Digital marketing campaigns when properly
designed and managed lead to increased brand awareness, better quality leads, and more
sales. So in part 1 of this 2 part series I cover
7 strategies to dramatically increase your digital marketing campaigns effectiveness
and return on investment. Hello and welcome, my name is Adam Erhart
and you are watching the Modern Marketing Show. Where we take different marketing tactics,
tools, tips and strategies and break them down into bite sized actionable clips that
you can use to immediately take your business to the next level. It probably comes as no surprise that digital
marketing is changing the way companies do business today.
After all, never before have we seen such
a massive shift in the way people communicate, consume, and share information. But as great as digital marketing is, the
key to success lies in well designed and strategically run campaigns. So in part 1 of this 2 part series I’ve
listed out 7 of my top digital marketing tips. So let’s get to them. I’ve found that understanding changing consumer
media consumption is the single most important element in designing and executing a high
performing digital marketing campaign.
You need to be aware of exactly how your target
market is consuming their information. No other strategy or tactic will matter if
you’re barking up the wrong tree. The message simply doesn’t matter if it
isn’t being heard by your target market. It’s important to design your digital marketing
campaign around proven consumer behaviour patterns and decision making criteria. While many factors are different in the online
arena, the human brain is the same, and as Jeff Walker puts it, so are the mental triggers
that create action. Be sure to incorporate at least one of the
following (and ideally more) into every digital marketing campaign you run: And these triggers include Authority, Reciprocity,
Trust, Anticipation, Likeability, Events and rituals, Community,
Scarcity, And Social proof By building these into your marketing you’re
leveraging powerful human impulses and emotions.
While storytelling is an integral part of
most marketing campaigns – and is often touted as the be all and end all – at the end of
the day facts and statistics can often perform better in regards to proving expertise, and
increasing conversions. Leverage and test both factual and emotional
advertising in your marketing campaigns, and try to find a way to use relevant and authoritative
references. The success or failure of your digital marketing
campaign largely comes down to the images you decide to use. The most important tip in choosing an image
is first making sure it catches your prospects attention, and next making sure it’s relevant.
Irrelevant ads may get clicks, but they rarely
get conversions. Stock images can also be effective, but they
are most effective when customized and optimized for your audience. Perhaps one of the greatest advantages of
digital marketing is the ability to test one campaign against another in order to quickly
cut lower performing ads, and scale up higher performing ones. Split testing should be done in stages, starting
with your images, followed by your headline, and finally, your body copywriting. The end result is a higher performing and
more cost effective ad. Attention spans have been getting shorter
year after year, and nowhere is this more evident than online. This isn’t a bad thing however, as the odds
are good that your competitors are failing to recognize and capitalize on this which
leaves the door open for you to create eye-catching and engaging ads.
In today’s market you need to “give to
get”. Not only does providing value first help establish
your authority and credibility, it also leverages the mental trigger of reciprocity. Truly useful marketing campaigns are also
more share-worthy, engaging, and help build trust and show expertise better than any other
form of advertising. So thanks so much for watching. If you enjoyed this episode be sure to subscribe
to the channel, give it a thumbs up, and if you have any questions, comments or suggestions
for a future video, be sure to leave them in the comments section below.
If you’d like more content like this, then
head over to AdamErhart.com and sign up for the Modern Marketing Newsletter because this
is where I share my best tips, tricks, and strategies that I don’t share anywhere else. Take care for now, and I’ll catch you next
time on The Modern Marketing Show..