Launching an Effective Digital Marketing Campaign in 2016

1. Expanding Your Keywords

Every Marketing Campaign needs effective keyword research and targeting. This is to make sure the right people find your brand online.

So what do you need to do?

That’s easy; perform a review of your current keyword-base. Tools such as Long Tail Pro allow you to find the most effective keywords.

2. Performing An SEO Audit

An SEO Audit needs an adaptive approach that will be updated every 6-8 months.

Optimise your site, such as on-page elements for better rankings. Webpage FX will give you a free SEO Audit.

3. Customer Research

You need to establish a lead scoring system and perform data-driven marketing.

Conduct surveys and find qualified survey takers fast to gather important customer data.

4. Updating Your Lead Scoring System

Optimise your lead scoring system, by controlling movement of leads down the sales funnel.

CRM tools should be based on your specific needs. Here are a handful.

  • Saleforce
  • Insightly
  • HubSpot

You can use Sales & Marketing teams to optimise conversions adding a person touch to your conversions.

5. Launch A Retargeting Campaign

Sometimes it takes more than one try to capture a lead.

Don’t let your potential customers go down the drain; retarget your campaign with paid ads.

  • ReTargeter
  • AdRoll

6. Perform Split Tests with Paid Search Ads

Paid Ads are difficult to nail on your first try. So there are different tests and techniques to make sure you get it done effectively.

You can perform A/B testing

These tools allow you to test effectiveness of various ad elements.

  • Unbounce
  • Convert
  • Google Analytics
  • Optimizely

7. Social Media Presence

Social Media has been on the rise since 2012.

Use analytics tools that will gather important data from various platforms so you know what type of content your user prefers.

8. Social Media Advertising

Consider Social Media advertising, it coverts well if carried out properly.

9. Tweat Your EMail Marketing

If you are steadily losing email subscribers, you should update your acquisition strategies and possibly the content you send them.

Use tools like Outbound Engine and mixpanel for marketing optimisation.

10. Find Your Site’s Weak Points

Conduct a usability test to assess the perofrmance of your website and pinpoint its weak spots.

User Testing – This particular tool can give you detailed insights about your brand to identify options for improvements.

11. Find Your Site’s Strong Points

A heat map tracks visitors behaviour, meaning you can see what works and what doesn’t work on your website.

Optimise your ad placements and improve your overall site layout. The most popular heat service tool right now is CrazyEgg.

12. Optimise Your Landing Pages

A good landing page emphasises urgency, presents organised data, highlights your value propositions and has a compelling call to action.

Tools such as Unbounce help you with this.

Landing pages are whre the magic of marketing happens.

13. Revise Your Calls to Actions

A compelling call-to-action is the cherry on top of excellent marketing. If the landing page is the bait, then the call-to-action is the hook.

An effective CTA helps to lure customers in with persuasive wording. Use tools such as Hubspot to do the job.

14. Make Your Site

With the rapid growth of the mobile market, it is mandatory that you make your site 100% responsive.

It can hurt user experience. This is not really an issue if you initally built your site with responsiveness in mind, which can be more cost-efficient than adding responsiveness to an entire non-responsive site.

15. Upgrade Your CMS

Most websites are built with a Content Management System, allowing site managers to manage their site.

You may need to upgrade your content management system. This will cut down maintenance costs down the road.

Popular CMS tools such as WordPress, Joomla! and ModX will help.

16. Start Advertising Globally

Localising your website for international audience can be complex.

But this just might be the edge you need to be ahead of the competition.

17. Learn The Competition

Developing your own Unique Selling Points is crucial. You need to stand out from the crowd and better the competition.

Use an Analysis Tool such as SEMRush to pinpoint their advantages over your website.

18. Plan Future Content

Look at your customer data, your updated keyword pool and competitive assessment. You should have enough material for working on your Q1 2016.

Particular tools pride themselves as a content ecosystem that’s complete with tools from content planning to performance tracking. Such as ClearVoice.

19. Create Future Blog Content

Stay ahead with your blog posts is a great way to ensure and prevent a shortage of posts.

Start acquiring quality articles for a rainy day.

20. Repurpose Old Content

Review how your audience responded to last years content, revisit the highly shared and visted to choose which is worth repurposing.

Match it with an infographic to create additional content for Q1 2016.

21. Perform Keyword Based Optimisation For Old Blog Posts

Using a blog analytics tool, you can specify your top-performing blog posts. Identify winning keywords and otpimise those old posts for more search engine traffic.

Use tools such as HitTail or Foresee for blog analytics.

22. Design an Infographic

An effective infographic requires extensive research, creative flair and the mastery of design tools.

This is why you’re better off hiring a graphic designer to nail your infographic content.

23. Develop a Webinar

Webinars are excellent for building your business’ authority in your niche.

Take the time to learn essential webinar-making tools, such as ClickMeeting.

24. Create Video Content

Sometimes you need more than written words or pictures to prove a point.

Short videos can convey information that combines emotion and a focused flow. Tools such as Animoto allow you to create videos that are great for marketing content.

25. Author an e-Book

One way to cement authority is to gain authorship of your very own e-book.

All you need is expertise, an idea and a competent ghostwriter.

26. Sharpen Your Knowledge

Enrol for online courses with certifications such as Alison and Edx.

They offer a ton of courses in various industries.

27. Invest in Free gifts for your best customers

When planning gifts for your best customers, be creative!

Keep your customers happy and reward them, after all they are your most important asset.

28. Remind Customers To Share Feedback

of course, some customers are just more likely to share complaints over positive comments.

But you need some positive reviews to maintain your online reputation. So remind happy customers that they can leave feedback on sites like Yelp.

29. Measure Your Campaign

Measuring your campaign will ensure your money has been spent wisely. You will need to measure your Return on Investment, confirming that you have made back the money you have spent.

Use Google Analytics to understand how customers and clients found your website, what keywords were used and the ratio of conversions out of the number of visits.


Infographic by Bulldog Digital Media.



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