Digital marketing and advertising aren’t intangible! Australian businesses rely on them for B2B as well as B2C marketing.
Search engine optimisation (SEO), social media marketing (SMM), and emailer marketing (EM) are the popular digital marketing strategies. These are very effective in getting leads and conversions.
Here are some startling facts from Eloquent –
- 34% of companies allocate more than $1000/month for link building.
- LinkedIn is the most popular platform for B2B marketing.
- Facebook and Instagram are the most popular channels for B2C marketing.
- Emailer marketing generates 44X in ROI.
Online Presence helps your business get tangible benefits from digital marketing services in Australia that are measurable.
1# Appearance/Impressions – Brand or Product or Service
When your brand appears on various digital marketing channels in-front of an audience, it creates a brand awareness. Here is how it is measured across various channels.
Search Engine Impression (Google) – It refers to the number of times a URL from your site appears on the Google search result page. While most visitors don’t go beyond the 1st result page, this number is often useful when considered with the rank of URL. If the URL appears on the 1st page with rank 1-10, it can be counted as brand appearance/impression.
Social Media Impression (LinkedIn, Facebook, etc.) – It is the number of times social media browsers displayed the posts. It doesn’t matter who click or engage with the content, but only the number of those who are exposed matters.
Emailer Impression – It refers to the number of emails opened and not the ones that were delivered or bounced.
2# Clicks/Reach – URL or Posts
Once the URL or a brand post appears before the relevant audience, they might be tempted to click on it. When that happens, it leads to more engagement. Here are the indicators.
Search Engine Organic Click-Through-Rate (CTR) – When your URL appears high enough on Google to get clicks from the audience. CTR is defined as a per cent of search impressions that get clicked.
Social Media Reach – It refers to the number of audiences that would get the impressions of the post in their feed.
Emailer Open Reach – It refers to unique subscribers that who opened the email during a period and not how many emails that were opened.
3# Engagement – Webpage, App or Post
When the audience spend time on the content of a web page or social media post for a specific duration and reacts to it – likes, shares, comments, or drops a review, it is termed as engagement. Here is how it is measured.
Avg. Website or App Engagement Time – An engaged audience consumes content, clicks links, views the product image etc. A ‘session’ refers to the events in a particular timeframe. An ‘engaged session’ is one that lasts for more than 10 seconds. All such engaged sessions (time) divided by the total number of active users leads to avg. engagement time.
Post Engagement Rate, CTR and Mentions – When the audience comes across your post, they might react (like etc.), share or comment on it. This rate indicates how effective a post is in getting engagement. The metric is obtained by dividing the total of likes, comments to the total number of followers. CTR refers is obtained by dividing the total click on link to the post impressions. The account mentions refer to the number of times your brand in mentioned on social media.
Web traffic from Email – The email engagement metrics – Open Rate and CTR – indicate the impression. However, the traffic coming from email channel as measured with Google Analytics precisely talks about the email engagement.
At Online Presence we measure the performance of digital marketing services in Australia that measures engagement and improves it for more conversions.
4# Conversion Rate
Once the audience engages with your web page, social media post, or email, they could make a request to get more information about the product or service, or even show interest to purchase the product. All such requests generated from various channels – search engines, social media platforms, or emails – are called leads.
A ‘conversion’ happens when the audience completes a desired goal – makes a purchase or fills a contact form. Conversion rate is defined as the percentage of unique visitors that convert. Depending on the type of business goals, a conversion could be – online sales, email signups, form completions or leads generated.
At Online Presence, we understand that these metrics grow only when a large number of relevant audiences interact with the website across various digital channels. The audience grows when –
- Unique (non-duplicate) visitors coming to website from search engine increases.
- Increase in new followers getting connected to social media pages.
- New email subscribers are added to the mailing list.
Online Presence – A KPI Driven Digital Marketing Company in Australia
Digital marketing is the most tangible form of marketing. All digital channels offer Analytics Tools that help to measure performance of website, posts or emails.
We have helped numerous Australian businesses with growth across digital channels that they can see and measure. They have trusted us for marketing, and we deliver results that meet or exceed expectations.
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