Everyone’s in a rush to see results.
There’s no better way to show results than data.
But here’s what you need to know about “getting result.”
It takes time.
I can change your entire website and increase your digital footprint within a couple days, but guess what.
It can take three months to even begin seeing the results of those efforts.
Until then, if anything, you may see a slight decrease as the changes take effect and you re-rank for better searches.
To understand more about how your digital marketing strategy works, I put together this guide for different digital marketing campaigns, what results to look for, and when you should start to see a quantifiable ROI for your efforts.
If you’re feeling antsy about a slow-tracking content strategy, a laggardly social media presence, or a lope along evergreen strategy, this article is for you.
Paid search timetables
If you know what you’re doing with PPC and target active keywords, you’ll see traffic increases almost immediately after you set your bid prices.
Of course, this is the most basic of PPC, and if you don’t continuously monitor the performance and eliminate non-performing ads, you’ll quickly find yourself losing a lot of money.
As mentioned above, when you make a change, you’ll notice a downtick more than anything – this should be followed by several months of rebuilding before conversions, sales, and profits skyrocket.
Portent discovered this dip when rearranging their AdWords account in 2013, but the long-term, sustainable results were worth the effort.
Meanwhile UK agency Vertical Leap outlined an 8-month cycle from start to finish to completely optimize a PPC campaign for results.
As Unbounce reminds us, aside from keyword research, landing page design can be another weak link in the chain. Focus on optimizing every landing page for every PPC campaign using a A/B testing as part of a big-picture CRO campaign.
If you’re beyond the one-year mark and aren’t seeing any improved results, it may be time to consider hiring an outside agency or consultant (or firing your existing one to find another).
A thorough examination of your current processes is needed to make sure there aren’t other reasons for your lack of results before swinging the ax though.
After only six months of regular care, any PPC campaign can start bringing in revenue that surpasses the cost of bidding.
PPC and SEO campaigns can and should target the same keywords. Once you stop paying for clicks in a PPC campaign, you lose all that business.
The hit is easier to take if you’re already on the first page of the search results, but you’ll still lose some clicks.
Aside from being more sustainable, SEO also allows you to broaden your efforts intolong-tail keywords, which are important to know in digital marketing.
The major difference between SEO and PPC is the amount of time it takes to start building results.
Once you accumulate enough information on your landing pages to satisfy enough long-tail keywords, you’re less than a year away from starting to generate the type of results you pay to jumpstart with PPC.
In 2014, Search Engine Journal published a case study proposing it should take approximately four to six months to see 100 or more organic search results per day.
Josh Steimle points out in Forbes that you shouldn’t be focused on search term rankings to determine your SEO results.
It’s the actual sales being driven that matters. One qualified and converting lead is more valuable than 100 visitors who browse and bounce.
A busy day is good, but a busy day with a full cash register is even better.
This is why so many people include content marketing as part of their SEO initiatives.
Content marketing timetables
Unlike PPC and other SEO functions, which are often “set it, and forget it” functions, content marketing requires a constant focus on content creation, which can often require huge operations.
It’s worth it, though, because blogging alone is a valuable addition to any B2B or B2C business. A recent study found businesses that blog 20 times a month or more get 5 times more traffic than those who blog 4 or less.
I recently did some research on the topic of how long it takes to see blogging results. Posting regularly, at least 12 quality posts per month can start generating results within 6-9 months, with 400 posts being sufficient to sustain the traffic.
This assumes the content in your content strategy is solid.
With more people performing more searches in natural language (often using voice assistants like Siri or Cortana to do it), your best bet at being seen is to ensure all content is extensive, thorough, and full of longtail queries.
Other forms of content marketing, like videos, events, webcasts, social media, published materials, and more can all reach different audiences and should have the same target range of 6-9 months to see quantifiable results.
Proper SEO and content promotion is another key in content marketing success, as even the best content doesn’t always get seen.
Once again, if you don’t see results within a year, it may be time to reconsider your content marketing efforts and focus more on social media marketing.
Social media timetables
There are few better places to gain Internet fame than social media, where anyone from the average Joe to celebrities, small businesses and major corporations has an equal shot at making waves.
Improving search ranking and increasing both website traffic and sales leads can all be accomplished on social media, but the majority of companies see social networks asvaluable platforms to raise awareness.
Since awareness is the main goal of social media, your following and shares are good measurements of how well word-of-mouth is spreading for your messages.
Beyond that, as HubSpot points out, it can be very difficult to pinpoint exact timeframes for social media results.
Now, you could buy you 20,000 followers and make it look like you’re a social media rockstar out the gate, but it’ll just be you talking to an empty room. No customers will come of it.
Don’t buy followers. It’s not worth it.
A social media account is useful for joining groups and being an active part of online communities filled with billions of users spending at least minutes of their day every day scrolling through content.
When used actively and correctly, there’s no reason you shouldn’t be able to get at least 100 genuine followers on any given social media site within six months
McDonald’s, for example, has more Twitter followers than Burger King, which translates to their popularity.
All of your online efforts should evolve around a conversion rate optimization plan.
Optimizing your pages for search and getting it in front of people through sponsorship or blogging doesn’t help if no one converts.
Bounce rates and other key KPIs for conversion rates will occur as the above initiatives start producing leads for your website to convert.
Keep everything simple and following basic customer psychology to make the most of your web optimization efforts.
Every change you make throughout your digital marketing department should be backed with both solid data and A/B testing. Instead of making changes based on hunches or personal tastes, A/B tests present both sides to show the complete story.
There are plenty of mistakes to be made in A/B testing though, and they’re quite common.
Avoid these mistake and make sure you’re always focused on improving the bottom line.
With proper procedures and a data-driven approach to digital marketing, it’s less of a guessing game and more about educated and informed strategies being executed.
There’s a real world beyond the digital one, and you’ll still need a hustle and grind on the real streets to supplement your digital marketing efforts, but the Internet does still matter.
While it’s only a sampling of your full customer base (unless you’re online-only), data analytics are very helpful in retargeting and other initiatives meant to continuously improve the ROI of your digital marketing strategy.
Digital marketing is the future, and more and more companies are seeing significant ROIs and avoiding industry disruption by getting involved in it.
Diving right in can quickly become an expensive endeavor, and it’s important to understand what results you should be looking for.
Whether you hired a snake-oil salesman or a savvy digital marketing genius, results won’t show up immediately.
Anyone can crowdsource clicks and utilize other black- and gray-hat techniques to spoof temporary results. Anyone can fill a building.
But that’s not what you want to do.
You want real customers with real interest, giving you real revenue.
Strong social media, SEO, PPC, and content marketing initiatives work together to optimize your website to convert paying customers and generate revenue for the business.
How long did it take to see results in your digital marketing projects?
via – Neil Patel
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