ROI, or return on investment, in a major function when it comes to tracking the success of a digital campaign within analytics. Using ROI functions, it is easy to set new goals to attain for the next financial quarter, see how many website views translate into sales and much more. Marketing Tech News released an article earlier this year on how exactly one should go about attaining their ROI goals, and what they said was pretty helpful and interesting. The suggestions they make are as follows: target your desired outcome, diversify your marketing mix, understand your consumer's buy cycle, put yourself in your customer's shoes, and implement a lead nurturing program. Out of these tactics listed, lead nurturing is one that I believe does not get enough attention in the marketing world. Up until recently with the boom in technology following up with leads has been very difficult. In order to follow up one would need to send a letter or pamphlet or call someone on the telephone to remind them of their service or product, this can be both time consuming and extremely difficult. However, with the use of email, social media and other various social platforms on the internet following up with someone who was interested in your product or service is easier than ever. With correctly implemented lead nurturing the potential customers who seemed to fade away can now be turned into real customers and possibly even returning customers. A good place to start with learning how to formulate lead nurturing emails is through HubSpots email marketing program. Doing this will show you how to best reach your targets and in turn lead to the ROI numbers you are hoping to get from your analytics reports.
By Mackenzie Jones
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