Ready, Aim, Launch! Covering Your Bases Before Deploying Your Next Digital Marketing Campaign
The launch of your new customer acquisition or lead generation campaign is on the calendar. But effective campaigns certainly don’t happen overnight. Too often, d3 Specialists finds that underperforming campaigns have this in common — lack of pre-planning in all the right areas.
You need an action plan that drives execution. And that all comes down to the right data and how you leverage it.
Beyond the first-name basis
How well do you know your audience? Every online marketing campaign launch involves a strategic initiative to achieve a specific marketing goal. And the better you know your customers, the better your chances of achieving a gangbusters campaign.
According to Forbes, brands that adopt data-driven marketing are measurably more likely to increase profitability. In fact, they are six times more likely to be profitable year-over-year.
Think about it. Before you can determine the what and where of your campaign, you need to pinpoint who you’re trying to reach and how you’re going to reach them. And what if you have more than one distinct audience? The best way to reach your targets is to understand their unique challenges and how your product or services can solve them. The bottom line: you need to spend time defining your target audience, what they’re looking for and the most effective ways of reaching them.
Closing the deal: The power of the landing page
Great landing pages are tailored to an audience using strategic communication methods. Leverage your data to customize landing page in the following ways:
Feature a benefits-oriented headline. It’s common sense, but clearly not always heeded. Always start with a headline that speaks to your audience. By showing them the value and benefits that your product or service will bring (as opposed to just promoting your company and its products), prospects are more likely to convert.
Engage with relevant content. Does your message or offer address what they’re looking for? Is there enough information? Is it what they want to hear? Use the exact words they’re searching for to get them thinking, This is exactly what I need!
Adopt a flexible design. The fill-in-the-blanks approach doesn’t work on winning landing pages. A content-first design will make your message a priority. Also, be sure to consider what devices your audience is using to access your landing page. For example, you can kiss conversions goodbye with a design that’s not mobile-friendly.
Make sure your call-to-action has a focus. A laser-focused landing page will increase your conversion rates. So, only include one specific offer or action to keep your audience focused. Too many options or links can lead them further away from your intended goal. And just like the headline, the CTA should also communicate the irresistible benefits of your offer.
When your landing page content and design aligns with the intended visitors and makes them feel connected, they’ll be more compelled to purchase your product or service. Strong data can give you the insight to ensure your customers’ needs are being met. Before clicking the publish button, ask yourself the following questions:
- Does my landing page build trust?
- Does it overcome objections?
- Does it provide proof of my product’s value?
There’s always room for improvement
Collecting data helps you get to know customers on a more individual level — so you can add value to your communications. Not only can you personalize messaging with their name, you can leverage data points like age, profession and gender to increase the relevance of your strategy and better market specific products and ideas.
But data collection doesn’t stop there. Gather data at each step of the conversion process to better optimize your campaign’s performance. And apply this critical information to your next campaign to continue to strengthen your messaging.
Are you measuring the right information?
You can’t optimize what you don’t measure. So, once a campaign is completed, be sure to answer the following questions:
- What channels drive the most conversions?’
- At what point are people leaving your website?
- What are the look-to-buy ratios for individual products and product categories?
- Did you meet your end-goals? If not, why?
The best way to determine which content strategy delivers the best results is to test it. Split testing allows you to monitor what appeals most to your audience, earning higher click rates or sales. Going forward, you can make adjustments for future campaigns.
And don’t forget to ask for customer feedback. Both positive and negative comments can help you realize what aspects demand more focus and provide you with more direction the next time around.
With the right data, you can build a strong and highly relevant digital marketing campaign. Find out how d3 can help.
How do you determine your most high-value segments to target in a campaign?
To best leverage your house file data, you need a clear understanding of the segment’s lifetime value (LTV) and how easily it can be influenced. The basic premise: identify the expected sales that your company should gain over a period time following a customer’s initial purchase.
Am I tracking the right online and offline data points to strengthen my ROI?
The volume of data can seem overwhelming — especially if you’re not sure the right data points are being collected. From buyer profiles to geographic segmentation to open rates and click-throughs, these available data points can help maximize your marketing ROI.