The Internet Marketing Campaigns Blueprint
To get the most out of your Internet marketing, it’s vital to take the right steps to get the best possible results. As a digital marketing agency, we always say that the two key drivers of results are traffic generation and conversion. Traffic generation is all about driving the highest volume of prospects to your Website. Your ads and the marketing channels you select have a significant impact on your traffic. From a conversion perspective, your offers, landing pages, and email automation campaigns have the greatest impact.
The Internet Marketing Process
Below, you will learn the complete Internet marketing process to help you set up your marketing campaign correctly and drive predictable results over time, including:
- Key messaging
- Mapping out your marketing campaign
- Developing your landing pages and offers
- Advertising best practices
- Setting up automated email campaigns
- Lead scoring
- Projection reporting
1. Key Messaging
All powerful marketing campaigns start by understanding the emotional drivers of your target audience, so you can answer the questions in their minds as they ask the questions.
Specifically, your prospects want to know the following:
- Why is this important to me?
- What will it do for me?
- How does it work?
- Why should I believe you?
- What do others have to say?
- What do you want me to do next?
The emotional drivers that you want to outlines before building your marketing campaign includes the following:
- Proof Points
- Value Proposition
By understanding what matters to your audience, you can write engaging ads and campaigns that speak to their specific desires, fears and frustrations.
By outlining how you want to differentiate your offering and the proof points to substantiate your claims, you will have a more complete understanding of what to communicate in your Internet marketing campaign.
To simplify your overall message, develop a value proposition. Your value proposition communicates who your target audience is, the benefits you provide, and how your business is different.
Lastly, develop your story and theme for your business to tell your story in an authentic way. This becomes the overarching messaging to communicate to your audience.
To get a more in-depth understanding about developing the messaging for your marketing campaign, download our content marketing ebook by clicking below.
2. Process Mapping
To get the best possible results out of your marketing, you want to develop a complete campaign that flows from your ads, to your landing page, to your automated email sequence.
By integrating your marketing into a campaign, it feels more seamless to your prospects. There are different types of email marketing campaigns that can be used, so it’s vital to select the right one for your business.
Here is a basic example of how to structure your Internet marketing campaign.
Notice that depending on the channels; search engine optimization, pay per click advertising or content marketing that different types of landing pages are used based on the type of campaign that you’re running.
If search engine optimization (SEO) is one of the channels that you’re using, focus on your corporate website. The reason that you want to do this is because you want each page on your website optimized for different keywords to grow traffic over time.
For pay per click (PPC) advertising, use micro-sites. For content marketing, use a simplified web page (squeeze page) to maximizes lead volume.
Automated email marketing campaigns are then used to nurture your leads and make them sales ready.
Let’s take a look at some different campaign strategies that you can use. Depending on the type of product you are selling, it’s important to select the right campaign for your business.
If you’re running a mid-priced product, an email bonding campaign may work well for you. Once you generate the lead, a sequence of bonding emails are sent to your prospect to develop a relationship with them and provide value, so they desire what you have to offer. As you can see, there are typically three bonding emails. After providing great value for your audience, you can then send them a sequence of emails that drive them to make a purchase. Depending on your business, they can either make the purchase online or by speaking to a salesperson.
A multi-video campaign works well if you have someone on your team that is good at presenting and speaking on camera. If you don’t have someone internally, you can hire a spokesperson to do this for you. Similar to a bonding campaign, the purpose of the multi-video campaign is to bond with your prospects and develop desire for what you have to offer.
Instead of using a sales letter, you can use a video sales letter to sell your product and standardize your sales message. A video sequence can be particularly effective for higher priced products. Here is an example of what your process map could look like:
The next type of campaign that may be of value to your business is an event campaign. The event campaign consists of three email sequences. The first sequence is a series of invitation emails that invite your prospects to register for your event or webinar. The second sequence is your reminder sequence to remind your prospects to attend. The third sequence is your rebroadcast sequence that enables prospects who were not able to attend to view a rebroadcast of your event. Below you will see what the process map looks like:
For a complete list of email marketing campaigns, download our email automation ebook by clicking below.
