A guest post by Lilly Miller
Marketing your brand, products, or services is never an easy task, especially in the oversaturated online world. You need to personalize everything you put out to the exact needs of your audience, you need to reach people in the right way, time, and place, and you need to be as specific and accurate as possible. This requires a lot of planning and preparation, but also meticulous execution, monitoring, and optimization.
After all, your goal is to consistently make your marketing campaigns more impactful and memorable to generate more qualified leads and aid the sales process. To achieve all of that, your focus should be on optimizing your targeted campaigns to reach, engage with, and drive a potential customer towards a desired outcome.
This can be a sale, ideally, but it can also be to get people to download your free digital products, sign up for your newsletter, share your posts with friends, or anything in between. Let’s take a look at how you can optimize your marketing to target the right people in the right way, and how to do it in the most cost-effective way possible.
Start with customer surveys
To start optimizing your targeted campaigns to reach more people, you have to get in touch with your existing customers. These are the people who have already had a positive experience with your brand, and would most likely buy from you again – and you need to know why. Your goal is to find out what has driven them to your brand, what they like and dislike, and how they would go about improving your messaging, offers, service, and the brand experience as a whole.
Your existing customer base, however small it may be, is a goldmine of valuable information you can use to make your new campaigns more impactful. There are many ways you can survey your customers, from emails to social media surveys, all the way to pop-up surveys on your site. Whatever you do, though, make sure that the survey is worth their time, and include a small incentive like a discount, a special deal, or a referral bonus on their next order.
Research and analyze your competition
In an oversaturated online world, you have to keep a close eye on your competition. There’s a lot you can learn by monitoring the competition and analyzing their processes, including who their customers are, and what’s keeping them from switching brands. Your goal at this stage is to find out which marketing campaigns worked best for your competitors, and what they are doing to retain customers and generate new leads.
Typically, you will find that your competitors were able to address the specific pain points of niche customer groups, and create a personalized solution. Whatever your findings may show, ultimately this will allow you to develop new ideas for your campaigns, find ways to connect with your target demographic, and even motivate their customers to come to your side.
Optimize your ads for better targeting
Nowadays, there is no better way to reach your target demographic than with targeted ads. Popular social networks like Facebook and search engines like Google have their own advertising platforms that allow you to create hyper-targeted ads to appear in front of the right people at the right time, all the time.
That said, targeted ad campaigns can be expensive if you’re not managing them properly, especially if you’re advertising on Google AdWords. If you take a look at how the team at AdVisible approach AdWords management, for example, you’ll see that they focus on optimizing campaigns for lower cost-per-acquisition and improving the AdWords quality score to dominate the SERPs. This is something that every reputable digital marketing team should do to ensure a top spot on Google.
A professional team can do this by creating “bid stacks”, using the right keywords, constantly testing ads, and using a number of other methods to improve clickthrough and conversion rates.
Target your social audience and boost engagement
Of course, you also have to think beyond targeted ads and invest in social media management to grow your online presence. The social media world is a place where your target audience gathers on a daily basis, and your mission should be to find them, engage with them, and ultimately inspire them to interact with your brand.
Interaction can mean many things, and it can be anything from commenting on your posts, to following a link to your site, spreading the word of your brand, or even buying something on your site or through DMs. Either way, you should research your social media audience to find out when exactly you should be posting, which posts perform the best, and how to keep things fresh.
You will often find that you also need to publish various types of content in order to boost engagement. When you do engage your customers, it is imperative to interact with them continuously in the comments and DMs, and keep the conversation going.
Use this opportunity to show potential customers that others are satisfied with your products and services, but also to address any negative feedback and resolve any issues. People want to know that you’re doing everything to satisfy their needs.
Use influencers to make an impact
Last but not least, who knows your audience better than the influencers they love and trust. To target your customers across the online world it pays to get in touch with the right influencers who can spread the word of your brand and promote your products and services.
To find the right influencers, you can do your research, but you can also use one of the automated tools available nowadays to pair your brand with the best influencers in your industry right away. Once you get in touch, work closely with your influencers to optimize your campaigns and create a posting schedule that will maximize your impact and influence as many people as possible.
In 2021, you want to make your marketing campaigns more impactful and memorable than ever before. Use these tips to optimize your campaigns for the long haul, reach more potential customers, and drive them towards conversion.