Successful digital campaigns need to connect to its audience while simultaneously getting the company’s message across. Digital marketers spend a huge amount of time analyzing their target market and audience before building a campaign and crafting an implementation strategy for seamless execution. Here are five tips to help your company create a successful digital campaign.
- Know your personas. Personas are fictional characters representing a company’s potential customers. Each persona has its own role, goals, challenges, company, job, skills, preferences, and so forth. Understanding your personas and building a detailed profile for each is a key step in creating an effective digital campaign.
- Analyze your competitors. Keep an eye on the public-facing marketing efforts of your competitors to understand how they are targeting their consumers. By gaining a better understanding of your competition, it provides insight to how you should position yourself in the market to stay ahead of the competition.
- Optimize your SEO. Understand the keywords your personas are searching for on search engines and integrate those keywords in your digital campaign’s SEO strategy. Optimize the meta data of your campaign by integrating your target keywords in your campaign’s title, content, meta description, URL, and image alt text.
- Set an offer strategy. Once your digital campaign has successfully captured a consumer’s attention, you need an offer strategy to draw them in. A common approach is through the promotion of gated premium content. Understanding the content that appeals to each of your personas will direct the premium content offer that should be tailored for each. A complete profile for each persona will guide a company’s content creation and fill any gaps in its content offerings.
- Create a lead strategy. Although generating leads is the goal of a digital campaign, it is not the end goal. An internal strategy needs to be in place to continuously inform and engage a lead, whether through email or other mediums, with the end goal of transition a lead to an eventual customer.
A successful digital campaign requires a significant amount of planning before it can be built, tested, and implemented. Developing an adept understand of the market environment alongside a solid SEO and content strategy are the key factors to launching a successful digital campaign.
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A logo is a central part of a company’s brand. It’s the first thing customers see, and what they learn to recognize as a short-cut to your brand values. And it needs to convey a strong message about what you stand for, and how you work with your customers. Choosing the right logo can make a big difference. Refreshing your current logo might be even more crucial.
Here are five reasons why companies refresh their logos:
Hindrances. As a company evolves and grows, its products and services will change in tangent. A logo from its past may now risk pigeon-holing and hinder the company’s growth. A company’s original logo may include words describing its offerings. As its product and services expand a logo refresh would be needed to accurately represent its growth.
Modernization. Overtime logo images that were once fashionable can become considerably outdated. Sleek, minimalistic logos are the trend today and many companies find the need to adjust their logo to appeal to today’s audience and stay relevant in the market.
Renaming. When a company changes its name, its original logo may no longer be relevant and a logo refresh is due. This is especially true for companies where their original logo was a literal representation of its original name.
Digitization. As the world grows increasingly digital companies now need to take into consideration how their logo renders on different screen widths and other mediums on the web. Old logos did not take responsiveness into consideration and must redesign and refresh to adapt in the digital age.
Acquisitions. When two companies become one, the company name may change and their logo as well. An acquisition instantly expands a company’s products or service and their original logo may no longer be an accurate representation of the new company.
Since a company’s logo is such a close depiction of a company, a major change in any area of its business will affect its single most important visual representation. A logo refresh aligns a company with its core values and ultimately its consumers.
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As more and more brands enter digital maturity, new top-level domains (TLDs) are becoming available for registration. Previously, only generic domain names and country code domains were available for use, such as .com, .net, .us, .ca, etc. Now the doors have been opened to a whole new set of domain extensions, including .business, .expert, and .guru. Here is everything you need to know about new top-level domain names and why they were introduced:
Growing Shortage of Alternatives. As companies expand their presence in the digital space, acquiring an appropriate top-level domain name has become increasingly difficult. It wasn’t long before most short domains were taken and resulted in newer domain names becoming increasingly long and absurd. For example, flights.com is unavailable and the alternatives becoming increasingly bizarre: cheapflights.com, buycheapflights.com, bestcheapflights747.com.
