Getting the attention of your target audience is a challenge on its own; compelling them to click that “Add to cart” button is another story.
All businesses in Australia that greatly rely on online marketing would know for a fact that there are many hurdles to finally achieving their goals. For some, utilising paid media multi-channel is particularly challenging and frustrating.
Working on different channels to get your message across and to attract more consumers is a tall order. While doing is a backbreaker, there’s always a way out—and no, it doesn’t require some magic and rocket science.
For starters, you would need to put everything in perspective. Determining which model is the best one to use is one, and knowing what you need to roll out is another. To help you figure out how to craft a fantastic roadmap to marketing greatness, you would want to answer these two questions first:
- What should I do to compel my target audience?
- What should I do to for my paid media efforts to be more user-oriented rather than just session-oriented?
Don’t sweat it; you don’t really need to answer those questions, they are just your guide.
Let’s ditch the perplexing jargons, and let’s just stick to the realistic tips that would benefit your business, shall we? Now, let’s focus our efforts on Facebook Ads and paid search.
1. You can’t spell ‘utmost importance’ without UTM.
Don’t know what UTMs are? Good; you’re in the right place.
One mistake amateur marketers and inexperienced business owners usually commit are solely relying on Google Analytics to have a picture of their websites’ traffic flow. While doing so will not do any harm, it will be a sin not to explore more options.
If you want a clearer picture of your website’s current state of traffic, UTM is the way to go. Basically, a UTM code is a simple code that you insert in a custom URL, which will allow you to track a source and medium.
Using UTM codes will let you know how you are attracting traffic, and to some extent, which content is your magnet for clicks.
2. Talk to your target audience.
To make this tip more inclusive, let’s say you own an online store that sells cameras, and you’re planning to produce a gift-giving guide that will highlight your products. Easy-peasy, right? For sure—but—you don’t want to stop there. Believe us.
The problem with such a simple set-up is that you’re not taking advantage of all the sales opportunities you could have.
Why not take it a notch higher? You could use the content UTM and tag the visitors as utm_content_giftguide. And you would want to go in overdrive by fracturing your audience into “action camera” and “drone camera”.
The thing is you will have a different set of consumers for action camera, and another completely different one for drones. Why not target them both, right?
By doing that technique, you will have a further reach for your gift guide and better traction in Analytics, and more specific pools based on what was clicked and viewed.
3. Get your message across. Don’t alienate your audience.
Let’s say you have a campaign for action cameras; you would want to pull your target audience in as a bidding layer. You could also set up another ad group for these consumers so you can come up with a more inclusive messaging.
So instead of producing a paid ad that only talks about action cameras, release an ad that will target camera buyers whose not only thinking about buying a GoPro or any other action camera brand.
4. Make them wanting for more.
Making them click your gift guide content is just half of the battle. Once they’re on your site, they can either buy or just leave.
So what can you do to entice them into buying your products? Well, for starters, make sure you have an informative gift guide. The next step is to rely on other channels like Facebook.
Explore the features of Facebook’s Collection Ads as they could boost your product placements. This platform will allow you to highlight your products’ USPs and price points, which can easily translate to sales.
5. Monitor and evaluate.
The Analytics is your best mate when it comes to gauging the effectiveness of all your hard work. Learn how to maximise the features of Analytics.
Utilise the Analytics’ Attribution panel to have a clue on how are things are going for your campaigns.
By knowing how to decode the data presented in Analytics, you would know how to won some audience and why others decided to close the tab. Using the information you gathered, you can now modify your campaign strategies to better your sales.
The tips above will take time to master. You may have to do some trial and error to know how to properly tailor them to your brand’s advantage. Regardless, if done correctly, you can jumpstart the new age for your business’ success online. It’s not easy but the rewards are legit satisfying.
If you see your back against the wall, don’t be discouraged to soldier on. You can always seek help from people know the ins and outs of the multi-channel marketing. Our pool of expert marketers would be glad to help your business out. Contact us and so we can talk about how we can reach your goals in a month or two.