What Successful Campaigns Have in Common

Marketing trends and technologies are constantly changing, but the fundamentals of a great marketing campaign are tried-and-true. So, why — out of the 94% of B2B marketers using content marketing — do only 9% rate their marketing as effective? Here are the three basic tenets of a successful campaign that may be missing:

Have a plan

Successful marketing campaigns have intention and purpose. As part of a larger marketing strategy, a campaign should be laser-focused to accomplish measurable goals. To do this, you need to define the goal of your campaign and your target audience. Let’s break this down.

First, specify the goal of your campaign. What’s its endgame? To create buzz about a new product? To establish your brand as a trustworthy voice in your industry? To increase your social media engagement? Now make your goal measurable (e.g., increase email click rate by 10% for the next quarter). If you can’t measure it, it will be nearly impossible to know whether it was successful or not. With this in mind, be sure you have the right tools to track your progress.

Next, establish your target audience for the campaign. Will you target your typical audience, a subset, or an entirely new audience? Where are they on the buyer’s journey? Are they familiar with your brand, or is this their introduction? Are they looking to be entertained, educated, or engaged? Once you answer these questions, you can craft your copy and design to reflect these nuances.

Use the right channels

Even a great marketing campaign can fall flat if it appears in the wrong channel. What channels does your audience frequent? Are they primarily on social media (e.g., LinkedIn, Facebook, Instagram) or do they prefer email or other channels? It’s important to figure out where and how your campaign’s audience interacts with brands. Look at your buyer personas and establish where they spend their time and how they consume information. Are they scrolling through social media? Reading print magazines? Listening to podcasts? Downloading online resources? Once you have this pattern dialed in, you can decide which channel works best for your campaign.

Of course, the wider the net, the wider the catch: distributing your campaign across multiple channels may increase your audience reach. But before you cast your net, consider whether you want a wide audience or a more focused approach. Not every marketing campaign will lend itself to every channel, so be discerning.

When identifying the right channel for your campaign, look at past engagement for insights. For example, have you gotten a lot of hits on Facebook ads for similar campaigns? Is your email open rate generally lower than average? Have print ads historically driven more traffic to your site? Listen to this data — it will tell you where your audience is and how they like to interact with your brand.

Be measurable and adaptable

Speaking of data, it’s imperative that you monitor the success of your campaign and that you’re ready to adjust your sails if necessary. The data points you track will largely depend on your campaign goals and expected outcomes. Some data points you may consider include:

  • Web analytics
  • Email open and click-through rates
  • Bounce rates
  • Downloads
  • Social media likes, shares, and comments

These metrics provide insight into audience engagement, which will help you determine if your campaign is resonating with your intended audience. But don’t wait until your campaign is over to measure and track — do it in real time! Doing so will allow you to be nimble and adjust your message if it’s not working, or double down on messaging that’s really hitting the mark.

You also may need to quickly adjust your campaign to address current events. For example, when COVID-19 hit, did you find yourself scrambling to switch from in-store to online promotions? Knowing how to stay flexible with your campaign messaging while sticking to your brand values and voice is key to a successful campaign.

Don’t have the time or manpower to manage a successful marketing campaign? Roikings helps businesses find qualified leads by acting as an extension of your marketing team. We will create, manage, monitor, and adapt your marketing campaigns to match your audience and meet your sales goals.

Contact us today for an appointment.

PPC Advertising – 3 Strategies for Optimized Performance

ppc illustration

Pay-per-click (PPC) Ads are a widely used form of advertising in various businesses that is effective in promoting your brand, products, and services. This process involves paying for your ad only when users interact and click on the ad itself. A successful PPC campaign allows you to reach your target audience, helps you cut down your costs, saves your time, and boosts your brand awareness, lead generation, and ROI. 

To make sure you get the most out of this advertising solution and to utilize your marketing budget effectively, determine if the following strategies would work for your business. To significantly improve the performance of your PPC campaign and stay competitive in the industry, follow the strategies below:


1. Use location targeting in your account and campaign settings

 

Knowing the location of your target audience is essential in improving the performance of your PPC campaign. To achieve this, you have to use location settings by identifying geographic areas where you have the most traction. This way, you can maximize the effectiveness of your budget and avoid wasting your money displaying ads to audiences in the wrong location who are not interested in your value proposition. 


2. Combine your analytics data with your search data in one platform

 

Integrating your analytics data with your search data in a single platform, or linking Google Ads and Google Analytics, allows you to see the metrics of your website. These include the number of clicks that result in your new website visitors, the number of hours they spend on your website, and the actions they take on your website. By combining both data sets, you can determine the keywords that best optimize your website, decide how to spend your marketing budget,  learn how your visitors behave on your website and improve your ROI on lead generation. 


3. Use data-driven attribution using Google Ads

 

Contrary to popular belief, attribution does not always involve data science. You can utilize Google Ads to use data-driven attribution, which lets you create an accurate model of the way your conversions need to be attributed.

Unlike other attribution models, this uses your conversion data to determine the contribution of each keyword you use for your website. This allows you to determine the performance of your PPC campaign by letting you identify your keyword values and see the areas that improve your conversion rate on your website and the keywords you should bid on. 

Keep in mind that to use data-driven attribution, your ad needs at least 15,000 clicks on Google search, and your website news to generate at least 600 conversions within 30 days. Otherwise, the data-driven attribution option in Google Ads will be unavailable for you.

