In a world where people spend more than three hours a day on the Internet, companies of all types have no choice but to use e-marketing to promote their products.
Although many consider e-marketing with its plans, methods, and tools as a dive into the unknown, all successful models in it did not start from the hundred, but rather all beginnings started from scratch.
In this guide, we will try to help you learn about e-marketing, with its wonderful opportunities and many options. Sometimes it does not require spending any money to make your company an online presence, and other times, a medium budget will give you access to new segments of the audience and achieve a lot for you.
And if we assume that e-marketing is on the finish line of a thousand miles, know that access may be faster and cheaper than you think, and that every step you take will be tested and learned from it, and grow over time.
table of contents:
- Definition of e-marketing and its advantages
- Steps to create an e-marketing plan
- E-marketing methods
- Sales funnel
- Measure results
Before we begin, I advise you to save the guide to your favorite Bookmarks if you do not have the time to read it in full now, so that you can review some of its topics when needed.
E-marketing is the marketing of products or services using digital technology, such as the Internet, mobile phones, social networking sites, search engines, e-mail, and others.
E-marketing tools are in harmony with this digital technology. Market research uses a tool such as Google Keyword Planner, and analysis of your marketing efforts is done using a tool such as Facebook Insights. As for your ads, they are also digital platforms such as Google Ads and Microsoft Advertising.
E-marketing represents a completely new approach to understanding customer behavior, starting with measuring the number of downloads, likes, visits, views, comments and interactions and ending with ratings, reviews and surveys.
It is characterized by being easier, cheaper, faster, more effective and more flexible than traditional marketing methods. Here are the details:
- Easier: It does not require any routine complications and interviews, just create an account on the relevant platform to start marketing.
- Cheaper: the costs of renting a billboard on a road or advertising space in a well-known newspaper can cover the costs of an advertising campaign on social media for 3 months. ( There are also: marketing ideas that you can implement at the lowest costs )
- Faster: Your ads start appearing to your audience moments after they’re designed and published.
- More effective: E-marketing gives you the advantage of personalization. When you narrow the scope of your ads to target a specific group in terms of age, country, city, and interests related to your products, you only spend your money in the right place.
- More flexible: Numerous metrics give you enough accurate information about your marketing efforts to decide which ones to continue and which ones to stop.
In order to be able to engage in e-marketing activities, the starting point should be building a presence for your company on the Internet , by creating a website with an attractive design that provides comprehensive information about the company, and you may add to it a blog in which you share your experiences with your target audience, and also create accounts on websites Social media, during which you promote your products and communicate with your audience.
Step 1: Choose the right audience
When you think, who do you direct your products to? The standard answer would be for those who want and can buy it, but many do not. Some may be excited to start a business, without slowing down and thinking first, is there anyone who will buy my products? Can I access it?
In a study published by Harvard Business Review on the five stages of startup growth , the study indicated that the first stage should relate to answering the question: Can I provide a customer base for my products? More on that here: Can I reach them?
So what’s the point of marketing a great product to people who don’t care about it or care about it but don’t have the money to buy it. So it is very important that your e-marketing efforts are directed to a group that wants and is able to buy your product . And to conduct a nomination process that excludes all other groups from the general public and targets only this group.
Step Two: Know your customers well
Knowing your customers is not a simple or intuitive step so that you can define your customers in just one line, age, country, gender. Rather, it is a complex step, and I am not exaggerating if I say that it will eventually make you know your customers more than they know themselves.
Let me explain to you how:
- Search in the minds of your customers for 5 emotional triggers that motivate them to buy, which are pain, fear, hope, dream, and obstacle. Brainstorm and imagine yourself in their shoes, or design a survey using Google forms and send it to them via email. Record any information related to the five market drivers for your products.
- Use Google to search for topics related to your market, and read audience reviews and ratings for products in your category.
- Deal with an open mind while trying to understand your customers, do not put restrictions on your understanding, whatever their assumptions and the things that interest them, you should take them into consideration in your electronic marketing plans .
