5 Tips & Tricks to Enhance Your Digital Campaigns
Last week, in our first blog of the Power of Digital series, we discussed how powerful and plentiful digital is in our increasingly technological world. This week, in part 2, we’re giving you a few tried and true digital tips and tricks that businesses can use to increase the power of their marketing.
1. Set Goals
When creating an effective and accurate digital campaign, it’s very important to create goals early, and define them with purpose. Loosely defined goals will just lead you to a loosely defined, unsuccessful campaign, so outlining measurable goals should be your first step. Many companies use the SMART method to develop these goals (specific, measurable, achievable, relevant, and time-based) because it ensures you hit every key factor of effective goal-setting. While many goals should be focused on sales and leads, they can also be set around other variables, such as increasing social media followers, email subscribers, and/or engagement. A recent Harvard Business study revealed amazing statistics relating to goal setting and success. It found that the 14% of people who have goals are 10 times more successful than those without goals – so set, and don’t forget.
2. Define Demographics & Use Personalization
Your online audience heavily varies based on a lot of different factors, such as gender, age, location, income, and more. Since there’s such a large range of possible digital viewers, it’s important to research, define, and customize based on your specific audience. Creating personalized marketing that caters to each demographic is the most effective approach when it comes to digital campaigns, so once you’ve defined your specific target audience, think about what will resonate with them, and incorporate that into your copy, images, and overall strategy.
3. Know (& Use) Your Voice
Again, knowing your audience is key, and if you know them well, you’ll know how to speak to them. If your social media posts or emails look like those of every other company, you’re doing your digital wrong. You won’t catch their attention if you blend into the vast digital crowd. Make sure your content and messaging are relevant, consistent, and always showcases your brand voice and brand story. Also, it’s important to make sure everyone in your company has a good idea of this brand voice, so that your salespeople, staff, and representatives showcase it correctly and authentically. Developing brand voice standards and distributing them will help ensure these are streamlined all over digital – and in the physical world. Over time, as your audience and goals are bound to change, these standards may change, so make sure to always adapt your messaging.
4. Include Clear Call-to-Actions
Call-to-actions can be just as important as the digital campaign itself. Emails with a single call-to-action increased clicks 371% and sales 1617%. Don’t forget to brainstorm, discuss, and review them to perfection. Whatever you want your customer to do when they see your display ad, read your email, or scan your social, make sure it’s obviously displayed. Don’t make them guess. Your call-to-action should be front and center, easy to find and direct. The first word of your call-to-action should be first-person oriented and action oriented. And, like we said, make sure you focus on the language of the call-to-action and ensure it’s clearly connected to your brand as well as your products and services. Avoid generic call-to-actions like “read more” or “learn more here” – as customers are so bogged down by these and not enticed by them anymore. Try other, more unique phrases like “Try for free”, “Join us”, or “Give it a go”.
5. Design Effectively
Digital campaigns leave a ton of room (literally, endless room) for creativity, but make sure to use that design space thoughtfully and effectively. It’s essential you think about not only what the digital campaign is, but where it’s going. It’s likely your users are absorbing your campaign touchpoints in more than one place (on phones, tablets, or laptop screens), and that it’s surrounded by other images and advertising – so make sure it fits, and make sure it pops. To stand out, use high-quality images, unique brand elements, and enticing content that is relevant and consistent to further reinforce your positioning and brand experience. If you’re not certain something will work, still try it! The best campaigns are sometimes the most out-of-the-box, and A/B testing can be used to give new ideas a try.
If you’re ready to take your next digital marketing campaign to the next level, contact Strata today.
Make a Mint off of Print
In last week’s blog, part 1 of the Power of Print series, we discussed how powerful print marketing really is, and how beneficial it can be as a central branding and promotional tool. This week, we have for you, part 2 of the series. Now that you’re convinced of its importance and relevance, we’re giving you key tips and tricks your business can use to enhance the power of your print marketing.
We know you’re busy, and you likely want to save all the time you have for productive business efforts and possibly some great marketing, so, we’re making this a quick and easy read. Like we said, we have more than a few (8, to be exact) top practices to create effective print marketing materials…
8 Ways to Improve the Power of Your Print
Know Your Audience
Any print material you distribute should be at least somewhat personalized and developed with your key audience in mind. Make sure your messaging and visuals speak to the people you’d like to reach above all else. Before even creating your print marketing materials, take time to research and understand your audience, looking into not just their wants and needs, but also their pain points and expectations.
Don’t Push Design Aside
You may think design can come as an afterthought – the last piece of pulling it all together and getting your marketing printed, but the total opposite should take place. Think through your visuals just as you would your content and call outs. Use them to connect with your audience and grab their attention. And, don’t skimp. Print’s already very cost effective, so spending that extra bit on design, paper, and colors is worth it, and could be the reason your audience starts to love your brand or continues to be loyal.
Have a Clear Message
When you’re dealing with print, there’s usually a limited amount of space available, at least compared to digital. There’s not as much room to “say it”, so your forced to “say it right” (which can be a great thing when determining necessary messaging to entice customers with fleeting attention spans). Make sure your message, especially your call to action (what you want the customer to do or know) is loud and clear – not hard to find. Don’t clump all of your products into one postcard. Instead, feature a few products, or better yet, use data to personalize the material and feature that specific customer’s favorite merchandise.
Make it Relevant
We’d like to reiterate – because of just how important it is – to always research, understand, and consider your target demographic before creating print materials. Why would your product or service interest them? Why would they need it? How could your material catch their eye? Personalizing this content will make it much more memorable and impactful. In fact, in a study conducted in 2019, 72% of consumers claimed they only engaged with marketing messages that were customized to their specific interests.
Engage the Senses
When it comes to creating print marketing, don’t just think about what the eyes can see. Print marketing is very much a multi-sensory experience. Consider textures, sounds, and scents (yes, scents!) that evoke feelings within your customer – whether those feelings are excitement, envy, importance, or nostalgia. Incorporating a three-dimensional effect, such as a texture, embossing, or thicker areas of material, can help your print marketing stand out among the rest.
Use a Call to Action (CTA)
Like we said before, you want your call to action to be loud and clear. You don’t want your potential customer setting down your print material without clarity on what you’d like them to do. Make sure to include your address, phone number, and any other applicable contact information like an email address or social account(s). Consider including a coupon for them to use or a sign up for a rewards program, subscription, or membership.
Combine it with Digital
Gain trust and credibility by incorporating digital touches within your print marketing, like QR codes, PURLs, social accounts, and other web references. The best part? Doing so will make campaign attribution a breeze, and will make it easier for you to follow up with interested customers.
Pick the Perfect Printer
The last step of any print marketing process is finding the right printing company to work or partner with – that has affordable yet reasonable rates – and quality print products. Seek out a company that will not only print your materials, but will care about your bottom line and success (almost) as much as you do. They’ll likely offer a variety of printing options, and will have a creative vision for your campaign and/or overall marketing.
Not to toot our own horn (okay, maybe a little), but at Strata, we’re print experts and it’s in our DNA. We’re prepared to work with you whenever you’re ready to brainstorm your next print marketing project. Just contact us when you’re prepared to make smart happen.