Providing New Choices. The introduction of new domain name structures not only made it possible for companies to acquire an appropriate domain, but also tailor their domain to appeal to both their target consumers and performance on search engines. For example, healthfoodbusiness.com can now be structured as healthfood.business or health-food.business.
A Domain Name at a Glance. With increased flexibility for companies to acquire a tailored and concise top-level domain, it is possible for consumers to gain more insight about a company directly from their domain name, such as their location and area of business. From a company’s perspective, a differentiated and professional domain name may provide it the edge they need over their competitors.
Increased Regional SEO Value. Search engines currently do not rank new domains differently from established domains on a search engine results page (SERP), but there are regional benefits where a .de domain will rank higher on SERPs in Germany but not in the USA. With this in mind, companies may want to consider how this affects their choice on a top-level domain name if their target audience is in a different region, for example: green-cars.ottawa.
New TLD Name Options. The list of available new domains is growing every day, but in general new domains can be internet terms, a description of an offer, or regions. Examples include: .website, .online, .webpage, .work, .photography, .travel, .ca.us, .berlin.de, .bc.ca, etc. The possibility for a company to acquire a more suitable domain is now significantly higher.
Restrictions on Choosing a New Domain. When a company is choosing a new top-level domain name, it must follow rules set by the respective domain registry. Common restrictions include trademark law and regional domain extensions. Protected company brands and names are not available while many regional domain extensions are only allowed if the company is based in that specific region.
Securing a New TLD Name. While many new domain names have launch dates, many others do not have a specified release date. Companies can either request a non-binding pre-reservation for domains without a specified release date or a binding pre-registration for domain names with a specified release date. Non-binding pre-reservations allow companies to pre-order a new domain name with no obligation to buy when the domain is ultimately released. Binding pre-registrations require payment upfront and is a binding agreement.
The availability of new top-level domain names opens doors for companies seeking to harden their digital presence. Ultimately, the decision to choose a new domain name is a strategic one that should be made in tangent with a company’s business goals. As the world evolves to be increasingly digital, how a company presents itself on the world wide web is more important than ever.
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Rebranding is not to be taken lightly. It demands a commitment of time, energy and resources to be successful. There are many things a company should consider and analyze before the decision to rebrand is made. As the world grows increasingly digital, more and more aspects of people’s lives are affected by the instantaneous nature of information. This needs to factor in to the direction the brand needs to take. The accessibility of information at people’s finger tips has changed the mindset of consumers, posing significant challenges:
Where are your consumers? It is difficult nowadays to find someone who does not own a smartphone with the ability to access the internet anytime and anywhere. As consumers spend more time on smaller screens, companies must optimize all aspects of their websites and platforms to perform on these devices— or risk hurting their brand with hard-to-read and poorly-rendered webpages. Companies either need to rebrand and keep up with the times or risk becoming obsolete.
Are you targeting effectively? With the rise of the digital age is the emergence of social media platforms and numerous new ways for a company to reach the people they would like to target. Each new medium requires a different strategy to navigate and not all companies are equipped to immediately do so. A company’s current messaging and image may not have the ability to capture the attention of its target audience. These obstacles are a clear sign that a company needs to revamp its brand to maintain a strong market presence.
How flexible is your current brand? A company’s graphics and visuals must be scalable and adapt to different mediums. Brand assets in the modern era are used for web, mobile, print assets, social media, icons, and the list goes on. All these elements must be taken into consideration starting at the core of a brand’s design for the company to grow along with its consumer base. When a company is unable to effectively utilize its brand in new mediums, a brand redesign is needed before the company falls too far behind.
As the digital age brings new challenges, it also brings new opportunities. An increasingly responsive world may cause initial difficultly for a company adjusting to adapt, but by rebranding doors are opened for the new brand to reach its target audience like never before.