Step Three: Define your goal
Financial expert Ramit Sethi, author of the 2009 best-selling book I Will Teach You To Be Rich, says that focusing on one goal increases the likelihood that you will be able to reach it.
Reducing goals may seem unpleasant to the enthusiasm of a beginning e-marketer, but focusing on the larger goal that you want to achieve when you use it, helps you grow step by step. Example: Do you want to build a mailing list of 500 users, or do you want to generate $10,000 in revenue?
Step Four: Calculate your expectations
(ROI) is the acronym that refers to the return on investment , and it is the essence of this step. Some e-marketing methods, such as search engine ads, for example, require financing, so in this step you have to answer the following question: Will I recover my money that I spend from the marketing method that I will use or not?
The expected return on investment will tell you whether to proceed down this path or change it to another path.
The expected return on investment can be calculated in the following way:
- Expected return on investment = expected revenue from e-marketing: its costs.
In the field of e-marketing, the ratio of 5: 1 is a good ratio, which may vary according to the structure of your expenses and your field of work.
Step Five: Watch your competitors
The importance of this step comes not only because it gives you the opportunity to outperform your competitors, but also because it saves you a lot of trial and error at the beginning of using this type of marketing. As the saying goes, “You don’t have to reinvent the wheel,” but rather, “Start where everyone else left off.”
Watch your competitors in order to learn from their mistakes, and motivate them from their success experiences, and to discover areas that distinguish you from them and use them in your e-marketing for your business.
Here’s the surest way to keep tabs on them, get involved, act like you’re their customer, buy their products if possible, read other people’s reviews, browse their websites and sign up for their newsletter, note where and when you see their ads, and follow them on their social accounts. And if you want more “legitimate espionage,” use a tool like Alexa Competitive Analysis to analyze your competitors’ traffic and see how they perform in search engines.
Step Six: Draw a way to reach the goal
Example: Your goal for your e-marketing plan is to get 100 subscribers to your newsletter per month.
But the current rate of subscribers is only 50 per month, so in order to achieve your goal, you need to double the current subscription rate.
You can achieve this in two ways:
- The first is that you design a free catalog or book that requires you to type your email address before uploading.
- The second : to double the number of visits to your site by using different options such as blogging or paid ads.
Determine which of the two paths you will take to begin implementing the goal.
As for you, you have finished developing your e-marketing plan after choosing your audience, knowing your customers, setting your goal, calculating your expectations, monitoring your competitors, and then charting the way to reach the goal. Now is the time for implementation.
The available methods are varied. Start using the easiest and most affordable e-marketing methods, then include the rest of the methods according to your budget and your measurement of results. This is the continuous process that coincides with the implementation of your marketing plan, and we will discuss it at the end of this guide. The following are the most important methods of e-marketing:
“Content is king.” This phrase that did not come out of nowhere is one of the axioms of e-marketing. Your successful marketing message is one that includes good and relevant content. Today, with the presence of many companies on the Internet, it has become necessary for your e-marketing efforts to be characterized by “ Content”.
Content marketing is sharing different forms of content that meet the needs of your audience and provide value to them in order to attract their interest. But what is the importance of attracting audience interest in e-marketing?
Attracting the audience’s interest is a vital factor, as it brings your site visits from search engines, gives the audience an idea of your products, and represents an opportunity to communicate with the audience and thus build trust between you and them. The content takes different forms, for example a post, post, video, infographic, book or catalog.
Start content marketing from day one and this will achieve your goal in the future and give you organic traffic from search engines. As for the detailed steps for e-marketing with content; Here are the most important ones:
- Create a blog for your company immediately, present yourself as a leader in your field, and write blog posts that do not hesitate to share your experiences to gain loyal followers who will later become your promoters, and use attention-grabbing titles for your blog posts.
- Share blog content on your social media accounts, and add buttons to the blog that make it easy to share content on these sites.
- Set a posting schedule and stick to it.
- Write a book or guide that meets a customer need (like the one you’re reading).
