The launch a new marketing campaign is a commitment to a certain message. Whether that message is the promise of an ebook, an invitation to an idea-provoking webinar, or the offer of an irresistible new deal, the message is there. And if the people who decide to follow your campaign are not given what you’ve promised, you have broken that commitment.
Having the right tools in your marketing toolkit is necessary to stay true to that commitment. Without them, you can’t even begin to launch an effective online marketing campaign.
Research from marketing automation software leader, Hubspot, shows that companies that increase their landing pages from 10 to 15 see a 55% increase in leads. While that leap from 10 to 15 may seem small, think about why an increase in landing pages leads to an increase in leads.
It seems silly, but most B2B companies link their online marketing campaigns to the company home page. To achieve maximum ROI, people who click on any marketing message you send should be directed to a customized landing page for that message, not to a general home page.
Once you have built your landing pages, you can further promote your campaigns by directing visitors to them by way of a call-to-action (CTA). CTAs are the triggers, often images, buttons or links, which lead your visitor to your offer. By clicking through a CTA, your prospect is further committing to your message and their buying decision.
Despite progressions in marketing channels, such as the introduction of social media, blogs, and the like, email has remained at the core. The focus is not whether you should, but rather how to integrate email marketing into your inbound marketing strategy.
Email marketing allows you to, over time, create a valuable database of contacts. All the people who follow through on your calls-to-actions, and all the people who fill out the forms on your landing pages, will be added to your contacts database. You can then target these contacts for appropriate email communication.
Thus, rather then sending your entire contacts list one email, you should be segmenting your list and sending a targeted messages to the right people.
When it comes to getting found online and generating traffic to your website, nothing – other than paid advertising – works better than publishing a steady stream of blog posts that are packed with information that entertains, educates, or helps your customers make smarter buying decisions. These articles are specific to a single topic and, as such, are rich with targeted keywords that get them found in search engine results.
Using social media to converse with customers is one of the best ways (if not the best way) to strengthen the rapport you have. Nowadays most marketers no longer struggling to understand why social media is important; instead, they are challenged by how to manage their social media marketing.
Here are a few questions that can help you make the biggest impact on social media, with the limited time you have to invest.
- How do I save time posting all of these messages across all my social channels?
- How do I know which of my potential or existing customers are actually interacting with my Facebook posts?
- Is my social community (subscribers, followers, fans, connections) growing steadily over time?
- Which of my contacts are most engaged with my brand?
- How do I use what information I know about my contacts based on their social media activity to market to them in a more targeted, personalized fashion?
How can you determine which campaigns were the most successful? How do you prove the value of each campaign? The final component in your new marketing campaign strategy involves reviewing your campaigns with analytic tools.
The beauty of online marketing is that every action your visitors take is tracked and stored somewhere – this represents a tectonic shift for marketing strategy. Rather than relying on your gut to decide how well your ideas are working, marketers can now use data to dissect campaigns, and glean true insight into their ROI . With marketing analytics ability to improve campaign effectiveness, it’s easy to see why chief marketing officers plan to increase their spending on marketing analytics 60% by 2015.
A marketing campaign is not an idea that is simply thrown out into the world, it’s a complete strategy. In order to see the ROI of that strategy, you need the proper tools to guide you along the way.