Many businesses today look to online customers to deliver their growth targets. With the Internet changing how people buy so dramatically during the past decade, having an effective marketing campaign in place is increasingly critical to tapping into an online audience.
Whether your website visitors come to you from a mobile device, laptop or work PC, it is important that your marketing campaign reflects their needs and interests and recognizes their online viewing habits. Often, the key to developing an effective marketing campaign is to break your plan’s creation into distinct, actionable stages.
Effective Customer Engagement
AHMED EL DABAJA – Whether you are launching your new or revamped website, promoting a new product, or looking to recruit a following on social media, a cohesive inbound marketing campaign will make the greatest contribution to your marketing strategy.
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Inbound marketing leverages digital content that reflects your target audience’s interests to attract visitors to your website, engage them effectively and move them through a customer conversion pipeline.
This content can range from website landing pages, blog posts, email campaigns, and social media posts. Here is our five-step process for developing an effective marketing campaign.
1. Start With A Clear Strategy
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Think about how you will take your brand to marketing, take an inventory of what marketing assets you have, be it content or platforms (images, videos, articles, newsletter subscriptions, website, social media channels, email lists) and check for relevance with your strategy moving forward.
Ask yourself the following five questions to identify your digital assets:
How is your website performing (traffic/visitors/customers/subscribers)?
What images, videos, and articles do you have?
What social media sites do we have profiles on?
Do we have a YouTube channel or videos posted online?
How did past marketing campaigns perform? What worked and what didn’t?
Look at the percentage of website traffic being sourced from mobile and to assess how responsive your website is to mobile visitors.
Once you have distilled your digital inventory to form the basis for your marketing strategy, it is time to set goals for your marketing campaign. Running with poorly defined goals will undermine the effectiveness of your campaign making it harder to evaluate your campaign performance.
In setting your goals, incorporate your historical Google Analytics results and social analytics to help determine what’s realistic for your brand.
2. Targeting, Targeting, Targeting
Not all prospects and customers are created equal.
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Focus on your core constituents, the ones who offer the highest potential revenue or the most productive opportunity.
Streamlined, disciplined targeting will save you time, effort and resources. Remember, hope is not a method in the online ecosystem.
Delivering on your goals by fielding an effective marketing campaign hinges on sourcing high-quality leads, and having the ability to convert those leads into customers.
One of the most effective aids to targeting is to develop a set of personas. These personas represent your “ideal” customers. They should paint a picture of who is likely to be attracted to your website, follow you on social media and buy your products and services. Identify what your customers’ core needs, interests, and desires are and articulate how they relate to your business’ objectives.
3. Fish Where The Fish Are
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Once you have fleshed our your ideal customer personas, it is easier to strategize how to find them online. Establish what their online habits are.
Ask your team the following six questions:
Where do your personas hang out online?
How much time do they devote to these channels?
What content attracts them?
What content do they consume?
What content do they re-post?
What do they use to access the Internet (laptop/PC, mobile, tablet)?
Ahmed El Dbaja- In today’s on the go society, everyone is almost always online, regardless of whether they are accessing the Internet while on the go from a mobile device, from home or at while at work. Knowing where and how your potential prospects and customers use social media and other websites including competitors, is a key input into refining an effective marketing campaign.
Google Analytics, Instagram, FaceBook, Pinterest, and Twitter all yield detailed insights into the performance of your personas and your brand on their platforms.
4. Harness Compelling Offers
This is the stage where its time to craft a compelling offer to attract visitors to your website and social media channels. All effective marketing campaigns live and breath dynamic content that audiences want to see and share and are willing to provide you with their contact details and other information in exchange for access to your content.
compelling offers.jpgAn offer may take the form of an eBook, webinar, white paper, videos, product demonstration or sales consultation, which reflects the different interests triggered by each succeeding stage of the sales pipeline.
Craft landing pages to support these downloads and drive conversions with your audience. These offers can be leveraged across all your platforms be it your website or linked to your social media channels.
Always include a strong call to action (CTA) on each content element be it blog posts, video end frames, or website sidebars. Similarly, bundle a short form into your landing page to collect visitor’s contact information to enable you to track them and communicate with them to nurture your leads through to the next stage of your pipeline.
Finally, include a “Thank You” page after your visitor has completed your form. A “Thank You” page also represents an opportunity to display an educational offer to progress your prospect to the next stage of the buyer cycle.
5. Monitor And Evaluate Your Campaign Performance
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Once your campaign is up and running, it is important to monitor its performance to enable you to fine-tune some elements and adjust resources as your campaign unfolds. As every effective marketing campaign reflect the specific appeal of its brand, you need to learn what works for your business as well as what doesn’t.
Google Analytics and your social media diagnostic pages are your friends, so learn how to use them to support your business through the insights they offer into your campaign’s performance.
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Gearing your business up for inbound marketing
Developing and planning effective marketing campaign is often the key to enduring business success. By following our simple five step guide, creating your campaign will flow more smoothly, ensuring you can focus your attention on creating and executing a targeted marketing campaign which recruits website visitors and customers rather than having to struggle with campaign development.