You have probably implemented digital campaigns into your marketing strategy, but do you routinely monitor them to see how they are performing? Monitoring results allows your firm or association to keep a pulse on what’s working and what’s not. If you’re seeing positive results, keep doing what you’re doing! But we all usually have areas we want to improve and business goals we strive to meet.
Implement these quick takeaways to improve common problem areas in digital campaigns.
1. Improve Open Rates
Encourage more people to open your email campaigns by grabbing attention with your subject line. The subject line should be a brief summary of the information in your email or newsletter. Best practice is to keep your subject line no longer than six to eight words, or 60 characters.
Try A/B testing to see what subject line resonates with your audience. A/B testing allows you to create two or three subject lines. Your email marketing platform will monitor how each subject line is performing with a small segment of your email list, and then distribute to the rest of your audience using the subject line that performs the best.
Try incorporating numbers or questions into your subject lines to catch the reader’s eye. “Have You Registered for Our Webinar Series?” or “2 Tips to Make Tax Filing Simpler” are examples of how to make your email stand out.
2. Click, Click, Click
In any digital campaign that you have; whether that’s an email, Google Ad or social media post, you want people to click on the links that you’ve included. These links should drive viewers to your website to learn more about your firm or association. But how do we get them to actually click the link? It’s not always as easy as we hoped!
Here are a few quick tips to get people clicking on your digital content:
- Make your digital campaign and website mobile friendly. We are all on-the-go. Some people clicking on your google ad or reading your email will be on their phone. Having a mobile friendly site ensures your new visitors won’t leave right away.
- Incorporate images. Digital content with images tends to have a higher click rate.
- Encourage clicks by offering more information through the link. Use words like “learn more,” “download” or “check this out” in your call to action to spark interest.
3. Follow Up with Leads
The purpose of your digital campaigns can vary, but at the end of the day, we all want our marketing strategy to support new business development.
You loop people in with an intriguing subject line or header, the engaging link makes people click, but now what? Offer a resource to position your firm as a thought leader and to collect contact information. Once you have this contact information, it’s so important to follow through with these new leads. In our latest podcast, Marketing Made Simpler for Busy Professionals, we share tips to make business development a priority, such as setting aside specific time to reach out in your calendar. It’s a task that can’t be passed up. Get to know how you can support them and become top-of-mind when they need your help.
Start incorporating some of these best-practices today and monitor your results to see the improvement!
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