Create Marketing Campaigns that Convert
A marketing campaign is a highly effective way to drive traffic, generate leads and boost sales. Running new campaigns on a regular basis can help keep your marketing fresh, keep potential customers engaged, and keep leads moving through your sales funnel.
Here at Roger West, we practice what we preach, so let’s walk you through a campaign we did for Phytel, an IBM Company, so we can show you how all these tactics can work together for maximum impact.
1. Create a campaign landing page. Everything in your campaign should lead to this page – blog posts, social media posts, banners, CTAs, emails, etc. This page should clearly explain your promotion, gated content or offer, be SEO-friendly, and include a simple, short form to capture lead data.
If you have a marketing automation system, don’t forget to set up your form to properly capture new leads and assign them to the proper campaign. This way you can track the success of your campaign, and create relevant follow up drip emails to nurture your new leads.
2. Send out campaign emails. Probably the most effective way to get people to your landing page is via email. Send an email to a targeted list of people who are the most likely to be interested in what you’re offering, but also try to cast as wide of a net as possible. Send follow-up emails to your list to capture those who may have missed your initial offer.
We’ve seen great results by sending a formally designed HTML email as the first campaign touch (like the ones below), and then following up with a personalized, plain text email.
3. Run a PPC campaign & retargeting ads. Create both text and graphic ads that coordinate with your landing page and run a PPC campaign. This is a great way to advertise to people who are searching for things related to your campaign promotion based on keywords. Be sure to also do a retargeting campaign to bring back lost traffic. (FYI: This works. Retargeted customers are 4X more likely to convert than new customers.)
4. Set up lead nurturing. If you are using a marketing automation system, make the most of it. Be sure to send out an automated thank you to people who fill out your form, and consider following up with them on an ongoing basis using a drip campaign. Staying in contact with leads who have shown an interest in your company or services will give you a better chance of converting those leads into sales over time.
5. Track your results. Monitor how many people are filling out your form and be sure you know where your traffic has come from. Don’t forget to include UTMs in your URLs so that you can easily see who came from a Facebook post versus a LinkedIn ad, and all of the other channels used to promote your campaign. Over time, you’ll be able to see key insights to improve future campaigns, like which types of campaigns generate the most leads and/or sales, or which type of content or offer is the most popular.
If you have a marketing automation system, like Marketo - which is what Phytel uses - it will automatically track results and provide campaign reporting for you.
6. Adjust accordingly. When you’re running a campaign, don’t just set everything in motion and assume you’re done. One of the great things about digital marketing is that you can easily make adjustments at any time. Is that PPC campaign not bringing you the results you want? Maybe you need different keywords or need to target a different market. If your landing page isn’t converting, maybe you need to simplify your form or revisit the copy.
Find out what’s working and change the things that aren’t.
A campaign is a great opportunity to use a variety of tools in your marketing arsenal to generate leads and sales for your business. It can also teach you which marketing tactics are most effective for your business.
Need some help setting up your next campaign? This is what we do. Let’s talk.