of your marketing channels, but you aren’t sure whether the value they bring in is enough to justify their fee.
You keep investing in the same familiar marketing channels, even though you’ve yet to see the results you expected (and you don’t understand why).
You know you’re getting increased impressions, sessions, or even conversions, but aren’t clear on exactly how these metrics impact your bottom line.
You’re not sure your marketing investments are performing to their full potential – while you’ve seen some success, you often wonder if results could be better.
Why You Need Channel Confidence to Move Your Marketing Forward
“I’ll put more money into marketing once I see the returns.” This mindset is common among business leaders, and it’s understandable. But here’s the reality: you’ll never see returns from marketing until you’re confident enough to make a realistic initial investment.
Channel confidence is about understanding all the marketing channels and tactics you have at your disposal, so you can identify what’s most likely to get the results you’re looking for. It’s also about keeping track of what’s worked and what hasn’t, so you don’t make the same mistakes twice.
In short, it’s about making decisions that maximize the odds your investment in marketing will pay off.
The 3 Key Steps to Reaching Channel Confidence
Know your marketing toolkit
Marketing channels and tactics are like tools – what worked for one situation could be disastrous for another. The key? Get familiar with all the options in your toolkit so you can confidently select the best tool for the job at hand.
Assess risk
Investing in marketing is like investing in anything else – you’ll never see huge returns unless you’re willing to take some risks. The key is learning to identify which risks are worth taking and finding the right balance.
Make decisions backed by data
As you’re selecting marketing channels and experimenting with tactics, it’s crucial to continually analyze the results and adjust your strategy accordingly. To do this effectively, you need to be tracking the right performance metrics, setting KPIs, and accurately attributing results.
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Resources
Showing Up In Search Results: Do You Need SEO, PPC, or Both?
Key: Know your toolkit
In today’s digital era, the vast majority of businesses will benefit from increased visibility in online search results. But will you get the best results by investing in search engine optimization, paid ads, or a combination of both? Use our side-by-side comparison chart to help you weigh the pros and cons of each channel.
7 SEO Best Practices You Should Never (Ever) Ignore
Key: Know your toolkit
There are several core best practices that are the foundation of any great SEO strategy — even the most advanced SEO tactics will be pointless if you ignore any of these fundamentals, so it makes sense to master them before getting into the weeds.
Key: Know your toolkit
Paid advertising, or PPC, is a fast-paced marketing channel. It can be an incredibly effective tactic for boosting online visibility and boosting conversion rates. Wondering if PPC could help you reach your goals? Read on.
Digital vs. Traditional Lead Channels: Which Should You Use?
Key: Know your toolkit
This handy guide from our friends at Convergo will help you get clear on the pros and cons of digital vs. traditional marketing channels, and help you think through the right balance to achieve your marketing goals.
Why Calculated Risks are Key to Reaching Your Target Market
Key: Assess risk
Like any other investment, investing in new marketing channels requires you to take some risks to be successful. But how do you decide which risks are more likely to pay off? How to you decide which marketing channels make sense to expand into? Read more on our blog.
15-Minute Google Analytics Health Check
Key: Data-backed decisions
Good marketing decisions start with good marketing data. Unfortunately, bad or insufficient data is far too common. This worksheet guides you through a quick health check of your Google Analytics account to help you evaluate the data you’re currently collecting — and hopefully spark some ideas of how to better collect the data you care about.
