We all know that there are multiple types of strategic marketing campaigns. It all comes down what your main objective is, right? Are you trying to build up awareness around your product/service? Are you interested in currying favor with your brand or expanding the knowledge of what you do? These fall under the brand side of campaigns and you’re going to be looking at much different strategies than if you were trying to drive some sort of direct response from your market. On the other side of things, you might be trying to get an immediate action, like a purchase or an eBook download.
The point is you’re going to tailor your strategies to the KPIs set in place in order to elicit different responses from your target audience.
Most people are fairly familiar with the brand side of things, but when it comes to Direct Response (DR) or Demand campaigns, it takes a bit more thought and strategy.
Let’s dive into Social Code’s best practices to help with just that, shall we?
- “Identify your main objectives and KPIs” As we said, you must first know your goal before creating a strategy. How are you measuring the success of your campaign? Is it video views, CTR, whitepaper downloads, time on site, etc.? There are literally hundreds of different metrics to look at when considering whether or not a campaign is successful, but it all comes down to what it is you’re actually trying to achieve. Know what it is you’re trying to do and then measure success on what will help actualize that goal. A DR campaign is typically going to measure success off of an immediate action like a purchase, so optimize accordingly.
- “Define your attribution window” How long does your audience have to make that direct response? Do they have to purchase right away to be considered a success or can they view and ad and then purchase/download later and still be considered a valued insight? We typically recommend a longer attribution window because someone might see an ad and save it for later. Then they think of it later and go to the website directly to purchase. The decision-making cycle isn’t always so cut and dry- one click and you’re done.
- “Align your ads with a desired action” Create ads that will elicit the exact response you’re looking for. From the image to the text copy to the device placement you should be tailoring your message to portray the brand in the right way. Are you trying to get someone to purchase headphones? To increase user retention, try to be less superfluous and more to the point. Get your message across and get out.
- “Ensure your owned channels are optimized for direct response” This should be obvious. Don’t expect people to just magically respond if your channels are not made in a way to allow for responses. Don’t bury the critical information in the depths of your website. Make it clear and obvious what you’re asking and how the reader can respond.
- “Nurture your customers” We’ve said it once, we’ll say it again: Don’t just get a new customer and forget about them! Nurture them with more relevant content and promotional material. They loved you the first time? What are you doing to keep them happy? All the strategies should be happening holistically. You create a prospecting branding campaign to find net new users. You then target these users- whether it be through retargeting or CRM- and help push them through the purchasing cycle. After they’ve purchased, keep them happy with promo codes or the latest updates on your product. It’s all a cycle!