At the most basic level, your digital marketing efforts are the way you spread the word about your business and the products and services it provides. But effective online marketing should also be doing a lot more than that, including elevating the customer experience and driving the conversions that matter to your bottom line.

The internet is a big place, with a wide variety of channels available to market your business. This array of options can be both a blessing and a curse, however. If you’re like most brands, you’re trying to take advantage of as many of those channels as possible, which can make it difficult to see the full picture all in one place.

Marketing automation tools like HubSpot, Pardot, or Marketo Engage allow you to manage different channels in one platform. But they can fail to be effective for a number of reasons, especially if your business has unique and complex needs or is tracking a larger range of conversion metrics than those available on the platform.

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Mind the optimization gap

This can leave you with gaps in optimization that benefit neither your brand nor your customers and can also mean wasted time and effort on marketing endeavors that aren’t as effective as they could (and should) be.

Still, ensuring and enhancing channel optimization isn’t something you should try to do all on your own. So, what’s the workaround? A tool that offers all the marketing automation capabilities you expect of a platform like HubSpot, with additional resources designed to fill in the gaps and maximize the utility of your digital marketing campaigns.

Keep reading to pick up actionable advice for how you can bring improvements to your multi-channel marketing strategy and learn how Siteimprove can help you take it all a step further.

Put your inbound marketing strategy into focus

Businesses rely on a lot of tools to build a strong inbound marketing strategy. However, none of it really matters if you don’t know what you’re looking at and what you’re looking for.

Before reworking your approach to optimization, it’s always a good idea to start back at square one and identify the foundational pieces that you rely on for strengthening your digital presence. 

There are a lot of moving parts to online marketing, but for our purposes here, let’s focus on three key areas:

  • Collaborative analytics
  • Data-driven decision making
  • Insightful processes

For true success, they need to be optimized both on their own and as a collective whole.

Naturally, this can create problems for a marketing team. It’s hard enough to ensure you’re getting maximum utility out of one platform, let alone a cross-channel collection. If all this makes your head spin, you’re not alone. Today’s marketers are juggling more than ever before, and most are learning best practices as they go, if they’re learning them at all.

Knowing what you’re looking at is half the battle. From there, you have to navigate each of the hurdles that can stand in the way of effective omni-channel optimization — and that’s where things tend to get even trickier.

Take the silos out of analytics

Team collaborating on digital marketing campaign

Analytics are the backbone of digital marketing. They’re what drive you forward and are also key to figuring out what’s holding you back.

Of course, analytics can get a bit muddied when you’re managing cross-channel marketing. With so many different data sources and marketing tools, it’s easy to end up with silos that complicate your efforts and stand in the way of a cohesive analytics program.

Avoiding marketing silos starts with centralization of your goals, your team, and your data.

Collaboration is crucial for enhancing analytic usage for cross-channel marketing, both on the back end of your strategy and on the front end. Everything driving your data - from the people actively working on improving your metrics to the digital tools aggregating those metrics into one place - need to be geared up and focused toward your major objectives. The better you can achieve this, the less risk you have of siloing your data into complicated and conflicting pools.

Optimization tips

  • Make sure that everyone involved in monitoring and acting on your analytics is on the same page in terms of what you’re trying to achieve and what conversions you’re focused on to get there.
  • Invest in a platform that can aggregate your data for analytics that encompass not just one core facet of your inbound marketing strategy but all of them together.

Use data to facilitate better decision-making

Siteimprove Analytics Campaigns Overview screenshot

Every single platform you use and every single piece of data you collect should be used by your team to make decisions that will help your business increase engagement, improve customer experiences, and drive more conversions. And ensuring that this happens is critical.

Maximizing the utility of your aggregated data requires that you look closely at the specifics. While big picture outcomes matter, the devil is in the details when it comes to really putting your data into action. From there, it’s what you do with all that data that really determines how effective your optimization efforts are.

Optimization tips

Trends and patterns. What are the trends and patterns that you see in consumer behavior? What trends and patterns do you see in ads and landing pages that are successful versus unsuccessful?

Campaign performance. Which campaigns are meeting expectations, and which aren’t? Which platforms are providing you with the biggest return on investment? What sorts of campaigns are your customers most engaged with?

Conversions. What marketing efforts are garnering the most conversions? Which conversions are you achieving, and which need an extra push?

With the answers to these questions, your team can better prioritize where they need to focus. You’ll also be able to provide stakeholders with a clearer view of what you’re doing and why.

Always be on the lookout for ways that you can fine tune your strategy for increased optimization based on the answers to the questions above. If you spend time on it, you need to get actionable insight out of it!

Hone your optimization processes

What processes do you have in place for optimizing your channels? And more importantly: are you using them to their full potential?

Cross-channel automated marketing tools like Siteimprove can effectively improve business intelligence with a unified analytics platform, but you can’t just set them up and then forget them. To truly fuel your marketing efforts, you need to act on your processes and get as much mileage out of them as possible.

Operating your processes with decision-making in mind is part of it, but it’s not the only action you should take if you want to maximize process efficiency. To really put your processes to work, get on a schedule driven toward your goal.

Optimization tips

Your schedule should look something like this:

  1. Collect and aggregate your data
  2. Analyze your data and ask the right questions
  3. Act on what you’ve learned
  4. Repeat

Whether you complete this cycle once a week, month, or quarter depends on the scale of your marketing efforts and the specifics of what you’re trying to achieve. We recommend doing this deep dive into your cross-channel analytics as often as possible, since the earlier you can get actionable insights, the quicker you can steer your marketing efforts in the right direction.

Cross-channel optimization is easier than you think

Siteimprove Pardot Connector Information

Long gone are the days of one-stop marketing campaigns. As a modern marketer, it’s your job to manage the cross-channel realities of the digital marketing environment, and to do so with focus and ferocity. It’s not enough anymore to set your sights on just one type of conversion or platform — you need to be everywhere and do everything at once. And that can be tough.

As the buyer journey evolves, your task is to get ahead of the game and help consumers discover and engage with your brand: always and in all ways. It’s a lot to take on, but we can help.

Fortunately, you can now easily and reliably optimize content across your digital marketing channels by connecting your Siteimprove platform to three leading marketing automation tools, Pardot, HubSpot, and Marketo Engage. Get in touch today to learn more about the Siteimprove integrations and take control of your omni-channel marketing efforts once and for all.