A new year is here once again. There are new opportunities on the horizon, and it’s time for small businesses to look ahead and plan for the future.

But, in order to do that effectively, you need to learn from the past. By taking a look at what you did in 2021, you can learn what worked for you and what didn’t.

Monitoring your marketing performance over the past year gives you everything you need to make data-driven decisions about your marketing budget and strategy for the coming year.

Local lighting company maximizes conversions, revenue and ROI

When looking back at their 2021, one lighting company saw major increases in the metrics that matter the most, including conversions, revenue and ROI.

 

In 2021, they saw hundreds of thousands of impressions, tens of thousands of clicks and thousands of conversions.

Compared to 2020, they saw a 51% increase in clicks and engagements, a 1,525% increase in conversions and a 148% increase in ROI in 2021.

How did they do it?

 

Their success started on their e-commerce website with fully optimized product pages, which include professional descriptions, beautiful product photos and product recommendations.

 

They built an active presence on the social media platforms popular with their customer base, including Facebook and Instagram, by posting regularly.

 

They supported their content marketing and social media management efforts with multi-channel advertising across Google, Bing, Facebook and Instagram.

 

Their advertising strategy consisted mainly of three types of campaigns — remarketing, search ads and shopping ads.

 

They ran search ads to get in front of people actively searching for keywords related to their company.

 

They ran shopping ads on Google to get their products in front of people actively searching for keywords related to their products.

 

Their number one source of conversions came from their remarketing ads, which were targeted at people who previously visited their website or interacted with their ads.

Conclusion

Monitoring the previous year’s performance is an essential step toward building a successful marketing strategy in the new year. Knowing which channels are driving the best results will help you determine where to invest your time and budget.

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Account M9996
Screenshots taken on 1/20/22

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.