- Write on popular blogs with the same type of readers you target, and tag your site within the post to get more traffic.
- Write about others in your field, companies and individuals, who will most likely share the content with their audience, so you will gain a faster spread, and they may do the same with you.
- Use infographics to give your content a wide reach on social networks.
Social media marketing
Facebook is used by 1.5 billion people every day, and by simple calculation compared to the total world population, nearly one-fifth of the world’s population logs into Facebook every day, which means that your current and future customers often have accounts on Facebook.
Social media marketing is the use of these sites to draw your audience’s attention to your website, by creating engaging content that encourages them to share it.
Social networking sites are numerous and witnessing continuous growth, including Facebook , Instagram , Twitter , Linkedin, and Pinterest. So do not put yourself under the pressure and exhaustion of matching many of them, and focus on the sites that interest you the most and expand your e-marketing activity with them. The following are the most important steps of e-marketing through social media:
- Create an account on the social media sites that are most useful to you, take care of choosing a cover photo, and put the link to your site in the post of the photo to represent a link that leads to your site.
- Include pictures of your products, or use Facebook templates like “Business” and “Shopping”, to make it easy to post your own offers on your page, and to publish your products in the form of a store.
- Post your posts on your social accounts, as the link between the blog and social networking sites generates non-stop traffic.
- Communication sites have a social nature, so when using them for the purpose of e-marketing, they are not limited to publishing commercial content, and use a ratio of 1: 3 (1 commercial content, 3 useful or entertaining content) in determining the quality of publications content.
- Avoid generic non-commercial content and make it relevant to your company’s industry (for example, if you use e-marketing to sell sports equipment, don’t share motivational phrases).
- Find out when your followers are active using a service like Facebook Insights, then schedule content posting with a tool like Hootsuite or Buffer to keep the content flowing regularly at those times.
- Interact with your followers by answering their questions, responding to their comments, and following up on their complaints.
- If your budget allows, use social media ads , and be precise in targeting the category to which the ad appears to match your target audience.
Before we move on to talking about the next method of e-marketing, there is something important to learn about marketing via social media , which is not to use social media as a first method in marketing your products, because if Twitter is disrupted or Facebook changes its policies, marketing efforts will be affected. Your email is paralyzed. Rather, make e-marketing through social networking sites a means to increase your growth, and if you ask, what is the basis for growth in e-marketing, the answer we will discuss shortly is e-mail marketing.
SEO search engine optimization
When using e-marketing to promote your products; Having your website visible to your audience in their search results for answers to questions or solutions to problems is one of the best ways to get new customers. With Google accounting for 90% of all searches, it has become imperative to consider Google spiders when setting up your site.
SEO means optimizing your site the right way, with the goal of raising your ranking in search results when people search for words related to your market. In other words, make your site easier to understand by search engines.
Optimizing your site is about making changes to the individual pages of your website, making the content of each page clear and consistent, so that search engines can understand the content of the pages better and faster, and this leads to a higher ranking in the search results, and therefore a higher probability of clicking on your site.
Googlebot spiders are constantly crawling through all the web content (hundreds of billions of pages) to categorize it according to rules that you can see directly from their SEO guide . And if you are looking for brief SEO steps, here are the most important ones:
- Use the Keyword Planner tool to choose your keywords , and make sure to use the words with the same terms that you find in the tool. Another way to find keywords is to follow the words that your customers talk about the quality of your products, as they certainly use these words in their search as well.
- Make sure to include the main keyword in the title, page description, page link, and main image name.
- Avoid overstuffing keywords as this can backfire.
- Make your site’s content easy to read, organized, mobile friendly, free of spelling mistakes or broken links.
- Update your site’s content regularly.
- Avoid using autoplay videos, and minimize pop-ups asking for email addresses.
- Long articles are preferred by Google search engine over short ones.
- Check out blogs and websites specialized in e-marketing about Google Algorithm Updates, and how to benefit from them in e-marketing.
