“Continuous improvement is better than delayed perfection” – Mark Twin
When it comes to digital marketing, the opportunities for innovation are endless. We have seen 360 videos that show us the northern lights and filters that show us the newest shades of lipsticks on our own faces. It’s easy to get caught up in the excitement and creativity that digital marketing offers. However, these types of campaigns are often interrupted by internal red tape which tend to make these ideas long term and time-consuming marketing dreams.
While these innovations are important for the growth of digital marketing. It is the small quick wins that we can implement now that will result in the success of any existing digital marketing strategy. Below is our quick cheat sheet for all digital marketers:
1. Performance
“An ounce of performance is worth pounds of promises” – Mae West
The ability to accurately measure campaign performance is what sets digital apart from more traditional marketing channels. With digital marketing, we can track impressions, views, interactions, and conversions, as well as what each metric will cost. The most significant performance metric will depend on the objective of the campaign.
If the objective is purely to create awareness, then your goal would be to get your brand in front of as many people as possible. However, when the objective moves away from pure awareness and focuses more on lead performance, that is where digital marketing steps in.
Social media channels in particular have created specific ad types with the sole intention to increase leads for your business. Examples of this are Facebook and LinkedIn’s Lead ads. These ads allow you to collect information from potential customers and can be customised, depending on what type of data you are looking for. When presented with this type of ad, customers are prompted to leave their details in order to learn more about the promotion being run by filling out a fully customised lead form. The quick win here is that you’re not only collecting actionable data through these ads, but you can also connect an API into these ads. This will ensure that, when a customer sends off their lead form, their details can auto-populate into your company’s CRM system and you can contact this lead within minutes of their filling out your form. The sooner you contact your leads, the better the chance you have of converting them into paying clients.
As we know, marketing is all about getting in front of the right people at the right time, which takes us to our next quick win.
2. Targeting
“Birds of a feather flock together”
We already know that digital marketing provides us with the most accurate performance data in terms of how people are interacting with our ads. The next secret weapon of digital marketing is that we have insights into who is interacting with those ads. As we are able to identify the characteristics of the type of people interacting with our ads, we can create lookalike-audience lists. This means that we can increase the reach of our ads to audiences that we know have similar characteristics to the customers who have already converted and can therefore increase our success rates. An additional quick tip is to use the database you already have. Media buyers are able to plug this database directly into their systems to target your existing customers for upselling and cross selling.
Now that we have our audiences, how do we keep their attention? This takes us to quick win number 3:
3. Creative
“Marketing always works best if you fit the message to the viewer’s behaviour “- Patrick Wendt
The most utilized digital marketing channel is a smartphone, which more often than not is held vertically. This means that your creative should be vertical too. Our quick win here is producing creative with a mobile-first attitude. Not only does this enhance the experience for customers who interact with your ads, but it will also take up more screen space, therefore pushing your competitors further down the page. Creative that resonates with your audience will perform better, and when this begins to plateau, please refer to quick win number 1.
