Marketing Mathematics: Why You Need to Invest in Website Engagement

Marketing Mathematics: Why You Need to Invest in Website Engagement

Today, it’s such common knowledge that content marketing is an important part of any marketing mix that I don’t need to provide any stats to support the statement, because you already know it’s true. The understanding of the role and importance content has in creating demand and educating buyers has also increased the marketers’ understanding of the web channel.

Marketers see their website as a main point of interaction between prospects and content, but they are often unsure how to strategically invest their resources. This often stems from the uncertainty they have about how to predict their web investment’s impact on their marketing objectives.

So, let’s solve that problem—this blog will walk you through how to think about your website as a strategic channel and invest for success.

The Web as a Strategic Channel

In my previous post, I discussed why website engagement is the new marketing “must-have”. The fact that 83% of decision makers stated their company websites are the most popular channel for online research, coupled with the fact that more then 70% of today’s sales processes are done before ever contacting a sales rep explains why there are tens of thousands of monthly visitors to company websites. Therefore, it is essential to engage your visitors with relevant and personalized content.

Folks, personalized web engagement—delivering relevant content based on the visitor’s stage in the customer journey, their product interest, geo-location, or company/industry/size—is becoming strategic.

How to Allocate Resources for Website Engagement

As marketers start to realize the inherent value and importance of personalized web engagement, the one question they continue to ask is:

How should I allocate demand generation resources to web engagement?

My previous post established the role of website personalization in lead generation–now it’s time to take a look at how we can estimate its ROI impact, based on a simple formula. As with any other marketing strategy, how you calculate a budget typically depends on the extent of the potential reach and derived impact.

For example, if you’re launching a PPC campaign, the first step is to check Adwords for monthly searches using your chosen keyword. In the same vein, with email marketing or even an industry conference, your potential engagement reach is derived from the number of leads in your database or the number of people attending the conference.

If you have 10K leads—or even 50K, it’s relatively easy to understand the potential impact of your email campaigns. In turn, this helps you decide exactly how to allocate the resources necessary to create email campaigns, landing pages, nurturing programs, etc. In other words, based on the potential reach, you can estimate how much time and money to invest in each channel.

Using this same logic, we can determine how much to invest in website engagement. Basically, we need to figure out the ratio of website reach in comparison to that of other channels, such as email, ads, and conferences, and then estimate the resources based on that ratio.

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