Digital marketing is a constantly evolving mystery, which is frequently up for solution. Trying to find out about the latest social applications and platforms, following the latest trends, and keeping up with their evolution can be a full-time job by itself. So far in my digital marketing experience, I've witnessed positive movements and at least I've learned them and I've established some of the best practices that span multiple areas of digital marketing. My recent transition to marketing in the industry affords me the chance to implement techniques that I already learnt previously and also testing many new strategies. Here are some lessons and suggestions that I discovered in using digital marketing in the market research space.
Good General Practices
Know Your Audience!
In this case, we are talking about market researchers and marketing specialists: understanding your audience is your job and they will see directly through a generic message that you publish on the Internet. So keep these practices in mind:
- Segment your audience: whether it's e-mail, display ads or social networks, majority of the publicity channels permit a certain type of audience division. For instance, segmenting by industry and job title. In this way, you can send the right content to the right people at the right time.
- Always Specify your message: be as specific to your audience as possible in your messages. If you're talking to a person with consumer insights about consumer goods (CPG), make sure your ad is relevant to them, rather than a general message or something related for example, to technology or finance.
Hint: Segmentation Helps With This!
- Be honest about your brand awareness: consider whether it is a new audience or that they have already been exposed to your business. This will determine how high or deep you should go with your messages.
Test your messages and learn from them.
Whether they are keywords, length or declarations of benefits, try different approaches and see what works.
- Set goals for the tests:
- What do you want to learn?
- What do you want to try?
- How is success measured?
- Start with split test: try different messages on the same topic with the same audience to see which message resonates more. You can also try the same message with many audiences to see how each group responds.
- Testing on all your channels: people interact differently with different channels, so you should try a variety of resources, calls to action and messages within each channel. Then, use the results to inform more creation of content relevant to that channel.
When possible, take the time to set up conversion tracking, to better understand what factors drive the audience to convert (click, submit a form, etc.), and allow you to enhance your operations reliant on conversion and optimize your budget by leaving out those that have already converted. The tracking helps you to track what a user does after clicking / interacting with your ad, so you can see if they actually bought a product, if they subscribe to your newsletter or if they have downloaded a resource, etc.
Many of these best practices are valid for a wide range of digital marketing channels. But adapting these to address each channel is the key to increasing success. Here are some key examples of how these tips can be applied to specific tactics and marketing channels.
Best Practices for Tactical/Marketing Channel
- Segment your audience based on their behavior on your website: via URL (eg Com / solutions), event or number of pages visited, take into account the actions people are taking on your site and present them with creative features that complete their behavior.
- Set up conversion tracking to exclude the previously converted: Conversion Tracking affords you the opportunity to upload lists of people who have already completed their call to action, that is, purchased, subscribed, registered for events, etc. So you do not waste resources to make someone perform the same action twice.
Show and search for ads
- Take advantage of keywords to reach the right audience: limit your keywords to choose the ones that are specific to your business and include keywords that reflect the buyer's intent.
TIP: If your budget allows it, use a combination of search and display ads and stay true to the goal of each: image ads are targeted at people who have searched for market research keywords and search ads should appear when people actively seek market research keywords. .
- Segment with social networks: social media channels know a lot about people. Use it to your advantage by making use of targeting strategy to find the audience that your message will attract the most. Try a different audience to see who is more involved with your content, then use that information to place content in front of this audience outside of social networking.
- Be specific with your messages: we look up diverse social channels and for diverse reasons, so we hope that the content of each one is different. Redesign a crowded social feed with an attractive copy that is direct, relevant and appropriate for that channel. And do not forget to align your messages with your segments.
TIP: You can also take advantage of the cost-per-click model to test messaging of different kinds with the same audience.
There are many ways to reach your audience and this will continue to evolve, but if you are looking for a way to get started, do not forget to segment, test and monitor (track).