Five ways to optimise your e-marketing

If you want to save time, elevate your customer engagement and ultimately increase ROI, read on for our tips on propelling your e-marketing strategy to a whole new level.

1. Save all data to a central database

One common mistake marketers make is neglecting to save all data gleaned from digital interactions to one platform. Too often, data is saved across different applications. Collating it all is not only a lengthy process, information is often duplicated too. If, for example, someone clicks on a PPC ad, and then likes a Facebook post, their details will get saved twice.

Ultimately, you want to be able to gather data to one easily-accessible database that intuitively saves, updates and then segments all of your information. You can then use this collated data to inform you communication, ensuring all content is relevant to the recipient.

2. Creating campaign-specific landing pages is key

Instead of pointing people to your homepage, create individual landing pages that are specific to whatever campaign and the particular creative you happen to be running at the time. Pointing people to a homepage often fails to result in conversion, as people lose interest if they find content that isn't instantly relatable.

Landing pages increase conversion rates and convey a sense of authenticity and attention to detail that a general homepage is unable to do.

3. Regularly examine your data and then adjust your campaigns accordingly

Make it a daily habit to look at statistics like unique page hits, retweets and other market engagement and then tweak your digital action in accordance to that.

For example, if you see that a lot of people have positively responded to a Facebook competition, assign additional time and budget to that area, instead of continuing to pay for banner ads that aren't driving sufficient traffic and sales.

The beauty of digital is that it's ever-evolving - so you can change your campaign as needed.

4. Don't ignore AB testing

Take the time to tweak your creative content (written copy, banner copy, social bios, etc.) and see how people respond. Alter design elements on your website and blog and see if it results in different visitor behaviour.

If you've got a red "contact us" button on your landing page, change it to green and then see which option performs better.

5. Build relevant follow-up campaigns based on your existing data

Don't make the all too frequent mistake of giving up on your leads too soon. Make an effort to nurture potential clients by building campaigns that they'll find informative.

If someone has clicked though to your landing page, communicate with them regularly. This may be in the form of email, SMS or newsletters. Ensure all communication is relevant and helpful - the aim here is to guide your leads along their buyer journey up until they're ready to purchase.