Online marketing campaigns are becoming even bigger in 2013 than they have ever been before, and it’s no wonder why. Online marketing campaigns are easy to change on the fly, optimize, and tweak for maximum success. Here are four ways you can tailor your online marketing campaign to success.
1. Set goals
It is impossible to determine the success of an online marketing campaign without goals. This may seem like a no-brainer, but there are many companies who begin online marketing campaigns with slick designs and well-thought-out implementation, but have no real idea what they’d like to get from the campaign. Create SMART goals: specific, measureable, attainable, realistic and time-bound. Know what you want your business to look like at the conclusion of the campaign so you can craft an online marketing campaign that can meet the goals. Recognize that an online marketing campaign won’t be the end all, be all for all your business goals. Each campaign may only meet the needs of one problem, and that’s OK it’s better to be great at one thing than just OK at several.
2. Create a call to action
So you have a website or blog or e-newsletter? Great. But does it compel your visitors or readers to take the next step and convert a passive audience to an active one? Make sure you have a clear call to action in your online marketing campaign that aligns with your goals. For instance, if your goal is to increase sales, your call to action should ultimate lead your audience to your product not just to your blog or website. Remember, there are many different entry points for customers in an online marketing campaign, so make the call to action clear and concise. Check out 14 real-life examples of calls to action.
3. Utilize social media
Even if it isn’t social focused, social media can have a huge impact on the success or failure of the campaign. Almost 58 million Americans use social sites daily, and it’s in your best interest to make your online marketing campaign accessible to the social audience (check out more facts about the power of the social audience!) Make sure your online marketing campaign contains fresh, relevant content your social customers will want to share organically. Reach out to social influencers who may share your content with their networks. Engage fans and followers in the context of your online marketing campaign, encouraging them to share their own stories and experiences with you.
4. Optimize your site
Online marketing campaigns drive customers to a certain place either an online store, blog or website. When users act on the call to action, they need to be able to complete their purchase, request information or request a referral easily on the website. Many companies go through the process of creating an online marketing campaign, then fail to optimize their existing website to meet the needs of their new customers and new goals. Review your website to make sure all information is available for your new customers, from pricing to phone numbers. Speaking of phone numbers, make sure they are correct, and test forms and email addresses to make sure they go to the right place. Testing is important from a functionality standpoint, too. Dead links should be removed and regular testing should be ongoing during the campaign to fix any technical problems before they cause you to lose customers.