Search engine ads
Search engine ads are the ads that appear on the search engine results page in the right part at the top and bottom of the page. One of the most prominent characteristics of e-marketing using search engine ads is that the advertiser only pays when someone clicks on his ad, so it is called Pay Per Click ads.
Search engine ads are characterized by appearing at the right time, which is the time when people search for your products, which makes them an effective method of e-marketing.
The emergence of ads has a mechanism called an auction, where search engines such as Google and Bing determine the number of spaces available for ads to appear, so that competition begins between advertisers, so each of them sets a price per click, and the search engine chooses the highest price to win the auction.
However, the price is not the only criterion for winning, but also the relevance of your ad to the search term, which is called the Quality Score. If you were the competition for a word like “genuine leather shoes,” an ad containing “high quality genuine leather shoes” would have a higher quality score than an ad containing “leather shoes in Riyadh.”
How do you use search engine ads in e-marketing?
- Create an account on the ad platform that best targets your marketing plan.
- Write your ad and offer discounts or special benefits.
- Use keywords that are compatible with your site’s content to get a higher quality score.
- Design your ad with a CTA and link it to a page you created specifically for your ad campaign (a landing page).
- For an advertising campaign at a lower cost, choose the long keywords, because the competition for them is weak, for example, “car wash in Dubai” instead of “car wash”.
Remember the return-on-investment (ROI) we covered in step four of your e-marketing plan? We’ll use this yield here to measure how important email marketing is . Statistics show that e-mail marketing ranks first among the various e-marketing methods with the highest return on investment (ROI) of 44:1, meaning that every dollar spent achieves a multiplier return of 44 times.
The secret behind this high return is simply that your emails will inevitably reach your customers in their inboxes, unlike other e-marketing methods such as e-marketing via social media or e-marketing via search engines, where your content must go through its algorithms first in order to appear to the public.
In addition, it is an economical method of e-marketing, as a site such as MailChimp offers you basic e-mail marketing services for free.
In the world of e-marketing, e-mail addresses are your first marketing currency indisputably. It is no wonder now that various sites are pursuing us to obtain our e-mail addresses. In short, e-mail marketing is the backbone of e-marketing.
How do you start your email marketing campaign?
- Create a mailing list of your registered customers’ email addresses or encourage them to type in their mailing addresses when getting an offer, downloading a book, or before starting a chat with customer service on the site.
- Sign up for an email service like MailChimp and SendInBlue to easily manage your ad campaigns.
- Create a professional email template for your company.
- Ask your newsletter subscribers how often they prefer to receive messages and stick to it. Sending spam or irrelevant email puts them at risk of unsubscribing.
- Use your promotions, new products, and links to your posts as content for your messages.
- Based on the information you have about your subscribers, such as their purchase history and where they are in the sales funnel (which we’ll cover later in the guide), sort them into lists, assigning messages to each category.
- Use the Drip Campaigns or Drip Marketing distillation method to send scheduled messages based on actions taken by the subscriber, such as registering on the site or purchasing a product, and after each action, sequential messages are sent automatically, the first immediately after the action, and the second after 3 days, for example, and so on..
- A/B test your messages to find the best triggers for your messages.
Display ads on the Internet, in their simplest description, are similar to the billboards that we see on the roads or in the main streets. In addition to images, display ads may contain texts or short video clips.
E-marketing through display ads gives you the opportunity to reach your target audience, and they spend their time reading the news, watching a YouTube video, or browsing various other websites that they want to visit, and therefore this method of e-marketing is characterized by helping you reach your audience anywhere on the Internet.
Digital ad networks like Google Ads enable you to create your own display ads, acting as an intermediary between advertisers and websites that have ad space for sale. And if you want to use e-marketing through display ads, here are the steps for creating a display ad for your next campaign:
- Create an account on your preferred advertising platform.
- Choose a good eye-catching image for your ad, along with text written in a style appropriate to your audience.
- Make your advertising message clear and specific, for example inviting viewers to visit your site’s homepage or visit the page of the product you’re advertising.
- Select the target group to see the ad by age, gender or geographic location.
