We hear it all the time: marketers work tirelessly to run multiple, simultaneous campaigns, but struggle to show clear ROI. In fact, according to Forrester, 46% of brands report measuring marketing ROI is a challenge.
Don’t run yourself ragged. We’ve teamed up with our partners at HubSpot to share a flexible framework to build and measure customer-centric marketing campaigns that maximize ROI. The following framework removes the guessing game with a proven process that’s sure to help you hit your marketing targets seamlessly.
Turn your best campaign ideas into a winning strategy by taking these 4 essential steps to implement your next marketing campaign.
1. Mission: Reconnaissance – Segment and Target the Right Audience
First, determine your target audience to develop a personalized customer journey and content,
To develop your persona(s), look for actionable data from across your organization to predict the audience’s motivations, questions, and concerns. Take a look at sales and return data, reviews, customer service call logs, and other places customers input data.
Website and marketing analytics can show patterns of frequency, seasonality, demographics, and much more. If all else fails, or your data is less than reliable, go straight to the source with a customer survey.
The goal is to learn as much as possible about your audience to develop distinct and hyper-relevant personas, which will inform how best to market them with your new campaign.
2. On Your (Bench)mark, Get Set…
Set yourself up for success with SMART goals: Specific, Measurable, Attainable, Relevant, and Timely. The SMART criteria help you establish benchmarks for what you’re trying to accomplish, how, and why.
For example: “our goal is to increase revenue by 10% over Q1.” This is a SMART goal because it specifically states a measurable increase that is attainable, relevant, and timely for a marketing team to achieve over the first quarter.
Establishing SMART goals not only provides you with focus and direction to prove ROI, but it also focuses your optimization efforts. Continuously return to your goals and identify small changes to make incremental improvements. These agile optimizations will add up to improve campaign performance, while giving you critical data on what resonates with your audience.
Optimizely (formerly Episerver), Whereoware’s longstanding technology Partner, has been named a Leader in The Forrester New Wave™: Feature Management and Experimentation, Q2 2021 Analyst Report.
The new report identifies and evaluates the most significant providers in the emerging market for feature management and experimentation against 10 criteria. The goal of the report is to help professionals assess and select a partner for feature management and experimentation. Interested in learning about the top 7 providers? Check out the full report here.
Forrester found that Optimizely offers strong capabilities in experimentation and analytics, making it one of the leaders of the group. Forrester also reports that Optimizely is ideal for “digital teams that want an end-to-end platform” to support both the digital experience and application development.
“We believe being named a leader in this Wave evaluation validates the strength of our solutions as well as our comprehensive approach that brings together DXP capabilities for data, content, commerce and optimization,” said Justin Anovick, chief product officer of Optimizely. “We’re committed to helping brands unlock their digital potential, and our robust experimentation solution is instrumental in supporting this mission.”
Speech recognition technology used by Amazon Alexa, Google Home, iPhone’s Siri, and more, makes it easy for users to search for information and products via verbal commands.
Its adoption is growing. According to Gartner research, 39% of the U.S. population uses voice assistants on their smartphones and 26% use smart speakers at least once a week. What’s more, an Adobe survey found that 94% of users consider voice technology easy to use and say it does more than save time – it improves their quality of life.
When stating voice commands, people frequently phrase questions differently than they would typing into a search engine. They are more conversational and likely ask direct questions. As voice search adoption becomes more widespread, marketers need to incorporate voice search into their overall search engine optimization (SEO) plan.
Optimizing for voice search means answering questions in featured snippets, paying attention to local SEO, and perfecting mobile-friendliness. Listen up: we’re sharing four voice search optimization best practices to level up your search ranking success.
Voice Search SEO Tip #1: Conversational
People are conversational when using smartphones and virtual assistants to conduct in-the-moment voice searches. Voice searches also tend to be longer and in complete sentences, rather than short, keyword-driven, text-based searches.
For example, a user might ask their at-home Alexa device “what is the weather today in Washington, D.C.?,” as opposed to typing “weather Washington, D.C.” into Google’s search bar.
The digital marketing space evolves at breakneck speed. Technologies, trends, buyer preferences, and sales environments are always changing, and adept marketers must modify their existing plans to capitalize on every opportunity to engage and nurture their customers.
This is particularly true in 2021, as marketers are challenged to recoup lost revenue from pandemic-impacted 2020.
