Or, how to distill the complexity of audience targeting, channel options, timing, and analytics into focused campaigns that convert.
As marketers, we’ve never had more options for advertising our products and services to our desired audience. And with increased spending on social advertising, it’s clear programmatic digital media campaigns are here to stay. Creating effective media campaigns has never been more exciting — or more complicated.
It’s easy to get overwhelmed by the prospect of creating long-term, complex omni-channel campaigns. With all the consumer data we have to work with, it’s important to have a strong media strategy in place in order to make the most of your budget. Targeting your audience is one thing, but speaking to your audience across multiple channels, with multiple offers over an extended time period takes an incredible amount of thought and planning.
The truth is, constructing exceptional omni-channel campaigns requires a fanatical dedication to data analysis, a deep understanding of your audience, airtight organization, and focus.
Here are the 5 steps we take to constructing exceptionally effective media campaigns.
1. Stay Focused on Your Goal
Before you start to create ads and pick your channels, you need to be clearly focused on the desired outcome of your campaign. Are you hoping to generate leads? Drive sales? Simply bring more traffic to your website? All of these are valid goals, but each requires a very different strategy, tactics, landing page environments, and possibly budget.
Different channels have different ad formats and different levers for controlling your audience targeting. It’s critical to stay focused on your number one goal with every campaign, in order to present a consistent message across channels and tactics, and build toward your end result.
2. The Magic Behind Audience and Channels
Understanding your audience is key to success in any kind of media campaign. Whether you’re looking at Personas, Segments, or Technographics, what you need to know is: where does your audience spend time online, what kind of content do they engage with, and what are their pain points.
It’s critical to be where your audience is. If your segment is more likely to engage with content on Facebook than they are on LinkedIn, why spend the money on LinkedIn’s higher CPCs? If you know your audience is more likely to research something online before buying, it may make sense to allocate more of your budget to paid search.
These behavioral insights into your audience should play a large role in constructing your media roll out plan.
3. The Right Content for Each Channel
Once you know how you want to engage your audience, you’ll need to understand more specifically how those users will respond to different content on different channels. For instance, we’ve found that users for one client are 25% more likely to convert on the same landing page with the same content offer when coming from Facebook than they are when presented with similar ads on LinkedIn.
This is where we recognized that this client’s users are willing to digest long-form content when presented with it on Facebook, while on LinkedIn we needed to present them with brief, more easily consumable content.
Seeing and being able to adjust to these trends with a highly specific audience is a great step toward building out a highly successful multi-channel media campaign.
4. Timing Really Is Everything
The time of year in which you run your ads can dramatically impact the level of engagement you are likely to receive.
There are obvious things to remember – engagement generally dips around the holidays, and if you are running a B2B campaign, take care around times of year when employees may be out on vacation. But there are also more specific calendar items you need to consider. Is there a seasonal push to get people to sign up for your service in September, but you also have a 3 month sales cycle? How many touches does it usually take with your audience before they are willing to convert?
Beyond the overall campaign timing, you also need to know how users will engage with content in various mediums throughout the life of your campaign. We recently ran a B2B campaign around some very specific subject matter, pushing thought leadership content. Because the subject was highly specific, when the search campaign launched (which was focused around similarly specific keywords) we saw very little traffic. But, after our campaign creative made the rounds on outbound channels like Facebook, LinkedIn, and Display, we started seeing an increase in searches on our highly targeted keywords.
Your channels will work together over time; pay attention and then allocate your budgets to take advantage of the moments when users are most likely to convert.
5. Data Visualization Empowers Effective Optimization
As with everything else in digital marketing, measurement is crucial to sustained success. You don’t have to wait until the end of your campaign to take stock in the numbers.
Connect your systems to a Data Visualization tool and create some automated dashboards, so you can tell at a moment’s notice what’s working, what needs adjusting, and what is just wasting your precious advertising budget. This is key in learning which variations of ads are resonating with your audience, what search terms are really driving users to your landing page, and when creative fatigue has set in.
There are endless ways to tweak a campaign when you’re able to easily measure performance, and these tweaks can make a huge difference in both your ad costs and ultimate conversions or sales.
There are so many details to consider when you’re developing and planning your campaign, but these are the pillars we follow when creating successful campaigns for our clients. Having a strong plan in place ahead of time, and being able to adjust on-the-fly based on performance can make all the difference in the world between a campaign that delivers a high ROI, and one that you have to chalk up as an operating expense.
Do you need help crafting your next successful omni-channel media campaign? Reach out to our team of crack marketers, designers, content developers and decision scientists. We would love to help!