Here are five marketing strategies you can use to improve your marketing efforts across multiple channels, messaging, and execution.

1. Determine whom you want to reach.

Before creating any messaging, channel development, etc., you need to determine which audience segment you want to target. It’s best to create marketing personas to define these different groups of people. With each persona, determine the characteristics of this subset. What are their likes and dislikes? Where do they live online and offline? What are their common challenges and pain points? By defining these audience attributes, you can more accurately target your marketing to them.

2. Tailor your campaigns to your personas.

Customize your marketing campaign messaging and research the channels in which you send these messages — according to your audience’s preferences.

For example: During your research, you may have discovered one client segment that doesn’t read print media; for this segment, you’ll want to develop digital-only materials. Use the appropriate channels to reach your target audience(s) to ensure the maximum exposure and engagement.

“Best in class marketers are 67% more likely to use a Marketing Automation platform and see 14% overall growth in marketing revenue.” — Aberdeen

3. Leverage trigger marketing.

You now know whom to talk to and where, how about when? If your customers receive your campaign at the right moment in the buyer’s journey, they are more likely to be receptive to your message. Trigger marketing sends emails or campaigns at specific points in a customer’s engagement lifecycle and can significantly increase your chance of success. Marketing Automation facilitates these efforts.

“Triggered email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages.” —Epsilon Email Institute

4. Test your campaign performance.

Build tests into your campaign plans and measure what’s working and what isn’t.

For example: Test what channel works best, how your web pages and emails are performing, what time of day or day of the week you should publish content, etc.

Additionally, you should conduct A/B tests on different headlines, page designs, calls-to-action, button and text colors, and email subject lines. Control your tests by limiting the variables being evaluated at the same time. Test and track the results continuously.

“63% of surveyed marketers indicate that the ability to set measurable objectives for each of the campaigns is the biggest value driver of Marketing Automation.” — Gleanster

5. Measure your results.

After you’ve conceived, created, and launched your campaign, you must track your efforts. This can be done with a simple Excel chart or a more robust dashboard. Make sure your Key Performance Indicators (KPI) tell the story of your campaign.

“91% of the most successful users agree that Marketing Automation is ‘very important’ to the overall success of their marketing across channels.” —Ascend2

Once you’ve started testing and tracking, it’s time to assess and refine your campaign. Based on your findings either repeat or delete the campaign.

For assistance with your campaign strategy, Marketing Automation implementation, and optimization, contact Lori at 877.447.0134 or lberson@BersonDeanStevens.com.

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