Boost your online enterprise’s ROI with Drupal’s stellar features

Companies invest heavily in the success and sustainability of their online businesses. One activity that all enterprises undertake to measure the effectiveness of their efforts is Return on Investment (ROI) calculation. Selling online requires more than just having a website or online presence. Sellers need to adopt an out-of-the-box marketing and sales strategy to be noticed and for better conversion. A typical marketing plan therefore, comprises a unique combination of digital marketing practices like SEO, content marketing and social media. Your technology and infrastructure then need to support your digital marketing efforts and need to have features and functions that are marketing-ready. It is important to choose the right platform that is compatible with your strategy. Drupal is one such CMS that offers a high degree of customization, scalability, integration and more. You can use many of its unique capabilities to help your enterprise achieve a measurable ROI. To understand how you can do this, let’s analyze how you can use Drupal web design services to your advantage:

1) Making the most of content marketing

The Content Marketing Institute and one of the most reliable resources on the subject defines content marketing thus: "Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."

Drupal is an extremely marketing-oriented WCMS (web content management system). Drupal 8 core offers one of the most user-friendly authoring experience. You can create and publish content without navigating to the CMS’s admin interface. Drupal has also created a content distribution initiative called Spark, that allows marketing teams to have full control on each step of the content authoring process, from creation, to workflow, and finally publishing. These are some out-of-the-box features that make content authoring highly intuitive in Drupal:

• In-place Authoring

• WYSIWYG Editor

• Mobile Editing

• Content Workflows

What’s more, Drupal facilitates the creation of multiple content types such as articles, blogs, events, ebooks, and more. You can distribute this content via diverse channels so that it has maximum reach and also use social media to tap into a wider audience base. 2) Personalization

Data-led personalization can significantly improve the ROI. Drupal is an ideal platform for offering such services because of many tools and advanced integration features. Acquia Lift for instance is a unique tool that pulls content and customer data from diverse sources like CMS, CRM or other tools to provide data-driven and personalized experiences across multiple channels and devices. Lift has many powerful functions but most importantly it allows businesses to build a consistent personalized experience across digital channels. Drupal has various other modules to deliver custom content, of which the Personalization module is extremely useful. It is ideal for larger websites containing massive amounts of content, but can work effectively for any site. The module provides implicit and explicit personalization, using information like geolocation, search and taxonomy. Geolocation is derived from users’ IP addresses or HTML5 location API. Once the latitude and longitude have been recognized, the closest term from the vocabulary of the locations is assigned a score based on the user-site interactions. Google and Bing search engines keywords and Drupal search terms are also matched with the taxonomy terms. 3) Powerful metrics and analytics

Drupal also provides excellent tracking metrics that provide insight into bounce rates, unique visits, total visits and traffic sources. This allows the marketing team to categorize the conversions, evaluate page ranks, keyword performance and the overall content quality. They can then use this information to frame more effective marketing strategies and plans to drive more ROI for their business. 4) Responsiveness

Drupal websites are highly responsive and can scale well on any devices and channel. It helps reach out to a wider audience base and marketing strategy can focus on content accessibility and customer engagement from a device-user’s perspective to increase conversions. To sum it up, Drupal has advanced capabilities to facilitate content authoring, content personalization, multi-lingual websites and other such powerful features to better attract and retain customers. Its powerful analytics offer you actionable insights that can help drive more traffic and conversions to enhance your bottomline. If you would like to share your tips, tricks and experience in leveraging the Drupal platform to enhance ROI, then please let us know in the feedback section below.