Any digital marketer—even the cream of the crop—knows what happens when they hit a performance plateau. Good thing it does not last long.
Higher revenue, wider reach, larger profits—a few benefits if you have a better understanding on how the marketplace works.
Here are two tips to surpass results and lift your digital marketing program.
Revisit Past Strategies
A working campaign last year may have different results today.
We suggest these action plans:
Reconsider attribution. Most digital marketers use a last-click strategy. But it often focuses on a few channels only. It leaves potential revenue untapped.
So, use Google Analytics reports and AdWords Attribution to reevaluate data. Assess how user paths, assisted conversions, and performance change when you toggle attribution models. Sharpen efforts and kickstart growth.
Reassess failed campaigns. Targeting audiences is better this time around. Failed search campaigns can still gain profit through Remarketing Lists for Search Ads (RLSA). Also, ad rotation and bid strategies have improved for you to hit or top goals.
Moot offline conversions. Online conversion will not stand on its own. Not adding offline conversions into AdWords means brushing aside your program’s worth. Offline conversions augment automatic bids and optimizes ads. You also create a list of audiences with similar interests based on conversions by not merely relying on online converters.
Reinforce After-Sales Marketing
Target customer retention and lifetime value. It extends your perspective after making the initial sale.
Also, embrace the potential of higher profits for current acquisitions. It covers multiple digital marketing channels.
Create relevant content. In creating content, we often focus on drawing attention and converting a new audience. But what good will it do for long-term engagement and customer retention? You must also speak to your existing customers. Use customer service to recognize the needs, questions, and concerns from your customers. Create compelling, relevant content that strikes a chord with potential and existing customers.
Tap on social media. Social networking sites offer channels for great customer service, brand reinforcement, and communication. Your brand gains more traction. It also keeps you in touch with your customer base.
Change how you deliver ad messages. Display and social ads keeps you in front of customers. Now you have acquired new audience, change how you deliver ad messages to them. You must provide new offers, give awards and recognition, and advise how your company can address their needs. It keeps your customers engaged with your brand, paving the way to sell them more of your products and services.