While planning B2B and B2C marketing campaigns, marketers these days create multiple versions of digital assets – web pages, landing pages, email copies, newsletters, and advertisements. The user experience varies across different versions of a single digital marketing asset. As a user experience research methodology, A/B testing or split testing helps digital marketers choose the best version of the digital marketing asset using the right metrics.
According to ORACLE,
“A/B testing – also called split testing or bucket testing—compares the performance of two versions of content to see which one appeals more to visitors/viewers. It tests a control (A) version against a variant (B) version to measure which one is most successful based on your key metrics.”
In 2022, digital marketers conduct A/B testing regularly to compare different versions of web pages, landing pages, email copies, and ad copies. They automate split testing using a slew of A/B testing tools. A/B testing tools help users understand which version of the digital asset works and which version does not. We are helping digital marketers to find the right A/B testing automation software by shortlisting some of these widely used tools.
11 Best A/B Testing Tools to Boost Digital Marketing Campaigns in 2022
1. Google Optimize
Optimize is integrated natively into Google Analytics. Hence, many digital marketers leverage the free A/B testing tool to conduct website tests regularly. They can use this tool to conduct A/B tests, redirect tests, and multivariate tests. These tests make it easier for marketers to boost website experience by choosing the best digital assets. Also, marketers can use Optimize to create custom landing pages for Google Ads.
2. Adobe Target
Adobe Target boosts A/B testing using artificial intelligence (AI). Digital marketers can use the software to conduct both A/B testing and multivariate testing. Also, they can use the tool to test various channels. At the same time, AI algorithms make it easier for them to evaluate and personalize digital assets for individual website visitors. Adobe Target comes with advanced features to facilitate the testing of client-side and server-side digital assets.
3. Hubspot A/B Testing Kit
Digital marketers can use the A/B Testing Kit developed by Hubspot to perform split testing more effectively by following a set of guidelines. These guidelines make it easier for beginners to conduct split testing in a short amount of time. At the same time, they can use the testing kit to compare different versions of emails, landing pages, and call-to-actions (CTAs). The A/B testing tool helps users track test results using a calculator and improve tests using templates.
As a digital experience transportation platform, Optimizedly helps users make data-driven decisions using a slew of tools. It boosts A/B testing by leveraging AI technology. Digital marketers should consider Optimizedly in 2022 to conduct web A/B testing using a robust software solution. Also, they can leverage the personalization options supported by the software to include personalized offers and targeted messages in the best version of web pages.
VWO allows digital marketers to build integrated platforms by integrating the required automation tools. The A/B testing tool launched by VWO enables users to conduct split URL testing, multivariate testing, and A/B testing. Digital marketers can leverage the tool to compare different versions of digital assets based on the onsite behavior of website visitors. They can further use the single tool to run multiple A/B tests simultaneously and make changes to the digital asset using a code editor or visual editor.
Convert comes with features to make the A/B testing process simple, fast, and accurate. Digital marketers can use this digital tool to perform A/B testing, split testing, and multivariate testing using a WYSIWYG editor. The visual editors make it easier for beginners to compare and fine-tune digital marketing assets. In addition to evaluating digital marketing assets, they can use the same tool to identify and fix the errors in the code.
7. AB Tasty
AB Tasty facilitates A/B testing and multivariate testing by adopting a no-code approach. As it supports full-stack experiments, digital marketers can use the single tool to conduct both client-side and server-side A/B testing. AB Tasty helps users get the most out of digital assets using AI algorithms. The AI-powered traffic allocation enables users to perform A/B testing across devices and channels. They can further generate accurate test results using a variety of criteria.
8. Zoho PageSense
Zoho has launched PageSense as a conversion optimization and personalization platform. PageSense helps digital marketers evaluate digital assets based on the behavior of website visitors and using a slew of website metrics. The software facilitates A/B testing and split testing by providing a visual editor. Digital marketers can use the visual editor to perform both A/B testing and split URL testing based on real-time data. Also, they can integrate PageSense with some of the widely-used software applications.
9. Crazy Egg
The website optimization tool helps digital marketers understand what is working and what is not working. In addition to facilitating usability testing and heat mapping, Crazy Egg comes with a robust A/B testing tool. Digital marketers can use this A/B testing tool to evaluate various elements of a web page using a centralized dashboard. Crazy Egg is hugely popular with small businesses and startups as one of the affordable A/B testing tools.
There was a time when SiteSpect was the only server-side A/B testing tool. Digital marketers can use SiteSpect in 2022 to perform both client-side and server-side A/B testing. The software provides a visual editor that enables digital marketers to conduct A/B testing without writing code. Also, users can use this tool to speed up A/B testing while generating accurate and reliable test results. They have the option to make the test results more impactful by tracking additional metrics.
Omniconvert boosts A/B testing and split URL testing using a robust segmentation engine. The segmentation engine helps digital marketers compare digital assets using over 40 segmentation parameters. While conducting A/B testing with Omniconvert, users can gather important information like who visits the website, how visitors find the website, and what pages they visit. Also, they can differentiate new visitors from returning visitors based on their behavior.
While performing split testing or A/B testing, digital marketers have the option to choose from many software solutions. But they must remember that A/B testing tools differ from each other in many aspects, including crucial features. That is why; they must compare these widely used split testing tools according to digital marketing strategies.
Businesses these days make potential customers interested in their products and services by running many marketing campaigns. The marketing campaigns can be divided into two broad categories – inbound and outbound. Inbound marketing strategies attract the attention of potential customers by delivering the information they are looking for. These strategies utilize various forms of pull marketing and leverage various digital technologies. Also, they deliver relevant and timely information to a prospect at different stages of her buyer’s journey through multiple digital marketing channels. On the other hand, outbound marketing strategies create brand awareness and influence prospective buyers by sending messages in the traditional way.
Many bloggers these days describe outbound marketing as push marketing or interruption marketing as the strategies push promotional messages out to the target audience. Inbound marketing strategies and outbound marketing strategies differ from each other in many aspects, including outcome and cost. We make it easier for you to choose the right marketing strategies by describing and comparing some of the widely used inbound marketing and outbound marketing strategies.
Inbound marketing helps businesses generate and convert leads through various digital marketing channels. Inbound-marketing strategies emphasize delivering the right information to the potential customer through the right channel according to her current position in the buyer’s journey. The relevant and targeted content helps businesses to attract and influence potential customers.
According to Search Customer Experience,
“Inbound marketing is a strategy that focuses on attracting customers, or leads, via company-created Internet content, thereby having potential customers come to the company rather than marketers vying for their attention. This type of marketing tries to make it easier for customers, who are already actively looking for goods or services via the Internet, to find what a company offers.”
While planning inbound marketing strategies, businesses have the option to use a slew of digital marketing channels. They can further run multi-channel digital marketing campaigns to convey relevant information to every potential customer through her choice of the communication channel. Several studies suggest the effectiveness of inbound marketing strategies in generating more leads and increasing conversion rates while reducing overall marketing costs.
Some of the Widely-Used Inbound Marketing Tactics
Search Engine Optimization (SEO)
This inbound tactic focuses on boosting a website’s search visibility using on-page and off-page SEO techniques. On-page SEO techniques boost the website’s search visibility by making it more appealing to searchers. At the same time, off-page SEO techniques divert organic traffic to the website from search engines by improving its authority, popularity, credibility, and relevance.
Pay-Per-Click (PPC) Advertising
The inbound marketing tactic increases website traffic through paid advertising. Businesses opt for PPC advertising to divert more searchers to the website in a short amount of time. But they have to focus on curtailing advertising costs by creating ads for every targeted keyword and complementing every ad with relevant landing pages.
Social Media Marketing
This inbound technique generates leads and drives lead conversion by leveraging the steady increase in the digital media time spent by consumers of popular social networks. Businesses these days sustain relationships with existing and potential customers by posting a variety of content on popular social networks. Also, they increase ROI by targeting the right social networking platforms.
As the name suggests, this inbound marketing tactic focuses on providing relevant information to buyers through the creation, distribution, and promotion of content. While running content marketing campaigns, businesses these days deliver targeted and personalized content to potential buyers through various digital marketing channels.
While running this inbound marketing campaign, businesses engage and influence potential buyers by sending targeted and personalized emails. They further send emails to potential buyers at various stages in their decision-making journey. Also, they persuade website visitors to share their email ids using lead magnets and sign-in forms.