 

Conclusion

 

Accelerating the growth of your business through PPC advertising can be a very effective way to increase your ROI and your bottom line. Using these marketing strategies will optimize your paid search campaigns and help you reach new customers. To boost your PPC campaign performance, you are always welcome to turn to an agency that is capable of helping you grow and scale your business.

 

Roikings is a Marketing & Sales Agency that focuses on B2B lead generation, business development, appointment setting, and content generation. Contact us to learn more about how we can help your business grow! 

How to Set Appointments With C-Level Executives and Sell Successfully

meeting with Executives

It’s one thing to meet up with regular clients and propose business ideas, products, or services, but it’s completely another to set an appointment with C-level executives. Chances are, that your usual professional strategies won’t work with top executives—especially if you’re promoting something of value. 

These executives sit on top of the hierarchy for good reasons. They have earned their titles through their robust knowledge and skills, their level of expertise, and their track record of industry experiences. Hence, you don’t expect them to meet up with anyone or invest in what you’re essentially promoting.

You are fortunate enough if you have chanced to set an appointment with a C-level executive, and this highly esteemed person has agreed to it. When presented with this great opportunity to sell, here are four tips on how to deal with a top executive.

 

1. See mutual connections and have a proper introduction

 

When you’re fortunate enough to have an appointment with a top executive, it’s best to have a proper introduction prior to the actual meet-up. 

What you can do is to see mutual connections and engage with someone who can introduce you to this executive. One way to approach this by checking your professional connections on LinkedIn. You can also search through your existing network of colleagues, clients, and other stakeholders. If you know someone at their company, then that can give you an advantage—provided you know the right people, of course.

The ultimate goal is to have a proper introduction before the actual meet-up. This way, the executive at least have something stronger to remember about you beyond simply your email or outbound message.

 

2. Perform due diligence prior to the meet-up

 

After the proper introduction, it’s crucial to come in prepared. Before the actual meeting, you should conduct research and perform due diligence when knowing the person you’re speaking to.

First, you need to learn more about the company and what the executive’s professional role entails. You can do this by conducting a background check and reviewing everything to be known—after all, many things can be found with a simple Google search.

Second, it helps to know the executive on a more personal level. You can check social media and start searching for his interests, hobbies, and others. Doing so will allow you to create engaging conversations and build meaningful connections with the top executive. Ultimately, preparation is the key when speaking to someone of significant status.

 

3. Exhibit yourself as a trusted advisor—not just a partner or vendor

 

When it comes to dealing with a top executive, you may present yourself in three ways: trusted advisor, business partner, or vendor. While a business partner is considered as someone pursuing business interests for both parties, a vendor merely focuses on completing transactions with the executive. 

To be effective, you have to exhibit yourself as a trusted advisor—one who gets involved in the business process and gains the executive’s trust through a personal connection. Ultimately, it’s best to alienate yourself from your business to earn the executive’s trust and confidence by acting in his best interest rather than your own.

 

Conclusion

 

Dealing with a C-level executive can be quite a challenge. However, effective approaches will help you make a successful appointment and even close a sale. 

Be sure to follow some of the valuable tips outlined above—see mutual connections and have a proper introduction, perform due diligence before the meet-up, and exhibit yourself as a trusted advisor. All these will help you make successful dealing with a top executive for the good of both parties!

We’re an outsourced lead generation company that can help scale and grow your business by optimizing outbound sales channels. If you specifically need help with your c-level appointment setting and selling, get in touch with us today!

Adwords – Key Strategies for Optimized Performance – Our Guide

adwords letters on a table

Search and Remarketing Ads through Google is a widely used form of advertising in various businesses that is effective in promoting your brand, products, and services. This involves paying your ad only when a user clicks it. A successful Ad campaign allows you to reach your target audience, helps you cut down your costs, saves your time, and boosts your brand awareness, lead generation, and ROI. 

To get the most out of Adwords and to fully utilize your marketing budget, it’s beneficial to determine the strategies that do or don’t work. To significantly improve the performance of your Ad campaigns and stay competitive in the industry, follow the strategies below:

  • 1. Use location targeting in your account and campaign settings

Knowing the location of your target audience is essential in improving the performance of your Search Ads. To achieve this, you have to use location settings by identifying geographic areas where you have the most traction. This way, you can maximize the effectiveness of your budget and avoid wasting your money displaying ads to audiences who are not interested in what you offer.

2. Combine your analytics data with your search data in one platform

Integrating your analytics data with your search data in a single platform, or linking Google Ads and Google Analytics, allows you to see the metrics of your website. These include the number of clicks that resulted in your new website visitors, the number of hours they spend on your website, and the actions they take on your website. By combining both data, you can determine the keywords that best optimize your website, decide how to spend your marketing budget better, learn how your visitors behave on your website and improve your ROI on lead generation. 

Conclusion

Accelerating the growth of your business is made easier and faster with Ads. Using effective marketing strategies will optimize your paid search campaigns and ensure both ROI and success. To boost your Ad campaign performance, you are always welcome to turn to an agency that is capable of helping you grow and scale your business.

Roikings is a sales and marketing agency that focuses on B2B lead generation, business development, and appointment setting. Contact us to learn more about how we can help you!