Posted In:Marketing Archives - Pligg
A Pew Research study found that 79% of U.S. adults have made an online purchase (that’s 8 out of 10 people)!
How does a business send a signal amongst all the noise?
A digital marketing campaign is quintessential to the growth and profitability of a business. These campaigns create awareness, drive site/app visitors, and lead to conversions. It’s a process — one that’s easy to learn & put in place but hard to master.
Want the low-down on an effective campaign? Read on.
The Digital Marketing Campaign: Six Must-Know Tips
The measurement of success (and effectiveness) of a digital marketing campaign depends on the end goals. These goals are A) sales, B) community engagement, and/or C) branding.
The following six tips will help move toward (and achieve) each of these goals:
1. Choose a Goal
There are the three goals (mentioned) but to have the campaign run successfully the goal needs to be specific.
- Increase sales by 2.5%
- Decrease chargebacks by 1.3%
- Grow social media following by 1,000 followers
That type of goal.
Defining the specific goal will allow for milestones to be set along with pairing the process to the valuable tools that will make it happen.
2. Refine the Audience Research & Selection
Who is the audience?
If it’s “anyone that’s willing to buy” then the campaign is off in the wrong direction. The audience needs a representation — a complete breakdown of their demographics, income, location, gender, age, and all other factors.
Build a customer avatar.
Once the type of individual is specified it then shifts to pairing the offer to touch on the points that make it interesting to these people. Push the benefits (not features) and help them visualize the value they gain from purchasing.
3. Develop the landing/sales page
The advertising and marketing will attract attention and get the click. Yet, if the person lands on a discombobulated page, something irrelevant, or there’s a disconnect between the ad and landing page then they’ll bounce.
The landing page needs to immediately grab their attention:
- A strong headline
- Visuals (videos work best)
- Bullet points to highlight the features
- Reviews and testimonials
The landing/sales page should do just one job: convince the person to buy.
Use examples of landing pages as a starting point for the development.
4. Deliver the Goods (on Popular Channels)
A digital marketing campaign is effective when it works off content or a “lead magnet”. This gives people something of value in exchange for their information and interest. It allows a follow-up to send extra marketing materials.
Push the campaign where customers flock:
- Social media
- Forums and online communities
- Popular websites
- News portals
5. Leverage the Tracking & Reporting
This one’s simple in theory but hard in practice… Track everything. Report and learn.
Use analytic tools to measure KPI’s such as clickthrough rates, conversions, and bounces. Condense the information into a report to create action steps on ways to improve these metrics.
Confused? Brush up on how to use Google Analytics.
6. Update the Campaign
Lastly, take all that has been learned and update the digital marketing campaign outlines and procedure. Improve one area at a time. This will create a cascading effect on how well the campaign runs and its ROI.
Once this has been done a few times it’s a matter of…
Rinse, Repeat, and Reap the Rewards
It will soon become clear which strategies are effective for the business. Time and finances are to be invested when a marketing campaign shows promise.
Actions that follow include:
- Using reports to refine the audience selection
- Expanding campaigns on larger platforms
- Leveraging the success to network and work with others
Find what works for the business, scale, grow, and repeat the process to reap the rewards.
They call that moment when local TV affiliates sign off as the “Graveyard Slot“.
A time when viewership drops and affiliates have little interest in providing programming. This becomes the hours of the infomercial.
A time that has delivered remarkable products like:
- Total Gym
- Showtime Rotisserie
- Ped Egg
Products (within these five samples) have earned over $4 billion when combined!
There is a science and magic of successful infomercials. It requires a strong product, a thrilling display, strong call to action, and an irresistible price.
The Battle for Viewership
The top infomercial companies battle it out to control the airwaves. With the expanse of online streaming video, infomercials are no longer destined to find viewership to those burning the midnight oil.
One may be wondering how to use this form of media as a tool for increasing business sales. A classic format when many options are available and increasingly favorited online.
Here is what’s worth considering when rolling out infomercials for business.
A business needs to be real with themselves. The product may be a shining jewel for the owners but a complete dud for consumers. There will always be a divide. Yet, there are some products that shine.