This inbound marketing technique helps businesses leverage the massive popularity of videos. Businesses showcase and promote their products/services by uploading a variety of videos – explainers, product demonstrations, customer testimonials, and company culture. Also, they make the videos more impactful by focusing on their length, style, and tone.
Unlike other inbound marketing techniques, retargeting ads remind potential customers to return to the website when they are visiting other websites. Businesses display retargeting ads to potential buyers after they visit the website. These ads remind customers about the product or service when they are evaluating alternatives.
In the age of digital communication channels, outbound marketing is often described as traditional markets. But there was a time when businesses were promoting their products or services by sending messages to a large number of people. They were sending messages to a large number of people simultaneously and continuously using techniques like print media advertising, cold calling, cold emailing, and above-the-line (ATL) advertising.
According to Wikipedia, “Outbound marketing or interruption marketing is promoting a product through continued advertising, promotions, public relations, and sales. It is considered to be an annoying version of the traditional way of doing marketing whereby companies focus on finding customers through advertising.”
Many businesses still use various outbound marketing techniques to generate and convert leads. But they have to incur additional marketing costs to create brand awareness and acquire customers using outbound marketing techniques. Also, several studies suggest the effectiveness of inbound marketing strategies in generating and converting more leads than outbound marketing strategies.
Some of the Widely-Used Outbound Marketing Tactics
This outbound marketing strategy emphasizes conveying information about products or services by sending unsolicited emails to potential buyers. Businesses initiate interactions with prospects by sending a large number of emails simultaneously. They further personalize cold emails to get a response from recipients.
Businesses launch cold calling campaigns with the aim to initiate a conversation with potential customers. The marketers initiate conversations with customers by making scripted sales pitches. Many businesses these days make the outbound marketing strategy impactful by choosing the right prospects and respecting their privacy.
This traditional marketing technique requires businesses to send mails instead of emails. Businesses make potential customers aware of their product or service by sending mails containing appealing ads. They make the outbound marketing strategy impactful by making ads stand out and segmenting recipients based on important parameters like demographics and purchase history.
Trade shows and industry events create opportunities for businesses to connect and interact with potential customers in the real world. Leading brands these days plan trade shows to boost presence and maintain brand relevance. But they have to incur upfront costs to stand out at major trade shows.
TV, Radio, and Print Ads
Leading businesses still promote their brands traditionally by investing in TV and radio ads. Also, they invest in print advertising to reach out to a larger audience in a short amount of time. But businesses have to incur huge expenses to run ads on TV and radio. Also, they must convey the messaging creatively to get higher returns.
Social Media Ads
This outbound marketing technique helps businesses leverage a hugely popular digital marketing channel like social media. But businesses have to create brand awareness by running paid social media ads. Social media ads are more effective than organic social media promotion in creating brand awareness and connecting with targeted customers.
Inbound Marketing vs Outbound Marketing
Your business these days has the option to implement many inbound and outbound marketing techniques. But you can choose and combine the right marketing tactics only by understanding the key differences between inbound marketing and outbound marketing.
11 Important Differences between Inbound Marketing and Outbound Marketing
Outbound marketing strategies require businesses to connect and interact with potential buyers, regardless of their interest in the product or service. But inbound marketing strategies focus on drawing interested buyers to the business’s website across communication channels. Hence, enterprises have to adopt different approaches while planning inbound and outbound marketing campaigns.
2. Marketing Content
While creating content for outbound marketing campaigns, copywriters focus on promoting and selling the product or service. The content often highlights the key features of the product or service. On the other hand, writers focus on consumers’ needs, pain points, and expectations while creating content for inbound marketing campaigns. The content helps potential buyers to meet precise needs or solve specific problems.
3. Content Consumption
Consumers access digital marketing content like articles, blogs, infographics, and videos – as part of digital content consumption. They collect information about a product or service by accessing online content while conducting pre-purchase research. But the outbound marketing content like display ads and cold emails often interrupts or disrupts consumers’ content consumption.
4. Marketing Channels
While planning inbound marketing campaigns, marketers distribute content through popular digital marketing channels like websites, blogs, search engines, social media, and opt-in emails. Many enterprises reach out to a wider audience by integrating multiple channels. But outbound marketing campaigns use traditional channels like billboards, display ads, TV ads, print ads, and telemarketing.
The outbound marketing tactics do not emphasize or facilitate bidirectional communication. They deliver information about a product or service to consumers without getting their response. But inbound marketing techniques focus on engaging and interacting with potential buyers by sending targeted and personalized content. The engagement and interactions lead to email list expansion and lead generation.
6. Audience Engagement
Outbound marketing campaigns display disassociated ads to a large number of people simultaneously. The disassociated ads impact audience engagement adversely by disrupting content consumption. On the other hand, inbound marketing campaigns focus on delivering relevant content to every consumer through her preferred communication channel. Also, the inbound marketing campaigns keep consumers engaged by answering their questions and meeting their needs.
Outbound marketing tactics deliver the same message to a large number of people without considering their demographics and expectation. These strategies aim to promote a product or service by standing out in the crowd. But inbound marketing strategies focus on delivering fresh, relevant, and targeted content to a consumer according to her position on the buyer’s journey. In addition to keeping readers engaged the messaging aims to deliver value by answering specific questions and easing pain points.
Outbound marketing campaigns promote a product/service in a short amount of time by reaching out to a wider audience. But decision-makers find it difficult to quantify and measure these campaigns due to unreliable and error-prone results. On the other hand, decision-makers can measure inbound marketing campaigns using a wide variety of digital marketing metrics. They can further use a slew of tools to measure the performance of various campaigns without putting in extra time and effort.
Outbound marketing aims at delivering messages at scale, while inbound marketing emphasizes sending targeted and personalized messages. An enterprise can run outbound marketing campaigns to deliver the desired message to a larger audience in a short time span. But it needs to invest in additional resources to send targeted and personalized messages to a large number of potential buyers.
According to Mashable,
“Inbound marketing costs 62 percent less per lead than traditional outbound marketing.”
Small businesses and startups always opt for inbound marketing to overcome budgetary constraints. Also, traditional businesses have been switching from outbound marketing to inbound marketing to curtail upfront and ongoing costs.
In addition to curtailing marketing costs, inbound marketing tactics are more effective than outbound marketing campaigns in generating leads.
According to HubSpot,
“Inbound marketing tactics generate 54% more leads than traditional paid marketing methods.”
Also, the leads generated through various inbound marketing campaigns are more likely to become buying customers than outbound-generated leads.
While comparing inbound marketing vs outbound marketing, you must remember that each of these marketing strategies has its pros and cons. Also, individual inbound and outbound marketing strategies differ from each other in many aspects. Your business can boost lead generation and conversion by leveraging both traditional and digital marketing techniques.
You can boost the performance of inbound marketing campaigns by running outbound marketing campaigns. Likewise, inbound marketing campaigns will make your outbound marketing strategies more effective. It is always advisable to evaluate and combine various inbound and outbound marketing tactics according to your industry and target customers.
In addition to adding credibility to business websites, blogs drive lead generation, nurturing, and conversion strategies. Businesses publish blog posts regularly to convert website visitors into leads. Also, they use blogs as a tool to convert the leads into customers by providing relevant and targeted content according to their current position in the sales funnel.
But an internet user has the option to access more than 500 million blog sites. Also, content creators and marketers publish over 700 million new blog posts every month. Hence, your business can leverage this powerful marketing tool only by making your blogs stand out from the crowd. You can generate and nurture more leads only when the blog readership grows consistently.
While exploring ways to increase blog traffic, you must focus on identifying the right traffic sources for the blog. Also, you must optimize the blog site regularly to boost its user experience and search visibility. However, it is also important to adopt some of the ideas and best practices used by bloggers and marketers to increase blog traffic in both the short and long runs.
9 Ideas You Should Implement to Increase Blog Traffic Consistently
1. Choose the Right Blog Topics
While planning and creating content, bloggers have the option to consider a wide range of topics. But you cannot increase blog traffic if the targeted readers are not searching for or interested in the topics. That is why; you must come up with great blog post ideas to attract and engage more readers. At the same time, you must focus on creating evergreen content that will remain relevant and popular in the longer run.
2. Implement SEO Techniques
Websites and blog sites these days get 67.6% of all the clicks through organic search. Hence, you can increase organic traffic to your blog only by considering over 200 factors considered by Google search algorithms while ranking websites. You can increase blog traffic organically by implementing two distinct sets of search engine optimization (SEO) techniques – on-page and off-page.
