Achieving business growth through an effective marketing campaign requires paying attention to certain critical components. For instance, content is at the heart of a campaign and it is vital to know how to use it strategically.
SEO is important to drive organic traffic and social media marketing helps to build relationships with customers. All of these aspects working together can drive the success of a campaign.
1. Campaign performance insights
Marketers need to know exactly how their campaigns are performing. Otherwise, they may keep investing in channels that yield poor pipeline and revenue. When they know what drives success, they can allocate a marketing budget more successfully.
LeanData Attribution provides marketing attribution powered by industry-leading matching, offering an accurate view of campaign performance. Its fully customizable attribution models can be tuned to your business. This can lead to more understanding of how marketing and sales teams can move deals through all the different opportunity stages.
2. Original content
Great content is vital to the success of a digital marketing strategy and AI systems, such as Google’s RankBrain, have put even more emphasis on good content than ever before. It is important to have a content plan detailing the topic and when and where it needs to be posted.
Blog posts, infographics, white papers, slideshows, photos, videos and articles all contribute to engaging prospects at different stages of the buying journey.
Content can tell the story of a business and explain how it can meet the needs and wants of a target audience.
3. Search engine optimization (SEO)
SEO is a long-term strategy but it is also a vital part of marketing. In order to attract organic traffic from the search engines, a website has to have a good ranking in the search engine results pages.
Various SEO strategies, such as using the right keywords, can make a difference. Using keywords that are too competitive makes it difficult to rank and the trick is to use long-tail keywords that are less competitive but still have enough search volume.
Both on-page and off-page SEO optimization plays a part in ranking. On-page elements include optimizing the title tag and meta description and creating internal links. Off-page elements include building quality links that point back to a website, which search engines take as a signal of trust.
Once a webpage is ranked highly, it can result in organic traffic continuously flowing to the website with the potential of converting visitors and making sales.
4. Social media marketing
Social media marketing provides the best way to create relationships and a sense of community. It allows for personal interactions that can create long-term loyalty.
It is also valuable for monitoring feedback. You want to know what your followers feel about your company and any new campaigns. If they feel their feedback is valuable, this helps to create trust.
Many people will prefer to make contact with a company using social media rather than sending a support ticket. The way a company offers customer support on social media can make an impression.
5. Marketing automation
There are many different marketing automation tools available that allow repetitive processes to be performed automatically. Using a CRM tool, for example, increases the likelihood of results and allows for integration with the overall business plan.
Any automation has to be carried out carefully or it could be counterproductive. When used correctly, it can speed up and streamline processes, making it much easier to manage digital marketing efforts, such as sending emails. The irony is that marketing automation can enable more personalization, which is a key factor in helping to build relationships and drive conversions.