At this point, you’ve received a plethora of top tips from Sparxoo’s experts. You might be feeling a little overwhelmed. Never fear! Rob Kane is back with a digestible list of ways to optimize your digital campaigns.
Establish clear and measurable campaign goals and objectives.
One common mistake is trying to squeeze too many goals and objectives into one digital campaign. Keep in mind, one campaign can have multiple creative sets and messages, so you don’t always have to feel like you’re trying to put all marketing messages into one touchpoint.
Create a data-informed media plan.
The best way to establish clear and measurable goals is by starting with your audience you’re trying to influence.
What do they care about? Where can you reach them digitally? What is the one thing you want this audience to remember about you or your product?
These questions can be formulated and answered using a combination of free and paid research tools from platforms such as Facebook, LinkedIn, ComScore, IRI, and others (drop us a line, and we’d be happy to share more).
Move past vanity metrics and measure real business outcomes.
Rather than touting how many impressions or clicks Facebook or Instagram is saying you received, how many of those clicks actually led to a website visit, a form being completed on your website or an actual order?
If you can’t answer these questions, make sure the goals you’re establishing from tip number one above are the right goals.
Optimize creative & messaging
Once your measurement plan is in place and tracking is firing as it should, it becomes easier to see what is actually working and what is not.
For example, someone may be telling you that creative A is outperforming creative B, because the click-through rate and cost-per-click is 50% less for creative A. But what if creative A is cheaper because it is driving less qualified leads and creative B is actually driving more sales on your website? Just as we plan and measure for real business outcomes, we should also be optimizing for the desired outcome.
Retarget prospective customers, but don’t be annoying!
Retargeting works so well because not many of us are ready to purchase after visiting a website for the first time. Retargeting keeps you top of mind with prospects and can be tailored to the exact product or service they were researching.
DON’T STOP THERE! Retargeting gets a bad reputation because marketers get lazy. Your retargeting campaign should be refreshed daily or weekly to exclude people who have already purchased and should also have a frequency cap, so you’re not wasting dollars selling Christmas decorations in June.
Create relevant landing pages for your campaigns.
Want a quick way to lose a potential sale? Create a highly strategic media campaign and then drive your prospect to your homepage and hope they figure out where to go.
Better yet, the top performing campaigns have very specific landing pages that match the content matter on the post or media banner that initially engaged the user. For advanced marketers, use heat-mapping tools and A/B testing to figure out where your prospective customers are engaging on your landing page and optimize by elevating those areas of the page.
Tell a story.
Since COVID-19, video consumption on the internet has skyrocketed. Why? Because as humans we use stories to communicate with one another, to connect and to remember.
What do you think will be more effective, a social media post with a well-lit product shot or a 30 second video of someone sharing how this small product saved their life?