On-page SEO techniques help you optimize the content for search engines and readers by including the most relevant keywords, along with optimizing internal links, title tags, and URLs. At the same time, you can use a slew of off-page SEO techniques to increase blog traffic by increasing your site’s popularity and domain authority. It is also important to keep the SEO strategies dynamic to adopt emerging trends early.
3. Help Readers Access Additional Information
You can provide readers with in-depth information about a topic by writing long-form content. But you must allow users to gather additional information while reading the blog by visiting both internal and external web pages. You can boost the blog’s reader experience and search visibility by incorporating internal links and implementing internal linking best practices. At the same time, you can boost a blog’s search visibility by incorporating external links to popular and authoritative domains.
4. Include and Optimize Images
A study conducted by Buzzsumo highlights the effectiveness of image to word ratio in increasing blog traffic. You can increase blog traffic and shares significantly by incorporating an image every 75 to 100 words. However, you must focus on creating shareable images using graphic design tools or hiring professional graphic designers. Also, it is important to right images, add context around images, and implement several image SEO tips.
5. Conduct Content Gap Analysis
You can increase blog traffic only by publishing content desired by targeted readers. Many marketers and bloggers conduct a content gap analysis to know if the published blogs meet readers’ needs and expectations. You can conduct content gap analysis using a variety of techniques. The results will help you to meet readers’ expectations by publishing better blog posts as well as updating published blog posts. Your strategy to increase blog traffic must consider conducting content gap analysis regularly.
6. Leverage the Popular Social Networks
The average daily time spent on various social networking platforms has increased to 2 hours 27 minutes in 2022. Hence, you can increase both blog traffic and readership by diverting visitors to your blog site from popular social networks like Facebook, Twitter, and LinkedIn. You can increase blog traffic by sharing the posts across social networks as well as building relationships with other bloggers. However, it is always important to choose and target the right social networks according to your readers.
7. Grow Your Email List Consistently
While promoting blogs on social media, you lack the options to understand the users’ expectations and needs. But you can connect with the relevant readers using a tried-and-trusted inbound marketing channel like emails. Your strategy to increase blog traffic must focus on growing the email lists and capturing the addresses of website visitors. You can even consider using many email capturing tools and techniques to grow the email list and increase blog traffic consistently.
8. Promote Blog Posts in Online Communities
Netizens these days bond with others with shared interests by joining various online communities. Many professionals and readers even rely on other community members to gather information, share ideas, and get recommendations. You can diver relevant readers to your blog site by promoting your blog posts on online communities. However, you must join the communities and understand their cultures before sharing or promoting your blog posts.
9. Monitor and Analyze Blog Site Traffic
You need actionable insights obtained by monitoring and analyzing the blog site’s traffic. You can easily monitor and measure blog traffic using many website monitoring tools. In addition to tracking website traffic, these tools help you understand what sources divert visitors to the website and which blogs are more popular with visitors. You can analyze website traffic using a slew of metrics simply by integrating the web analytics tool into your blog site.
Your business can drive lead generation, nurturing, and conversion by posting fresh content regularly. But you must implement a strategy to increase blog traffic consistently from various sources. Your strategy must consider these ideas and best practices that help many blog sites and business websites get more traffic regularly.
While implementing inbound and outbound marketing strategies, enterprises these days focus on developing and nurturing relationships with prospective customers. They establish relationships with prospective customers through multiple marketing channels. But the lead generation statistics compiled by several websites suggest that emails are more effective than other channels in generating leads.
According to the 2021 Demand Generation Benchmark Study,
“53% of marketers say email has been the most effective channel for early-stage lead generation.”
Most marketers these days drive lead generation by growing email lists continuously. They capture the email addresses of prospective customers using a variety of techniques – using email opt-in methods, exchanging downloadables, offering coupons, and creating quizzes. But smarter marketers replace email capture techniques with email capture tools.
These enable marketers to save both time and resources by capturing the email addresses of prospective customers automatically. Also, they capture email ids using multiple methods – landing page, interactive popup, online contests, and giveaways. We are making it easier for you to collect email addresses and growth email lists by recommending some of the popular email capture tools that are still relevant in 2022.
9 Email Capture Tools that are Still Popular and Relevant in 2022
The conversion optimization toolkit grows your email list by capturing the email addresses of website visitors. You can opt for OptinMonster to capture email addresses using appealing forms. You can further create customized and mobile-friendly email capture forms using over 400 premade templates provided by OptinMonster.
At the same time, you can perform A/B testing to optimize the forms by adding the right headline, content, layout, and style. OptinMonster makes it easier for you to personalize messages according to user behavior by providing a targeting and segmentation engine.
2. Thrive Leads
Thrive Leads drives lead generation and email list growth using a variety of opt-in forms. You can create the desired opt-in form in minutes using hundreds of predesigned templates. Also, you can use a WYSIWYG editor to build your own opt-in forms that capture a variety of customer information.
Thrive Leads further makes it easier for you to divide leads into multiple segments and send the leads to various services. You also have the option to integrate the lead capture tool with your existing marketing tools using relevant APIs.
The free online tool drives email list growth by providing multiple options. You should consider SumoMe to capture email addresses in three simple steps. The tool captures emails by adding scrolling header bars to targeted web pages.
At the same time, you can opt for Sumo List Builder to capture email addresses by showing professional-looking popups to website visitors. The popup will appear based on specific user actions. You can make the popup more engaging using customization options and conducting A/B testing.
You should consider WPForms if your website or online store is developed using WordPress. The commercial form builder is developed as a WordPress plugin. You can install the plugin to capture the email addresses of website visitors by creating a variety of forms – registration forms, contact forms, newsletter forms, and survey forms.
WPForms make it easier for you to design custom email capture forms by providing a drag-and-drop form builder and over 300 templates. Also, you can capture more emails by embedding these mobile-friendly forms in web pages, blog posts, footers, and sidebar widgets.
You can use Sleeknote to convert website visitors into email subscribers using a variety of popups – newsletter popups, discount popups, and giveaway popups. You can design and customize the popups in minutes using a visual popup builder.
Each type of popup requests visitors to submit their email addresses by previewing the content with a teaser. Also, you boost the popups by performing A/B testing and display the right popup to a website visitor at the right time using targeting features
The new-age email capture tool grows your email lists using AI-powered chatbots. These chatbots interact with visitors by embedding a live chat feature in the website. The chatbot requests visitors submit their email addresses to get the desired assistance or answer relevant questions.
You can opt for LiveChat to capture emails of visitors by replacing chatbots with customer support executives. Also, you can integrate the commercial email capture tool with several email marketing solutions to store the captured emails in a CRM system.
ConvertBox aims to persuade website visitors to submit their email addresses by delivering personalized messages. It facilitates the delivery of personalized messages through intelligent targeting and funnel segmentation. You can use the tool to grow your email lists by designing custom lead generation forms using a visual editor.
Also, you can make the forms more impactful by conducting A/B testing. ConvertBox enables you to monitor the steps and elements in messaging using detailed analytics. You have the option to integrate ConvertBox with many widely used marketing tools and services.
8. Hello Bar
This premium WordPress plugin converts website visitors into leads and subscribers using a variety of options. You should consider Hello Bar to capture the email addresses of website visitors by creating a variety of popups – bars, alerts, modals, and sliders.
Also, you can customize each element of these popups by choosing the appropriate theme and styling. At the same time, Hello Bar uses intelligent tracking to display the right message to every website visitor and uses analytics to measure the performance of your email capturing campaigns.
Optinly is developed as a no-code email marketing tool. It drives email list growth using appealing and customized popups. You should consider Optinly to capture emails using a variety of popups – exit, slide in, countdown timers, and spin the wheel. You can design and customize each type of popup using a drag-and-drop visual editor.
At the same time, you can capture more email addresses by displaying the right popup at the right time. Optinly allows you to measure the popularity of your brand by collecting customer feedback. Also, you have the option to collect leads in a single location by integrating Optinly with several email marketing tools.
You can grow your email list consistently using a slew of email capture tools in 2022. But you must remember that these widely-used software solutions differ from each other in many aspects. For instance, some of these tools are available as premium software solutions, while others can be used free of cost.
Likewise, some of these tools are available as browser extensions, while others can be accessed as cloud-based software solutions. Also, each of these tools captures email addresses using specific methods. That is why; you must compare these widely-used email capture tools using multiple parameters.
