Digital Marketing Campaign Tips: 5 Ways to Improve Performance

June 18, 2021 by Christine

Following digital marketing campaign tips and tricks that have been proven to work can go a long way toward improving your own campaign’s performance.  

But first, there’s a question you need to ask yourself…

Is Your Digital Marketing Campaign Due for a Refresh?

You’ve been running a digital marketing campaign for a while now. Unfortunately, it’s not yielding the kind of results you’d hoped for. Your engagement is low, your bounce rate is high, your leads are poor quality, and nothing you’re doing seems to be moving the needle. 

It’s incredibly frustrating. We get it. 

In some cases, it’s simply a matter of letting the campaign ride, giving it sufficient time to build up momentum. On average, it takes 6-12 months before seeing real results from your digital marketing efforts. However, if it’s been at least that long and you’re still disappointed by what the marketing data is showing you, it’s probably worth making some changes.

For example, if your…

• Email open rate is well below the 22.86% average
• Forms have a poor conversion rate 
• Paid ads are delivering a low ROI

…chances are your campaign is due for a refresh. However, the key is to implement the right changes (based on data and your overall strategy) at the right speed. 

When you adopt a change too rapidly, you risk ruining your market performance. In contrast, waiting too long to make a change means you risk jeopardizing your company's growth and expansion. To add to that, the significant competition for consumers' attention online will drown out your brand's voice. 

It’s all about striking the right balance and implementing digital marketing campaign tips that make sense for your business. 

5 Digital Marketing Campaign Tips to Improve Performance

We may sound like a broken record, but it’s important to remember that your marketing strategy should act as your playbook. Every campaign you run must fit into your overall strategy. And the tactics you use to execute should be chosen based on data and research. 

That said, the following digital marketing campaign tips are best practices and general enough that they’ll likely prove valuable in refreshing your own. 

Now, let’s dive in… 

1) If a Social Channel Isn’t Working, Find a New One

You can reach out to customers in various ways. That’s because a new channel emerges almost every day. However, this makes it difficult to focus your efforts on the most effective channels for achieving optimum results. 

A good rule of thumb is to begin with one channel (where your customers actually are) and then expand as you acquire confidence in the first—instead of switching from one channel to another. Build a solid social media strategy and then move on to other channels as needed. This is to maximize the effect your marketing will have on prospective customers.

Further, look at where your competitors are. If they use a specific channel that provides measurable value, you should include it in your campaign. Competitive analysis and industry benchmarking can help you focus your efforts on channels that can attract more prospects as well as improve the ROI of your marketing expenditure.

2) Find New Ways to Improve Your Engagement

Many social media platforms include post engagement as a measure that you should track regularly. Observe which kind of posts produce the most engagement and create similar posts to enhance interaction. Write comments in a fast and professional manner as well as respond swiftly to any concerns.

If you have a consistent and systematic amplification approach, your content will boost your digital marketing. In turn, this will increase your conversion rates. Content amplification informs your audience—including your followers, prospects, and current customers—that you have fresh or old content that they will find useful and advantageous to interact with online. 

Think about how you'll let your audience know about your fresh content…

Consider the following options:

• Produce blogs, videos, podcasts, e-books, as well as case studies. You may also send your database's contacts the most recent content relevant to them via email.
• Post your content on your company's social media platforms so that everyone can see what your team has been up to.
• Use social media ads to ensure you're reaching the ideal people who will engage with your content as well as sign up for additional information.

3) Put Time and Effort into Planning Each Digital Marketing Campaign

Chances are you’re guilty of slapping together a campaign every so often. It happens. But it’s when you start to do this regularly that you run into a major problem. 

It takes time, effort, and money to run a successful campaign, especially a 360-degree marketing campaign. After all, there are several things to take into consideration. 

That’s why one of the most important digital marketing campaign tips to follow is planning beforehand. You need to determine…

• What the purpose of the campaign is
• What the funnel looks like
• What channels you’re going to use
• Which individuals you’re going to target
• What keywords you’re going to optimize for
• What content you’ll need to produce
• Which metrics you’ll use to measure performance

…and so on. 

4) Stay Up to Date with Changing Customer Behaviors

As time goes on, consumer preferences and behaviors change. It’s just a fact. The internet has had a major impact, as people can now obtain information almost immediately. As a result, consumers have become smarter and more selective in their shopping habits. 

If you don’t know what your customers expect, chances are your campaign will fail. That’s why you need to stay up to date, learning as much as you can about your ideal customer and what influences them to make a purchase. 

It’s about more than just knowing where they spend their time online—although that’s essential. It’s also about knowing how they like to buy, what incentives they appreciate (e.g., free shipping), what aspects of a product page they look at, and more. 

5) Consider Updating Your Website

Of all the digital marketing campaign tips provided here, this one is undoubtedly the most important. That’s because your website isn’t just where you send people who want to learn more or buy—it’s the basis of your entire online presence. So if it’s old or hasn’t been built with UX and UI in mind, you risk losing customers who land there. 

To ensure your customers have a positive experience, consider updating your website. Ideally, it should…

• Be easy for people to navigate
• Showcase your offerings
• Feature high-quality content
• Be mobile friendly
• Load quickly

For most customers, it isn't easy to trust a business that doesn't attempt to keep its website up to date.

Conclusion

The consumer landscape is constantly changing. If you realize that your digital marketing campaign isn’t working, evaluate your current efforts and make some slight adjustments to improve its performance. Use the digital marketing campaign tips provided here for guidance. In doing so, you can revitalize your campaign and start seeing the results you deserve.  

Do you want to know how effective your digital marketing is? Request a FREE marketing audit today!

Filed Under: Business Tips, Social Media Tagged With: customer experience, digital marketing, engagement