- Monitor ad clicks and visitor conversions, then exclude from your campaign sites that bring no traffic at all, or increase your advertising budget on sites that bring you a lot of traffic.
Every day, people around the world watch a billion hours of content from the video-sharing site YouTube, yes, you read it right, “daily”.
Video marketing is witnessing a continuous rise in the field of e-marketing, and it has become one of the e-marketing methods that large companies are quick to use to distinguish their e-marketing campaigns from others, so it is useful for you if you are looking for a supplement to your e-marketing efforts to resort to video marketing . .
Video e-marketing means using videos of all kinds (advertising – illustrative – educational…) to increase your fame and attract new customers to your company. Video e-marketing is one of the forms of e-marketing with the content that we have already talked about. So it also represents a long-term investment in e-marketing, and helps you get traffic from search engines for a long time to come.
Before you start using video e-marketing, you must first define your production limitations according to your budget. For example, will you create videos yourself or with the help of professionals ? Will you be using advanced photography equipment, or your mobile phone and free editing software like Camtasia and Blender?
Now let’s move on to the video production steps for your e-marketing campaign:
- Depending on your predetermined production constraints, choose the type of video you will create. The options are many, such as a product promotional video, a how-to video, a tutorial, or a live broadcast.
- Sketch out the scenario for your video. What will the beginning, middle and end be like?
- If you decide to hire professionals, contract with an advertising company or use a freelancing platform such as Fiverr to find freelancers .
- Do not expect speed in filming and implementation, as video production in e-marketing often takes longer than planned.
- When uploading the video to YouTube, use appropriate keywords related to your product to help the video appear in search engines .
- Encourage viewers to comment, visit your site, or share your video, and at the end of your video, show some seconds of teaser from other previous videos.
- Use social media and your newsletter to post your new videos, to get more exposure.
Affiliate e-marketing means using marketers to market a product or service on the Internet in exchange for a commission.
Although commission e-marketing is based on a very traditional marketing idea, it is one of the e-marketing methods that are popular and have good opportunities to increase your sales and reach new audiences.
Commission e-marketing operations include three parties: the advertiser (the owner of the product), the publisher (the affiliate marketer), and the commission marketing network, which is the mediator between the advertiser and the publisher.
Commission e-marketing is suitable for companies that sell products through which they achieve a sufficiently high profit margin, which covers the marketer’s commission and does not harm the company’s total income.
The marketer’s commission, which is determined by the advertiser, usually ranges between 5% to 15%, and the marketer gets his commission after the customer performs a specific action that was previously determined by the advertiser. The action may be buying a product, subscribing to a service, registering personal data such as name and email, or downloading a book. for example.
How do you start e-marketing with commission?
- Embed your site in an affiliate program or sign up for an online affiliate marketing network, such as Cpalead and Clickbank.
- Write the details of your offer so that it includes the product that you use commission e-marketing to market for, and the landing page that visitors will be directed to by the marketer.
- Determine the type of action that the marketer will receive a commission for achieving, and determine the commission the marketer will receive for each action.
- Use an affiliate program to encourage your customers to refer their friends to use your site in exchange for, say, a free $5 coupon.
How many times while watching YouTube did you find the owner of the YouTuber channel praising a product (phone – application – car – cosmetic) and explaining its advantages and advising his followers to use it?
Many times for sure. This is e-marketing through influencers .
E-marketing through influencers means marketing through an influencer on social media (who has an audience that follows and trusts him).
This method of e-marketing is characterized by the high credibility it provides about your products. Instead of the audience receiving your explicit promotional message through an advertisement or an e-mail message; He will receive it in the form of an objective review from an influencer he likes, follows, and therefore trusts.
The idea of e-marketing through influencers is based on taking advantage of the growing popularity of influential personalities on social media, so that major companies are competing to win major influencers to promote their products.
Before you start using this type of e-marketing, you have to think about two things:
- First: How much of the e-marketing budget will you allocate to your influencer marketing campaign? The answer to this question will affect your options, as the more followers the influencer has, the higher the amount of money they will charge for promoting you.