Inbound marketing techniques enable businesses to drive visitors to their websites without investing huge resources. A business can increase its website traffic consistently by running multiple inbound marketing campaigns simultaneously. But no business can achieve preset digital marketing goals without measuring and improving conversion rate optimization.
According to Wikipedia,
“Conversion rate optimization (CRO) is the process of increasing the percentage of users or website visitors to take the desired action (such as buying a product or leaving contact details).”
As a key digital marketing process, conversion rate optimization (CRO) helps decision-makers measure and increase the percentage of website visitors taking the desired action. Most organizations these days use conversion rate optimization as a key performance indicator (KPI) to know what percentage of website visitors are becoming leads and customers.
Importance of Conversion Rate Optimization for Businesses
Understand Customers Deeply
In the digital age, no business can generate and convert leads without understanding customers deeply. CRO creates opportunities for decision-makers to get an in-depth understanding of customers by performing various tests.
The test results help them understand who is visiting the website, how visitors are interacting with the website, and what bottlenecks prevent visitors from taking the desired action. Decision-makers can leverage the test results to create buyer personas that meet needs and address challenges.
Boost Inbound Marketing Campaigns
Many decision-makers use CRO as a key metric for comparing inbound marketing channels and campaigns. The metric helps them to focus on the right customer acquisition channels as well as optimize the buyer’s journey.
The marketers can leverage the information to boost the performance of various inbound marketing campaigns. For instance, the information helps marketers divert more visitors to the website from search engines and social media through the publication of better content.
Decrease Customer Acquisition Cost
The boost in inbound marketing campaign performance increases the number of website visitors consistently. Hence, it becomes managers to generate and convert more leads through personalization and improvement of customer experience.
The increase in the number of leads and customers helps businesses decrease lower customer acquisition costs. Also, marketers can increase inbound marketing ROI by converting more website visitors into leads and customers.
Increase Customer Lifetime Value
While conducting CRO testing and research, decision-makers focus extensively on measuring and improving customer experience. In addition to converting website visitors into customers, they divide loyal customers into various segments based on buyer personas.
Also, they seduce and retain loyal customers by optimizing buyers’ journeys and making personalized offers and deals. Hence, CRO makes it easier for businesses to generate recurring revenue by increasing customer lifetime value (CLTV) consistently.
Conversion Rate Optimization Techniques Used Widely by Businesses
Decision-makers often calculate conversion rate as the percentage of website visitors who become either leads or customers by taking the desired action. But average conversion rates vary according to the action taken by website visitors. Also, the average conversion rates vary across websites and web pages.
That is why; decision-makers often find it challenging to decide the average conversion rate for a specific business or industry. However, the average conversion rates vary from 1% to 4% across industries. But decision-makers can increase conversion rates consistently by using a slew of CRO techniques and best practices.
Optimize the Website’s User Experience
No website can keep visitors engaged and convert them into leads or customers without delivering an outstanding user experience. A business can easily increase and convert visitors by improving key aspects of a website – accessibility, speed, security, and navigability.
For instance, it can keep visitors engaged only when the website loads in less than 2 seconds and is accessible on mobile devices. The user experience optimization will increase the website’s search visibility as well as drive CRO.
Design Every Page for a Single Purpose
Often businesses make a single web page request visitors to take multiple actions – subscribe to newsletters, download mobile apps, or make a purchase. But they cannot convey multiple messages to a website visitor clearly and effectively using a single headline.
Hence, a web page can increase CRO only when it shows a headline that clearly conveys the desired action to every visitor. The headline will persuade visitors to take the desired action by delivering the message clearly as well as providing relevant information.
Display Important Information Above the Fold
While accessing a web page, visitors scroll down only when the content displayed above the fold impresses them. Often designers make the web page appealing by including the multimedia content in the section. But several studies suggest that visitors scroll down only when they see relevant content above the fold. An organization can easily increase CRO by displaying important information above the flow and moving the multimedia content below the fold.
Use Popup instead of Downloadable
Often businesses use downloadable to convert website visitors into leads. But many businesses these days increase email subscribers using popup as an effective alternative to downloadable. Unlike downloadable, popup delivers both informational and promotional content by appearing on top of the web page content. Hence, they are more effective in conveying the desired message and making visitors sign up.
Reduce the Number of Form Fields
While designing sign-in or checkout forms, decision-makers often include specific fields to capture additional information about website visitors. But most people these days access websites on their smartphones and tablets.
They love web forms with relevant fields. Many users even abandon web pages that require them to fill in additional fields. A business can increase CRO by designing forms only with essential fields and removing optional fields.
Keep CTAs Clear, Direct, and Impactful
Along with headlines and information, call-to-action (CTA) drives a web page’s CRO. While designing a web page, decision-makers must choose the right CTA by performing A/B testing. The test results will help them to create CTA that conveys to the website visitor to take a specific action clearly and directly.
At the same time, designers must make the CTA more appealing by combining the right color, font, and button. They can further increase the font size to ensure that every website visitor sees the CTA and knows the action to be taken.
Conversion rate optimization helps businesses measure and boost the performance of various digital marketing channels and campaigns. Most organizations these days make conversion rate optimization an ongoing process to drive lead generation and conversion activities. But every organization has to fine-tune its conversion rate optimization strategy regularly to meet changing customer expectations.
The average daily time spent online by internet users has been increasing steadily. The consistent increase in desktop and internet consumption per capita creates opportunities for businesses to drive and increase traffic to their website by implementing various inbound marketing strategies. A business can drive more visitors to its website from multiple channels by running multichannel digital marketing campaigns.
But no business can convert the website visitors into leads and customers without understanding their activities and behaviors clearly. Web analytics or online analytics helps entrepreneurs and marketers understand user behaviors through measurement and analysis of website data. It further drives lead generation and conversion activities by measuring and improving the website’s user experience.
According to Wikipedia,
“Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness.”
Most entrepreneurs and marketers these days gain actionable insights using both onsite analytics and offsite analytics. Also, they leverage web analytics tools for businesses to understand user behavior and measure website effectiveness without putting in extra time and effort. Web analytics tools analyze measurable and quantifiable data about a website using a slew of key performance indicators.
In addition to analyzing website traffic, they help decision-makers identify traffic sources, track conversion rate, and measure bounce rate. Also, decision-makers can use these web analytics tools for businesses to compare the effectiveness and performance of individual web pages using several important metrics.
- New visitors
- Unique visitors
- Repeat/return visitors
- Page views
- Session duration
- Bounce rate
- Conversion rate
An entrepreneur or marketer has the option to choose from many web analytics tools for businesses. Each of these software solutions analyzes website traffic and measures website performance using multiple metrics. But some of these web analytics tools are available as free software, while others require users to subscribe or pay. We are making it easier for decision-makers to start with web analytics by shortlisting and comparing 21 of the widely-used web analytics software.
Brief Overview of 21 of the Best Web Analytics Tools for Businesses
1. Google Analytics
While adopting web analytics, most professionals opt for the free web analytics service offered by Google. Google Analytics helps entrepreneurs and marketers make smarter decisions by centralizing business data analysis. In addition to analyzing all website data in a single location, users can understand people accessing websites or mobile apps using a slew of metrics – products, content, and marketing channels. Google Analytics boosts website traffic analysis by providing real-time statistics and leveraging machine learning technologies.
2. Adobe Analytics
Many professionals opt for Adobe Analytics to analyze website traffic data across marketing and communication channels. The web analytics tool gathers information about website visitors from both online and offline sources, including web, voice, Internet of Things (IoT), and over-the-top (OTT). Hence, it becomes easier for decision-makers to analyze and understand the behavior of website visitors across the entire buyer’s journey. Adobe Analytics further facilitates data analysis, visualization, and sharing using automated tools and machine learning algorithms.
The marketing analytics and dashboard software uses built-in analytics to facilitate data-driven decision-making. In addition to making all website and marketing data accessible from a single location, the tool helps marketers understand website visitors’ behavior by creating behavioral events. Each behavioral event tracks visitor behavior based on actions taken by her on the website. Also, marketers can measure the performance of the website and individual web pages using multiple and critical web metrics.
Amplitude helps marketers understand website users by accessing and analyzing self-service product data. Users can boost a digital product’s performance and achieve predefined marketing goals by combining the right features and predicting customer actions. In addition to measuring the digital product’s user experience, Amplitude help decision-makers boost the product’s user experience by creating buyer personas based on user profile data.
