The 2020 pandemic brought everything to a hold including the offline marketing efforts of several small, medium, and large businesses. This situation was more dire for small businesses as it reduced the options that they would use to market their products such as the absence of field sales.
However, it also prompted small businesses to find creative and new ways to market their product such as creating a digital campaign strategy.
Although digital marketing has been around for quite some time, it gained rapid recognition and usage during the pandemic, especially from small businesses. Several businesses used it as a quick fix to generate more leads and increase their sales during this quiet time.
But were they successful to create enough impact in the market?
Probably not, because digital marketing is NOT a quick fix.
To see the impact of your digital marketing campaign, you must give it enough time. The best way to reap the maximum benefits of a digital campaign is to plan, implement the strategy and wait to see the results.
We talked with our business advisor Melbourne to understand how a small business can use digital marketing, implement it, and get the best results in the long run. Here are 7 tips offered by them.
Get an Early Start
As mentioned above, it is important to start early with your digital campaign strategy. For example, if you want to launch a new product or service, make sure to work on your digital marketing campaign months before your actual launch date.
This will give you enough time to test out offers, headlines, creatives, hooks, and other critical digital marketing elements to determine which works best for your product. It can take weeks to optimize the chosen elements to bring results.
Avoid rushing the process
Creating landing pages and developing appropriate checkout processes for upselling and cross-selling products must be done precisely and accurately to avoid issues and boost conversions. Hence, don’t rush this process.
Most small businesses compete for advertising spaces, especially during the holiday season. This can greatly reduce the conversion rate while increasing the costs of advertising. Hence, to avoid this, you can think of other times in the year when you will find more valuable customers without spending too much on advertisements.
Choose and calculate your performance metrics
How will you know if your digital marketing campaign is working and performing or not?
You need to choose and calculate the performance metrics you want to use to track the performance of your digital marketing campaign. Two commonly used industry-standard performance metrics are:
- Conversion rate (CR)
- Click-through rate (CTR)
Measuring these metrics will give you an idea of how much sales you are making in one month and further.
Our business coach in Australia gives an easy example to show the importance of metrics. For example, you want a conversion rate of 2.4% and a click through rate of 3.5% for a standard Google Ad for your business. Here’s what the calculation will look like.
- For a 2.4% conversion rate, you would need at least 42 website visitors converting into 1 successful sale.
- And if you want 42 visitors on your website for a 3.5% click-through rate, you need to display the ad to 1200 people.
When you factor in the cost for each ad, it will look something like this. For example, you want to spend $5 per day for the ad and it gets the ad in front of only 100 people. So, to display the ad in front of 1200 people, you need to continue investing in the ad for 12 days getting you one sale.
So, not only will it take more time for your digital campaign to work and bring results, but you can also tweak it to boost its performance.
Give your digital marketing campaign time
If you want your digital marketing campaign to work and bring effective results, give it some time. Most platforms use artificial intelligence to optimize and analyse digital marketing campaigns.
An AI will take about 1-2 weeks to learn and optimize the campaign to bring your results. So, give at least 2 weeks before you check the performance of your digital marketing campaign or make any changes.
Trial and Error
Digital marketing is all about trial and error. The chances of a digital marketing campaign bringing massive results immediately are quite low.
This is because it can take some time to find the right message that resonates with your target audience prompting them to take a buying action. Moreover, you will need to try out different creatives, call to action, offers, and more such factors to understand what works and what doesn’t. This is known as trial and error.
To find the best approach to run your digital marketing campaign, you need to test it out in the real world and see how your audience responds.
Test different headlines, different creatives, different hooks, different offers, and other different elements. Note down what works and what doesn’t to keep track of your approaches. Take it one step at a time and keep building on things that worked for your campaign.
Take inspiration from your competitors
Look to your competitors to take pointers from their ad campaigns. Facebook Ads Library is a great tool to get inspiration from other ad campaigns to try out different creatives for your ad campaign.
To find which ad campaign has worked for your competitors, check out the ads that have been up and running for at least 6 months. Check these ads out, the headlines, the languages, the keywords, the images, and more. Try to get inspiration and incorporate them into your current ad campaign to get results.
A digital marketing campaign can make a major difference in your lead generation and sales. It can work wonders for small businesses during quiet time. However, you need to follow these tips to ensure you reap maximum benefits.
To learn more about digital marketing campaigns and improve other business functions, get in touch with us at Keystone Executive Coaching. We offer business coaching Sydney services to small businesses in different industrial sectors. We have assisted several small businesses improve critical business functions such as marketing, sales, human resources, and more.
Contact with our team to find out more.