With so much content out there, digital marketing spend is required to cut through all the digital noise. But with such an investment comes the responsibility to make sure you’re seeing a return to be able to gauge if you’re spending money in the right places.
This article will explain how to:
Creating a good digital marketing strategy
Did you know that Google now receives approximately 5.6 billion searches per day? Customers are finding you in a different way than they used to, and you need to be visible to them.
2. Your competitors are using it90% of searchers haven’t made up their mind about a brand before beginning their search, therefore you need to appear on search engines and on social media ahead of your competitors.
3. Lower costs and greater flexibility
If you apply a digital marketing plan strategically, you’ll get better results quicker and for less money than traditional marketing methods.
A good digital strategy is made up of these six key components. Some of these will be more relevant to your cemetery or crematorium than others. The important thing is to remain competitive, so aim to at least keep pace with what your competitors are doing.
Integrate these components effectively by ensuring that your marketing team fully understands your brand, your audience and what makes you special; and ensuring that your digital marketing strategy incorporates all these aspects and is consistent across all platforms.
Impression
An impression is counted each time your advert or post is shown to an individual. Each time that your ad or post appears, it's counted as one impression.
Click
A click is when anyone clicks on the link that is being tracked, regardless of how many times. Your strategy should include having someone to look at and follow up with every single click.
Bounce rate
Bounce rate is the percentage of single-page visits. It’s the percentage of visits in which a person leaves your website from the landing page without browsing any further. Google analytics calculates and reports the bounce rate of a web page and bounce rate of a website. As well as being important for you to understand how well each page performs, bounce rate can also affect SEO, so is a doubly good metric to keep an eye on. (If a particular page has a high bounce rate, you might want to re-think that content).
Cost per click
Cost per click (CPC) is the amount you pay for each click on one of your ‘pay per click’ (PPC) ads in platforms such as Google AdWords or Bing Ads. Your cost per click is determined by several factors, including maximum bid, quality score, and the ad rank of other advertisers bidding for the same keyword.
Total spend
This is the total amount you’ve spent over the course of a paid campaign. It doesn’t always reflect the daily budget you’ve set, as the daily budget can sometimes run slightly over, or often, the daily budget isn’t even reached if, for example, you’ve not had any clicks on your ads.
Conversion
Google Ads conversion tracking shows you what happens after a customer clicks on your ads and completed an action that you consider to be valuable to your business - whether they purchased a product, signed up for your newsletter, called your business or downloaded your app. While it’s important to measure conversion, remember that a conversion is not necessarily the same as lead!
These metrics are all extremely important measure to get the most out of your digital marketing budget and to maximize lead generation. However, it doesn’t matter how many leads your digital marketing team is producing if your staff aren’t ready to handle them! Read more below on staff training programs and how to hold staff accountable.
Develop a customer service training program that can be replicated and monitored across all your locations. Consistently train all existing and incoming staff on these standards.
Implement a call auditing program, and in this program, review incoming calls for consistency and performance issues. This will help to identify any areas of training for staff. It’ll also help build staff loyalty, and will establish the norm and develop the next generation of excellence.
So that exceptional team member behaviour is recognized and rewarded.
Team members are supported with feedback and are retrained where necessary.
Even if you hate social media and digital marketing, or know nothing about it, here are some essential tips to help you establish a basic online presence and get a return on your investment:
The work will be hard but there is a huge benefit to be gained! Implementing a good digital marketing strategy will not only ensure you see a huge return, but it will help increase brand awareness for your organization and increase both your at-need and pre-need sales.
PlotBox cemetery management software includes a CRM module to help take your cemetery's sales and marketing, and lead tracking efforts to the next level!