5. Open Web Analytics
The software is popular as one of the open-source web analytics tools for businesses. Many marketers opt for Open Web Analytics to track and analyze the behavior of website visitors under their own domain. They also have the option to customize the web analytics tool according to their precise needs and integrate the software with raw data sources using APIs. At the same time, Open Web Analytics enables marketers to use multiple metrics, view detailed web page usage, and define custom site actions using a dashboard.
Mixpanel is one of the premium web analytics tools for businesses. It helps decision-makers identify the power users and understand the features popular with users. A marketer can identify power users and popular features of a website by generating analytics reports. Also, she can answer a variety of questions by building funnels and automated workflows. Mixpanel has the capability to read data directly from the data lake without using specific SDKs. Hence, it becomes easier for marketers to make informed decisions by understanding how visitors interact with a website or SaaS product.
Matomo is one of the data analytics software that focuses on protecting data and customer privacy. A business has the option to choose from on-premise and cloud-based editions of Matomo. The user can add the tracking code provided by the web analytics tool to the website or mobile apps to measure user experience as well as understand the behavior of individual visitors. Also, she can manage all tracking activities and get actionable insights in a single place using the software’s interface.
It is one of the web analytics tools for businesses that aim to help time-strapped business owners understand website visitors and get crucial insights. StatCounter tracks both paid and organic website traffic, along with detecting click frauds. It allows business owners to analyze website traffic using multiple metrics and identify negative trends. The users can identify important customers by receiving email or SMS notifications sent by StatCounter.
The product experience insight tool helps entrepreneurs and marketers customers using a variety of tools and widgets – session recording, heatmaps, surveys, and feedback. A user can access session recordings to what visitors see. Likewise, she can use heatmaps to understand user behavior and collect feedback to know how website visitors feel. Hotjar makes it easier for users to understand what is happening on a website by providing clear and visual data points. Also, it explains user or visitor behavior elaborately by adding context.
10. Wix Analytics
In addition to simplifying website development, Wix helps owners get actionable information about their websites by providing analytics tools. Wix Analytics comes with built-in tools to analyze website traffic, identify traffic sources, and differentiate return visitors. Also, it helps decision-makers compare the behavior of new and returning customers. The users can further boost the performance and user experience of the website by implementing tailored recommendations made by Wix Analytics.
It is one of the web analytics tools for businesses that cater to the needs of new sites, blog sites, and similar content-heavy websites. Both content creators and publishers use Chartbeat to measure audience engagement and boost reader loyalty using content analytics. The content publishers can use the dashboard provided by Chartbeat to know how visitors connect with the published content across channels, platforms, and devices. At the same time, they can use a real-time data pipeline to analyze content consumption using over 40 metrics.
The modern web analytics tool measures a website’s performance and user experience based on actual behavior instead of using widely used metrics. An entrepreneur has the option to choose from two distinct editions – eCommerce and SaaS – of Kissmetrics. Kissmetrics for SaaS comes with features to identify the features and content that convert website visitors into customers. At the same time, Kissmetrics for Ecommerce helps online retailers define and target big spenders based on specific characteristics.
Clicky is one of the privacy-friendly web analytics tools for businesses. Like other widely-used web analytics software, it allows users to important website data like visitors, time spent on web pages, bounce rate, and location. But it facilitates real-time monitoring and analysis. It further focuses extensively on protecting the personal data of website visitors. However, Clicky helps users boost inbound marketing campaigns by tracking external links and keyword ranking. The users have the option to create user heatmaps according to precise marketing goals.
Contentsquare (earlier known as Clicktale) helps businesses measure and troubleshoot the website performance by understanding user behavior. It simplifies website performance analysis by converting digital interactions into insights and visualizations. The users can analyze the impact of products, content, pricing, and user experience using a dashboard and intuitive visualizations. They also have the option to prioritize and analyze user behavior by capturing user interactions. Contentsquare enables users to monitor various KPIs AI alerts.
FullStory facilitates the analysis of qualitative and quantitative data about a website using digital experience intelligence. It scores over other web analytics tools for business by helping users get questions answered, understands issues, and identify opportunities. The users can understand how visitors interact with the website by getting a retroactive view of interactions. Hence, it becomes easier for them to get actionable insights by reviewing session details and measuring digital experience.
16. Angelfish Analytics
The self-hosted web analytics tool comes with features to track the performance of websites, web applications, and intranet. In addition to keeping website data secure, Angelfish captures details of individual users. Hence, it becomes easier for decision-makers to access actionable user information like user names, IP addresses, session IDs, page tags, and visit click paths. Angelfish outperforms other web analytics tools for businesses by capturing information of website visitors who have blocked analytics code for privacy and security purposes.
17. AT INTERNET
AT INTERNET drives website traffic tracking and analysis by providing a slew of digital tools and solutions. Decision-makers can opt for this web analytics suite to mine data from multiple sources, analyze data using relevant KPIs, and share actionable insights with various teams. At the same time, these digital products help users differentiate website traffic across digital marketing channels and measure the performance of digital marketing campaigns. Users can further improve the website’s user experience using the proprietary technology provided by AI INTERNET.
This all-in-one platform caters to the needs of B2B product teams by providing a slew of digital tools and solutions. The product analytics tool provided by Pendo helps decision-makers analyze user behavior and get actionable insights across websites and mobile apps. In addition to collecting user data automatically, the analytics tool facilitates sentiment analysis by merging qualitative and quantitative data. Also, users can boost product quality and experience simultaneously by collecting feedback from various users.
The unified data analytics platform helps businesses analyze customer behavioral data collected from different sources, including websites and mobile apps. In addition to visualizing user activities, Foxmetrics measures customer behavior using a slew of metrics. It segregates the website traffic into multiple categories based on customer profiles generated automatically. Users can analyze the customer behavioral data simply by generating analytics reports. Also, they can increase revenue by identifying the most important channels and measuring the performance of marketing campaigns.
20. Simple Analytics
It is one of the basic web analytics tools for businesses that emphasize safeguarding privacy. Marketers often opt for Simple Analytics to analyze website traffic and understand user behavior using commonly used metrics like page views, top web pages, referral sources, and screen size. Users can measure website traffic in minutes using the software’s dashboard. Also, they have the option to track website traffic effortlessly by receiving weekly or monthly email reports generated automatically.
21. Crazy Egg
This popular web analytics tool helps users boost website performance by understanding what is working, fixing what is not working, and experimenting with new ideas. Crazy Egg is one of the web analytics tools for businesses that facilitate user experience analysis by recording entire user sessions. Hence, decision-makers can measure user experience and identify pain points simply by playing back videos. Users have the option to choose from several editions of Crazy Egg according to the nature and requirements of a website.
Every entrepreneur or marketer these days have the option to choose from many web analytics tools for businesses. Web analytics tools can be broadly divided into three categories:
- Traffic source analytics tools
- User analytics tools
- Behavioral analytics tools
The widely-used web analytics software differs from each other in many categories, including features. For instance, some analytics tools come with advanced features like data visualization, data exportation, and actionable insights.
Hence, decision-makers must compare the tools and features provided by these widely-used web analytics tools according to their precise requirements and desired analytics functions. Also, they must opt for a scalable analytics tool to meet both short-term and long-term business needs. Here is a list of free marketing tools for entrepreneurs, which can be handy for them.
While planning various marketing campaigns, enterprises target both existing and new customers. But businesses focus on promoting their products or services to new consumers while planning acquisition marketing campaigns. They promote a product or service to a new customer base through multiple customer acquisition channels.
However, they always target new customers who are either in the consideration or the decision stage in the buyer’s journey. While planning acquisition marketing strategies, decision-makers do not focus on making new customers aware of the brand, product, or service. Instead, they target customers who are considering the product/service or showing interest in the product/service.
The emphasis on a new customer base makes the acquisition marketing strategy different from other inbound and outbound marketing approaches. Also, businesses have to make the marketing team and customer support team work together to make the acquisition marketing campaigns successful.
Acquisition Marketing Channels
Like inbound marketing strategies, acquisition marketing strategies attract, engage, and convert new consumers through multiple marketing channels and platforms. However, marketers often select acquisition marketing channels according to the business type and target audience. Also, they boost the performance of acquisition marketing campaigns by combining multiple channels and platforms.