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Top branding firms focus on a variety of factors when rebranding a company. A brand refresh is a large undertaking that involves individuals at all levels in an organization to successfully implement. With the aid of a branding firm, the process can be smoother than expected. Here are 5 more things top branding firms to consider when rebranding your company:
What is your company’s reputation in the market? A company’s reputation can precede it in the market place and form impressions in the consumer’s mind even before they have exposure with your brand. If your company has less than a positive reputation within the market place, rebranding will provide you the opportunity to start anew with a clean slate.
Are you planning to expand your business abroad? There are many adjustments for a company to take their business into the global markets, and a rebrand may be necessary for a company to ensure they appeal to consumers in the global markets past cultural and social lines. Top branding firms are experts in helping companies navigate this tricky terrain to achieve growth in international business ventures.
Has there been a drastic change in executive leadership? A change in a company’s top leadership positions may cause enough organizational changes that the current brand no longer resonates with the company’s new direction. Rebranding the company becomes necessary for the company to maintain a cohesive voice and image.
Is there the need to further develop a corporate identity? As a company grows and develops overtime, the preliminary guidelines set for the brand at the beginning may no longer be strong enough to define the brand as a whole. Without a standardized visual style or extended color palette for example, the company’s corporate identity quickly becomes muddled. Top branding firms set disciplined brand guidelines to ensure uniformity company wide.
Has there been a change of company ownership? When a merger or acquisition occurs, or if a company shifts from private to pubic, there is the immediate move to rebrand the firm. In the case of a merger or acquisition, rebranding fully integrates the new portions of business under one corporate identity to maintain uniformity in the market. When a company shifts from private to public ownership, the company now must comply with legal requirements and top branding firms can be a key player in aiding this transition.
A brand refresh is more often than not a necessary marketing strategy as a company grows and undergoes changes. Top branding firms aid companies of all industries in making this critical change and continuing achieving success in their respective markets.
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There are many factors top branding agencies focus on when rebranding a company. Typically, companies rebrand every 7-10 years but what motivates them to do so? Rebranding often involves choosing a new standardized color palette, a new logo, a new voice, and even a new name. Company dynamics shift to embody the new image and it can be challenging for everyone involved. Here are the 5 things top branding agencies to consider when rebranding your company:
How does your brand stack up to the competition? When placed next to your competitors, how does your company measure up? Do you appear modern and cutting edge? Or do you appear outdated and in need of an upgrade? Visuals aren’t everything, but the first impression a potential customer has of your brand may be a lasting one and ultimately sway their decision in a saturated marketplace.
Are you reaching your target audience? Companies utilize different strategies to appeal to different consumer groups. What appeals to millennials may not capture the attention of older generations. If your company’s goal is to reposition itself in the marketplace to win over a new consumer base, a brand refresh from a top branding agency may just be what your organization needs to reach its goals.
How are the markets changing? Technological advancements have caused major shifts in many industries that have required companies to adapt quickly. The rapid pace of digitizing society has meant companies need to keep up with the times or find themselves left behind. Top branding agencies specialize in positioning their clients for success by implementing best practices in the digital space.
How has your company grown? As companies evolve and increase the offerings of their goods and services in different sectors of the market, the original brand may no longer resonate with its diversified consumer base. Such disconnect between the brand and its offerings may begin affecting the company’s marketing efforts of outlier products or services. Top branding agencies work with clients in such growth dilemmas to find cohesiveness in their organizations and create a new corporate visual identity to tie everything under one brand.
Are there inconsistencies within your company? Are there many different versions of consumer-facing assets used within the company? Is the company voice disconnected from one product or service to another? Are consumers unaware two of your products or services are offered by the same company? If so, rebranding may be a necessary strategy to help both the consumer and company connect the dots of a fragmented brand.
A company rebrand from a top branding agency is more than just aesthetics. A fresh new look and feel is noticed by consumers and works as a strategy to bring more cohesion to the company while simultaneously drawing attention from the market.
