You’ve got a new product/idea that you’d like to market. You need a digital marketing campaign then, don’t you? Yes, the problem is creating a campaign that doesn’t empty your pockets, brings in an audience, and makes them convert. A tall order if I’m being honest.
This piece will try to slightly shorten that tall order and make it feasible. While no magic wand, the 5 steps I’ve shared should get you started with a conversion-optimised digital marketing campaign.
Let’s get started then.
Step 1: Partner With A Professional Digital Marketing Agency
You may be an expert but you’re not a digital marketing agency. Hence, no matter your expertise, you’re bound to miss out on trends, strategies, or research as compared to someone who does this 24X7 professionally.
Moreover, digital marketing is an ever evolving and volatile industry. Rules, terms, and strategies change nearly every week if not days. What you knew probably is outdated by the time you implement it.
Also, reputed agencies such as digital marketing by Gordon Digital have specialized individuals taking care of specific parts of your campaign. Someone does the writing, someone else does the research, the graphic designing is handled by yet another expert.
This gives these agencies an edge and is the reason why every part of your campaign looks handcrafted and tailored for conversion.
Step 2: Define Your Objectives And Target Audience
Your “why” needs to be clear. The more precise and concrete it is, the better. E.g. your campaign goal can be as simple as “let’s get more exposure”. Or, it can be more specific, something like “let’s get more signups/traffic/inquiries for product X by the end of next month”. Point is, be clear on what you wish to achieve.
The same clarity is required for your target audience as well. Marketing a comb to a bald person looks cool only in the movies. You need to know what age, gender, interests and habits you’re targeting. It’s also possible the other way round. You can first pick a target audience and then choose what product you’ll market to them. Either way, you do need to be clear on the audience you’re targeting.
Step 3: Create A Sense Of Urgency
I’m sure you’ve seen multiple “timers” and “sale ends in X hours” tickers on almost every e-commerce website you visit.
It’s a very common strategy of creating a sense of urgency. When your audience knows that the sale/deal will be gone in a few minutes, they’re more likely to convert. It’s weird how we all know it’s a “technique to sell” and yet we all fall for it.
There are various ways you can achieve this. Using a timer that counts down is a good start. You can also set more vague labels like “sale till stock lasts” or like the “limited time deal” as in the snapshot above.
Step 4: Choose Your Channels And Tools Wisely
Once you’ve got your product and target audience sorted, you need to pick your promotional channels. It’s like putting up banners where it gets noticed. You may choose to promote via e-mails/ social media channels/ Youtube ads or anything else. The trick is ensuring you’re promoting the right campaign, to the right audience, at the right channel.
In fact, the same product can be marketed at different channels with different CTAs and campaigns. E.g. a noise cancelling earphone can be marketed as an “anti-distraction and focus enhancer” gadget on Linkedin, which generally has a more professional user-base. While the same headphone can be marketed “for enjoying music or relaxing” on Instagram.
The tools you or your digital marketing agency use have a massive impact on your campaigns’ success as well. The level of automation, data collection, engagement, and filters you achieve depends almost entirely on these tools.
Step 5: Measure Performance
“You can’t improve, what you can’t measure”. To improve, you must know what needs improvement, don’t you agree?
This is why I advocate setting up key performance indicators (KPIs) when starting with your campaign. Once you know how much traffic, bounce rate, clicks, and pogosticks you’re getting, you can work on either continuing a strategy, or abandoning it.
There’s no definite way to measure performance. You can either look at a campaign’s performance manually or employ tools that tell you how good/bad your campaign is doing as compared to a previous time or another version of the same campaign.
Wrapping Up
Creating a digital marketing campaign is easy. Creating a digital marketing campaign that “converts”? That’s an entirely different story. This is another reason why I recommend going with professionals and experts.
It’s like a clock. It has multiple functioning elements. One wrong step and all the other elements cease to function as well. E.g. your campaign won’t matter if your CTA isn’t right, or if your copywriting is off or if you aren’t analysing the collected data properly. It’s like all the elements need to add up, in perfect harmony for a campaign to convert.
That’s it folks. I’d sign off with one simple tip- “Start”.
