You can track the number of visitors to your website's homepage using digital marketing software available on marketing platforms such as HubSpot. You can also see which pages they visited, what device was used, and where they came from, along with other digital data. This information helps you decide which marketing channels to focus on based on how many people visit your site. If 10% of your traffic comes from organic search, you will need to invest some time in SEO to increase this percentage.
It can be challenging to see how people interact with your brand before making a purchase or talking with a salesperson. Digital marketing allows you to identify patterns and trends in people's behavior before reaching the end of their buyer's journey. This means you can make better decisions about how you attract them to your site.
Content Performance and Lead Generating
Imagine that you have created a product brochure and sent it out through people's mailboxes. This brochure is an example of content, although offline. The problem is, you don't know how many people read your brochure and how many people tossed it in the garbage.
Imagine that you were able to display the brochure on your website. It's possible to track how many people visited the page hosted on your website and collect the contact information of those who downloaded it using forms. You can measure the engagement with your content and generate qualified leads by downloading it.
An effective digital marketing strategy that uses the right technologies and tools allows you to track all sales back to the first digital touchpoint of a customer with your company.
This is what we call attribution modeling. It allows you to identify trends and patterns in how people search for and purchase your product. It helps you make better decisions about which parts of your marketing strategy need more attention and which sales cycle features require more refinement.
Aberdeen Group says that it is crucial to connect the dots between sales and marketing. Aberdeen Group reports that companies with strong sales and marketing alignment experience a 20% annual increase in revenue, while companies with weak alignment suffer a 4% decrease in revenue. Your business' bottom line will likely reflect on how digital technologies can help improve the customer journey throughout the buying cycle.