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3 Things Every Successful Digital Marketing Campaign has in Common
By Shane Barker
You’ve decided to invest in a digital marketing campaign to grow your business. Awesome! But what if your investment doesn’t pay off? What if you don’t get the results you wanted? What if something goes wrong and you don’t know how to fix it? Or what if, despite your best efforts, your digital marketing is just not effective?
Many factors could prevent your campaign from being successful. The best way to prepare for the potential problems and pitfalls is to learn how to do digital marketing right. And what better way to do so than to learn from the best? Find out what every successful digital marketing campaign has in common below.
1. A Strong Social Media Presence
More than 2 billion people worldwide are already using social media. And the numbers are expected to keep rising over the next few years. With such a large portion of the world’s population active on social media, a brand's social media presence, (or lack thereof), can be the difference between a successful digital marketing campaign, and an utterly disastrous one.
Social media can be a great way for your brand to reach a new audience, and engage your existing audience. It can also be a valuable channel for driving more traffic to your site, and boosting conversions. You can even use social media to monitor people’s opinions and feedback about your brand, and to respond to any questions or complaints they may have. Obviously, social media should be a huge part of your digital marketing efforts.
The brand is also quick to reply to customer questions and feedback on social media, even when the feedback is negative. Cadbury recently addressed several customer complaints and questions on Twitter. And, as you can see in the image below, they did so promptly, and politely.
Cadbury has launched several successful marketing campaigns on social media which included branded hashtags and creative promotional content. They also regularly run contests, which they announce via social media, and invite their followers to participate.
Many other companies, such as Gravity Defyer, have also been able to harness the power of social media to boost their digital marketing campaigns. Gravity Defyer built their social media presence through Facebook ads. Now they regularly share useful content on their Facebook page, which drives nearly 25% of their total website traffic.
They also use social media to monitor customer feedback, and address customer complaints promptly. Within just 10 months, the brand was able to double their revenue from Facebook, and gain an average ROI of 450%. All with the help of their social media presence.
2. A Website Designed For Conversions
As the virtual representation of your brand, your website can be used to welcome potential customers, engage them, and get them to convert. Conversions are one way to measure the effectiveness of your digital marketing efforts. There are a variety of conversion rate optimization (CRO) techniques that can help enhance your website design for maximum conversions, and a successful marketing campaign.
After Numara Software optimized their website design for conversions, they experienced a 300% increase in their sales pipeline. As part of their CRO efforts, they increased the font size used on their site, and added a little more space between each line to make their content easier for visitors to read. Those slight changes resulted in a 10% improvement in their bounce rate, and improved their site exit rate by 19%. They also redesigned their page header to focus more on the CTA buttons, which resulted in a 334% increase in the click-through rate of their “Download” button.
Switching to a larger, more visible search box helped the brand increase user engagement by 20%. To improve their landing pages, Numara used A/B testing to find the best headlines, copy, form positions, submit button copy, and form fields. Optimizing their landing pages resulted in a 60% increase in their conversion rates for paid spends.
The process of optimizing your website for digital marketing includes several components, such as improving site speed, adding or removing design elements, switching to a responsive design, etc. Mobile responsiveness and page load speed have a significant impact on user experience. And a visitor's experience on your site plays a major role in whether or not they convert into a paying customer. Thorough A/B testing can help you determine the best design for boosting your digital marketing efforts.
Designing for mobile users is a crucial part of web design optimization. Research done by Statista found that more than 56% of worldwide internet users access the internet through their phones. You don’t want people visiting your website from their phones, only to leave a few seconds later due to an unresponsive design.
It’s important to make it as easy as possible for people to view your website content on mobile, while also maintaining a quick load speed. When Walmart Canada optimized their website for mobile users, it helped boost conversions by 20%. They also experienced a 98% increase in mobile orders.
3. A Commitment To SEO
Search engine optimization (SEO) continues to be the backbone of digital marketing. With the right SEO strategies, you can boost your ranking in search results. A better search rank will increase the number of people who discover, and visit your website. Combined with the right CRO, you can turn those visitors into paying customers.
Many different factors affect your search ranking - from the content on your own site, to the way other sites link to yours. SEO involves finding the best, high-ranking keywords relevant to your brand, and using them to optimize the content on your website, social profiles, and Google My Business page. It also involves building a strong link profile with quality links from trustworthy, high-authority websites through guest blogging and other tactics.
These and other SEO strategies have been proven to help businesses boost their search ranking and organic traffic. In fact, one case study found that keyword analysis and optimization, link building, and page-level optimization resulted in a 141% increase in organic search traffic within just nine months.
Although results will vary for different businesses, this example isn’t the only one proving the effectiveness of SEO. In one case, SEO was able to boost organic traffic by 11,065% within just six months. One SEO strategy, known as, “The Guestographic Method,” helped one business drive a 963% increase in traffic in just 6 weeks. It helped another business jump from #6 to #1 in search results in only one week.
Every digital marketing campaign is unique in its own way, and even the most successful ones may not have a lot in common. However, the three characteristics mentioned above are shared by all successful digital marketing campaigns. The difference is that each business adapted these three strategies based on their own organizational and marketing goals.
In order to launch a successful digital marketing campaign, use these three tactics as the foundation of your digital marketing plan. Then customize your strategy according to your specific goals. For example, aim to drive traffic through social media and SEO, while optimizing your site design to convert the traffic coming from those channels.
Are you having trouble planning an effective digital marketing campaign? Do you need some expert guidance to successfully promote your brand online? Feel free to get in touch with me to develop a customized digital marketing campaign that works.
Shane Barker is a digital marketing consultant that specializes in influencer marketing, product launches, sales funnels, targeted traffic and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.