I can't tell you how many times in the last 15 years of building websites and running digital marketing campaigns that prospective clients have wondered why digital marketing campaigns aren't working.

"My Google Ads campaigns aren't working." "Facebook Ads don't work."

"I get most of my clients via word of mouth anyway."

Okay, sure, but have you looked at your web data? Have you examined your Google Analytics or had an expert conduct a Google Analytics Analysis?

DON'T BLAME YOUR MARKETING CHANNELS if you haven't taken the time to understand where you're sending your visitors.

Have you installed heatmapping code to see where your users are clicking and where they aren't?

Do you have any idea what your bounce rate is or how to lower it?

These things HAVE TO HAPPEN BEFORE you start or continue running digital marketing campaigns (paid ads) to your website.

It's honestly the equivalent of inviting party guests over without cleaning your house in a few years.

When they open the door, they see dusty furniture, a gross kitchen, and couches with dog hair all over them. It smells, and if they even make it to the bathroom, it's because they need to throw up.

You've gotta clean your house if you expect your guests to stay. It's the EXACT same thing with your website. You have to analyze your layout, design and content and constantly improve it.

If you can increase engagement using data, you can acquire more customers for LESS MONEY, and can subsequently invest more money in your digital marketing execution to grow revenue at scale.

You wouldn't expect your dinner guests or party guests to want to stay more than a few seconds in your dirty ass, smelly house, so why would you expect your web visitors NOT to bounce if you haven't optimized it for user experience (UX Design) and conversions?

Thanks for reading, watching and listening, and have a great day!


Paul Hickey, Founder / CEO / Lead Strategist at Data Driven Design, LLC has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.

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