//What we learned about creating a successful digital marketing campaign
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What we learned about creating a successful digital marketing campaign



Ready to take your digital marketing campaigns to the next level?

Have you looked for examples, models and / or case studies on large digital marketing campaigns? Or maybe you noticed a gap in your growth / performance figures?

You probably do not need the creativity of someone else, but you may be able to benefit from some expert advice to help you turn your idea into a funky one. in exceptional digital marketing campaign. Consumers and buyers are flooded with digital messages in the modern market, so how do you stand out from the crowd?

We grabbed some of our digital marketing experts from Marketo and asked what were the key lessons from planning, launching, running, and reporting campaigns efficient and profitable. ]

Graduate of Personalization Personas

Here is the truth about digital marketing: today's consumers have little attention and the competition for limited consumer attention is fierce. To attract attention, targeted and personalized communications are needed.

If you do not know who you are targeting or if you do not have the right segmentation, how will your targeted message resonate? Unfortunately, that's not right. And when you spend money on digital campaigns, every dollar you spend needs to be carefully targeted to get the best return on your investment. – Mike Madden, Senior Director, CoE and Demand Generation Strategy, Marketo

But you are a savvy and experienced digital marketing specialist. This is not news for you. You are constantly maintaining complete buyer profiles using Demographic and Interest Reports and Researching SEO . And you have all the five steps of the charted shopping journey for each of your key personalities.

Your competitors too. We are in 2018.

The digital marketing campaigns that stand out today must move from personalization to personalization.

Targeting includes both the recipients you choose to send or view your message, and the design of your message so that it is appealing. – Scott Minor, Director of the Online Marketing Program, Marketo

There are two ways to proceed. If your digital campaign has specific goals, use case studies, statistics, and more. who are in the same niche or sector.

If you are focusing on a particular area, use an example of a company located in the same space and clearly respect its language (for example, perhaps they are talking about "customers" and not "prospects" ). – Scott Minor

If you are fishing in a larger pool, use the correct bait – language, images, and other specific content that will primarily interest your target audience.

Different platforms have different strengths and weaknesses in terms of audience creation. Consider this when writing your ad copy and appearance. For example, if a platform allows you to target only by subject / keyword, but firmographic data such as company size is important to you, use your image and text to make your announces please mainly to the desired segment. – Scott Minor

Effective digital marketing campaigns provide hyper-targeted communications. It's time to go to the next level.

Define success in detail before starting

All digital marketers would say that measurements and analyzes are important, but they can also be difficult. Since they have not taken the time to master the numbers, too many marketers are planning their campaigns and trying to save the measurements for later. It's important to understand and prepare for your key performance indicators before launching a campaign. If you are not ready to report the campaign from the beginning, it is more likely that you will encounter problems after the fact (19459016).

Create a list of goals and return these goals to to define key performance indicators (KPIs) for each campaign, channel, technique, and initiative. And remember to make them SMART: specific, measurable, achievable, realistic and time-bound. For each campaign:

Define campaign goals and map their connection to global business goals. For example, if one of the company's goals is to increase brand awareness, a related campaign goal might be to increase the number of people following the brand's Twitter account.
Identify specific parameters to measure success. In this example, the specific action to follow is the number of Twitter followers.
Set an achievable goal. If you put a lot of effort into Twitter and have only 100 new subscribers every month, it's probably not realistic to set the goal of earning 1,000 new subscribers a month after launching a new campaign. A better goal might be to add 150 new subscribers each month.
Look for opinions on whether the goal is realistic or not. There should not be one person to set goals. Solicit the opinions of employees and co-workers to ensure that everyone agrees that the goals set are realistic.
Choose a time frame in which objectives must be met . To measure campaign effectiveness, key performance indicators need to be time-bound. The growing number of followers can not reach 150 per month. It must happen in a certain amount of time, say three months. If you have not reached the bar in three months, it is undeniable that the campaign is underperforming.

Once you've defined them, check the metrics throughout the campaign. Do not wait for the finish line.

It is important to regularly check your settings. Sometimes, campaign performance will surprise you (for better or for worse). If you do not monitor their progress, you will not be able to make adjustments and optimizations that will help you get the most out of your budget. – Scott Minor

Metrics and analytics are not just for standby review – not if your digital marketing campaigns will keep pace. Start early and check them often.

Test Everything

First, test the experience. Once your campaign is ready to launch, take it for a try. Do your best to get out of your marketing shoes and just get into the experience as if it's the first time you've seen it. (If it's difficult, ask colleagues or friends to do it with you.)

Of course, everything must work, but if a digital marketing campaign is to stand out, it must do more.

Is everything working properly? Is the process as simple and clear as possible? Can you eliminate a step to save your user time? Offer any bonus? You must keep the promise you made in your e-mail / announcement / message, but if you can also delight the potential customer, your chances of long-term success are even greater. – Scott Minor

Then, when launching the campaign, make sure that is configured for A / B testing . (You can not really do without the A / B tests.) And make sure that the test samples are properly sized.

With regard to the execution of A / B tests, the most common error [digital marketers make is] related to too small sample sizes. Imagine that you were running A / B tests for two months to find out at the end that none of your data is statistically significant because the size of your sample has never been large enough. – Mike Madden

The user experience test highlights the opportunities of creating a truly exceptional campaign. The key elements of the A / B tests now guarantee the best results and provide data that you can use in your next campaign.

Creating Standard Operating Procedures

The process of creating, developing, launching, monitoring, and completing a digital marketing campaign is relatively standard, but it is probably not documented.

Process documentation allows you to think critically about each step. Then, with each new digital marketing campaign, you can go back to the documentation and make significant changes.

Every successful buyer needs a repeatable process. Think of your marketing campaigns as you would for a sport. Did Steph Curry become the best three-point shooter in the NBA because he just went up and shot? No. The guy has a pre-shot routine, although it can happen in a split second, where he follows a process both mental and physical to perform the best shot possible. We must be like that. – Mike Madden

Once the process is documented, you can also easily delegate and automate simple, standard, and / or common elements, giving you more time for strategic and creative planning.

A Successful Digital Marketing Campaign Strategy

As the digital market becomes more and more saturated and MarTech becomes more sophisticated, digital marketing campaigns must continue to push the boundaries in order to get noticed. Your competitors have personal and poor settings, so move forward from personalization, mature reporting strategies, effective testing, and detailed process documentation.

Start by identifying a small upcoming digital marketing campaign and see how much you can advance. Bring communications to a new level of personalization and / or make sure your team has metrics that are set up right away, and see what that makes for your return on investment.

In your opinion, what does a successful digital marketing campaign look like? Tell me about it in the comments.