Digital marketing campaigns can drive constant leads and consistent conversions or sap you of time, energy and money as you strive to impact the bottom line. The outcome is up to you. Whether your ROI is in need of a boost or it feels like campaign o’clock 24 hours a day, streamlining is the solution to simultaneously optimizing campaigns and decreasing redundant or time-wasting tasks.
Let’s talk about making your digital marketing campaigns more efficient and effective to continue to grow the bottom line. This blog offers details about the elements of a successful campaign and proven tools and strategies for streamlining.
Common Elements of Digital Marketing Campaigns
Before you start streamlining, it’s crucial you have the proper campaign components in place. If your campaign is missing any of these necessary elements, streamlining is not the solution. At least, not yet.
Here’s a simple six-item checklist to ensure you have the pieces necessary for a successful campaign:
- Specific Goals: First and foremost, you must have clear goals. You can’t set up or execute a successful campaign without them.
- Target Audience / Buyer Personas: Who does your campaign speak to? What’s their background, goals, challenges, etc. The more you know about your audience, the better you can tailor your message to speak to them.
- Budget: Without a budget, you’ll bite off more than you can chew.
- High-Quality Content & Offers: You know who you’re speaking to and the behavior you seek, so you can develop a content strategy that will speak their language and have creatives get to work. Depending on the campaign, offers may be crucial for moving the audience from awareness to conversion.
- Distribution Channels: What channels are you leveraging?
- Tracking & Reporting: Tracking nurtures your audience into conversions as follow-up is initiated through sequences, retargeting, etc. Ultimately, this step is how you determine ROI.
Are these items in place? Do you have strategy built behind each element ensuring there’s synergy throughout the campaign? Do you have the systems, processes and manpower to manage all of the above? While it may seem like the first few elements were a breeze, there’s a lot to think through before launching a campaign. With so many moving parts, campaigns can quickly go from simple to downright daunting.
Streamlining Planning and Execution
When it comes to campaigns, ROI is the metric that matters most. So, what are you doing to maximize ROI? This is where streamlining comes into play. By streamlining campaign set up and tracking, you can cut time and overhead, while maximizing conversions and ROI.
Streamlining puts to use innovative technology, tools and best practices to simultaneously maximize ROI while decreasing bottlenecks, redundancy and unnecessary effort and time. The simple solution? Marketing automation. Marketing automation is the umbrella term for tools and software that streamline components of your campaign through automation.
While you’ve likely heard of the big players like Hubspot, Pardot and Marketo (among others), there’s a whole host of automation tools to explore. With a plethora of options out there, we suggest taking the time to go through trials, demos, case studies and comparisons before making any financial commitment. Some are more robust, doing the majority of the heavy lifting for all kinds of campaigns, while others are more targeted and focus on automating specific channels such as email or social media.
With setup and execution optimized via automation, focus shifts to tracking results. Data is the ultimate measurement of campaign success
Long gone are the days of tedious manual reporting. Google Analytics is a very valuable tool and creating custom dashboards is a streamlining opportunity that increases efficiency tenfold. Meanwhile, many marketing automation tools offer their own data engine, with Hubspot’s priding itself on being an easier-to-use and understand option than Google Analytics. Of course, with so many moving parts, there’s also opportunity to track all of the data from various sources in one place. Look to a tool like Databox that integrates with your automation tools to track everything, regardless of the source, when running a streamlined campaign utilizing multiple automation tools.
The bottom line: Tracking campaign data should not be a time-consuming process. There’s an abundance of innovative tools at your fingertips to streamline tracking and save you the headache of monotonous manual updates. The same goes for campaign set up.