- Second: What is the most appropriate platform for your products? Choose the platform from which you want to target an audience.
How to start your campaign in e-marketing through influencers?
- Find the right influencer by searching the platform you are targeting using the hashtag of the keyword for the quality of your product or service. For example, if you are using e-marketing through influencers to promote a site for teaching the English language, use #English_language_courses, or with the keyword directly on YouTube, for example, “Learn English”.
- Limit your options to a few influencers, monitor the interactions (likes – comments – views) on their accounts daily, and choose an influencer with a high interaction rate.
- Contact the influencer, introduce them to your work, and explain to them how you would like your cooperation to be.
- Write down a written agreement between you (contract), even if it lacks a complete formal form, so that it will be your reference in the event of a problem.
- Create a discount code for influencer followers.
- To get the most out of an influencer’s fame, fund his promotion in a paid social media campaign.
How do you convince a man to buy shoes for a thousand dollars?
The answer: backstage marketing .
This is what Viberg, a company that manufactures leather shoes, filmed the process of making its shoes in a video telling the story of making the shoe, the accuracy of manual manufacturing, the high cost of the materials used, and the quality of natural leather that extends the life of the shoe 10 times more than ordinary shoes.
Backstage e-marketing means that you use the internal details of your company (the scenes) in e-marketing to strengthen your relationship with your audience and highlight the human side of your company.
The formula for success in e-marketing behind the scenes is to be honest and simple, as people are used to stereotyped e-marketing messages, and sharing behind the scenes of your company will attract them and enhance their feeling that they are dealing with people and not brands, which is one of the factors that have a positive impact in e-marketing.
What kind of backstage will you use in e-marketing?
- Pictures of the work environment (manufacturing stages – business meeting).
- New events, such as hiring a new employee, holding a workshop, or adding a new line of products.
- Fun content like the one you share with your friends on social media (funny situation – funny picture).
- If the company takes a new step, ask your followers to decide on its details, for example, “We are designing a new logo. What color do you suggest for the new logo?”
- The spirit of teamwork in the work team and the synergy and friendship between them (a picture of a group lunch – congratulating an employee on a happy event ).
Fourth: the sales funnel
As for you having reached this point in the guide, I would like to salute you for your perseverance and announce that you have reached the penultimate stage, a stage that will help you a lot in organizing your e-marketing efforts and knowing the rules for using e-marketing methods at any time and with any customer. To get acquainted with the concept of the sales funnel, we will move away from the virtual world of the Internet for a moment, and imagine the following scenario:
You enter a clothing store, and you find a worker who welcomes you and offers to help. You browse a group of shirts you like, and the operator tells you a discount if you buy two shirts from that group. You decide to buy, and upon payment, you find someone recommending a pair of pants that fit with one of the shirts you bought, so you add them to your purchases. Then you go out happily with the deal you got, and next time you intend to return to the same store to buy again.
This same process takes place on your website, and instead of the shopkeepers, you have the many e-marketing tactics that we talked about in the previous e-marketing methods.
A sales funnel in e-marketing represents a planning of the stages that your audience goes through during the e-marketing journey, from getting to know your brand through the search engine, for example, and ending with them purchasing one of your products. The funnel helps you to efficiently e-market based on good planning rather than guesswork, and also avoids you choosing inappropriate e-marketing methods.
In the previous example, the inappropriate e-marketing method may be that the seller offers you a pair of pants when you have not yet chosen the shirt that you will buy. Of course, not everyone who recognizes your brand will necessarily reach the bottom of the funnel and turn into a buyer, but the goal of the funnel in e-marketing is to reach the largest number of the audience in the upper part to the bottom and turn them into buyers.
How do you get the most out of the sales funnel in e-marketing?
1. The stage of awareness
It is the stage in which the audience gets to know you for the first time through one of the e-marketing methods, such as a tweet or post shared by a friend, or through content that appeared in Google search results. To start at this stage, use e-marketing with content and publish different types of content (posts – infographics – videos – books) that are useful to your audience on your blog and social accounts, and you can also design an advertisement on social media.
