All your marketing channels should work together to bring you the best possible result – and here are 5 ways to show you how!
Many marketers see online channels as separate silos when driving web traffic to clients’ websites. However, digital channels should all work together to bring you the best possible business result. In short, the traffic generated by one digital channel should be the foundation of your next one.
With this in mind, I’ll show you how you can make 5 digital channels work together.
Step 1 – Affiliate marketing
First, partner up with people who’ll promote your product or service – many companies offer this kind of service. They offer snippets on their newsletters, social media pages, or even their website where you can be featured. Your goal is to come up with an offer that will make readers click on the featured link and land on your website. The main advantage of this strategy is reaching a new audience and generate brand awareness.
When taking advantage of this strategy, consider:
- What’s the business objective you want to achieve?
- Which third parties would best represent your business identity?
- Would their audience be interested in your products?
Take away lesson 1: Find out online companies in your niche where you can be featured.
Step 2 – Landing page optimization
Once the third-party audience has clicked on your link, your landed page should represent both your brand and the promised offer. Your lead magnet should be so relevant to the prospect’s needs or problems that they can’t help but exchange their contact information to get it. To help you convert even more prospects:
- Keep your message short and in line with your third-party snippet – no wordy landing pages
- Make taking action really simple – no redirects and lengthy sign-up forms
- Make clear how the special offer or discount can be redeemed– no extra T&C
- Ask for an email address if offering free content – expand your mailing list
Take away lesson 2: Keep your landing page short, easy to use, and in line with your offer.
Step 3 – Email marketing
If people have taken advantage of your special offer and left their contact details, they can now be contacted via email. To promote additional products (cross-selling) and services (up-selling). Don’t forget to include guides or free content to support your customers. Consider this strategy:
- People take advantage of your discount – They order online
- An automatic email follows up with a thank you and a link to supportive information
- A week later, a sales team representative calls to catch-up
- Follow up with an automatic email to thank the customer and a link to additional information (depending on the outcome of the phone call)
Take away lesson 3: Follow up users that converted with an automatic email – show you care by providing additional information.
Step 4 – Pay-per-click advertising
Not all the prospects who clicked will take advantage of your offer. However, they showed an initial interest and therefore are already further down the sales funnel. To increase conversion, take advantage of remarketing by using pay-per-click advertising (PPC). Essentially, you generate an audience of people who visited your landing page and through display advertising you show those prospects your offer a second time. In this case, PPC success is achievable if you:
- Create a targeted audience. Create a segment of users who visited your landing page and turn that segment into an AdWords/Bing audience.
- Create a Display Ad. Create a visually appealing ad that helps people who previously visited your site come back. Consider a different landing page if the first one did not work.
- Third parties. Spend some time considering which sites would be most relevant. For instance, if you notice competitors advertising on specific sites, it might we worth investigating how you could be featured as well.
Take away lesson 4: Remarket your landing page visitors with PPC advertising.
Step 5 – Long-term influence
People that were exposed to your third-party offer might not have clicked or landed on your page. However, that doesn’t mean that they did not find your proposal worthy of their attention. Therefore, specific KPIs should be measured to establish the long-term influence of the third-party campaign.
- Did the organic and/or direct traffic increase after the campaign came out?
- Did brand awareness increase – more branded searches?
- Did the sales team receive more phone calls regarding the company’s product range?
- Did the third-party campaign influence online conversions?
Take away lesson 5: Investigate the long-term influence of your campaign.
An effective digital marketing strategy takes all channels into consideration and makes them work together to achieve the same business result – profit. This is why you should stop seeing the channels as separate entities and start visualizing marketing as a big round circle in which each channel feeds into the other.