Plain and simple, digital (and more importantly, social) media enhances and amplifies traditional advertising efforts. It’s where we are as consumers more and more of the time. So the question becomes how can we as marketers take our digital marketing endeavors to the next level? Consider adding these steps to your campaign implementation checklist:
1. Test, test, test and optimize along the way
Thanks to advancing marketing automation technology, marketers can more quickly and easily optimize creative to create a relevant experience for their audience and maximize click and conversion rates. Things as simple as testing landing page variations to understand which content is most relevant and engaging, A/B testing e-mail subject lines to increase open rates, testing e-mail designs to monitor and improve click rates (i.e., placement and size of call-to-actions and offers) and testing banner ad creative to understand highest performing messages or strongest offers are all best practices.
2. Allow for a sharing function
Social sharing is an easy and cost-effective way to build your audience for a digital campaign. People are simply more likely to read content that has been shared by a friend. Including “forward to a friend” links in e-mails and enabling viral sharing of white paper PDFs on social networks like Twitter are just a few ways to increase brand engagement, and subsequently build revenue for your brands.
3. Audit your search terms
Many tactics become compartmentalized and quickly forgotten. Search is one of those. There’s nothing sexy about it, and we tend to believe that once we’ve addressed search as part of our marketing mix, we are done. As the landscape shifts, new opportunities become available within paid search. It requires that we look at what your competitors are doing, see where their destination URLs are going, and understand what they are spending. There are many opportunities within the paid search landscape that should be audited in the New Year.
4. Benchmarks—make digital tracking work for you
One of the best things about digital marketing is all of the data available to you—so many consumer interactions occur online and each one of them can be tracked. This not only gives you the opportunity to determine if each tactic performed according to plan but also allows you to monitor in real-time and adjust accordingly. One way to determine if your tactics are working is to compare them to similar campaign performance via benchmarks.
Benchmarks should not be used to indicate the success or failure of a campaign, but to check your goals and expectations to make sure they are realistic. Whether you are setting benchmarks to measure campaign performance or generate projections before a campaign launch, it is important that you first look at your company goals and past history of campaign performance. It will prove to be a more accurate gauge than what the industry averages.
Understanding who your customers are, where they’re going and how your brand can help get them there will kick-start your digital effort. Remembering to include the steps described above can make your customer’s digital journey all the more relevant.