While conducting pre-purchase research, consumers these days gather up-to-date information from various online sources. Many marketers provide relevant content to new consumers by publishing blogs regularly. In addition to educating and engaging consumers, blogs help brands showcase their knowledge, experience, and expertise. Also, businesses can use blogs as a tool to establish authority.
While planning acquisition marketing campaigns, many marketers these days prefer video blogs or vlogs to blogs. They showcase and promote products/services to new consumers by publishing a variety of visual content – images, infographics, and videos. The visual content conveys the desired message to the target audience in an interesting and engaging way. Also, the target audience can gather relevant information in seconds.
Both B2B and B2C consumers these days rely on search engines to gather relevant information about a product or service. Hence, enterprises attract and engage new consumers by running both search engine optimization (SEO) and paid search marketing campaigns.
SEO campaigns help businesses attract and influence customers organically by targeting different types of search queries. On the other hand, businesses have to incur additional expenses to influence new customers by running pay-per-click (PPC) ads.
Many consumers these days prefer social networking platforms to search engines while selecting and comparing products/services. The massive popularity of social media creates both free and paid opportunities for businesses to attract and engage new customers.
Social media creates opportunities for businesses to showcase a product or service organically by sharing updated information, answering questions, organizing polls, and showcasing testimonials and reviews. At the same time, businesses can run for run acquisition marketing campaigns using paid social media advertising options.
Email remains one of the popular acquisition marketing channels despite the massive popularity of search engines and social networks. Many businesses still convey important information about a product/service to new consumers by sending emails.
In addition to sharing quality content and up-to-date information, emails seduce new customers through discounts and promotional offers. But enterprises must adopt a slew of email marketing best practices to leverage this customer acquisition channel fully.
Many businesses these days boost acquisition marketing campaigns by complementing blogs and visual content with premium content. They deliver higher value to new consumers by allowing them to download a variety of premium or gated content – ebooks, whitepapers, webinars, and training resources. In addition to establishing authority and expertise, the premium content helps marketers draw new consumers into the sales funnel.
Acquisition Marketing Tactics and Best Practices
No business can make acquisition marketing strategies drive revenue growth only by defining the target audience and combining multiple channels. The decision-makers must keep the acquisition marketing flexible and sustainable. Also, they must make the strategies more effective by adopting a slew of acquisition marketing tactics and best practices.
Define the Target Audience
The acquisition marketing campaigns draw new consumers into the marketing funnel by delivering a variety of content. The content can attract, engage, and influence new customers only by meeting their desires, addressing their issues, and reducing their pain points. That is why; marketers must define the target audience by creating buyer personas. The buyer personas will help them to deliver the right content through the right customer acquisition channel at the right time.
Leverage Customer Stories While Creating Content
Like digital marketing strategies, acquisition marketing strategies can leverage user-generated content and customer stories. While creating content, writers must explore ways to present new customers with reviews, testimonials, case studies, and customer stories. The customer stories will add credibility to the content as well as get new customers influenced by existing customers. Hence, customer stories must become an integral part of content delivered to new customers.
Monitor Changes in Consumer Behavior
In the digital age, customers’ preferences and behaviors change constantly. The acquisition marketing campaigns can achieve the preset goals only by meeting their changing behaviors. Marketers must keep the strategies flexible to accommodate changes and make adjustments proactively. Also, they must measure the performance of campaigns across acquisition marketing channels.
Keep Strategies Sustainable
A business can adopt acquisition marketing to achieve long-term marketing goals. For instance, it has to publish multi-format content over a period of time to attract quality leads. Likewise, it can engage and influence more leads only by posting content on social networks regularly. Decision-makers must keep the acquisition marketing strategies sustainable to run campaigns successfully and get higher ROI.
Explore Partnership and Networking Opportunities
Many businesses these days drive acquisition marketing by collaborating with influencers and celebrities. Similarly, many businesses acquire new customers through customers and other businesses. Businesses acquire customers by requesting their customers and other influencers promote and recommend the product/service to new customers. Also, many businesses use affiliated marketing as a tool to boost acquisition marketing strategies.
Acquisition Marketing KPIs and Metrics
Acquisition marketing strategies focus on attracting and engaging new consumers through multiple customer acquisition channels. Hence, decision-makers must monitor and measure the performance of individual campaigns to know which strategies are working and which are not.
Decision-makers often measure the performance of acquisition marketing campaigns using various customer acquisition metrics. But many managers these days use specific acquisition marketing KPIs like prospects, visits, impressions, new sales/offers, revenue increase, visit rate, lead rate, and offer rate.
Many businesses these days adopt acquisition marketing to increase revenue by attracting and converting new consumers. But decision-makers have to unify marketing and customer service activities to engage and convert new customers. Also, they must adopt a slew of best practices and use the right KPIs to boost the performance of acquisition marketing campaigns.
Unlike traditional or outbound marketing, inbound marketing does not require your business to reach out to potential customers. Instead, inbound marketing strategies enable your business to attract, influence, and convert prospects by delivering valuable content and experiences. In addition to curtailing customer acquisition costs, inbound marketing strategies help your increase website traffic and generate more leads.
According to the inbound marketing statistics compiled by Thrive,
“Inbound marketing strategies reduce customer acquisition costs by about 67% in comparison to outbound marketing strategies. At the same time, a business can generate 126% more leads and increase the close rate to 14.6% by switching from outbound marketing to inbound marketing.”
In 2022, your business must abandon outbound marketing and leverage the benefits of inbound marketing. In addition to reducing customer acquisition costs, inbound marketing strategies will help your business increase its online presence, generate more qualified leads, and build long-term relationships with customers. But you must remember that inbound creates opportunities to guide prospects to your business through multiple communication and marketing channels.
You can increase website traffic consistently and convert more website visitors into customers in 2022 only by implementing multiple inbound marketing strategies. But inbound marketing strategies differ from each other in many aspects, including outcomes. Hence, you must spend some time evaluating and comparing some of the inbound marketing strategies that will help you generate more leads and grow sales in 2022.
15 Inbound Marketing Strategies to Increase Your Customer Base in 2022
1. Buyer Persona Development
The inbound marketing strategies achieve preset goals by engaging and influencing prospects during three important stages in a buyer’s journey – awareness, consideration, and decision. You need to guide a prospect or potential customer throughout the inbound marketing process by delivering targeted and personalized content according to her current position in the buyer’s journey.
You can deliver the right content to a prospect at the right time only by understanding her needs and addressing her pain points. As a fictional representation of the ideal customer, buyer personas describe your target customers elaborately. They define the buyer’s age, gender, and location as well as identify her goals, needs, behaviors, pain points, and challenges.
While planning inbound marketing strategies, you can create multiple buyer personas based on real-time customer data collected from various sources. The buyer personas will help your inbound marketing team to create the right kind of content and influence the prospects by delivering the right information or message at every stage in the buyer’s journey.
2. User Experience Optimization
The inbound marketing strategies will boost your business’s online presence and increase your website traffic. You cannot make any inbound marketing campaign successful in 2022 if your website does not deliver an optimal user experience. While optimizing the website, you must focus on the key factors affecting its user experience.
For instance, you can boost the website’s user experience by making it load in less than 2 seconds. Likewise, you need to ensure that a prospect can access your business website seamlessly on desktops, laptops, smartphones, and tablets. At the same time, you must focus on protecting customer data during storage and transportation from various cybercrimes.
It is always important to assess your website’s user experience from time to time using a slew of KPIs. As a powerful inbound marketing strategy, website optimization will help you achieve present marketing goals by keeping the website visitors engaged and conveying the desired message. However, you must keep in mind the latest search engine guidelines while optimizing your website.
3. Search Engine Optimization (SEO)
The online experience of 67% of netizens begins with search engines. Hence, both B2B and B2C companies increase website traffic and generate leads organically by implementing organic search marketing or search engine optimization (SEO) strategies.
You can make the SEO strategies effective in 2022 only by boosting a website’s user experience and search experience. In addition to implementing the latest search engine guidelines, your strategy must combine the right on-page and off-page SEO techniques.
The on-page SEO activities will optimize the web page content for both search engines and searchers. At the same time, you can boost your website’s popularity, authority, credibility, and reliability by implementing off-page SEO techniques.
4. Paid Search Ads
Leading search engines display paid search results before organic search results. Hence, businesses invest in paid search marketing to diver search engine traffic to their websites quickly. Paid search ads are more effective than SEO tactics in increasing the average conversion rate.
While implementing this inbound marketing strategy, you can increase website traffic by displaying a variety of paid search ads – pay-per-click (PPC), native ads, display ads, and retargeting/remarketing.
