It is no surprise that companies will spend a significant amount of time and money on advertising and marketing their brand’s products or services. Advertising and marketing used to be offered only on offline channels such as TV and print.
Now marketing and advertising has shiftedsignificantlytowards the digital age. Unlike old-fashioned advertising, what is so great about the digital world is it's ability to do real time tracking. Now, with digital marketing and digital advertising you can track and tweak your ads for better performance as often as you need to which will help to get better results.
While the benefits of digital advertising seem endless, as a brand how can you make sure that you’re maximizing performance and boosting your ROI? When implementing campaigns, there are various practices in which will help get the best results possible. I have outlined five steps of how these practices can be integrated into your marketing strategy. Step 1: Provide Clear Calls-To-Action (CTA)
Every successful advertising campaign should contain a clear and compelling CTA. This tells the user what their next step is and is how they get from the advertisement back to your site. This helps to keep the consumer move further down the funnel and closer to the point of conversion. Step 2: Provide A Compelling Message
With any digital platform, messaging is a critical step as it’s the central communication with a potential customer. Data shows that you lose the attention of most digital users within just a few seconds. With this limited time to gather the users interest, it is crucial to provide a compelling message to these users. Stick to messaging that provokes emotion and encourages users to click through the ad. The best practice for this is to just provide a short catchy phrase. Step 3: Provide Designated Landing Pages
Whatever the content may be, it is incredibly important that you drive users to a landing page that is relevant to that content. This simple, yet crucial step will help to keep users on your site, offer better user experience, and ultimately improve conversion rate. Step 4: Imagery Matters
For each digital campaign, it is essential that you think about how you’re serving users with these ads. Users on average spend about 5 hours per day on their computer or mobile devices. Sources show that users are likely to see about 5,000 ads or brands within that time. There is no way that our brain absorbs all 5,000 of these ads or brands, so having catchy imagery helps to get your ad to stand out over competitors. Step 5: Test, Monitor, And Test Again
You’ve probably heard it said several times, that for any marketing channel, testing the effectiveness of your efforts is important. When running a digital campaign, this is no exception. Without monitoring your campaigns you are not able to identify areas that are succeeding vs. areas that need improvement. There are so many factors in setting up a campaign that need to be taken into consideration, some being; the time of day, language choice, audience segment, image selection, or other targeting options. With so many factors to consider, it is critical that you pay attention to these factors and monitor which campaigns are doing better based on the varying elements. Often times, we create two similar campaigns, where we can test ads with varying content. This is called A/B testing.
In this day and age, digital marketing has serious potential. For most brands, it’s one of the top most effective ways to get your company, products or services in front of a qualified and targeted user. Keep in mind the above tips when you are creating your campaigns and trying to optimize your conversion rate.
For more information on this article, check out: https://www.forbes.com/sites/gabrielshaoolian/2017/04/24/5-digital-marketing-tips-to-increase-your-b...