Why Investing in Software Development is Key to Achieving Your Digital Marketing Goals

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By John Wick

In this digital era that we are living in, it is imperative that you leverage technology to enhance all of your processes. So, when it comes to digital marketing, if you want to efficiently hit your goals, you need to invest in the right software.

Achieving your digital marketing goals

Whether you are leveraging existing infrastructure through 3rd party services or building out your own, the right software development team will help boost your digital marketing efforts. How so? Let’s break it down based upon common digital marketing goals and relevant examples of software development’s impact on each goal.

Website & SEO digital marketing goals

Strengthening your website and SEO (search engine optimization) is one of the most common and foundational goals when it comes to digital marketing. You need people to visit and stay on your website in order to sell your product or services.

Increased website traffic

It is impossible to determine how many people are visiting your website if you aren’t utilizing analytic tools that help you identify your website traffic. You need to leverage these pieces of software so you can understand what your benchmarks of success are.

Recommended tool: Google Analytics

Decreased website bounce rate

In order to know if people are staying on your website or not, you need to understand what their behavior looks like. Leveraging tools that analyze user’s behavior on your website helps you understand things like where are they dwelling longest, where are they clicking, and when do they leave your page? This can help you then optimize the proper areas of your website.

Recommended tool: Google Analytics

Increased keywords

In order to help get your website ranked, you need to implement the proper keywords within your website copy and blogs. If you don’t know what keywords to rank for, you won’t know how to optimize your website. Therefore, you need to leverage tools that will help you identify what keywords you currently are ranking for, what keywords your competitors are ranking for, and where you can further optimize your on-site copy.

Recommended tool: Ahrefs

Increased ranked pages

If someone can’t find you on Google, then they aren’t going to be able to navigate to your website organically. You need to leverage tools that help you understand which of your pages are ranking within Google and which pages aren’t. If you know what pages are starting to rank, you can further optimize them to keep pushing them up. If you know certain pages aren’t ranking, you can re-work them to mimic some of the pages that are ranking.

Recommended tool: Ahrefs

Lead generation digital marketing goals

The ultimate goal in digital marketing is to convert more leads, so in order to do so, you need to understand what strategies are working and what strategies aren’t. This includes implementing things like automation and leveraging AI analysis. What do both of those have in common? They require software development in order to exist.

Increased inbound leads

In order to increase your amount of inbound leads, you need to understand why users are coming to your website and at what stage of your marketing funnel they are coming at. Are they coming at the very early stages, more for informational purposes? Are they coming at the later stages, with an inherent intention to buy? In order to understand this, you need to analyze the actions of your users on your website and iterate your website to further optimize its efficiency.

Recommended tool: Hotjar

Increased lead conversion rate

If you want to convert your leads, you need to be sure that when they get to your website they are not only primed to begin the process of converting to a lead, but that they complete the entire process. You can everage tools to understand where your users are dropping off so you can try to catch them before they leave, for good.

Recommended tool: Mixpanel

Increased ad click-through rate

The whole purpose of ads is to get people to click on them. If you aren’t getting people to click on your ads, then you either have poor ad copy or you’re targeting the wrong audience. You need to leverage tools like Albert in order to best understand your ad performance and how to optimize it.

Recommended tool: Albert

Increased ad conversion rate

If you aren’t converting people who are clicking your ads, then you are wasting your ad money. The whole intention is to get new customers, so you need to be sure that you optimize your ads for not only clicking, but also converting. Leverage AI tools to analyze your large sums of data to further personalize your ad experiences for your target audience.

Recommended tool: Albert

Email digital marketing goals

Email marketing is one of the most common digital marketing strategies out there. However, with everyone doing it, it has become a saturated endeavor. So, in order to do it effectively, you need to be sure that you are strategically optimizing your campaigns.

Increased email open rate

When you first build out your campaign and fire it off, you want to be sure that you understand not only who is opening your email, but you also want to know how many times they are opening it. Furthermore, you want to understand variables such as what time of day has the highest open rate, what subject line has the highest open rate, etc. Use data to power your efficiency.

Recommended tool: Mailshake

Increased email click-through rate

Improving your click-through rate on your emails is another variable that will lead to improved digital marketing performance. In order to do so, you need to understand which links people are clicking on, how many times, when they are clicking on them, and more. Leveraging tools that allow you to see these deeper analytics of your email sends can help you achieve your email marketing goals.

Recommended tool: Mailchimp