The success of a Digital Marketing Campaign depends on many parameters like the goal, target audience, value proposition, timing and the channel you choose.
To strategize a Digital Marketing Campaign that would continuously yield results, we recommend 5 key ingredients and 4 key principles. Let’s understand what they are.
4 Principles of Digital Marketing Campaign
The 4 principles are:
- Attract your audience
- Engage them
- Convert them to buyers and
- Sustain them for a long time.
Here is the Conversion architecture diagram with the four key principles:
The first key principle is to ‘Attract’ your target audience using different channels. You can go for email marketing, social media marketing, SEO optimizations, content marketing through articles and ebooks, mobile-first web design techniques and visual narratives like videos. These will bring in a lot of traffic to your website.
Once the user reaches your website, you need to engage them with the right content and UX. Users may receive thousands of emails every day. Your brand message should be customized to engage target customers continuously over time, across all channels. This will keep them glued on to your website.
To convert a one-time visitor to a loyal customer, implant CTAs (call-to-actions) directed towards a specific outcome at appropriate places on your webpages. Use A/B tests, heat maps, optimized forms with auto-filters for quick filling and create a sense of urgency to increase conversion rates.
Once the conversion is made, to retain the customers, you need to follow through. Measure, monitor and review your digital marketing strategy. Identify key aspects of the current campaigns that need to change for better conversion rates. Create a plan to promote these new campaigns. Again, make periodic changes in your campaigns if results are not as expected.
Five ingredients of Digital Marketing
The 5 ingredients are:
- Content formats
- User Experience
To devise a digital marketing campaign, first, you work on the broader concepts such as the brand story/message your campaign conveys. Knowing your consumer profile before scripting the campaign is quite important. Obviously, you don’t want to do the same concept your competition does. Finalize your marketing message in this stage.
Once you have the story in hand, you convert it into digital content like an ad copy, video or other forms of content pieces. The format you choose should appeal to the target customer and convey the message correctly.
After content, it is time to work on the user journey. The landing page and user experience like how the user is going to navigate through towards conversion, should all be aligned.
Now choose the most-suitable channel for broadcasting your digital marketing campaign. This channel should be the most preferred channel by the majority of your target customers. Only then there’s more possibility of achieving a high conversion rate.
Decide on the metrics you are going to use to track the performance of the campaign and set up the technical mechanisms. We may not know how customers will react to our campaigns. So, by measuring the performance, we can fine-tune and relaunch the campaign.
Please note that the process of adding ingredients need not be linear all the time. Sometimes you decide on the channel first and then work on the story and content. Similarly, content for mobile could be different from the web which means, in this case, you know the channel before you ideate on the content.
Using the four key principles and the right dose of your five ingredients, you can build a high-yielding digital marketing campaign. Based on the performance of the campaign, you may have to revisit the story, content format, UX and channels and optimize for better conversion on-the-go.