How Are We Going to Set Up Your Campaign in Regards to Implementation and Testing.
Ok so we’ve done research and come up with a killer digital marketing strategy but now what?
Well it’s time to actually get the ball rolling. Because we have a well defined marketing strategy laid out we will be able to use it to follow kind of like a roadmap. I always recommend starting with the channels that are the most likely to bring revenue in immediately.
Typically the best digital media outlet to get instant result is Google Adwords.
After we have set up Adwords then we will work our way down the list. Remember, we have to focus on top of the funnel first and then build up a group of potential customers and lead them down that funnel. Facebook and Instagram will typically be the next step. These social media platforms are great for getting top of funnel prospects. While they aren’t as likely to convert nearly as quickly as Adwords, they are a close second.
Before we move on and talk about implementing bottom of the funnel tactics and long term actions such as SEO lets briefly touch on testing. So picture this we have set up a few adsets with Google and designed some lead generation campaigns on Facebook but we’re not getting the conversions that we had hoped for. Don’t fret! This is actually really common. We need to test different creatives (ads) and different audiences until we optimize them for your market.
Even if the ads that we initially set up are running great and hitting your ROI goals, how do we know that we can’t do better? What if a different creative gives us a better click through rate or what if a different landing page gives us better conversion? The only way to possibly know this is by testing. Some clients initially don’t want to “waste” money on testing. This is a huge mistake. I would say that 30% of digital marketing is (or should be) testing. Sure once we have gone through he initial learning phase and we have your account optimized then we can focus on spending time and money elsewhere but at the end of the day spending money elsewhere is kind of a form of testing in itself!
At this point we have got your top of the funnel traffic sources running efficiently and constantly adding new potentials into your funnel. At this point we should really start to work on your middle of the funnel and lower funnel advertising tactics. This is where retargeting can really come into play. Because we have set up tracking cookies on all of your content assets we can see who is doing what and how they are doing it. We need to set up retargeting campaigns that specifically work to help push your potentials down through the funnel. This can be in the form of brand awareness, useful information, a little buy now nudge, competitor comparisons, or any other number of display tactics that we can come up with.
f we have stuck to the plan and been doing everything right we now should have some pretty good data on your potential customers. Chances are that by this point a good portion of the people that we have been marketing to have already went ahead and pulled the trigger and are now customers. This won’t be everyone but it very well may be enough people to have already pushed us across the profitability threshold.
It’s basically time to get a little pushy and really close the sale. Cellphone marketing can be a great tool to get this done. On the less aggressive side, text messaging and voicemail drops can be very effective but it’s not a terrible idea to have a real member of your staff start to make phone calls to these well defined prospects. I’m not saying set up a call center and start dialing for dollars but a personal call just to touch base with a potential client can go along way.
We’ve now led a whole bunch of your prospects down the funnel and converted them into paying customers but that’s not where it stops! First off I don’t care how good your marketing is, there is no way in hell that you will be able to convert 100% of your leads. I’m sorry but it’s just not gonna happen. That doesn’t mean that you should give up and stop targeting them. Maybe they just aren’t ready yet. Chances are that they will be ready at some point though. There is were branding can really come into play. We should be using display retargeting, email marketing, and organic social media content to stay relevant and top of mind to these non-converted potential clients. When the time comes that they are ready to move forward with a purchase we want to make sure that they can’t even think of any other company to do business with.
The second thing that we need to look at is nurturing your clients that did convert. Generally speaking customers that bought one thing may be a great prospect for an up-sell or a cross-sell. We basically want to move these customers out of your initial lead gen funnel and put then in three new funnels, cross-sell, up-sell, and referral. You may actually see a higher conversion rate and quicker sales in these funnels because you have already built up a level of trust with these customers. They know you, they like you (assuming you have a good product), and they should be happy to continue doing business with you.