A great way to discover a product’s remarkability is through small-scale tests. Introduce the product to a targeted group, request feedback, and use it as a launching point if it appears to be a colossal hit.
2. Brand Recognition
A brand is a reason why people are willing to pay a premium for a product or service in a flooded market of knock-offs (which often have similar specs).
Infomercials push a product but tie it closely to the brand. The two go hand-in-hand — they are inseparable. Associating a product with a brand and a brand to a product creates on-going recognition. This leads to creating a dominant placement within its respected industry.
3. Content Distribution Opportunities
An infomercial is not locked to the T.V. screen.
This media can be used across a number of channels and platforms which increase the value of the investment.
Infomercial content can be:
- Distributed to online streaming sites
- Recut and used as radio ads
- Cherry-picked for graphics later used in marketing material
It creates a top-down approach to marketing where the initial offering is used in several different marketing & advertising opportunities.
4. List Building
The offer and call-to-action.
Direct sales of the product generate a blast in revenue. Yet, one can go further by implementing introductory rates, payment options, and free trials.
This removes the barrier of entry. The buyer has been lit with excitement about the benefits of the product. The offer is right. The price is not an issue.
The result? An on-going, list building machine.
An opportunity to turn otherwise reluctant individuals into lifetime customers. A list is all-powerful for sales, marketing, and understanding the marketplace.
5. Offer Insights
Companies often miss the mark when selling offers because they focus on features rather than benefits. An experienced infomercial company guides a client. This turns the piece into one which creates emotional attachment resulting in greater sales and feedback.
It’s an eye-opening experience to these business owners now having offer insights they may not have noticed prior.
Selling on auction sites like eBay, GunBroker, Bid4Assets and other online auction marketplaces that support HTML has always been a gamble.
Luckily, you can improve your product listings by getting free auction templates to boost your sales.
An auction template is usually a great option if you are not adept at writing your own, or you simply have no time. The good thing is that you can customize the template to give your own personality to your pages.
Here are some of the benefits your online store can enjoy from using auction templates.
Ready? Let’s go!
1. Easy to use
Most templates are usually easy to implement to your product listings. They come with sections for adding your text so you can add your product titles and descriptions easily. This is where you want your target keywords to appear.
If you understand coding, templates offer an easy way to give your listings a look and feel you desire. Some systems only need you to enter the product details and then pick a template that suits you.
Moreover, most usually come with directions and documentation on how to install and modify the theme.
2. Listing design
With a template, you can create sections that you want to put content for potential customers to see. A template can have 6 to 12 sections for auction title, feature image, product description, payment details, business logo, shipping details and much more.
Ensure the layout is done correctly while giving emphasis to the most important details first. Don’t forget to add your business logo to give your listing a professional feel.
Create engaging taglines, titles, and call to actions that will prompt your customers to buy or contact you.
3. Save time
Auction templates allow you to focus on improving your sales instead of creating your own templates.
The benefit of using free options is that you can make profiles within your system to make the creation of an auction fast.
A good system that offers built-in image hosting allows you to upload images in bulk and store them for later use.
This whole process makes running your online store more convenient as you are able to focus on things that matter.
4. Promote other auctions
Another great feature that you can benefit from using templates is the cross promotion.
One way you can do this is by adding a cross-gallery in your successful auctions. This way, you are able to drive traffic to other auctions and improve your conversion rates.
When adding auctions to the gallery, ensure they are all optimized and the message they’re passing is clear.
The bottom line
Using free auction templates can help to improve your conversion rates which result in increased sales.
Take the time to design and personalize the layout if you want a different look for every product you sell. Manipulate the colors, font sizes, and shades until you get something that fits your product.
Before optimizing your auction listings, make sure you research and pick the right keywords that customer use to find the products.
Take ample time and work through every step.
SEO is dead. Or is it?
Every year it seems, some “gurus” come out of the woodworks to tell us that SEO efforts are no longer relevant.
Yet Google and other search engines continue to draw metrics from good, solid SEO tactics.
