Marketing is an essential aspect of every business because it is how sales or revenues can be increased. And the most cost-effective marketing strategies out there are those done online. That’s why more and more small businesses and startups have turned to digital marketing in promoting their product or service to their target audience.
Online marketing, though, can do more harm than good to your business’s bottom line when you do it without a clear plan. That said, you have to follow certain best practices to make digital advertising work for your company and not against it. Unless, of course, you have the budget to go to this website and hire an e-commerce marketing agency to do the heavy lifting for you.
If you’re like most small businesses with a limited budget, read on to learn how to make the most out of your brand’s digital marketing campaigns.
Facebook Advertising
Facebook is the most popular social media platform worldwide. Its monthly active users are roughly 2.89 billion, which means that no matter what audience type a business wants to reach, it can find them through Facebook.
Facebook, when properly used, can help small businesses raise brand awareness and attract new customers. Here are some Facebook advertising best practices every marketer should keep in mind:
- Use Different Audience Targeting In The Ad Set Level: For smart ad targeting, make sure to utilize Facebook ad’s three audience selection tools in the ad set level. For instance, use core audiences to reach potential customers who are unaware of your business. For people who have already visited your website or used your app, utilize a custom audience. Finally, use a lookalike audience to connect to Facebook users who are more likely to respond to your ads. Note that a lookalike audience is only beneficial if you have a source audience (e.g., your Facebook page fans or email list subscribers).
- Add A Facebook Pixel To Your Website: The Facebook pixel is a data-gathering piece of code that can be placed on your website. With this tool, you can collect data that can help you track conversions from your ads. In addition, it captures essential pieces of information that will allow you to optimize your ads for future campaigns.
For instance, you can use the Facebook pixel to build targeted audiences and remarket to individuals who have already taken action or shown some interest in a product or service that your website contains. - Perform A/B Testing: A/B testing or performance tracking is a simulation that gives you a bird’s eye view of a specific campaign’s effectiveness by revealing which elements of an ad perform better for your target audience and key performance indicators (KPIs). You’ll create varying campaigns that contain the same offering and test which one is the best bang for your advertising buck. It could mean using different images, copies, or CTAs (call to action) for each of your campaigns.
Google AdWords
Paid search in Google has the potential to deliver highly high traffic straight to a website. However, the quality of the clicks you can generate and whether or not they’re of good value for your business’s money depends on how well you manage a Google AdWords account.
Here are some of the best practices for manipulating Google ads, so your brand shows up on Google’s results page prominently:
- Define Your Target Audience Well: Take your time to think about who the target audience of your ads is so that you don’t waste money on individuals you’re not trying to reach.
- Use The Right Keywords: The goals of your business will impact the keywords your paid search campaign should focus on. For example, do you want to convert every click you generate to a sale? Or you’re just trying to increase brand exposure?
- Optimize Your Landing Page: The page where your Google ads will take your customers should be consistent with whatever search terms and ad text you’re using in your campaign.
Content Marketing
What works in content marketing is timeless. Its focus has always been on adding value for the audience. It means that the following are still the best practices that’ll allow you to make the most out of your content marketing strategy.
- Create buyer personas to know your customers better and make your targeting right.
- Don’t just advertise your product or service; also educate your audience with relevant information that can help solve their problems.
- Make sure that you don’t lose track of all the topics you’ve covered in the past so that you can avoid creating duplicate content.
- Use analytics to gain insights that you can use to improve your strategy for future campaigns.
Email Marketing
Email is one of the marketing channels available to marketers that consistently perform well.
But how do you create an email marketing campaign that generates leads and convert them to paying customers? Below are some of the best practices when it comes to email marketing:
- Keep your email list clean and up to date by only including addresses still engaged with your brand.
- Perform A/B testing of subject lines to find the most effective one.
- Keep the email copy as concise as possible so that the reader can get your message quickly.
- Tailor your emails to a specific subscriber’s current interaction with your brand (e.g., sending a cart abandonment email to subscribers who have abandoned your site’s checkout page).
Wrapping Up
Brands can easily connect with their target audience by leveraging digital marketing. Whether you’ll use Facebook advertising, Google Ad, content marketing, or email marketing, there are certain best practices that you have to follow to make the most out of your advertising budget. Hopefully, what you’ve learned here can help you create a digital marketing campaign that’s sure to bring more paying customers to your business.
