Targeted digital campaigns are the best way to achieve specific goals and reach audience segments through your marketing.
There are three main elements to running a successful campaign – planning, managing and measuring – with each one requiring time and resources to perfect.
Throughout each stage it’s important to keep several things in mind: the type of content you want to create, which audience segment you are focusing on, how the results will be measured, and what success feels like. This will ensure your campaign remains targeted.
Dedicated B2B lead generation campaigns are the lifeblood of your business, making sure you’re continually growing and moving forward. That’s because a steady supply of fresh leads that can be nurtured and turned into sales will deliver results. B2B campaigns can encompass a number of different types of high-quality content, all of which will draw the attention of your audience within the industry.
Consider including written content such as blogs, which will improve your SEO rankings and drive more traffic to your website. Take this a step further with in-depth guides and white papers that are downloaded in return for customer data. Increase the visibility of your brand with engaging assets like videos and infographics that you can share across your social media platforms.
Other actions that can make up an important part of any B2B lead generation campaign include pay-per-click advertising and optimising your website to maximise user experience. A campaign, by definition, should not be a single piece of content on its own, but a cohesive drive to move your business forward within the digital space.
Putting your products at the heart of campaigns not only showcases them to the widest possible audience, but has multiple other benefits too. These include opening up communication channels with your customers to see what they expect from your products and ensuring you’re delivering it.
High-quality content is vital for the success of any product campaign and there are many forms it can take. You may wish to create videos or case studies, with blog posts and graphics feeding into this hero content, supporting it and making sure it is showing off your products to their full potential.
While you will want your product campaign to make you stand out from your competitors, you’ll also want it to be in line with the rest of your brand messaging. This can be a fine line to tread, but very powerful when done correctly. Tap into compelling storytelling techniques to illustrate the problems that can be solved with your products and think about product launch campaigns to drive interest in new offerings right from the start.
No business can afford to overlook the potential of e-commerce in the digital age, making online sales an important element in most company’s strategy to thrive. Your marketing efforts should lead into this, providing traffic to your website, which can then be converted into sales. The final stage of this process, which is often overlooked, is continued engagement with buyers, tempting them back to make a purchase with you again.
How you approach e-commerce campaigns will depend on many factors, including your product, your audience and your business model. Among the successful techniques you could employ are regular well-optimised blog posts that drive traffic to your site; downloadable ebooks and guides to provide you with fresh leads; and videos that showcase your products and see customers come flocking to you.
Brand awareness is one of the most important things when marketing your business, as it is key to achieving growth and profitability. You need people to be aware of your company and its products and services, as well as seeing them in a positive light not only for them to buy from you but to encourage others to make purchases too.
This loyalty and advocacy must be built over time with a comprehensive brand awareness campaign. Elements to consider including are a series of blog posts that tell the story of your business and its ethos; behind the scenes content, such as videos, which provide a sense of humanity in your brand; and positive engagement on social media.
Launching a new product is an unmissable opportunity to create some buzz around your business and all of its offerings, not just the newest coming to market. Don’t skip over this potential when a carefully planned marketing campaign could bring numerous benefits, including sales and growth.
Right from the start of your launch campaign you need to make sure you have defined your audience correctly, otherwise an untargeted approach could be less than successful. And on the topic of success, you need to know exactly what it will look like, otherwise you’ll never know that you’ve achieved it. Once this has been established you can set clear goals and effectively use content to fulfil them.
The launch of a new product is a good time to switch up your content and use digital assets that you may not have embraced before. Customised graphics can add a new visual dimension, for example, and videos have been proven to stick in the mind longer than many other forms of communication. Back these up with blog posts and PR materials to go into greater detail about why your newest addition to your range is better than anything that’s come before.
There’s a reason why email marketing, which is one of the most traditional methods of reaching out to your customers, is still used today and that’s because it’s highly effective. When adopting new and interesting techniques to draw in leads, be sure not to ignore the modest trick in the book: email marketing.
No platform allows for greater personalisation than email, as it facilitates customer segmentation like no other. This is a powerful tool in modern marketing and a way to make your brand stand out from all the others in a potentially crowded space. Keep your audience up to date in a way that is convenient to them with all your news carefully packaged into an attractive newsletter.
Having a customer’s email address gives you a direct line of communication with them, which should not be underestimated. Use this to your advantage with regular and appealing emails that enhance the customer experience without overwhelming the recipient. The key to guiding leads from an email marketing campaign into the sales funnel is a well-crafted call to action that boosts sales and conversions.