Three Steps for Your Online Campaigns

by | Dec 30, 2019 | SEM

I have been thinking of a question for a very long time.

How to help the majority of businesses get benefits from running online campaigns? The solution can be really complex and sophisticated, but does the majority of businesses do need a complex solution?

Or in other words,  the goal is doing an ok campaign and do impact the brand & business itself, instead of doing a perfect campaign. For this reason, I came with these three steps which would fit the majority!

STEP 1: Who is Your Targeting Audience

 

1. Start with Analyzing Your Products/Services

Define your targeting audience

Most of the time, I don’t have the power to choose what product or services I want to market or re-design the products or services. People just come tell me “This is my product and go marketing it”.  And most of the time I would say” sure, not a problem”. However, you gonna know what you are going to sell in detailed.

In order to move forward, you’d better answer the following question.

  1. When will the targeting audience consider the services or products you are offering? (Benefits)
  2. Why the products or services I am providing is the best option for the targeting audience? (Features)
  3. What motivation would help your targeting audience take action? (Call to actions)

For example, I am providing a marketing consulting service because this is the only thing I am good at.

Question 1: When will the targeting audience consider the services or products you are offering? What are the pain points you can solve for targeting audiences? (Benefits)

My answer:

      1. when people are suffering from their current marketing campaigns, they will consider hiring someone who knows marketing.
      2. when people just start their business and don’t know where to get started.
      3. when people are not satisfied with their current vendors. …

Question 2: Why the products or services I am providing is the best option for the targeting audience? (Features)

My answer: Ok ok ok. It is time!!

      1. My highest degree is M.S. in marketing (Quality, check!)
      2. I have 3 years of working experience in digital marketing. (Quality, check!)
      3. I have handled $100,000 in online campaigns. (Quality, check!)
      4. I can provide you a customized offer to perfectly fit your needs. (Ok ok, not bad)
      5. The offer is going to be way cheaper cheap than other marketing agencies provide while the service you will receive would be pretty much the same thing as them. (wow, let’s have a conversion!)….

Question 3:What motivation would help your targeting audience take action? (Call to action AKA CTA)

My answer:

      1. The first half-hour, Free consulting
      2. KPIs guarantee
      3. Pay me when you are satisfied ….

2. What Your Targeting Audience Look Like?

After analyzing the product/service, the next step would be figuring out how the targeting audience looks like. Remember, we need to figure out who has the needs for the products or services, but also who is most likely to buy it.

Here are a couple of factors you might need to consider.

Choose specific demographics to target.

      1. Age
      2. Location
      3. Gender
      4. Income level
      5. Education level
      6. Marital or family status
      7. Occupation

Consider the psychographics of your target.

      1. Personality
      2. Attitudes
      3. Values
      4. Interests/hobbies
      5. Lifestyles
      6. Behavior

3. Evaluate Your Decision

Answer the questions below to make sure you are targeting the right audience for your online campaigns.

    1. Are there enough people who fit the criteria?
    2. Will the target audience appreciate your offering?
    3. Can they afford your product/service?
    4. Where can I reach them? Are they easily accessible?

 

STEP 2: Understanding What do You Want (KPIs)

In my mind, all kind of methods of marketing is a conversion between you and customers. First thing first, you have to know what do you want from them. Here are three types of KPIs I summarized.

1. Website Traffic Metrics:

As the name suggested, this one includes all the metrics about your website, such as the number of new users, bounce rate and all the other visitor’s behavior metrics.

2. Community Metrics:

What is a community? Basically, a community is a group of people who likes your products or services and have a very good impression of your brand. A community could be your business account on Facebook & Ins, the number of subscriptions on YouTube, the number of people in your email list. Community metrics also include engagement metrics like how active your followers are; if they are responsive to the conversion you start off.

3. Monetary Metrics: 

Finally, let’s talk about the most popular KPI in the universe – Monetary Metrics. I used to count a new follower or a lead as a conversion. However, now, I would love to give those money-related metrics a separate name – monetary metrics such as ROI, revenue, sales, cost and so on. Just because they are so important and all the people care about it, includes me.

 

STEP 3: Competitors Analysis

Who are your major competitors, and what do you feel are their stronger points over yours?

Before you start the online campaign, you definitely need to do a competitor’s campaign. There are always some ads published by your competitors on the channels you want to invest in. I strongly suggest starting with Facebook and Google Ads. These platforms have a complete and comprehensive ads management system. In addition, a majority of people are using both of them daily.

Let me throw some ideas on how to break down your competitors, especially for the online campaigns.

I would like to break down the competitors into 3 groups:

    1. Direct competitors: Target the same audience and have similar solutions.
    2. Indirect competitors: Target different targeting audiences while having similar solutions.
    3. Perceived competitors: Target the same audience while having different solutions

Most of the online campaigns are targeting audience-oriented. For this reason, we would only focus on direct competitors and perceived competitors. For direct competitors, we need to do the differentiation to prove you have a better offer than them to the targeting audience. For the perceived competitors, we need to do prove we are offering a good alternative that fits our targeting audience’s needs perfectly.

Here is a table you can use for doing a competitor’s research.

View this cheat sheet on Google Drive.

Here are some tools you can use to spy Google ads and Facebook ads. There are a bunch of tools out there. For this post, I just want to mention 2 methods which I use the most.

1. Free Competitor’s ads spy from Facebook (Facebook ads Only)

STEP 1: Go to Facebook Page and find the section called “Page Transparency”

STEP 2: Find the section called “Go to Ad Library”

STEP 3: I keep my eyes on you, bro!

 

2. SEMRush (Search ads & Display ads)

Go to SEMrush and view “Adverting research” report for your competitors

Go to SEMrush and view “Display Advertising” report for your competitors

After you do a competitor’s research, you would know:

  1. Get an idea of what campaigns gonna work and what is not
  2. Provide what kinds of offers would attract the targeting audience’s eyes by comparing it with other competitor’s offerings.

 

Hoping you enjoy the content. I tried to explain everything in a detailed while the things will become too complicated if I do so.

If you have any questions, you can comment below or contact me through email: tx.digitalmarketing.specialist@gmail.com

Or, you can ping me if you have Linkedin: https://www.linkedin.com/in/roychendigitalmarketing/