How can you know that your marketing efforts are optimal?

It's very important that your marketing area is correctly aligned with the areas of marketing and operations so that they share the common goal of achieving the expected results and getting more customers for your business.

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Surely, you've asked yourself whether your marketing efforts are optimal when offering your customers the interesting content they deserve. If this is your case, you don't necessarily have a problem communicating your ideas in your blow, but you may think that you can explore new strategies to improve your results and optimize the information you upload to your networks. 

How can you optimize your marketing efforts? 

"Marketing optimization" is the process through which you analyze information from your marketing campaigns and decide what advertisements and campaigns should be kept on publishing and which ones shouldn't. This means that you need to choose among the content you publish what you will keep on publishing on your social networks. 

If you spend hundreds, thousands, or even millions of dollars a month on marketing, it would be better to spend it in the most effective way possible. Remember that a big investment will result in even greater revenue, and, if that's not the case,  something is not working. 

Of course, you keep on investing money in campaigns that attract customers and generate income. The problem is that you want to stop investing in campaigns that make you lose money; so, it's normal you're looking to get a positive return on investment (ROI). Return on Investment is a financial ratio that compares the obtained income to the investment made. 

However, paying attention only to this variable doesn't mean that your marketing efforts are optimal. You still need to focus on your marketing strategies towards your customers. When you find something that works and gets you many customers, you can optimize your efforts even more by making adjustments to your campaign to increase your conversion rates. 

How you can optimize your marketing efforts 

Marketing optimization is a continuous practice that you or someone from your marketing team does daily, weekly, or monthly. 

Here is how you do it: 

• Gather information
• Analyze data to get information
• Act within your marketing campaigns
• Repeat it daily, weekly and monthly 

Marketing optimization can be frustrating, confusing, and, sometimes, costly. As social networks and other platforms become more and more complex, marketing optimization will only get more tedious. 

Marketing optimization in a digital era with a lot of information 

The wide range of tools, panels, platforms, and specialized solutions for paid search, email, social networks, mobile devices, videos, and more, create a lot of information metrics but knowledge and structure are usually ignored in the resulting information. 

However, taking advantage of multichannel marketing is no longer an option for a digital marketing specialist: it's a necessity. If buyers are there, you should be there too. 

What is multichannel marketing?

Multichannel marketing is, as its name indicates, the use of multiple channels for marketing to find and attract customers. Before the Internet, there were some marketing channels: television, radio, press, mail advertising, and telephone; however, with the appearance of the Internet, potential marketing channels are everywhere, they multiply significantly and they have surpassed in number the traditional marketing channels.

How can you know which channel is working? 

And, within that channel, how can you optimize it to guarantee it's showing the best advertisements and campaigns? 

You should determine the ROI of each channel to pause or optimize those that are making you lose money and give more money to those channels that work well. This is especially true if the marketing budget is limited and the goal is to get the best return on investment and customer conversion rates.

When you have a larger marketing budget, there's more room to play and experiment. However, when you don't have cash, it's better to get the information you need to implement immediate changes to increase the ROI. This is why a continuous gathering of information, as well as the comparison and analysis of channels, are very important for marketing optimization; besides, thanks to digital multichannel marketing you can get a greater amount of information. 

In conclusion, if your goal is to optimize your marketing efforts by increasing profit and investing the least capital possible, you'll have to carry out a thorough information and campaigns analysis, assessing their results and trying to display their content in the channels that have greater reach, so that they get to more people to know your business proposal.