I’ve always said I love being in the marketing space because it’s forever evolving. There are always ways to optimize and make marketing tactics more efficient and effective. Digital marketing has truly morphed over the last decade, and now with over 8,000 marketing technology vendors, it’s hard not to feel overwhelmed at times. There are so many options and so many possibilities.
There is a lot to consider before proposing a new technology for your business. As you consider ways to augment your current strategies, I would like to discuss a few valuable tools that can be leveraged in your next campaign strategy. Whether you’re launching a campaign for brand awareness, engagement or retention, check out some capabilities and tools that can help get better results in your campaigns.
Social media has become a strong marketing channel for advertising to new and existing customers. With the major social media platforms having millions of active users, it’s no wonder why they can have a dramatic impact on driving engagement and results. The beauty of social media is you can engage with your target audience in a more personal way than a traditional email.
It can be tempting to want to dabble in all major platforms, but best practice is to focus on one at a time so you can invest the proper time required to get the best results. When getting started, it will be important to have a plan that outlines your target audience, the social media tools best leveraged, and your social media business objectives. To get you started, some common goals for using social media are generating leads, creating brand awareness, driving more website traffic, and improving conversion rates.
So, if your company is wanting to pursue some of these goals, consider adding social media to your next campaign and start to interreact with your prospects and customers on a whole different level. Check out our other blog “Making the Social Media Landscape Work for You “ to go deeper on this topic. For some quick tips, when posting on the various social media platforms, some things to keep in mind are:
- Provide a clear call to action
- Consider asking question to get more engagement
- Make sure all links are trackable for program effectiveness
- Perform social media audits to get insights about when is the optimal day and time to make posts
Content can be found everywhere. You can find it in blogs, videos, ebooks, case studies, podcasts, and the list goes on. It’s great to have all this content, but the question is, is all this content being leveraged and seen by end users? Is it hard for your prospects to search and find content they are looking for? Once they do find it, is the content informational and valuable? These are just some of the questions to ask when reevaluating your content strategy.
Content strategy can have a direct impact on your marketing campaigns since the core of campaigns revolve around content. Content strategy is focused on how a company will go about planning, creating and delivering content. It is about producing highly relevant content that is used to attract and retain audiences.
When thinking of content strategy, it is important to consider your customer journey stages and how your campaigns are structured. From the awareness stage, all the way to retention and advocacy stage, it will be important to have valuable content to support each of the stages. This can ultimately support a long-term relationship with your prospect and customers.
There are numerous vendors such as PathFactory and UberFlip that can help with getting your content organized and fully utilized. Once tools like these are in place and all your content is centralized, you can develop cohesive campaigns using content that will encourage users to accelerate through buyer journeys. Marketers will now be able to focus on delivering the right content versus just throwing a lot of content at prospects or even duplicate content.
Having a well-planned content strategy will have a direct impact on your campaign performance, and leveraging content management tools can help you get there.
Want to get better preforming marketing campaigns? Who doesn’t? Exceeding benchmark metrics is always a great goal to achieve. In order to attain it, measurement is your key to optimizing marketing campaigns. Your ability to collect, consolidate and measure data will provide insights into what is working and what needs to be tweaked. Once you begin to understand the data and your current state, you can begin to work on improving campaign performance and, ultimately, ROI.
Many times, out of the box marketing automation platforms may not provide enough data to holistically understand the performance and impacts of campaigns. Below are a few key tools that are worth considering in order to develop full in-depth analysis of your campaigns and attain deeper insights into the digital footprints of your prospects and customers.
Let’s start with website analytics. Tools like Google Analytics, Adobe Analytics, and Oracle Infinity are great tools for understanding a variety of your website information including who your visitors are, what they do while on your website, and how long they interact on each page. These tools help to illustration a 360-degree customer view, which then enables you to proactively publish more engaging content they are seeking.
Another useful tool for tracking campaign performance is CrazyEgg. They provide a heat map of clicks user made while on a landing page or website. This kind of tool can be complimentary to other analytics tools as they go beyond providing just analytical data. CrazyEgg displays where users scroll to and from and how far they scroll down on each page. This is valuable information that can allow marketers to make necessary changes and updates to various pages.
With these tools and measurements in place, marketers will be able to track insights about how users are engaging with their website and brand and will then be able to make informative decisions and updates for the next campaign. Again, tracking each campaign and making the needed tweaks will help to improve the experience and performance of your marketing campaigns and, ultimately, increase sales! A big win.
There you have it. The tools mentioned above are just some of the tools that I think are worth considering to really drive performance in campaigns. With so much to consider in a marketing campaign strategy, take it one step at a time and know that Relationship One consultants can help guide you through this process and help you get the most out of your marketing automation platforms. To learn more how we can help, contact us today.
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