Intro
In a time when users want to consume information as quickly as possible without the intrusion of unwanted popups, how can you structure your Digital Campaign to maximize conversion rates and sales?
Using our experience gained from over a decade of implementing unique,
results driven strategy, we have created (and are excited to share with you) the 5 Steps to Taking Your Digital Campaign to New Heights.
​
We will be covering the key 5 steps to help you build, streamline and automate a digital campaign that is geared for success!
1) Identify
The first step in creating a successful campaign is to establish your goals and identify your target audience. With this in mind, ask you self, "Do I want to..."
​
-
Create a loyal, engaged following?
-
Reach a larger audience?
-
Drive more traffic to my site?
-
Increase the conversion rate of my existing customer base?
​
Once your goal has been established, you can evaluate the value of each action of your campaign, moving forward. With this goal in mind, you'll want to determine your target audience or ideal customer.
​
Visualizing Your Customer Profile
When visualizing your ideal Customer Profile, start by choosing a subject of a larger audience to be the focus of your marketing efforts. Google Analytics and Google Webmaster Tools provide free resources that gather and track priceless data about the customers that search for your product or service and visit your site.
​
Everything from your customers' age, gender, language, location and even their interests can be tracked and saved for future use. You can then utilize this information to create a profile of your target audience and a Customer Profile from each Target Audience. Give your customer a name that easily defines them.
​
-
How old are they and where do they live?
-
What challenges or problems keep them up at night?
-
What do they get excited about?
​
Goal Driven Marketing Flowchart
A goal driven marketing provides you with a visual overview of your Customer Funnels, and makes identifying the underperforming areas of your campaign significantly easier. When creating your marketing flowchart, work backwards.
Start with the end goal, (for example, purchasing a product from your store) and
writ e down all the steps it took for a customer to reach that action.
​
Next, identify all points of entry that customers are using to get to your site. Social Media Profiles, Blogs, AdWords, Email Newsletters, and Networking Events are all avenues in which customers might enter your funnel.
Map out the paths for each entry point that customers take leading up to your goal. Be sure
to include paths where customers frequently drop off, a s areas where customers are leaving your sales funnel are just as important to include as areas with a high success rate.
Example Sale Campaign
Now that you have your Short Term Goal established, a picture of your Customer Profile, and an overview of your Marketing Flowchart mapped out, you'll want to create messaging that resonates with your Customer Profile.
​
Effective messaging that addresses the concerns and thoughts of your Customer Profile, Thought Zone Messaging.
2) Understand
When you utilize effective Thought Zone Messaging, you are broadcasting a planned, carefully crafted message with the goal of it resonating with your Customer Profile.
You already have the tools in place to track your efforts, now you must understand the position of your Customer Profile. Take time now to write a few sentences that would resonate with your Customer Profile.
​
Customer Funnels
A Customer Funnel details the path a customer will take from when they first make contact, to when they make a purchase. Your Marketing Flowchart is made up of multiple Customer Funnels, and the goal of optimizing your Flowchart is to enhance each individual Customer Funnel. Now that your initial campaign planning has been tackled, and you have an understanding of your Customer Profile’s Thought Zones, we strategies to get customers into your Customer Funnel.
3) Strategize
We’ve now identified who we are selling to, how they are going to enter and exit our digital
campaign, and what type of messaging will connect with them.
​
Your Unique Selling Point (USPs)
A key element of a Customer Funnel is getting customers into that funnel, organizing them so you're sending relevant information, and differentiating yourself from the competition.
Thanks to the Target Audience we established earlier, we can bypass buying habits of customers and focus on a set group of people with similar interests and thought zones. Consider what you do or offer that your competitors do not.
What makes you different and why should someone buy from you? Think of how you stand out from everyone else, and you have a Unique Selling Point (USP) and can help when creating
effective thought zone messaging.
​
Building Your Audience
You can build your audience through social media engagement or giveaways, content creation on a blog, or newsletters, but if you have ever handed out a business card, you might not know that you have missed an opportunity to build your audience.
