In today’s digital marketing landscape, gauging the effectiveness of advertising efforts through Return on Investment (ROI) has become paramount. Targeting specific consumer segments is crucial for success as we see increasing marketing efforts trending towards online platforms. Digital Lagoon has special insight into how to boost marketing ROI with targeted advertising techniques, utilizing data analytics, and gaining understanding into consumer patterns.

6 Ways to Boost Your Marketing ROI

Exploring Targeted Advertising

Targeted advertising is a digital marketing strategy that focuses on delivering ads to specific consumer groups based on criteria like demographics, geo-location, habits, and preferences. It deviates from the broader approach of traditional advertising like television or radio ads, where your message is broadcast to a large audience but may only have a small engagement percentage. By precisely targeting audiences, digital marketers can more efficiently use their budgets, directly boosting ROI.

The Vital Role of Data Analytics

The core of effective targeted advertising is data analytics and understanding how your audience interacts with your ads. Analyzing consumer data points allows digital marketers to understand consumer behaviors and trends. Armed with this knowledge, they can craft personalized ads that significantly improve the chances of engagement and conversion, enhancing ROI.

Segmentation and Personalization

Breaking your audience into smaller groups with similar attributes for more customized messaging is critical for targeted advertising. Whether through demographics, geographic location, or behavior, this segmentation supports more personalized and, thus, more compelling advertising strategies.

Choosing the Right Channels

Selecting the right platforms for ad delivery is essential for optimal ROI. Platforms like Facebook, Instagram, LinkedIn, and Google Ads offer advanced targeting based on rich user data and search intent. Ads should be placed where the target audience is most active and engaged.

Measuring Success and Optimization

Digital marketing’s real-time nature allows for immediate tracking of an ad campaign’s performance through metrics such as click-through and conversion rates. Leveraging these key performance indicators (KPIs) for continuous campaign refinement and employing A/B testing for elements like ad copy can significantly enhance ROI.

Overcoming Challenges

Despite its advantages, targeted advertising faces hurdles like privacy concerns and regulatory compliance, such as the General Data Protection Regulation (GDPR). Advertisers must navigate these issues carefully to maintain consumer trust and legal integrity.

Boost Your Marketing ROI with Digital Lagoon 

Maximizing ROI through targeted advertising is a sophisticated process that necessitates an in-depth understanding of your audience, strategic data analysis, and continual adjustment. Personalization and strategic platform selection are key to effectively engaging consumers and improving conversions and ROI. In competitive digital marketing, mastering targeted advertising is essential for any business aiming for long-term growth. 

Digital Lagoon is your partner for digital marketing in Overland Park. We help our customers maximize their marketing ROIs with strategies that include social media engagement, SEO, website design, and targeted ads. Contact our team to discuss how we can help you boost your marketing ROI today!

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Rhino Builders is a full-service remodeling contractor specializing in residential remodeling + design within the Kansas City metropolitan area. Rhino Builders strives to create unique and innovative spaces that reflect functionality and extraordinary designs. Always with the client in mind.

THE CHALLENGE

As the project began, Rhino Builders wanted to create a brand new website that was clean, modern, and looked high-end. The goal for the whole site was to make it user friendly while showcasing their work and expertise in the remodeling and design industry.

THE STRATEGY

Our main focus was bringing consistency of the branding throughout the website and highlighting projects on every page.

THE DESIGN

Each section of the website was carefully thought out. When designing the website, we worked with their existing color palette and logo but introduced a new modern look and feel throughout. To give clients a better feel of who and what Rhino Builders does, we added pages such as About, The Process, and gallery pages. The gallery is the heart of the website as it showcases what Rhino Builders is capable of. We added grouping with filters so you are able to see many photos from each project and not only one. We also added in the option for clients to set up a consultation via an online form.

THE OUTCOME

The website is now a place where Rhino Builders can confidently send their clients to view their projects. It has a cohesive feel and the perfect balance of imagery and content for viewers to understand who Rhino Builders is, what they can do, and how the process works.

RHINOBUILDERS.COM

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At Digital Lagoon, we can take care of everything to prepare you for your next trade show. We offer various trade show displays, including secondary items like pop-ups for smaller-scale shows. When it comes to the logistics and shipping everything to the trade show, we can take care of it. All you have to worry about is showing up.We can produce styrene or fabric displays for trade show booths depending on your needs.