Even though Google themselves have told us not to rely so heavily on SEO, 72% percent of marketing professionals still consider fundamental SEO, like relevant content creation, to be the key to their success.
And with Google still producing 86% of all US organic search visits, ranking organically is still just as effective as ever.
So, what are the common myths about SEO that keep popping up year after year?
SEO Is Dead
SEO isn’t dead, but the way it’s done keeps changing.
Today, you can’t keyword stuff and get away with it. Google will certainly not hesitate to penalize your website.
This doesn’t mean keywords are no longer essential for SEO.
As content marketing grows from good to great, keywords will also continue to be a major driving force behind how web pages get ranked in search engine result pages (SERPs).
You just need to make sure you’re doing it right!
Link Building Is Pointless
Andrew Lipattsev, the Search Quality Senior Strategist at Google Ireland, responded bluntly when asked what the two major factors Google still uses to rank pages are: “Content and links pointing to your site.”
We already knew that, but the question keeps coming up from time to time.
The reason is, there are still too many SEOs out there clogging up the web with 1000s of irrelevant backlinks.
These are the “bad” SEO guys out there exchanging a few bucks for a hundred backlinks from obscure sites.
SEO professionals know better, but the average website owner may still believe that a link is a link, regardless of the source. How far from the truth that is!
Only highly relevant, natural linking methods will push your site higher up in search rankings. Anything else is a waste of time and money.
SEO Is Too Expensive
Is good SEO costly?
It can be… from a certain perspective. But what’s the long-term value you’re getting from it?
New clients entering into an SEO contract are often expecting instant returns.
SEO is a long-term, but once it lights up, you will earn big rewards.
The trouble is, 30 days after paying an agency to get the ball rolling, the site owners start to get nervous: “Where’s my return on investment?”
Despite good reporting and reassurance from a qualified SEO expert, it remains a hard message to convey: Your dollars will pay off in the long run.
Contrast that with 30-90 days of DIY SEO, and nothing tangible is coming your way. How many hours did you waste?
When you really stop and think about it, a qualified SEO expert is worth every penny!
As long as SEO exists, myths will always be there.
But as evidence shows, you should not buy into them.
Sure, SEO can be a hard nut to crack and keeping up with the updates can be tiring, but it does work!
Succeeding in digital marketing requires that you have specific skills honed sharply.
The best digital marketers have not only been working on their craft; they’ve been learning continuously and keeping up with emerging technology.
Don’t be intimidated – you can develop these skills as well, and once you’ve gotten to the top of your game, you’ll be among the most in-demand professionals in digital marketing.
Incredible SEO Talent
SEO is far from being dead. As Google updates its algorithms over time, the way SEO works will change. However, it’s still important to keep honing your SEO skills.
You have to realize that in the beginning, Google doesn’t trust you. You must build up trust for a site carefully, by creating great content, getting links to build authority, and letting your site age. Over time, you’ll get better search engine results.
Of course, each Google update changes the rules, so you can’t afford to rest on your laurels. You should always keep learning and growing.
A Clear Understanding of PPC Advertising
Speaking of Google, organic search results aren’t the only thing getting results. In digital marketing, pay-per-click (PPC) advertising is another key way to get your business message in front of customers.
In digital marketing, pay-per-click (PPC) advertising is another key way to get your business message in front of customers.
The right PPC advertising can bring in highly targeted, high-quality traffic. To do well with PPC, you need to be skilled in math, analytics, and marketing strategy. You must know which keywords are the best to target, and how to make the most of a PPC budget.
If you can nail PPC advertising strategy, you can become one of the best-paid professionals in digital marketing.
Great Social Media Management
Social media is an incredible resource – Facebook alone has 2.34 billion global users. In addition to the social media giants, new platforms are being introduced all the time.
Each platform has an audience that prefers it. When you manage social media as a digital marketer, you don’t spend time on every outlet. You have to know how to find your target audience, and even more importantly, how to focus on your paying customers.
When you can manage social media in a way that improves return on investment (ROI), many companies will see you as a digital marketing rock star.
Email Marketing Skills
Email marketing is more competitive than ever, but when done well it’s highly effective. The keys to email marketing are finding ways to stand out from the crowd and be highly relevant to your target audience.