To help marketers maximize success and build a solid digital strategy, Whereoware’s Vice President of Strategic Solutions, Lynne DeRoché, shared three common marketing strategy mistakes with Destination CRM.
The first mistake? Not basing your digital marketing strategy on data and tying it to measurable goals. The best strategies “document business goals and set KPIs against each goal, and then build out the campaigns and channels you’ll use to reach these goals.”
By using data to set goals, and then defining the metrics to measure campaign results to achieve each goal, marketers have a logical, data-driven plan to achieve desired outcomes, and the optimization foundation to improve results.
Visit Destination CRM to hear from DeRoché on the remaining all-to-common mistakes marketers make that decrease their digital marketing success.
The once-in-a-lifetime challenges of 2020 accelerated the adoption of e-commerce and online sales. In fact, during just the first 3 months of the pandemic, e-commerce penetration in the U.S. grew more quickly than it had in the last 10 years combined.
A tumultuous year likely left your digital marketing strategy under intense pressure to perform in 2021. As digital has become the primary (if not only) way to reach your customers, delivering a stand-out customer experience is more important than ever.
According to eConsultancy, 88% of online consumers are less likely to return to a website after a single bad experience. Don’t let this happen – a strong digital strategy is your best tool for achieving a better customer experience.
As a digital agency for 20+ years, we help our clients understand their customers needs and motivations to deliver compelling content and offers that guide their next action. Our marketing experts continuously optimize digital strategies to achieve our clients’ business goals.
Our work is centered on creating genuine customer experiences online (albeit, this can be complex and easier said that done). Through the years, we’ve noticed patterns with the types of issues our clients come to us to solve, including:
“We can’t keep up with our customers’ changing demands.”
“Abandonment rates are high and customers are losing interest.”
“We set up automated campaigns, but we’re not seeing results.”
Sound familiar? Let’s address these common digital strategy mistakes and share quick tips on how to get back on track for the year ahead.
When “normal” is thrown for a loop, smart marketers look to their data to understand the most effective ways to pivot their digital strategy.
Data-informed marketing is the focus of a sit down between Whereoware’s Vice President of Customer Success and Marketing, Randi Mohr, and the eCommerce Marketing Podcast. Mohr shares how marketers can continue to engage and sell throughout the pandemic by letting customer-focused data drive decision making.
“To truly be successful, your digital strategy has to be centered around the customer. Every strategic instinct should be focused on meeting the needs of your customers and motivating them to take a desired action,” Mohr says. “To genuinely be customer-focused, you need to harness, understand, and pay close attention to your data. The data tells a powerful story, giving you insights into what’s working for your customers (or in some cases, what’s not), so you can implement a successful digital strategy utilizing that information.”
Listen to the full interview below and reach out to Whereoware if you have any questions or ideas to maximize your digital strategy.
Whereoware’s Chief Executive Officer, Michael Mathias, was interviewed by Authority Magazine as part of the Marketing Strategy Series, where marketing professionals at the top of their game share their insight and advice on growing your marketing career.
Mathias shares from his experience non-intuitive ways to grow in the marketing industry.
When asked for what advice he would give marketers to thrive and avoid burnout, Mathias’ advice is twofold:
“On the agency or supplier side, don’t ever stop talking to your clients,” says Mathias. “As a service provider, you can talk yourself into so many things that aren’t pertinent or real (shiny object syndrome), but nothing creates focus like the tangible needs of your clients. Anchor your growth roadmap on what’s best for your clients.”
2020 brought unparalleled challenges across the globe, with COVID-19 impacting communities and economies.
In 2021, digital is expected to expand its market share, as businesses and consumers go online to complete tasks they traditionally completed in person. Marketers are in a tough position to recoup last year’s lost revenue and consistently deliver effective multichannel campaigns in a highly competitive sales environment
Whereoware’s Chief Executive Officer, Michael Mathias, teamed with Marketing Tech to share his marketing predictions for 2021.
According to Mathias, marketers’ foundation remains the same – make your business easy to find and buy from. A powerful website and an integrated, multichannel digital marketing strategy is the surest way to meet customers’ heightened digital expectations and deliver the best customer experience.
“Don’t chase shiny buzzwords or innovate for innovations sake – take painstaking care to deliver on every customer promise, optimize flawless digital experiences, and rigorously uphold operational excellence,” Mathias advises.