A Guide For SEO And SEM To Maximize The
ROI On Their Marketing Budget
The Challenge
Art of Wrap is the brand behind a well-known wrapping company in New York that provides an outstanding experience for its customers while delivering excellent wrapping services.
V Eight Marketing worked with Art Of Wrap to manage paid and organic search (SEO and SEM), creative online advertising, regional analytics reporting, and analysis across all digital platforms (media, search, site, and social). They also figured out what was working and what wasn’t in their marketing spend to help improve ROI.
Their goals were the following:
- Gain more clarity on the main touchpoints that influence shoppers before, during, and after they engage with the brand online.
- Find patterns in engagements that correlate with increased conversions.
- Understand how investments in specific channels affect performance on other media channels.
As you can tell, there’s a lot that went into this. So to come up with some actionable insights for Art Of Wrap, we put together this 3-part plan:
The Solution
Step 1: Path To Purchase Analysis
One of the benefits of hiring a digital marketing agency is that they have specialized skills and team members that you may not have at your company. For example, we put statisticians to work on Art Of Wrap for more precise and high-level behavioral analyses.
We used third-party data to analyze the browsing behavior of customers before they bought from the wrapping business. This way, we could better understand the factors that influence people to schedule an appointment at a company like Art Of Wrap in New York.
By understanding the different aspects of the customer journey before transactions occur, Art Of Wrap was able to get a much clearer picture of where to put their marketing dollars.
Step 2: High-Value Behavior Analysis
From there, we analyzed what customers did on the Art Of Wraps site. V Eight Marketing analyzed the content that customers were engaging with, the content that preceded conversions, the content that reduced conversions, etc.
This analysis helped Art Of Wrap understand what they needed to change about their content strategy, UX, and design to get the most conversions.
Step 3: Attribution Analysis
V Eight Marketing then used econometric modeling techniques to analyze media investment, which resulted in insights into the ROI of various marketing channels. In addition, it helped Art Of Wrap see how all the marketing channels work together to help generate conversions on their site.
Results With V Eight Marketing
The results achieved here include a better understanding for our client about the entire end-to-end customer journey by knowing the behavioral patterns of customers before they interact with the Art Of Wrap brand the patterns of customer interactions with the site before booking an appointment. Also, how all the marketing channels work together, Art Of Wrap optimized their marketing spend to get better ROI.
You don’t just have to hire an agency to handle SEO, paid advertising, or specific marketing tactics. You could get massive benefits just by using an agency’s resources to analyze your business and find areas where you could boost your return on investment.
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