The key to hacking it in email marketing is finding ways to stand out from the crowd and be highly relevant to your target audience.
People still like getting email communication, but they hate getting spam. Finding ways to make your email marketing outreach more entertaining, informative and timely will help you increase engagement and gain new customers.
Email marketing is still a top channel in terms of return on investment (ROI), so master it to become a high-powered digital marketer.
Content Marketing Expertise
Creating great content is a digital marketing expertise that underlies a lot of the other skills mentioned so far. You can’t do well in SEO or PPC if you can’t create new, compelling content on a regular basis.
You also won’t succeed on social media or email if you can’t craft targeted, relevant messages that you deliver on a consistent basis. If you aren’t bringing new eyes to your marketing content, you won’t succeed as a digital marketer.
Content is still king. You have to master it to thrive in digital marketing.
No one is a perfect digital marketer, but the more advanced digital marketing skills you have, the higher you’ll punch in this competitive industry.
If you have great SEO talent, a clear understanding of PPC, excellent social media management skills, and a strong command of email and content marketing, you’ll be well on your way to making it big in the digital marketing industry.
Any marketer worth their weight in salt knows that consumers love video content, which is why businesses nowadays regard video as a powerful inbound marketing tool.
Knowledge alone, however, does not guarantee that such video content will be used effectively; some psychologists are of the mind that there are “conditions” that “drive visitors to prefer text” rather than video.
In other words, there is a science to marketing via video content that shouldn’t be ignored. Marketers must, then, take care to develop content marketing strategies that will optimize the success of their video content.
That said, here are 3 tips to keep in mind when creating video content:
Make Your Video Content Short & Concise
While there is certainly a time and place for long-form video content, you need to understand when exactly producing it is appropriate.
You also need to understand that people won’t necessarily view your content as efficient just because it comes in the form of a video.
As you no doubt know, video content is supposed to supply potential customers with information quickly and concisely. Imagine, then, what would happen if your video content was neither short nor concise.
Few would probably watch it.
As a matter of fact, there are actually people who prefer to read video transcripts of long-form video content for the sake of saving time, so if you must create long-form video content, you should consider providing a transcript.
Make Your Video Content Appeal to the Target Demographic
Perhaps this piece of advice seems needless; we tend to think that people generally understand how to accomplish this task.
Unfortunately, however, our assumptions can sometimes be way off-base.
As it turns out, some people are clueless about how to make their content appeal to their target audiences. Luckily for them, this issue can be rectified by conducting market research and revamping marketing campaigns in response to the findings.
Take, for example, a high school’s campaign to discourage the use of recreational drugs. Let’s assume that this school produces video content in the form of cheesy cartoon sketches.
Needless to say, these campaigns fall flat because teenagers (the target audience) have other interests.
So how might the school have gotten a better response from the students?
Well, for one, they could have instantly found out more about their students’ interests by polling them. They might have even done a little research online by visiting social media pages geared towards teens.
Surely they would have found that popular music and reality television appeal more to teenagers, which would have prompted them to organize a campaign that capitalized off of those interests.
Choose Your Video Hosting Platform(s) Wisely
Not all video hosting platforms were created equal. Even so, that doesn’t mean that you should choose one over all of the others.
Instead, you should think about what you’re looking to get out creating your video content before you choose your hosting platform(s).
If, for example, you want people to discover your videos organically via search engines, you’ll definitely want to post them on YouTube. Simply put, platforms such as Facebook will not offer this type of organic search traffic.
Still, Facebook and the other video hosting platforms have their advantages if you know how to exploit them.
Consider, for instance, the fact that Facebook allows people to “curate” their news feeds. If you create shareable content, it’s quite possible that it will travel around the right circles, thereby getting you desirable results.
We’ll acknowledge it: Regardless of how many tips and tricks you keep in mind, video content marketing is still a challenge.
Having said that, we’d never recommend that you bypass businesses that specialize in inbound marketing strategies if you’re really having a tough time of things.
There is no shame in needing a little help. That’s one of the only guarantees when it comes to marketing.
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