Marketing campaigns are crucial when it comes to raising awareness of your services and increasing sales. Are there ways to guarantee results? Absolutely.

With the tips below, you can increase conversions, maximize marketing ROI, and avoid many of the most common digital marketing issues that lead to failure.

1. Use the SMART goals framework

SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound.

Establishing your campaign goals from the outset allows you to measure success. Campaign goals may vary (clicks, sales, conversions, downloads, leads, etc.), but if you know what they are, you’ll be better able to gauge where you stand.

2. Know your audience

If you understand your campaign’s audience, crafting messages that capture their attention will be easier. Well-researched customer personas will help you understand your targets and what motivates them to act. Personas are dynamic and subject to change based on trends and behaviors and will continue to drive value.

Research for personas can be conducted through direct surveys, client interviews, audience research using Google Analytics, social media insights, and competitive analysis. And don’t forget the insights your sales team can offer.

Use your personas to drive the message home with personalization, ensuring the journey is as frictionless as possible.

3. Craft a compelling message

Once you understand your audience and what drives their buying behavior, creating a narrative that resonates is easier.

Ideally, you’ll want to create messaging aligned to audience segments, which may require subtly different approaches for each group. Each segment will have different preferences, and by creating a message specific to each group, you can improve your campaign’s potential.

Using your market research to inform audience segmentation allows you to target existing customers, new customers, and niche segments within those groups.

Keep in mind: you want your audience to feel that you completely understand them and that you are talking directly to them.

4. Choose the right channels

Digital marketing provides unlimited audience targeting opportunities, but you’re also up against massive competition. Choosing the right channels is critical as it boosts the chances of your ad being seen by the right people.

Regarding social media, prioritizing channels where you already have an engaged audience will result in more qualified leads. For example, unless you have a robust engagement on Facebook, you might want to lean on more business-focused channels like LinkedIn, as that’s where your customers are more likely to be.

Email is another critical channel and remains one of the best ways to engage with your existing audience one-on-one. Email campaigns are easy to track and segment with a CRM.

Pay-per-click (PPC) advertising on search engines, such as Google Ads, displays your ads on Google’s search engine results pages when users are actively searching for the products or services you offer. This strategy drives highly qualified traffic to your website.

However, it all comes down to the message. Outside of email, optimizing your campaigns for search engines is essential as it will help your ads appear to more people and generally perform better. Optimization extends to ad copy, meta descriptions, and the copy on your landing pages.

5. Content is king

Great content is essential to a high-performing campaign. Educational, informative, or entertaining copy and eye-catching graphics draw people in, compelling them to click through. Your content must be high-quality and relevant to the audience. If you don’t have that, your messages may get ignored.

A few examples of high-performing content that can support your digital campaign include:

• Tip sheets
• Infographics
• White papers, blogs, and articles
• Client testimonials
• Videos

Including these types of content in your campaign provides substance and adds value for the customer. It also gives you clicks, downloads, views, and other engagement metrics to measure.

6. Landing pages

Website landing pages are foundational to digital marketing success. Landing pages provide a destination for the action you’re encouraging in your ad (or other communication) and should satisfy the user’s intent, enabling them to convert. A great landing page can boost ad performance, driving tangible results.

In best practice, your landing pages should:

• Make good on your ad’s promises
• Include compelling content and images
• Be search engine optimized
• Reflect your branding
• Be user-friendly and well-designed
• Include strong calls-to-action (CTAs)
• Include a give-away or bait piece

Place CTAs throughout the page and play with the wording to see what message and placement works best. CTAs should compel visitors to act, boosting conversions and campaign results.

7. Measure

You can’t understand campaign results if you don’t know what you’re measuring. Choose a few KPIs (key performance indicators) to align with your campaign goals, including marketing costs. Though you can track hundreds of metrics, limit yourself to those that matter most to ensure meaningful insights. Conversions, traffic, and downloads are a few examples.

Google Analytics is free to use and can reveal user behaviors you can leverage to improve your next campaign.

If digital marketing campaign success has been elusive, the tips we provided today will help make them more predictable and—dare we say—foolproof.

For more than 15 years, LETTER 7 has partnered with mid-market B2B companies and helped them exceed marketing expectations. Speak to us today about how we can help improve your digital campaign results. Whether its content creation, videos, SEO, social media, email marketing, or Google PPC advertising, we’ve got you covered.