The business world is a highly competitive marketplace, especially in today’s climate. With technology advancing rapidly and cutting-edge digital marketers opening up a plethora of ever-evolving platforms, many business owners feel they are being left behind in the dust.
Online strategies like journey-based advertising offer ways for businesses to drive traffic to their websites, boost audience engagement, and increase the success of their ad campaigns.
Keep reading for tips on orchestrating and executing your first journey-based advertising campaign.
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1. Seek Professional Assistance
Standing out in the over-saturated world of promotion seems more daunting than ever. A professional digital marketing agency can help you cut through the noise and come up with targeted strategies that work for your company.
Successful journey-based advertising is informed by customer experience, so you’ll need to identify your target customer base before you form the rest of your campaign.
Top-tier marketers like the pros at Digital Hitmen can help you identify key details about your audience, such as:
- Age
- Gender
- Location
- Education
This will help you target your customers, understand why they are interested in your products and services, and refine your marketing strategies to address their needs at every stage of their buying journey.
2. Understand the Buyer’s Journey
Knowing and mapping the buyer’s journey is a strategic step in putting together a successful advertising campaign.
The journey follows three stages:
- Awareness – the customer learns about a brand, product, or service
- Consideration – the customer weighs their options, comparing the product or service to competitors and measuring its offerings against their needs
- Decision – the customer decides whether or not to buy
Creating awareness and tailoring your digital offers for compelling engagement will give your customers confidence in your organization and branding, making them more likely to purchase your products or services in the “Decision” phase.
3. Click Attribution
Always being a few steps ahead of other advertisers gives you a greater advantage in tracking and analyzing your campaigns.
Click attribution is a definitive way to determine interest or intent. Compelling content can ensure that a user or buyer will investigate further when visiting your site. This valuable traffic will help you understand the kinds of buyers who are interested in what you have to offer.
One important consideration is that at the end of every click is a human being. ROI is the ultimate goal, but a personal touch can be even valuable for attracting those loyal customers who will return time and time again.
4. Guide Your Customers
Once you and your marketing team have successfully analyzed your website’s click attribution, keep the marketing approach in a logical sequence.
Itemize the important data, make decisions that help you keep momentum, and ensure your sales and marketing teams are on the same page.
Everyone needs to understand the best way to empathize with the buyers, and retarget if necessary if interest seems to be waning.
5. Know When to Change Directions
Once you’ve launched your campaign, keep monitoring it to see how things are going. Are your efforts leading to direct sales?
If not, reconsider your audience. Figure out who engages effectively and continuously, then narrow your focus to reach those buyers. Discover people who want to hear from you and reach out to them through the channels they’re most likely to use, including the major social media platforms.
Stay Focused on the Journey
Following your buyers’ journeys in parallel to your company’s reach and growth is a vital component in making successful transitions from one ad campaign to the next.
A journey-based approach engages your target audience by anticipating their wants and needs. Understanding your customers’ decision-making process empowers you to present your products and services as an easy sell.
