7 Traits of a Successful Digital Marketing Campaign
Most businesses invest a good portion of their money into digital marketing. However, some campaigns turn out to be more successful than others.
The last thing you'll want is to waste resources. That’s why you have to incorporate specific qualities of your campaign to get the results you are looking for.
Here are seven traits of a well-rounded marketing campaign.
1 - Has a Goal and Objectives
While marketers often use these two terms interchangeably, goals are often for long-term use. Meanwhile, objectives are measurable steps, creating a roadmap that leads to the main purpose or achievement.
In digital marketing, you should have a primary goal. Perhaps it’s to raise awareness of your brand or gain new leads. Whichever your plan may be, ensure you break it down into measurable objectives with key performance indicators to create a complete strategy.
When devising a plan, objectives help you keep track of your progress. As a result, you make more informed decisions and reach better outcomes.
2 - Targets the Right Audience
It’s likely that you have more than one type of customer. One mistake companies implement in a digital marketing campaign is speaking to everyone. Your campaign won't be successful when catering to a wide audience.
In fact, 95% of product launches fail — and it’s mostly due to poor customer segmentation.
To avoid this costly mistake, ensure you create a buyer personas for your target customer. The more detailed your marketing groups become, the more successful your marketing efforts will be.
When you target your campaign to specific segments, you create more relevant, personal experiences. So consider surveying your audience, finding out their interests and what solutions you can provide to their problems.
3 - Digital Ads Are Diversified
Competition is stiff when you’re marketing to consumers online. Since consumers see various ads daily, it can be difficult to grab their attention and get results.
That’s why you shouldn’t place all your efforts into one platform. Or use one type of ad for your campaign. Instead, you can use different digital ads, such as display ads on others’ websites.
You could also take advantage of social media by creating a special offer that your audience won’t want to miss. Even better, video advertisements engage and capture attention as long as they are offering information worth digesting.
4 - Grab Attention With Design
Graphic design is an important success factor in digital marketing. When you use the right imagery, it strengthens your online presence.
Essentially, you can grab the attention of a potential customer by using the right elements in your design. When you pick the right color or font, you convey a mood — targeting a specific group of people.
When you effectively display the right design, you can convey a message more convincingly. Plus, design helps your brand stand out — making your campaign look unique and appealing.
When incorporating design, ensure you keep it simple. Too many elements and text can be confusing to the reader. It also helps to consider the proportionate sizes for optimized posts.
If you use the same ad for Facebook and Instagram, remember each post requires different image sizes.
5 - Offers Value
At the heart of every campaign is a unique offering. It can be as simple as an invitation to join an email list.
Consider what makes your offer unique and think of what value it provides your target audience. In essence, this is your UVP (unique value proposition), which solves a problem for your consumers.
That’s what makes your offering more desirable in the long run.
Therefore, if you’re advertising a product or service — think about why your audience should care. Perhaps it could be that you offer the lowest prices or you’re the only company to sell a certain product that’s environmentally friendly.
Whatever your UVP may be, a successful digital marketing campaign will highlight the advantages.
6 - Embraces Mobile
You have plenty of reasons for advertising directly on mobile. For one, most people own smartphones these days. Therefore, they have instant access to the internet and apps to download for seamless shopping experiences.
Mobile traffic has surpassed desktop traffic and will continue to increase. As a result, more businesses are taking advantage of promoting their brand online with mobile ads.
Mobile advertising spending is expected to reach over $339 billion by 2023.
Some studies have shown that mobile ads can drive sales and create a shorter purchase cycle. However, mobile ads don’t work for all industries.
Ensure you’re embracing mobile by testing it first to see how it pans out for your business.
7 - Has Clear Copy
You could have the most attention-grabbing design. Yet, if your copy falls flat, so will your campaign because you risk losing potential customers’ attention.
When writing copy for your campaign, ensure it’s concise to get the message across. Consider what tone you’ll use, and pay special attention to those headlines.
It’s amazing how words can make all the difference in capturing attention. For instance, suppose you're a restaurant looking to gain more reservations. If you have a social media ad that says, “Dine With Us,” but realize it falls short of the goal — you can tweak the wording.
Instead, it could say “Savor Your Dining Experience” and add a call to action to encourage more reservations. Adding unique words or phrases that are straightforward calls for attention and can make a significant difference in your results.
The Right Tactics Yield Powerful Results in Digital Marketing
The key to driving results for your marketing campaign is to study your competitors. Find out which ones create buzz and pay attention to what they did to drum up interest. How can you emulate their work in your campaigns?
Once you get a good idea of what to do next, ensure you’re applying all the traits to determine what works best. Use tactics that make the most sense for your business model.
Eventually, your marketing efforts will pay off in higher profits and loyal customers when you have the right goals and strategy in mind.
ABOUT THE AUTHOR:
Eleanor is the founder and managing editor of Designerly Magazine. She’s also a web design consultant with a focus on customer experience and user interface. She lives in Philadelphia with her husband and dogs, Bear and Lucy. Connect with her about marketing, design and/or tea on LinkedIn!