DIGITAL LAGOON CAN DESIGN YOUR TRADE SHOW BOOTH

At Digital Lagoon, we can design your trade show display, so it stands out among the rest. Our creative team can handle all aspects of the graphic design and send it to you for approval. Once you approve, our print team can put your booth into production.

WE CAN PROVIDE ADDITIONAL SUPPORTING MATERIALS FOR YOUR NEXT TRADE SHOW

At every trade show, it is essential to bring supporting materials so people can remember you and your brand. At Digital Lagoon, we can provide additional marketing materials you might need, including:

• Brochures
• Flyers
• Business cards
• Social media
• Digital ads
• Print ads

We have provided these services to many clients in the past. Having this prepared, you can stand out at the next trade show. You can upload anything you want printed, and we can get it to you in a short amount of time.

CONTACT DIGITAL LAGOON TODAY TO GET STARTED ON YOUR TRADESHOW PROJECT

If you have a tradeshow coming up, contact our team today! We can discuss what you need and provide a free quote. Our team can also provide information about the other supporting materials we can offer you. We are Kansas City’s premier company for trade show displays.

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THE CHALLENGE

Utility Service Alliance wanted to make their site more modern by changing the layout, making it a fully responsive website, to updating the user experience through cleaner visual graphics.

THE STRATEGY

We created a user friendly navigation that focuses on their members needs such as industry news and supply chains. We made sure to highlight upcoming summits along with an area to announce events before and after they occurred.

THE DESIGN

We needed to incorporate their overall branding but also be able to introduce the yearly summit branding throughout the site. We added grid areas that would allow them to balance out no matter what new colors were introduced. Our favorite part was introducing more people and event photography into the site along with the balancing of information into smaller defined areas.

THE OUTCOME

We created a clean and modern site that allows for expansion. The mix of branding allows to tie into other pieces such as annual themes for newsletters and brochures throughout the year.

USAINC.ORG

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Remember sending physical mailers to a list of your customers and it actually getting a great response? Back when the only way to tell if your mailer was effective is if you included a coupon for customers to redeem or asked them how they heard about your promotion? Yeah, we remember those days. Now when you send a postcard, you’re lucky if it isn’t immediately thrown into the garbage. If it avoids the bin, then you’re hoping that there is even a slight chance a potential customer is going to act on it. Tied in with the rising costs of postage and the environmental impact of all the wasted paper goods, mailers have quickly been moved to the wayside for other more meaningful marketing methods, namely email marketing.

Using your marketing budget effectively can honestly feel like a tall task. Being able to measure the results of your efforts has always been a critical component, and digital marketing in all forms allows for the most comprehensive datasets available when studying your unique customer base. Email marketing gives businesses detailed insight of their current customers’ behaviors, while also being an effective method of getting varied and detailed information to them quickly with excellent results. Email marketing studies show that for every $1 spent on email marketing by a business, they will see on average a $38 return on their investment.

LISTS DESIGNED FOR SUCCESS

There are instances where purchasing a list can be useful, but why chance wasting your efforts, budget, and digital credibility on a potentially bad list? Email marketing is a great method of reaching out to both first time and loyal customers. Creating and managing a list of customers who have willingly subscribed to your email marketing is the first step of setting your efforts up for success. You will see customers opt-in to your communication at various points of the sales journey—when a customer visits your website, the point of purchase at both physical locations and online stores, and even trade shows for companies in contract-based business models. When you have a list of customers who have opted-in, you’re covering your bases and protecting your domain name from infringing on SPAM and digital privacy regulations. You’re also creating a list of customers who are more likely to engage with your brand. They want information from you, and the chances are good they will act on your emails.

WHAT TO INCLUDE IN YOUR EMAIL MARKETING

What are you supposed to send your email list? Is there such a thing as an email faux pas? The options are seemingly endless, but there are definitely a few dos and don’ts when communicating with your customers. The cardinal sin of email marketing is sending to your list too often. Customers want to hear from your business, but they don’t want to hear from you multiple times a day. Like social media, consistency is key. For some companies that means once a week, some once a month, or even once a quarter. Content should be varied—you don’t want to bore your customers with the same bits of information or advertisements over and over again. Blogs, press releases, new products, or current promotions all make for great content! Keep it casual, engaging, and informative—clients should feel that there is value to reading your messaging. The one consistent goal with your content should be to drive traffic to your website. The end goal for most sends is to create the opportunity to provide a service for your customer or sell them a product. That goal is going to be met on your website. Content in the email should be written, designed, and laid out in a manner that encourages clicking on a link to learn more or shop.

