Balancing traditional marketing with digital marketing can be difficult at times. With people spending more time online, many brands and businesses are gravitating towards digital platforms. Social media has become the go-to to reach almost everyone, particularly because of the targeted approach offered by the platforms, whilst a solid Search Engine Optimisation (SEO) strategy, allows the brand or business to be better able to target potential customers, donors and the public as a whole. With all the existing digital possibilities, here are two ways to maximize your marketing dollars:
1. Track and measure results – this is one of the key advantages of digital marketing. How do you know your campaign is effective if you can’t track the results? It may be impossible to tell how many times someone may have driven past an electronic billboard or a sign before they reached out to you but in the digital world, the data and analytics available for digital campaigns are extensive. Thanks to the digital footprint you leave during the various stages of your decision process online, almost anything can be tracked.
2. Retargeting – Have you shopped online and noticed ads for the same items you were looking at, pop up on other websites you visit?
If the answer is yes, then you are being retargeted! Data is changing the way businesses are marketing to consumers and it should change how you market also. Remarketing helps you to maximize the results and dollars spent on a campaign that has an objective of driving traffic to your website. If you consider that your existing and potential customers are shopping online, you realize that you can remarket to them as they browse other sites during their decision-making process. How can you do this in practice? E.g. if you run a Facebook ad to drive traffic to your website, with the Facebook Pixel, you can now capture those leads; you can then remarket to that database of website visitors and move them along the pipeline by encouraging them to sign up to your mailing list or for your newsletter with an incentive attached.
Think of a remarketing strategy as a way for your brand to capture cool leads and warming them up. They are ‘cool’ leads because they have already taken the step to visit your site, so you want them to take the next step to being a ‘warm’ lead by facilitating opportunities for further interaction and capturing data. For clarity purposes, The Facebook Pixel is a small snippet of code that tracks people and the types of actions they take when they interact with your brand including any of your Facebook ads they saw before going to your website, the pages of your site they visit and the items they add to their cart. Whilst I used Facebook as an example, remarketing is also possible through Instagram, Linkedin, Twitter and Pinterest
Candice Sealey is a freelance content writer, advertising copywriter, voiceover talent, media personality and the Founder & Principal Consultant at Ignite! a Full-service Marketing & PR Consultancy that helps businesses/brands to stand out, engage and connect with the right people through Strategy, Marketing, Media services and Design solutions. Follow us on FB & IG @igniteresults