As a small business owner, you likely have heard the term “marketing optimization” before. You also probably know it’s a good thing. But you might not know why.
Marketing optimization involves maximizing the effectiveness of your marketing to attain the best possible results.
The three main types of marketing optimization involve optimizing the channel, optimizing the technology and optimizing the customer response. This can be done through search engine optimization (SEO), web speed optimization and conversion rate optimization (CRO).
What is search engine optimization?
SEO is the most widely used method to optimize the channel. The practice involves making improvements to your website so it can rank higher in search engine results pages (SERPs).
What is website speed optimization?
Web speed opt is the most commonly used method for technology optimization. The practice involves improving and (usually) removing the code and elements on a page to quicken the load time across devices.
What is conversion rate optimization?
CRO is the main way to optimize customer response. You can learn about and better serve your customers through A/B and multivariate testing. The more effectively you serve your target audience, the more conversions you receive.
Case Study: A Small Change to a Web Form Gets 10x the Leads
A client in New York City had a highly targeted whitepaper with real takeaway value. It offered solutions to problems that businesses needed to solve.
We customized a comprehensive marketing plan to build awareness and impressions for this whitepaper. The activities drove thousands of impressions with a very specific target audience in a very specific geographic market. We drove and funneled this traffic back to the landing page to download the full whitepaper. This page became one of the most visited pages on our client’s website.
We wanted these impressions and clicks to lead to form submissions and downloads of the full e-book. Our goal was to start strategic business conversations that led to sales.
However, of the thousands of visits to the form submission page, only 1% of visitors completed the form. This was not meeting the marketing and business objectives we created.
As we looked deeper to uncover the hole in the marketing and sales funnel, we discovered that the issue was the form. It asked for the person’s first and last name, email, phone, company name and comments. Although this wasn’t a lot of information, the form wasn’t being filled out.
After talking with our client, they agreed to let us adjust the form. Then, it asked for only the person’s name and email address.
Because most people used their work email addresses, we still knew which company they worked for. This eliminated the need for a phone number. We also took out the comment section because it rarely was used.
These minor changes increased the conversion rate from less than 1% to 10%. This meant 10 times more targeted leads and a high number of qualified conversions.
Want help with your marketing optimization?
You’ve come to the right place! BARQAR’s team of seasoned professionals can develop a plan to maximize the effectiveness of your marketing and attain the best possible results. Contact us today to get started!
