No matter what advertising approach you choose: traditional print, radio, or inbound marketing, the key to success is measuring its effectiveness. However, if digital marketing is not your core business, this can be an overwhelming task. Many Managed Services providers are finding it beneficial and cost-effective to outsource their digital marketing needs to a firm that is up on the latest industry trends, has the expertise to develop a strategic and targeted marketing plan across different platforms, and who are experts at measuring their ROI.
Why Return on Investment Is a Crucial Measurement
Once you have specific goals in place – for example, reaching a threshold number of followers on social media, or PPC advertising click through versus conversion rates – you need to calculate the ROI on your digital marketing programs so you know what’s working and what isn’t. This can be challenging because there are so many different ways to measure digital marketing effectiveness.
There are many tools for measuring digital marketing ROI, depending upon the medium you’re tracking. Common methods include:
- Web analytics tools such as Google Analytics or HubSpot Analytics.
- Using social media follower counts and engagement analytics vs. one of the many paid tools on the market.
- A/B testing of email or landing page campaigns to determine which tactics generate the most leads, sales and revenues – and then determining which results metrics to track.
Many businesses who are unfamiliar with the idiosyncrasies of determining the ROI of digital marketing miss key indicators when calculations are performed internally. As a result, they often fail to see the value of the investment in digital marketing efforts when self-directing. In fact, 50% of businesses using digital marketing don’t have a coherent strategy or marketing plan in place.
Outsourcing to Receive Value
Many Managed Service providers have found that outsourcing their digital marketing needs allows them to receive all of the benefits of a professional marketing strategy while freeing up their time to pursue their core business initiatives. A professional digital marketing firm will be current on all of the latest changes across the digital spectrum.
Digital marketing agencies provide tangible value in defining and spreading your brand message across the leading digital channels. In today’s competitive landscape, Managed Service providers can limit their risk, lower overhead and decrease human resource efforts by outsourcing their marketing to an accountable agency.
ARLINGTON’s Partner Pro Digital Marketing services can help you create the right inbound marketing strategy, set goals, generate leads and measure your ROI with their turnkey inbound marketing programs and services. Contact us today for more information.