The marketing campaign costs will vary according to your choice of paid search ads. You can convert more website visitors into leads and customers by complementing paid search ads with various SEO techniques.
5. Organic Social Media Marketing
The average time netizens spend every day on social media platforms has crossed 144 minutes in 2022. Hence, your business can connect, influence, and engage prospects by adopting organic social media marketing as one of the tried-and-tested digital marketing strategies. Your business can run organic social media marketing campaigns without escalating upfront and ongoing costs. You can generate and convert leads by posting a variety of content – stories, posts, videos, images, and memes – on popular social networking platforms.
But you can build and sustain relationships with prospects by posting informative, interesting, and inspiring content regularly. Also, you can influence them at various stages of the buyer’s journey by providing relevant and targeted content. Your social media marketing strategy must focus on making the content popular by getting more likes and shares.
6. Paid Social Media Marketing
Most social networking platforms allow users to promote their organic content to a relevant audience by running paid ads. The paid ads require your business to incur ongoing expenses. But the paid social media ads create opportunities for your business to target new users and convert them into customers.
In addition to sharing information about your brands, you can run social ads to increase brand awareness and drive lead generation and conversion. The social ads further create opportunities for you to increase sales revenue by promoting upcoming events, new deals, and fresh content.
7. Content Marketing
Buyers these days evaluate a product or service by gathering a variety of information and asking a slew of questions. Content marketing helps your business generate, nurture, and convert leads by providing relevant content. Many businesses these days run content marketing campaigns with the aim to increase trust, credibility, and reputation.
You can make content marketing strategies successful in 2022 only by creating, sharing, and promoting a variety of content – articles, blogs, newsletters, whitepapers, videos, and infographics. Also, the strategies must enable every lead or customer to consume the content through her choice of communication channels. However, you can attract and retain buyers only by publishing relevant and useful content regularly and consistently.
8. Video Marketing
Over 91.4% of internet users, these days spend most of their digital media time watching online videos. Many internet users choose and product by watching product review videos. At the same time, many netizens prefer gathering information by watching educational, tutorials, and how-to videos.
Your business can generate, nurture, and convert leads by leveraging the massive popularity of online videos. Your video marketing strategy in 2022 should focus on creating brand awareness and promoting products/services by publishing online videos regularly. Also, you must promote the videos on social networks and video-sharing platforms aggressively to increase views, likes, and shares consistently.
9. User-Generated Content Generation
While conducting pre-purchase research, most buyers trust the content created by consumers using the brand. Your business can influence and nurture prospects at various stages of the buyer’s journey using a variety of user-generated content – comments, reviews, testimonials, photos, videos, and social media posts.
You must make user-generated or consumer-generated content creation one of the inbound marketing strategies in 2022. In addition to using the brand-related content generated by consumers organically, your strategy should encourage and incentivize buyers to post product reviews and testimonials. You can further boost a brand’s online presence by using user-generated content in content marketing campaigns.
10. Landing Page Optimization
As single and standalone web pages, landing pages drives inbound marketing campaigns and lead generation activities. They act as an entry point for buyers to access a specific or relevant section of the website. You must consider landing page optimization in 2022 as one of the most effective inbound marketing strategies and conversion rate optimization (CRO) tactics.
You must conduct elaborate A/B testing to optimize key elements of a landing page – design, layout, copy, and graphics. Also, you must refine the landing pages using buyer personas and including straightforward call-to-action buttons. However, you must monitor the performance of landing pages to know what is working and what is not.
11. Email Marketing
Emails are used by 89% of marketers as the primary channel for generating leads. Your business can adopt email marketing in 2022 either as an inbound marketing strategy or outbound marketing strategy. As the name suggests, this inbound marketing strategy focuses on creating brand awareness and building customer relationships by sending emails.
Your business can engage both customers and prospects by sending a wide variety of emails – product announcements, product updates, event invitations, and offers/deals. But you can engage and influence the recipient by choosing the perfect subject line, content, and sign-off. It is also important to send personalized and targeted emails by adopting several email marketing best practices.
12. Influencer Marketing
The massive popularity of social media creates opportunities for businesses to endorse and promote products/services by adopting influence marketing. Unlike conventional inbound marketing strategy, influence marketing emphasizes delivering your brand’s message through influencers or external content creators.
Hence, your business has to partner with individuals or organizations that users love and trust on various social networking platforms. But you can make the inbound marketing strategy successful only by connecting and partnering with the right influencers according to your product/service and targeted customers.
13. Customer Service
In addition to driving sales, inbound marketing tactics focus on building long-term customer relationships. A study conducted by Microsoft suggests that 90% of customers in the USA use customer service as a key parameter while choosing a brand.
Likewise, 58% of customers switch companies due to poor customer service experience. In addition to reducing acquisition costs, a positive customer service experience helps businesses boost sales by promoting customer loyalty. Your business must make customer service experience optimization an inbound marketing strategy in 2022.
14. Customer Loyalty Programs
While implementing inbound marketing strategies, you must not forget that customer acquisition is more expensive than customer retention. Customers these days love to earn rewards and loyalty points while shopping online. Also, many customers recommend brands with good customer loyalty programs.
Your business can increase customer retention and customer loyalty using customer loyalty programs as an inbound marketing strategy. The loyalty programs will encourage customers to repurchase and recommend your brand regularly by recognizing and rewarding them in a variety of ways.
15. Monitoring, Testing, and Automation
The performance of inbound marketing will vary based on a variety of factors. You can boost the performance of inbound marketing campaigns only by understanding what is working and what is not. It is always important to refine your inbound marketing strategies through regular testing and evaluation.
Likewise, you must invest in marketing automation tools to run multiple inbound marketing campaigns without putting in extra time and effort. In addition to automating recurring marketing activities, the automation will help you to monitor and measure the performance of individual campaigns using a set of KPIs.
In addition to reducing customer acquisition costs, inbound marketing strategies help your business generate more leads and increase conversion rates. But you can make the inbound marketing campaigns successful in 2022 only by identifying the right channels, understanding customer needs, addressing customer pain points, and building long-term customer relationships.
You can get higher returns only by implementing multiple strategies. Also, you need to track and measure the performance of individual strategies using the right digital marketing KPIs. It is also a great idea to automate inbound marketing campaign management by adopting several marketing software and tools.
Enterprises implement multichannel marketing strategies to achieve a variety of goals – create brand awareness, generate leads, drive sales conversions, and promote customer loyalty. But entrepreneurs cannot achieve preset goals without managing multiple marketing campaigns efficiently and simultaneously.
Premium and free marketing tools make it easier for entrepreneurs to plan and manage multichannel marketing campaigns through automation. According to the marketing automation statistics compiled by Startup Bonsai, marketing automation helps entrepreneurs generate more leads, boost marketing productivity, improve customer engagement, and beat the competition.
An entrepreneur can leverage marketing tools to automate routine and repetitive tasks without increasing overheads. But she must combine the right marketing tools to automate varied marketing activities. We are helping entrepreneurs to adopt marketing automation by recommending a slew of free and widely-used marketing tools.
11 Free Marketing Tools for Entrepreneurs to Leverage Marketing Automation
Wix helps entrepreneurs create, develop, and manage their business’s web presence. An entrepreneur can use this free website builder to build a variety of websites. For instance, she can use Wix to set up online stores selling products or websites offering digital services to clients. The templates provided by Wix make it easier for the business owner to create customized websites. The website is further optimized for mobile devices and search engines.
A business can drive lead generation and lead conversion activities only by meeting users’ needs and expectations. Entrepreneurs must monitor the behavior of website visitors to understand what they see, feel, and want. Hotjar helps entrepreneurs understand and measure a website’s user experience visually and intuitively. The website owner can leverage the tools provided by Hotjar to visualize user behavior, record user interactions, and collect user feedback. She can further evaluate a new feature or product by conducting targeted surveys.
3. Google Analytics
The free web analytics service launched by Google helps entrepreneurs track and analyze website traffic. An entrepreneur can use Google Analytics to monitor and measure the performance of multiple marketing campaigns based on traffic sources like search console, social media, Google Ads, or campaigns. Also, Google Analytics helps entrepreneurs plan and manage marketing campaigns more effectively by providing in-depth data about customer demographics.
