Thursday, January 5, 2012

Three things often ignored during a digital marketing campaign




Time and again I encounter people in world of digital marketing who are so involved in rolling out marketing campaigns that they ignore few common sense things, which can give them enormous returns on their efforts and investment.
Following are three such activities which are as common sense as salt is salty ;), but trust me you would find amiss of one or all in many campaigns

Landing page is your home page:  Generally a big chunk of people come to your website must be coming through search engines. So if search plays such a significant role in your traffic acquisition why do people not concentrate on building good, simple landing pages for search and other similar marketing campaigns like social, affiliate etc?
I cannot some time believe in god's will when I meet people who are working on some big digital marketing campaign but have not yet planned the landing page dedicated to campaign
You cannot just shepherd people to some common product landing page which has 10 calls to action and tones of information. And you expect visitor to find out what they need, despite of the fact that they landed on the page clicking on some relevant copy on ppc or affiliate campaign
You need to have a clean relevant landing page. Such landing page can jump your conversion to unbelievable levels. In place of one great home page if you have good landing pages for different campaigns with targeted messaging, then I think you are on course for a pleasant path (success;)

Do not forget your fruits: Digital marketing is not just to get visits to site but visitor should also perform what you wanted them to perform. It’s like god coming at your doorstep and you refusing to accept blessings :(.

Your boss should ask (if he is not already) 'Where is my fruit'- the out come/ my end goal?
Let's look at a real scenario- senior leadership has sanctioned thousands of dollars on a TV ad campaign on a super bowl match and digital marketing team was supposed to piggy back on the effort and get some benefit. Can you measure ROI from such campaigns? (I know ...I know somebody must be saying that TV ads are for brand building and you cannot measure ROI ... but trust me its hiding yourselves behind a transparent glass ;)).
Every marketing activity should have a quantifiable outcome! Trust only god and data.
Marketer should clearly define quantifiable goals and should take all measures to make it simple for all prospects to first of all find/reach to that goal and then motivate them enough to convert/perform needed action.
Carefully look at my two terms FIND- (reaching to goal) and Conversion.

Find: Help your prospect in reaching to goal page with minimum clicks as possible.
For e.g. in case of above example if a super bowl advt is displayed then make sure you display a vanity url : like www.mydomain.com/superbowl , give them a reason/incentive to log in once they watch the advertisement. For god's mercy please do not direct them to home page. This vanity URL should tightly align with your advt- promoted product/service etc and that incentive and your conversion/goal parameter should be clearly visible to them as soon as they land. (Relevant landing page!)

Conversion: Once a prospect land to a page, your copy should be clear and call to actions should be well positioned (this also emphases importance of testing in campaigns) to take them to next level. Please do not think that only e-commerce can be conversion. It can be anything depending upon primary purpose of your site. You can also have some secondary goals together with high level primary goals

Analytics: When you wear your analytics cap you know you can add some campaign id to base url before converting it to vanity , you can also measure traffic during time of advertisement and MOST importantly your should be able to associate that campaign id with your conversion goal and the sweetest report will be in front of you e.g. - 10000 dollars worth of product sold by super bowl campaign , 230 new registration by visitors from those campaign etc and trust me these are melody to anybody's year and then you can wink to those who said 'TV campaigns are just for brand building' ;)

With advanced Google analytics segmentation, you can even look at conversion of visitors who first came (acquired) from such campaign and then converted after n subsequent visits

• Third and most basic and often ignored common sense activity are to be agile in your marketing campaign- Fast like a Puma :) - Yes you should be continuously monitoring (especially for campaigns that last for at least couple of weeks to month). Monitor your performing key words, underperforming landing page, broad match v/s exact match etc. and be ready to change.
As a thumb rule, if a month long PPC campaign is not revised at least at least 4 times, your agency is cheating you. You got to be reactive and fast and beauty is you would not be doing it based on your gut feeling, BUT on pure customer data- Sweeeet!

Now it is your turn, what are the other things you think people ignore while running a digital marketing campaign?





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