What does a sales department really want?
Well, the answer is obvious: Sales!
We are all obsessed with sales, every month we try to understand which marketing activities have generated sales, and which not.
But often many brands end up by simply cutting marketing investments.
And after a while the grow stops to knock at the door, and they end up by experiencing a flat and boring navigation.
So what’s the right approach to market our products? And which are the techniques used by successful brands?
In this article, you can find 5 key approaches to make your marketing a powerful drive for growth.
1. Digital Data Driven Environment
I know that you’ve heard many times these two words “Data Driven” and that you know very well the importance of making informed decisions, but what I mean with Digital Data Driven Environment (DDDE) is to think about your website, your landing pages, as touch points.
Everything that happens inside your environment has to be measured (Google Analytics, Facebook Pixel, Hotjar and so on) and every touch point needs to be tracked, even your footer.
To build a DDDE, you have to assign to each touch point (web page, landing page) a clear goal, every piece exists to accomplish a precise task for your business.
Start to think about your website as a flux, and every time a user visits a particular page and completes an action (click, send email, purchase) you can understand if that particular piece of your DDDE is working or not.
You have to design each piece of your DDDE with a purpose, and at the same time you have to respect the rules of User interaction, every piece has to be mobile friendly, no bugs and easy to navigate.
The DDDE is the mother base to run every kind of marketing and communication activity, without a proper set up is like running with the eyes closed!
2. One-Goal Approach
Now you know that you need to have a DDDE as a base for all your activities, it’s time to create actions, designed to accomplish just one goal.
If every touch point has a precise goal to reach, you need to create an activity or action that can bring results.
Every piece of communication that drives a user to your touch point needs to have a clear call to action.
If you have a page on your website designed to capture the emails of a user, you have to be clear and give a valid reason to your visitor to leave the email.
At the same time, you need to be very honest with yourself; and consider that a user that leaves the email, it’s not ready to buy immediately.
You can measure one goal at a time!
You cannot correlate immediately 2 different goals, this would be unfair for your team and your business.
For example, if you’re conducting an operation to drive emails, work to maximise the results of that goal, only in a second time, you can start to transform email subscribers into paying customers, with a new goal prepared to accomplish that result.
3. Creativity Around the Customer
Creativity is the variable of success for your marketing & communication.
If your logo sucks or your Advertising message has ugly images and messages, you won’t succeed.
And how can we design great advertising messages?
Start with your customer!
Understand with precision the interests of your target, and design your communication around that.
I really believe that creativity is a variable of success,
it’s the first touch point with our audiences.
4. Direct Contact Marketing
Once we have the email of our leads & customers, we cannot miss the chance to put in place an email marketing strategy to nurture them with contents and offers designed for them.
Every time that a user completes an action in your DDDE you need to have prepared a series of emails to give more information, entertain, or drive purchases.
The best way is to develop a thread of automatic emails. If you want to know more about marketing automation, read this article.
5. Retargeting Campaigns
Whenever you visit a product page on Amazon, you are bombarded with ads that show you that particular product over the internet.
If you have an e-commerce you need to develop retargeting campaigns in order to remember to a visitor to complete an action on your website.
Retargeting is a powerful branding and conversion optimization tool.
Retargeting works best in conjunction with inbound and outbound marketing or demand generation.
I hope that this article has helped you in having a complete vision of techniques that you can use to improve your marketing.
As Digital Marketing Agency, we believe in building campaigns supported by a measurable structure.
By this way every action is tracked, this enables our clients to listen and follow their customer with attention.
If you’re looking to launch a new product or your next collection, click here to discover how to become one of our clients.