EMAIL MARKETING ANALYTICS TO MEASURE

It’s difficult to track current and potential customers. Most digital metrics you see are unable to easily drill down to a specific person. Impressions and click thru rates might be great, but “who” visited the site? “Who” almost signed up for a service or purchased a product? It’s hard to tell with Facebook or Google ads, but an email gives you actual identifiers. Email marketing platforms allow for businesses to see the activity of specific email addresses—when a contact opens an email, the number of clicks on a specific link, and even time stamps of when any measurable activity happens. Specific metrics tied to specific contacts can help businesses in numerous ways. From customer service to closing a sale, analytics tied to an email address gives businesses more insight into an audience, allowing for better service and better results.

DIGITAL LAGOON CAN HELP

Wanting to jumpstart your email marketing plan? Whether you’re looking for help managing your contact list or writing your monthly newsletter from scratch, Digital Lagoon is able to provide proven expertise with results that match. Get in touch today and let’s begin mapping out your digital strategy.

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Elite Automation is a business that needed both branding and a website redesign.

Digital Lagoon started the project by working with its team to create new branding that refreshed its current identity to be more modern and better represent its industry. The new logo we created offers a variety of usage from websites to hard hats by being able to break the icon apart as needed.

We redesigned their website to be a marketing site to promote their products, services, and who they are. We added a calculator feature section for users to compare their building costs as an incitement to contact Elite Automation. The website is clean and modern, with the main goal of getting contacts.

Check out the Elite Automation website here.

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THE CHALLENGE

Safe In Harm’s Way had a self-built website with plenty of content, however branding was inconsistent and there was no vector based logo. Epizon needed to be built out from the ground up, as there was no site or logo.

THE STRATEGY

Create sister websites that provided the separation needed between the business and nonprofit entities, as well as create new logos that still tied the brands together through design.

THE DESIGN

Both logos utilize purple as the primary color for use in domestic violence support. For Safe In Harm’s Way, the client wanted to incorporate the flowers from the previous logo. A hand emerging from the “e” gave us the opportunity to use them as a focal point that gives the overall logo a sense of caring and empathy. Mixed fonts and weights give the logo a feminine feel that also showcases a victim’s strength. A balanced tagline uses music notes as bullets, representing the importance of music in the healing and recovery process. The Epizon logo introduces a secondary color to help create an upbeat logo emitting positive energy. This logo was born out of other concepts the client liked from creating the Safe In Harm’s Way design.

The initial focus for the websites was organizing the sitemaps and content to help streamline the focus for both sites. A balanced hierarchy needed to be clearly defined to help visitors confidently navigate content and resources. Modern and confidence were key feelings both websites needed to invoke. Easy-to-use navigation and balanced content helps tie the two sites together. Images that deal with difficult subjects have a gradient, while images highlighting positivity are purposely bright and full of energy. For Safe In Harm’s Way, a crucial feature needed to be added to help keep victims safe while visiting the site. A “Quick Exit” button follows the user throughout their session—when clicked, it will quickly close the website and clear it from the browser’s history. Both websites were also designed for easy editing on the backend by connecting them through a single CMS.

THE OUTCOME

Caroline Hammond now has two websites with separate focuses that are easy to use on both the front- and backends, as well as two new brand identities that completely represent what she stands for.

SAFEINHARMSWAY.ORG

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RUCO Equipment was ready to refresh their website to look more modern and have better functionality. We helped their website to focus more on their equipment by using more and larger pictures. Other ways we improved their website include:

HOW WE IMPROVED THEIR WEBSITE

There are several tasks we completed to improve the look and functionality of their website. They include:

• We modified the navigation to make it more user-friendly.
• Added headers to reflect new categories.
• Added beautiful photos to enhance and better represent the equipment, parts, and services offered.
• Streamlined the user experience.

CONTACT US FOR MORE INFORMATION ABOUT OUR WEBSITE DESIGNERS

If you’re looking to improve your website or build a new one from scratch, we can help. Contact our team today to get started!