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In the arena of top marketing firms, data-driven marketing seems like the key buzzword of the past few years. In fact, it’s no passing fade. Leveraging analytics to reach target customers has become a key component of any successful digital campaign. According to a recent survey by the Global Alliance of Data-Driven Marketing Associations, employing a data-driven approach has become the backbone to just about any campaign or messaging—whether it’s targeting the right audience, or even predicting potential success. And as marketing technology continues to make inroads across the industry, it’s should not be surprising that more businesses want to take a data-driven approach to their marketing.
The use of data to improve the effectiveness of marketing, and to measure it, is virtually universal these days. In fact, a recent study found that the number of marketers who still don’t use data are now just one in 10. In addition, even more complex data techniques, such as integration of third-party data and cross-channel measurement, were found to be widely used.
The survey found that more than nearly 80 percent of advertising and marketing professionals are now using data-driven techniques to maintain customer databases, measure campaign results across multiple marketing channels, and segment their data for proper targeting. Again, for those of at the top digital marketing agencies, this finding makes perfect sense. Marketing automation platforms, when configured properly, can easily deliver this type of feedback, and those platforms have been aggressively showcasing these capabilities.
The survey, which targeted both advertising and marketing executives from a wide variety of industries, notes a clear shift in spending patterns. The survey respondents reported a strong expectation that spending on data-driven efforts would continue to rise. Nearly two-thirds of the respondents said their spending on data analytics for marketing would rise, while only seven percent said they expected a decline in spending the coming year.
While data-driven marketing is not quite yet a flawless solution, that’s not unexpected for a relatively new approach that relies on new technologies, data-driven marketing isn’t a perfect solution, at least not yet. A recent analysis from Square Root found a challenge for many companies is gathering the type of high-quality data that is necessary to optimize results. Data analysts are searching to find more effective ways to collect, manage and understand data. Forty-four percent of the survey respondents reported that they were still using outdated tools. A similar amount believed they could make decisions without in-depth data. According to the survey, over a quarter of respondents cited other time wasters from data source overkill to bad numbers. Square Root’s study, in particular, found more than half of data professionals felt they could use better training, closely followed by another 49% who desired more user-friendly or updated data tools.
But chief marketing officers and other executives wouldn’t be making these investments if they didn’t think they deliver results. They recognize the benefits to the bottom line.
Want help delivering a data-driven marketing program that delivers clear results? Give us a call and see how Bluetext can help.
Digital Maturity is no longer just a buzzword – it’s where your competitors are now and where you need to be to succeed in the digital marketplace. As a top digital marketing agency, we are making the move to digital maturity a priority for our clients. The ones who are there already know the four essential elements they need to master and balance if they want to get the most from the digital market:
- Data-driven Marketing
- Mobile
- Customer Experience
- Cross-Channel Marketing
These are where digitally mature organizations are committing their attention and their resources, according to a recent survey by Adobe of its marketing customers. They are mining their troves of data to understand their customers, predict their needs and preferences, and personalize their experience to deliver the right messages at the right time. Personalized engagement must translate across whichever device their customers choose, and wherever they go regardless of channel.
The first step towards digital maturity is analyzing where you are on that path. Here are eight questions to ask to find out if you are there yet, if you’re getting closer, or if you need a thorough strategy to reach it:
- Do you have a digital strategy that will achieve your goals?
- Are your marketing activities being adopted across the organization, or is your marketing team working alone?
- How do you compare to your competitors, especially those who are further along the path?
- Are you leveraging your tools to reach customers at the right time with the right message?
- How have you tapped into your customer data? Are you getting the insights you need to plot your strategy?
- How is the customer experience? Is it building to the type of engagement and relationship you need to meet your marketing goals?
- Is mobile a top priority?
- Are you engaging customers across every channel, and is the story you’re telling consistent and seamless?
No one expects you to reach digital maturity quickly. It takes time, commitment, focus and a disciplined approach. Without a clear strategy, you may be left behind. Need help? Call Bluetext, and find out how we can help.
