The digital advertising and marketing world offers countless possibilities, creating confusion and a lack of focus among tech companies and startups. How to build a successful digital strategy, what tools are there for monitoring and tracking and which ones are best for you? We’ve collected everything you need to know for a successful campaign
By Sami Sabine, CEO of Stick Media
Difficulty creating market prominence and prominence, challenging exposure to accurate audiences, inadequate ROI, slow sites, spreading across multiple platforms – these are just some of the problems and challenges that tech companies and startups face in their day-to-day marketing work.
The world of advertising and marketing offers countless tools, techniques, technological advancements and capabilities that only a decade ago existed, but this abundance creates confusion, difficulty in decision making and lack of focus. Technological and experienced as you are, the world of internet advertising today is so vast and full of small details that it is no wonder that many issues fall between the chairs and companies that have invested high budgets and many efforts still fail to reach the goal they set themselves.
What is the framework for building the right marketing methodology for your company? What processes must be interwoven with your marketing efforts? We have prepared for you 9 cornerstones for the proper building of powerful digital activity.
1. Build a digital strategy
A digital strategy will outline the way campaigns and budgets are managed and will form the outline for wording. She is the Shumaker and mass of your advertising and marketing activities, so it is important to invest in it and build a practical, clear and focused plan that will help you meet your marketing goals. A good strategy will answer the following questions, among others: What is the main goal and what are the secondary goals? Who are the target audiences and what drives them to action? In what ways do competitors compete and what differentiates you? What is the marketing funnel and on which platforms will the activity take place? Should you run a Google advertising campaign or content promotion platform?
A digital strategy plan will be built on three fundamentals, each explored and explored in depth, so that you can create value and differentiate points from your competitors: your company, your competitors’ activities, and your potential target audience.
It’s important to say that programs are designed to pave the way, but you may recognize less effective avenues or messages that drive more customers to action, so it’s also important to maintain flexibility and be open to change.
2. Set measurable goals
Goal setting is an outbound of the strategic plan you will build, and measurement goals will allow you to be on the pulse of change and campaign optimization options. The goals are varied and vary from company to company according to its field of business, its target audiences and its phase in the life cycle towards the customer.
For example, a cybersecurity company for insurance and finance companies can set such a set of goals:
- Effective exposure to 65% of relevant US stakeholders
- Receive 250 inquiries from insurance companies over a period of 3 months
- Increase the number of organic logins to the company website by 30% within a year
Measurable Goals enable you to monitor strategic activity, change actions to achieve the goal, and most importantly – determine review and monitoring milestones to ensure that the goals are indeed achievable and that you meet the schedule you set.
3. Build automated reports to monitor your goals
If you’re running campaigns to drive traffic to the site, generate audience exposure, or generate leads, you’ll want to report on campaign status, number of exposures, clicks, clicks, number of conversions, and so on. Many companies employ marketing referrals that deliver daily reports on the topic, so instead of asking your advertising agency to send a report every day, use automated reports to get a snapshot of the activity.
There are several leading tools in the market for this. Google’s leading and most widely used tool is Google’s Data Studio, but Funnel is equally effective. The advantage of these tools is that they are very intuitive, have a convenient interface for viewing and enable you to customize the data you are interested in receiving continuously and according to the cutouts you set.
An important tip for these reports, especially if your campaigns are ROI-oriented: Make sure the numbers from the reports are 100% synchronized to their campaigns and results. Occasionally, there have been gaps in company reports that have created the wrong picture about the ROI that the campaigns manage to generate, which of course makes the wrong marketing decisions later.
4. Implement monitoring and monitoring tools
One of the most important and intriguing capabilities of the digital marketing world is the monitoring tool. These allow you to understand who audiences are visiting your site, where they came from, how they use it, and what content they consume. This information will then be used to execute targeted and customized digital campaigns across multiple platforms (Facebook, Instagram, YouTube, Google and more).
Among the current monitoring and tracking tools are Google Tag Manager, Facebook Pixel, Linkedin Pixel and Tabula Pixel, but there are also more advanced tools like hotjar and inspectlet that allow you to research site traffic smarter and more accurately, such as providing heat maps To the site, recordings of user traffic on the site and more.
The best recommendation on the subject is to carefully examine who analyzes the data from these systems, and who makes the marketing decisions that will be based on the insights derived from them. In the end, all this data will not help if you do not know how to make the right decision, the one that will help you meet the goals you have set for the program.
5. Check that the embed you’ve done works
But choosing a monitoring tool is not enough. Unfortunately, in many cases the monitoring of the monitoring tools is not performed professionally and correctly, leading to false data that does not reflect the true situation. For example, a wrong definition of Google Analytics will cause the site to not send you any actual data from the campaigns. In the image below you can see two analytics codes and two GTM codes, as well as the fact that the implementations were not performed properly and created problems down the road.
In the event of misalignment, all marketing decisions that you are about to make in your company’s operations will be incorrect. Make sure you have accurate and accurate assimilation of analytics and implement a QA – just so you know which campaigns bring you the most value, and which channels should lower your budget or decide on messaging and creative.