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Taking your company’s branding and first impression to the next level is much more attainable than you think. Instagram marketing has become a tried and true method of reaching an engaged audience that is ready to see what your company has been up to. The Facebook-owned social platform is the second most visited after Facebook itself, amassing over one billion monthly users around the world. Users are on the app an average of 53 minutes a day, with 45% of that audience between the ages of 18 and 44. Instagram is strikingly young and active, making it the perfect channel to showcase the lifestyle aspects of your brand and your company. The platform also provides opportunities to utilize multiple formats for content creation—it’s not just square pictures anymore. With Reels, Stories, IGTV, Instagram Live, and various aspect ratios now available, creating unique and varied content is much easier than when Instagram was first conceived. And with Facebook’s purchase of the company in 2012, Instagram’s advertising dashboard is bolstered by arguably one of the most effective digital advertising platforms available. With the variety of methods possible to utilize Instagram, it’s no surprise businesses have been quick to jump onboard the app.

YOUNGER AUDIENCE

Diversification is essential to nearly any strategy. When it comes to reaching your audience, whether new or returning, it should be a priority to understand how to effectively and efficiently reach them. One segment brands still struggle to digitally engage with are younger audiences—think younger Millennials and older Gen Z-ers. It’s no secret that people under 30 are leaving Facebook behind and moving to visually-focused channels. Vine, Snapchat, and currently TikTok have all seen their peaks as they aimed to make dents in Facebook’s market share. Instagram is the one consistent platform that has stood the test of time as fad-ish apps garnered portions of the younger audience, even despite being part of the digital giant’s portfolio. The best part of this younger audience—they’re eager to not just follow friends and family, but brands and businesses. Over 90% of Instagram users willingly follow the favorite brands of all sizes. This younger userbase is looking to engage with the brand and share content that they relate to.

MULTIPLE FORMATS

Instagram is just a platform using a 1:1 aspect ratio of still images, right? Not anymore. Long gone are the days of little squares with overbearing filters. It’s also not just a platform for photographers. Beautifully crafted videos and graphics are always abundant within the Instagram community, and they’re not just found in the traditional social media timeline. Instagram provides multiple avenues for users to digest content. Like other apps, there is a “Story” feature where images and videos are only viewable for 24 hours. Users swipe through a timeline of Stories, and are able to send messages and react just like in a traditional time. Reels functions much like TikTok, showing users short looped video content, and allows for the same engagement options as traditional posts. Like most all platforms, standard video posts are typically capped to a short length. IGTV allows for much longer cuts. Content shared through IGTV can even mimic that of a short television episode. IGTV is also where you can see Instagram Live videos after the live session. Instagram Live allows brands and users to interact with their audience in real time. And just like other post types, the platform allows for viewers to comment and react throughout the live session. The best part about all these ways to share content is how well they all function. They’re intuitive in design, and easy for any demographic to learn. First assumption might be that these channels are designed solely for your audience, but their user-friendly interface makes it easy for brands to also take advantage of.

FB ADVERTISING PLATFORM

But what about digital advertising? Anyone sticking their toes into the digital marketing arena knows that it’s hard to beat Facebook’s network when it comes to social media advertising. Luckily for everyone, one of the best perks of Facebook owning Instagram is the opportunity to utilize their game-changing business platform. Facebook’s Ad Manager allows for brands to use both social media channel’s ad networks when developing a campaign. Ads can be designed so that they correctly show no matter where your audience is digitally living.

But what if you have an organic post to share on Instagram that you feel would also benefit people who aren’t following you? Instagram makes it super simple to boost a post with an easy UI that’s clear from the get go. Connect a payment method to your account and get boosting! Boosted posts are fantastic ways to support larger campaigns as they run.

Many businesses may already have an Instagram account created, but how many are actively using it? This is where us at Digital Lagoon come in. We can help you with your marketing efforts beyond refreshing your website. We have the Instagram marketing know-how to make sure you make a lasting impression with all your followers. Get started today to learn more on ways we can help jumpstart your Instagram presence.

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Midwest Orthopedic Network has a team of Orthopedic and Pain Specialists that provide a comprehensive approach to medical care. We helped them with a website redesign.

Digital Lagoon created a new modern-looking website to promote its services in the KC and Missouri area. The site highlights the facility while prompting viewers to schedule an appointment. They wanted a site that had general information but was focused on contacting them for details.

We redesigned their website to be vibrant and modern, using their primary colors to balance the white space.

Check out the Midwest Orthopedic Network website here.

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