3. Landing Page Development
Before spending money on advertising, it’s vital to set up your landing pages correctly. There are three items that have the greatest impact on your landing page results – your headline, offer, and the length of your web form. Take the time to craft your headline to appeal to the top desires of your audience. Next, create an offer that will compel your prospect to opt in for your offer. Third, ensure that your web form is as short as possible. Ideally, just ask for the name and email address to get the best result.
When asking for more information, such as the phone number, it creates anxiety, which reduces conversion.
There are additional items to consider when developing your landing page, such as hard-hitting bullet points to communicate your offer in more detail if you have a more complex offer. The more intricate your product is, the more information you will need. But, try to keep your landing page as simple as possible.
Using a Unique Landing Page for Each Ad
To ensure that you can track how each ad and landing page is performing, set up a unique landing page for each ad. This set up will allow you to track the cost per lead and sale, which is vital to compare the performance of your ads.
Split Test Landing Pages
You also want to split test your landing pages to understand which landing page performs best for you.
4. Advertising Development
When developing your ads, whether its Facebook, Instagram, Google Ads, or any other channel, focus on your headline, offer, and image. Those three variables have the greatest impact on your results. Take the time to test all three variables to see what combination is giving you the best results. You even want to be testing different mediums, such as static images, carousel images, and video.
Evaluate the Front End of Your Campaign
At this point, we have discussed the front end of your campaign, which is the first phase of your campaign development. Take the time to evaluate how the front end of your marketing is performing, including your ads and landing pages. You want to determine which channels and ads are getting the best results and optimize all components until you achieve your target cost per lead.
5. Automated Email Marketing
Once you have the front end of your marketing campaign working well for you, it’s time to focus on the back end of your campaign. Start by developing an automated email marketing campaign that makes your leads sales ready, while maximize the conversion of leads into sales. Once again, it’s vital to develop the right email marketing campaign for your particular business and products.
Typically, you want to use plain text for your campaign emails, so that the emails feel authentic to your prospects. Conversely, your landing pages that convey your sales message and value-creating content should be well designed to help illustrate the quality of your product offering.
6. Lead Scoring
Once you have developed an email marketing campaign that is making your leads sales-ready, consider implementing lead scoring. Lead scoring allows you to understand which leads in your database are ready to speak to a salesperson based on their actions. This allows your salespeople to focus on the leads that are most qualified, while your email automation campaign focuses on nurturing the leads that are not ready to speak to a salesperson.
If your lead has opted in for a sales consultation, they are sent directly to a salesperson because the action shows they are sales-ready. But, for other prospects, it’s hard to tell which prospects are sales-ready. This is where lead scoring comes in. Lead scoring is based on digital body language. When a prospect clicks on a link in your email, downloads an ebook, or views an important page, they receive points. These points accumulate over time. Once they have reached a certain number of points in a specific period of time, they are considered sales-ready and are passed on to salespeople to follow up on.
The key with lead scoring is that you want to ensure that highly engaged prospects are contacted first. Those who are not highly engaged should continue to be nurtured until they are ready to speak to a salesperson. This allows you to get the most out of your prospect list.
7. Projection Reporting
At this point, you have a highly developed digital marketing campaign. It is time to implement in-depth reporting, so you can compare how your campaigns are performing to optimize performance. Your projection reporting should track every single ad against each ad. You want to track the cost per lead, opportunity, and sale to compare your different marketing channels and ads. To increase performance, increase your spending on the ads that are performing best and eliminate your investment in ads that are not performing well. This is how you’re going to be able to scale up your business for years to come.
What We’ve Covered
We’ve covered a lot in this guide from key messaging, to mapping out your marketing, to developing your landing pages and offers, as well as creating your ads, setting up your automated email campaigns and how to use lead scoring, and projection reporting to your advantage.
If you have any questions at all, don’t hesitate to give us a call at 1.888.533.4886 or email [email protected].