6. Build precise audiences
The advanced target capabilities allow you to reach the exact and right audiences to you, as you have defined in the strategy. Defining audiences will include building a persona for each of the audiences, based on their preferences, consumption habits, demographic metrics, and more. Defining audiences should be done as part of the account creation process, and some of the tools are especially critical to do at the very beginning of your activity.
Let’s take an example of using audience analytics monitoring tools – Google Analytics. Once embedded on your site, we recommend that you immediately generate remarketing lists. These allow you to run campaigns for surfers who visit your site according to a number of cuts – the visit period, the duration of the visit, pages visited by the visitors and more.
That is, you can set up audiences of people who have visited your site in the last 30, 90 or 360 days. You can also set up audiences of those who visit a particular page over 30 seconds, over a minute, or over 2 minutes; Users who visited a particular article or those who visited your thank you page. What is common to all audiences is that, on a command, you can show them the marketing messages you want to promote with remarketing campaigns.
Once you connect your Google Ads account to your Analytics account, you can pump data into campaigns directly from Analytics audiences, for example, for remarketing campaigns.
Also, be sure to conduct targeted audience research with the help of Facebook research tools. Because the Facebook app network is broad and the information it has about the surfers is great, these systems can be used smartly while building the advertising strategy, by gaining vital marketing insights on your target audiences. If you have lists of existing customers, leads from previous campaigns or other databases, you can prepare for them. how? About this in the next section.
7. Cross Audiences
Audience crosses are some of the strongest techniques you can use to reach relevant and accurate users for your brand. By cross-polling, you have the ability to load email addresses + mobile phone numbers across countless cuts, cross them across platforms like Facebook or Google and build a list of segmented and accurate audiences.
Let’s take a video technology company, for example, that helps producers and photographers streamline their workflow and quickly prepare automated photo and video presentations. The venture has been active for the past two years and has managed to amass a list of 123,000 telephones and emails from relevant photographers and producers who can use the service. What to do with this list and how to leverage it to maximize ROI?
The full answer is, of course, too long for these lines, but in general the list can be loaded, for example, Facebook, and in fact “ask” Facebook to find the people from the list that exists on Facebook. Let’s say you loaded the list and received 74,700 users who both exist in the list and also have a Facebook account, out of 123,000 numbers entered. Now you can do two things:
- Target this audience directly with your campaigns.
- Build lists of similar audiences (Lookalike) in terms of different characteristics, and publish them as well.
It is very important that you create lists of all the leads and referrals you have ever had to target them in the middle of these tools. If you do not have a database in your business or are just starting out in marketing, you may want to use external services to purchase relevant databases, especially you are a B2B company.
why? Let’s say my app is for builders, building engineers and building engineers in England – buying such a repository will save time and money and allow me to work with exact audiences and build similar audiences from the first day of the campaign. The prices of the repositories vary by size, domain and the number of contacts you want to purchase. Note that you first buy a small number of crucifixes and cross it, to make sure that you do not fall into the boilers for these and other scams to sell junk.
8. Use tools to analyze competitor activity
In-depth competing research is one of the important elements of your strategic research. It helps you gain meaningful insights into the nature of your business activity, marketing channels, messages that drive your potential customers into action, and more invasively – the budgets and prices your competitors are advertising and bringing ROI with.
It is important to note that the intention is not to imitate competitors or take ideas for replication, but rather to be inspired by actions that are working and avoid mistakes that competitors have already made and waste of resources.
One of the world’s leading company analytics companies is similarweb, which provides significant marketing insights from your competitors’ business operations. But of course, there are many other tools that can give you a comprehensive and fun look and produce great value from it.
Facebook Ads Library: A Facebook development that lets you see your competitors’ campaigns on Facebook by entering the brand’s business page name. This allows you to see all creatives published by the business page, understand which landing pages they send traffic from, and more.
Builtwith: On this site, you can find out what components your competitors use on their site, what monitoring and analysis tools they use and get advanced market research and analysis on your field.
SpyFu: A great tool that gives an in-depth overview of your competitors’ Google activity – both their sponsored and their organic promotion activities. We have often succeeded in getting a significant crack in the research phase, especially in a situation where experienced competitors and their campaigns have already undergone some rolling and optimization.
9. Produce the marketing funnel materials prior to airing
Before going on the air with marketing campaigns, make sure you have enough materials ready for a few steps in the marketing funnel you have built. Producing as many materials as possible even before the air raises is critical to the success of the entire move. Remember that your materials and brand have a huge impact on customer experience.
The advantage of the digital marketing world today lies in the fact that a complete and accurate marketing funnel can be built according to different target audiences and submit the right content for them in the right and accurate timing. But this benefit is only relevant when all materials are ready for you, ready to use and scheduled throughout the process.
For example, if the initial exposure in the campaign is a short branding video where you show why you should try your product or service, but it is not enough to convert and persuade you to start an account or leave details. Now will be the time to show anyone watching another video, an interesting case study, or a client’s recommendations, for example, but if these materials aren’t ready, you’ll end up with the campaigns and not getting enough paying customers. Remember, listening is short and slow, so you, too, need to be focused at every stage with the right message.
Edits and writes on every field except football. He has an obsessive relationship with business and technology trends, is sure to be the funniest to say sweet potato. Commercial content manager for TechAmbo.