When an audience browses your content or sees your ad, encourage them to like your page or subscribe to your channel, website or newsletter, or design a landing page asking to subscribe to your newsletter before downloading a book or when clicking on an ad.
After this stage, some may buy from you directly, while others may not, and thus you move on to the next stage.
2. The attention stage
At this point, after you’ve got their likes or their email addresses, you can now see the audience moving through the funnel in clear lines. So you have to do everything you can to attract the interest of the audience that has already known you.
Now create a drip email campaign (see the email marketing section), and share with your users compelling content that is useful to them (eg if you own an online sunglasses store, send them messages about the benefits of wearing sunglasses, eyeglass health standards, and how to choose sunglasses that fit On your face).
Use your posts, posts, and videos as the content of the messages that you send them once or twice a week at most regularly, and avoid direct email marketing messages at this stage, as they do not intend to buy yet, and you may annoy them and they unsubscribe from the newsletter, and then the progress you made in electronic marketing will be regressed Until now.
3. The decision-making stage
At the end of your mail-order marketing campaign, help them make a purchase decision and reveal one of your attractive offers, such as a special discount for each first order or free shipping.
4. The purchase stage
After your customers have made the purchase decision, your role in e-marketing does not end there. You want to grow the success you have achieved in e-marketing and double your sales to two, ten and one hundred. Add buyers to a new mailing list and repeat the e-marketing process with different content, for example an e-mail campaign that includes thank you messages for purchasing the product, offer customer service help, tips on taking care of your glasses, how to choose glasses as a gift for others? And at the end of your email marketing campaign, send a special discount to old customers.
Measuring results in e-marketing gives you rich detailed information on the KPIs of the different e-marketing methods you used, helping you adjust your marketing compass path. In the sense of which e-marketing methods achieved good results, focus on them more, and which e-marketing method led to insufficient results, so you amend or replace them with others.
The following is a presentation of the most important results measurement tools in e-marketing:
Use it to know all the important performance indicators for your site that affect e-marketing: such as the number of site visitors, the time spent by visitors, the number of page views, and the bounce rate (how many visitors visit the site and then leave immediately).
It gives you detailed information on important indicators in e-marketing via Facebook, such as: the rate of growth of likes, interactions with each post, sources of flow to the page (whether from Google or from the site), and the time when your followers are active.
You will learn from them important indicators in e-marketing via Twitter, for example: the number of views of each tweet, the rate and type of interactions with each of them, the growth rate of followers and demographic information about them.
It shows you useful information in video e-marketing, such as the most watched videos, average watch time, demographic information about your audience, and traffic sources for your videos (both inside and outside YouTube).
How do you improve your e-marketing campaign?
After the previous measurement tools provided you with detailed information on the key performance indicators for your various e-marketing efforts (website – social media accounts), you can now improve your e-marketing campaign, for example:
- The high bounce rate of your site visitors or the short period of time (less than 30 seconds) that they spend on the site expresses a UX user experience that needs improvement. Consider slow site speed, use a simple site design and reduce functionality.
- Landing pages that do not achieve an adequate conversion rate, A/B test them, and change the title, content, and CTA until you reach the best results.
- Email campaigns that did not achieve the desired results Do A/B testing as well, and change the language and content of your messages and offers, until you reach a successful email marketing campaign.
- Blog content or social media page that didn’t generate good engagement, try something else.
- Your special offers that did not convert visitors into buyers, exchange them, for example, instead of free delivery, offer a 5% discount.
At the end of this guide, it remains to point out that e-marketing is an integrated environment that includes many elements, and there is no unified recipe for achieving success in e-marketing, so feel free to use the e-marketing mix that you see fit for you.
You may not be successful in some of your first steps in the path of e-marketing, but make sure that your monitoring of the results first will reduce losses to a minimum, and once you focus on the e-marketing efforts that achieve success, you will gain greater confidence and success, God willing.