Instead of a business card, you could have handed out a Squeeze Card, a lead generation tool, and the first step in this Customer Funnel Example.
​
Squeeze Cards
If you’ve ever been to a networking event, you’ve left with a stack of business cards that have most likely sat on your desk until you finally realize that so much time has gone by that they probably won’t remember who you are or what you talked about.
That’s because the business card they gave you just includes their information. You will only think to contact them if you have a referral you can give them, or if you could use their service.
Instead, what if they gave you a Squeeze Card that included a free gift you could access by visiting their website (like the business card you received from us).
Who doesn’t like a free gift that could add value to your business, right? Now you’ve decided to visit their site to checkout this gift, and you’ve learned more about their business than you would have by simply reading the information they chose to include on their card.
You can also choose to sign up for their monthly newsletter to ensure you are kept in the loop, and keep the conversation going long term.
​
Squeeze Page
A Squeeze Page features an over view of the benefits of the Attractive Marketing Device (AMD) you are offering, and requests that in exchange for the AMD, a visitor to the page shares their email address with you. In our experience, we have found that taking a visitor to a Squeeze Page with a clearly defined goal increases the changes of them converting significantly.
​
Autoresponder
Thanks to Email Automation (MailChimp, Constant Contact and Keap/Infusionsoft), you can set up an email Autoresponder for all of your Squeeze Pages.
An autoresponder is an email that is automatically sent once a customer performs a specific action.
​
Email Drip Campaign
An Email Drip Campaign is a series of emails aimed at encouraging the customer to purchase a product or a service over a period of time. This level of automation frees up your sales team for customers who are ready to make a purchase.
4) Measure
Nowadays, there is impressive technology to monitor and track the success of a campaign available. With tools like Google Analytics and Webmaster, as well as WooRank, SpyFu, and Raven, you have a range of systems available to deliver the information you need to make an
informed decision.
Google Analytics’ reports, specifically on site data such as the User Flow, Bounce Rate, Click Through Rates and Conversion Rates are your allies in your mission to determine the effectiveness of a campaign.
Consider the following elements while assessing your campaign: Audience, Message and Price.
What good is data if you don’t analyze it? Now that you have built up data from your marketing efforts, it’s time to review what aspects of your campaign are working, and what funnels need help.
Don’t let the data overwhelm you, and break it up into manageable chunks of information.
5) Adapt
So far, we have Identified your Target Audience and Customer Profiles, both Short Term and Long Term Goals, effective Thought Zone Messaging, created a Marketing Flowchart, and Customer Funnels. At this point, you should have the tools to setup and measure the performance of your digital campaign.
What separates average campaigns from exceptional campaigns is the time
and effort that goes into planning, refining, and adapting a campaign to support
your industry.
Monitor each funnels’ success by tracking the performance, and make changes as necessary.
​
Change What Isn’t Working
Automating your digital campaign does not mean that you can let it run completely on its own. If you’re not periodically checking in to see what funnels are working, and which need to be improved, then you are not in a much better position.
Utilize your data to strengthen the funnels that are performing well, and to optimize the funnels that need improvement.
​
Branding Yourself as a Trusted Resource
You now have your online marketing efforts covered, but don’t think you’re off the hook just yet! There are several other strategies you can utilize to bring value to your customers. Two creative ways in which you can elevate your brand's credibility are with an eBook, a hard copy of your guide and public speaking events.
​
We hope that you have found our 5 Steps to Taking Your Digital Campaign to New Heights informative and empowering. At the very least, we hope that you feel like you have the process and tools to evaluate the effectiveness of your digital campaign.
​
Want Help Creating Your Digital Campaign & Driving More Traffic?
Are you feeling overwhelmed by all of the information out there on how to grow your business online? Want personalized help and direction on how to sell more through your website and grow your business faster?
You’re in the right place! Start by scheduling a call with our team to chat about your business and online goals to make sure we're a great fit. We look forward to speaking with you!
​