The battle is in full force on who wins and who loses in the new world of streaming content. It’s not just about consumers who want more choices and are not happy with the bundled offerings they now pay for. The impact extends to advertising, the cable wars and the mega-digital platforms – Facebook, Google, Amazon, Netflicks, Instagram, YouTube and others. To help navigate these uncharted waters, I recently appeared on “Boom Bust: Unplugged,” on the RT Network, to discuss the evolution of TV, the rise of streaming content, and the battles within the communications sector.
The caption that accompanied the interview sums it all up: “Who wins in the world of digital media? We dig into the world of digital advertising, streaming, cable, YouTube, Facebook, Google and more. Guest Jason Siegel from Bluetext helps make sense of it all. Are digital ads pushing out traditional cable ad-spots? Will streaming devour cable or will cable providers avoid being swallowed whole by this digital onslaught?”
Streaming vs Cable: Who Wins? BoomBust w/Jason Siegel Chief Digital Offer of Bluetext from Bluetext on Vimeo.
The interview delivers my view of the ongoing competition that is the result of streaming adoption, and why I believe that in the world of passive content, the trends are like a pendulum swinging back and forth for the business involved. How will the “Proprietary-Content-Only” platforms such as HBO GO fare against the “Hybrid-of-Proprietary-and-Licensed Content” plays like Netflix? Watch the video, then share your views with us. I would love to know what you think, and who the winners and losers will be!
Contact me to discuss this, or if you want to learn how Bluetext can help execute your brand’s digital strategy.
Re-targeting campaigns that reach across platforms and devices allow marketers to reach the same prospect as they move across the web, social networks, and mobile devices, creating a new level of engagement and interaction based on data. Understanding the best ways to implement a successful re-targeting strategy can result in dramatic improvements in customer conversion. When done poorly, you run the risk of annoying target audiences with constant messages that do not resonate. When done right, they can go a long way toward driving personalized engagement.
By collecting anonymous information on user behavior and intent, brands are able to convert prospects by engaging them with the right creative and messaging at the right time. By simply placing a short snippet of code, marketers can turn valuable customer data into actionable advertising strategies in real-time.
With that in mind, here are our top four tips for an effective re-targeting strategy that will deliver the results that brands need for a successful campaign:
Pick the Best Platforms. As mobile devices and social media become the dominant platforms for consuming news and information, incorporating the right channels into a campaign is critical. Social networks attract engaged consumers and give brands a direct line to those prospects. Re-targeting on social lets you take advantage of native tools such as shares, likes, and comments to further expand your reach.
At Bluetext, we often recommend Facebook for B2B clients and tend to shy away from Twitter, where users are more interested in entertainment, sports and politics as opposed to business issues. To get the most out of Facebook campaigns, test messaging and creative on smaller subsets of viewers to understand which is going to produce the best engagement. We like to test variations on headline copy, CTA buttons, offers and creative concepts to make sure we are optimizing for the right ads.
Don’t Neglect Mobile. Mobile traffic has surpassed desktop for most brands. There are now more opportunities to leverage retargeting on mobile to reach these prospects. With mobile retargeting, advertisers can retarget desktop visitors as they browse across social networks on their mobile devices or retarget mobile site visitors as they move to desktop computers to research larger purchases. One study found that, on average, AdRoll customers who include a mobile element to their retargeting campaigns receive a boost of nearly 25 percent in clicks and nearly 10 percent more conversions.
Personalize the Experience. While it’s especially important to reach the right user at the right, it’s not always obvious how to do that. Here are three categories of segmentation that marketers can identify to reach their audiences through mobile retargeting and personalization throughout the buyers’ journey:
Level of intent. A visitor who has checked out a half-dozen pages is obviously more valuable than one who has bounced after 10 seconds. When you see a level of interest, focus on that visitor.
Products viewed. When a visitor views a product or services page, make sure your messaging is focused on that product. You already have them half-way down the sales funnel, so don’t try to force them back up again.
Those who have converted. Just because someone has already been a customer doesn’t mean you should cut them out of your campaign. Enlist them instead into a loyalty campaign that can help validate your brand for other prospects or else offer them additional products or services that complement what they have already purchased.