With customers spending more digital time on social networks, entrepreneurs have to explore ways to connect and interact with people on social media. Buffer helps entrepreneurs reach more people on social networks in an authentic and affordable way by providing a slew of tools. Many entrepreneurs start social media marketing campaigns using the free plan offered by Buffer. The free plan allows entrepreneurs to manage up to 3 social channels, schedule posts, and invite users.
While planning marketing campaigns, entrepreneurs create a variety of visual content to keep the audience interested and engaged. Canva makes it easier for entrepreneurs to create a variety of visual content – videos, social media posts, logos, presentations, and posters. An entrepreneur can use the professional templates provided by Canva to convert innovative ideas into visual marketing content in minutes. The free edition of Canva allows enterprises to access over 100 design types and over 250000 templates.
6. Google Alerts
No entrepreneurs can run marketing campaigns successfully in 2022 without optimizing digital content creation, publication, and promotion. They need to collect information and ideas from diverse sources to create digital content that the target audience desire. Google Alerts makes it easier for entrepreneurs to find interesting content by monitoring the web. An entrepreneur can leverage this free marketing tool to create alerts for various topics and keywords. Google Alerts will make the entrepreneurs find fresh and relevant content by sending email alerts automatically.
The free version of Mailchimp provides entrepreneurs with a multichannel marketing tool. The software facilitates marketing automation by featuring a marketing customer relationship management (CRM) system, along with tools to build websites, landing pages, and forms. Entrepreneurs can further use Mailchimp to generate and nurture leads by sending up to 10000 emails every month. Small businesses and startups leverage the free edition of Mailchimp to start email marketing campaigns and conduct customer surveys.
8. Yoast SEO Free Plugin
Entrepreneurs must leverage this widely-used SEO plugin to optimize their websites developed using WordPress. The free edition of Yoast SEO helps website owners start search engine optimization (SEO) activities and automate various technical SEO tasks. However, they must remember that Yoast SEO Free Plugin lacks some of the useful features provided by the premium plugin. They have to upgrade to the premium edition to assess content quality, get link suggestions, optimize keywords, and avoid dead links.
Here is a guide on Yoast SEO.
The free edition of SITE123 is used widely by entrepreneurs for creating landing pages quickly and effortlessly. An entrepreneur can use this free website builder to create landing pages for a variety of websites. She can customize the landing for specific marketing campaigns by choosing colors, fonts, header, and footer. Also, she can save time by adding pre-designed content blocks to the landing page along with essential elements like buttons and fonts. However, she must upgrade to the premium edition of SITE123 to get additional storage space and bandwidth.
10. Hello Bar
Entrepreneurs can use the Starter edition of Hello Bar to convert website visitors into leads, buyers, and subscribers using customized and appealing popups. Hello Bar enables users to create a variety of popups – alerts, bars, modals, sliders, and page takeovers without writing code. Also, entrepreneurs can display more relevant information to the website visitors by customizing the popup’s themes and styling. They also have the option to deliver targeted messages to visitors based on their location, device, page, and visit.
An entrepreneur can divert traffic to her business website by running multi-channel marketing campaigns. But she cannot convert the website visitors into leads and customers without tracking and improving the website’s performance continuously. Databox helps entrepreneurs track and measure website performance without using multiple tools. While using Databox, the entrepreneur can track and visualize performance through a customizable dashboard. In addition to integrating performance information from diverse sources, the dashboard enables users to measure performance using custom metrics.
Many free marketing tools help entrepreneurs leverage marketing automation without escalating costs. But no enterprise can run multiple marketing campaigns using a single marketing tool. She must focus on choosing and combining the right marketing automation software according to her enterprise’s multichannel marketing strategies.
In the post-pandemic world, the average daily time spent by people on digital media is all set to increase to just under eight hours. The steady increase in the average digital media time and online media consumption creates opportunities for your business by running marketing campaigns using digital technologies and through digital marketing channels.
Your business can spread information about products/services more effectively only by interacting with existing and potential customers through multiple channels. It should run multi-channel marketing campaigns to generate more leads, increase sales conversions, promote customer loyalty, and create brand awareness.
According to Search Customer Experience,
“Multi-channel marketing is based on the fact that customers have more choices than ever in terms of getting information on products. The spread of available channels, including the growth of email, social media, and mobile, has caused marketing departments to increase their presence on these channels in order to develop their customer relationship management (CRM) efforts.”
While comparing the top digital marketing channels, you must remember that each category of the website receives most of the traffic from specific sources. For instance, some of the top websites get more traffic from search engines than social media. That is why; you should consider and target some of the most popular digital marketing channels while planning multichannel marketing campaigns.
9 Digital Marketing Channels You Must Focus on Increase ROI
In addition to providing an online presence to your business, the website creates opportunities for you to run content marketing campaigns. The content marketing campaigns will help your business generate, nurture, and convert leads by increasing organic traffic. But your content marketing strategy can increase organic traffic only through publication, distribution, and promotion of a variety of digital content – articles, videos, infographics, and videos.
2. Mobile App
According to BBC,
“People devote one-third of waking time to mobile apps.”
The increase in the digital time spent on mobile apps makes mobile apps one of the key digital marketing channels. Your business can easily meet customer expectations and boost customer experience by launching a mobile app. At the same time, you can leverage the data collected using the app to run mobile marketing campaigns successfully. But you can leverage this new-age marketing channel only when your app delivers an engaging and positive user experience.
3. Organic Search
A large percentage of modern consumers use search engines to know and compare products/services before buying online. Your business must leverage search engines as a powerful digital marketing channel to divert regular traffic to the website. You can run search engine optimization (SEO) strategies to generate and influence leads without escalating marketing costs. However, you can boost your website’s search performance only by implementing on-page and off-page SEO techniques. Also, you have to revamp your SEO strategy proactively to beat search engine algorithm changes.
4. Paid Search
The paid advertisement options provided by major search engines like Google and Bing help your business to acquire and convert leads regularly by incurring additional expenses. The pay-per-click (PPC) advertisements require you to pay only when a searcher clicks on the ads. Search engines display paid ads above the organic search results. Hence, you can run PPC ad campaigns to create brand awareness as well as drive lead generation and conversion.
5. Social Media
According to Statista,
“As of 2022, the average daily social media usage of internet users worldwide amounted to 147 minutes per day, up from 145 minutes in the previous year.”
Your business can use popular social networking platforms to build and sustain relationships with both existing and potential customers. You can run organic social media marketing campaigns by posting content according to buyer personas. Also, you can reach the target audience by investing in paid social media ads. But your social media marketing strategy must focus on building rapport with followers and keeping them engaged.
6. Video-Sharing Platforms
According to Techjury.net,
“Video is the number 1 source of information for 66% of people.”
Both social networks and video-sharing platforms create opportunities for your business to share information with customers by posting videos. While planning video marketing campaigns, you can share information by uploading both educational and promotional videos. But you must create the videos according to the expectations of your target audience and optimize the content to get more views, likes, and shares.
According to Constant Contact,
“Email marketing has a return on investment (ROI) of $36 for every $1 spent.”
Your business can send emails to drive lead generation, nurturing, and conversion activities. But you can leverage emails as one of the powerful digital marketing channels only by adopting two hottest trends – automation and personalization. You must use a specialized software solution to send the right emails to a recipient at the right time automatically. Likewise, you must personalize the email to seduce the recipient to read your message.
8. Display Ads
You can design display ads to deliver advertising messages to the target audience using images, videos, and audio. The display ads will appear as banners on websites, social networks, email platforms, and other digital marketing channels. Many businesses these days run display ads as a cost-efficient alternative to PPC ads. But you can create brand awareness and boost sales conversion only when the display ads complement the hosting platform’s audience base perfectly. Also, you must use ad retargeting techniques to track the people who landed on your website by clicking on the display ads.
9. Affiliate Marketing
Several categories of websites these days get most of their traffic through referrals. You can increase your website traffic consistently through referrals by partnering with influencers and affiliate marketers. Affiliate marketers help your business generate leads as well as influence their purchase decisions. They recommend your product/service through websites, blogs, newsletters, and social networks. But you can leverage this digital marketing channel only by partnering with the right influencer or affiliate marketers. It is also advisable to partner with multiple affiliate marketers.
Your business can drive lead generation, nurturing, and conversion activities only by running multi-channel marketing campaigns. But you must focus on choosing and combining the right digital marketing channels using a slew of metrics – website category, target audience, marketing goals, advertising budget, and competition. Also, you must measure the performance of marketing campaigns across channels using the right metrics and tools.