4 Tips for High Engagement on Digital Campaigns

posted by Kelly Jarvis
Vice President Digital Strategy – DC

We all want our advertising to be highly successful and send droves of people walking through the door, but we all know that doesn’t always happen. Millions of dollars are spent each year on advertisements that don’t work. Don’t be that guy. Use sound traditional marketing practices with solid knowledge of the digital world and create campaigns that work.

 

In a country where over 6 billion texts are sent each day, 68% of adult Americans are on Facebook, and there are 1.1 billion tablet users worldwide, it’s easy to argue that the place to find people these days is on their devices. You don’t need numbers to realize that. Just look around you in the grocery store line, the subway, or your own home.

 

Here are 4 tips for making your digital campaign worthwhile.

 

1. Know your goal.
What exactly are you trying to accomplish? What defines success? Is it getting viewers to click to the website? Walk through the door with a coupon? Make a direct purchase? Download an app? You have to work toward a specific goal in order to create an effective campaign.
If you’re playing in the digital world, make sure your goals are digital in nature. And make sure you have digital follow up. For example, the next action should be just as easy as the first click. Have a good website. Make a short and easy form. Don’t lose the conversion after you got them to click.

 

2. Create good ads.
This seems obvious, but there are a lot of bad ones out there. Remember: You have two seconds to catch their attention. The old adage ‘a picture speaks a thousand words’ is true! Find pictures that tell your story. Always use a call to action.
To do that well, use the old who, what, when, where, and why. Keep all of these things in mind when choosing profile targeting, creative messaging, and tactics.
WHO are you talking to?
WHAT do you want them to do?
WHEN are they going to see this?
WHERE are they going to see this?
WHY should they care?
If you didn’t consider all of this when creating your ad, then you might just be yelling, ‘ME, ME, ME’ at them instead of asking what THEY want to see/hear from you.

 

3.  Use all available ad sizes.
It’s a bidding war out there on the internet and you’re fighting for every piece of available inventory within the specific group you’re trying to reach. If a user is on a specific website that only uses the 300 x 600 size and you just didn’t include that in your creative, that’s a missed opportunity.  Mobile typically has higher engagement than desktop so that 320 x 50 size better be in the mix. 300 x 250 is very standard and while it doesn’t have as high engagement as some other sizes, you’ll still miss out on some key inventory if you simply don’t provide it. Make all the sizes your digital team recommends…and if they’re not recommending them, find another digital team.
With that said, if high engagement is your goal (see #1) and you have a very large geography and profile, then maybe go all mobile.

 

4. Rotate your creative from the get-go…and regularly throughout.
This is a good plan overall, but especially true if you’re targeting a very specific group. For example, a retail location targeting parents within a 10 mile radius should know that their intended target may see their ad a few times. As you’d imagine, each time they see it, the likelihood of engaging with it goes down. Either they’ve seen it enough and they’re annoyed or they’ve already clicked on it. Make sure you show them something different. Choose a few messages you want to get across and let them tell the story. Maybe you have a generic branding message, one special event, and one special offer that, together, make up the story you want to tell.

 

In a 3 month campaign, make sure you’re switching out (or at least adding in) new creative each month.  And please, make the creative timely. Don’t be talking about snow blowers in May!

 

Lastly, pick a good digital team that can guide you through all of this, bring great experience to the table, and will optimize your campaign over time to make sure you’re getting what you want out of it.

 

kelly head shot in front of church (2) About Kelly:
Kelly’s focus is to use her knowledge of traditional marketing and passion for digital to help businesses learn how to navigate the digital world. She built her career in the DC area in promotions and sales at major broadcast groups, including ABC Radio, CBS Radio, and Clear Channel, then served over 2,000 radio stations across the country to help them evolve to HD Radio Technology. She most recently served as Director of Digital for a Baltimore radio station helping to diversify their digital offerings and was an Enradius client before she joined the team. Kelly’s philosophy is to approach every task with genuine passion and excitement and she thrives on the creativity of finding the perfect audience and perfect message to craft a killer digital campaign.
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Conference Marketing – on premise and off – 5 Winning Strategies That Drive Leads

Conference marketing – on premise and off – 5 winning strategies that drive leads

We know you invest a lot in your conference participation. From booth development and construction, collateral and giveaways, to the staff sent to man it, a conference is no light commitment. Yet so many times up and down the aisles of conferences big and small, there are the winners –  with people lined up to see what it’s all about, and the ones that miss the mark – booth managers sitting dejected behind a dish chock full of give-away pencils.

It’s not always about the product or service at hand. You wouldn’t be at the conference if the topic missed the mark, and people generally don’t go to conferences unless they have an interest in or work in the industry or subject being presented. Therefor we will factor that there is an inherent relevance. Attendees have some level of interest in your offering and you have some level of interest in speaking with them.

So why does it go downhill from there? There are 5 key, easy to identify challenges which many managers find hard to overcome. We’ve provided the strategies that will help you make your conference participation worth the effort.

  • Lack of planning and pre-marketing – Everyone is running a mile a minute leading up to the conference, how can you possibly do any “pre-event” marketing?

How to fix it: Get the list of attendees ahead of time, send a personal note (postcard, email or letter); PIXEL (cookie) the email or landing page of the promoted website where people will go to get more information, and add those individuals to a remarketing campaign counting down the weeks/days to the event. Reaching folks digitally is a great way to stay in front of them with your brand in a fun, consistent way so when they get to the conference, they have instant recognition of who you are and what you do, because of course, you will have read item #2 to reinforce this.

Include a special offer so if they stop by your booth and have the secret code – they get something unique or useful. One of my favorite uses of this tactic was a group who sent out actual invitations prior to the conference, including a branded coffee mug. In the letter, they asked prospects to come by their booth and meet with them to pick up the coffee to go with it (a $10 Starbucks card). Bribery? Maybe – but it worked, and people responded. Remember the theory of inherent relevance. Plus, you control who gets these special offers, tailor them to the industry, have fun with them or make it practical.

Is there a conference app? Most conferences are implementing conference apps like SummitSync to help conference goers network and communicate before the conference, during the conference and to stay connected after. Use it! SummitSync is a social app for conference goers.  You can quickly identify who you want to connect with, make appointments to meet and broaden your network, maximizing your time in attendance.

Use Lists. Have a check off list for everything you need to take, pull everything together a week prior and make sure you know the shipping dates and policies for the event;

Have a calendar – set dates to complete you pre-marketing efforts; your pre-booked appointments, travel times and post event follow up activities. Treat it all as if it was a very important meeting, and you can’t miss any of them.

  • Misalignment of message – whether you’re using up old collateral, brought the wrong banner (see #1) or have untrained people manning the booth – by not having a clearly identified Value Prop, visible everywhere and repeated often – you’re missing out on one of the key reasons for being there – branding and awareness of who you are and what you do.

How to fix it: ALWAYS put your best foot forward. Anything less and people will judge you for it. Invest in the best booth you can, make sure your collateral is up to date or don’t use it – offer an online version instead, organize what you need days ahead – do a mock set up to see how it all looks, and train your people! Give them talking points, arm them with samples, role play and ask challenging questions. Make sure your message and brand are familiar to attendees by following the tactics in #1 and repeat that message throughout the conference.

Reinforce that message by geotargeting the conference center and all the hotels within a logical 1-10 mile radius, and follow up your branding message with digital marketing to targets in the comfort of their hotel room or over dinner in a nearby restaurant.  Put out a NEW special offer to get them to stop by – maybe a conference survival pack with chocolate, water, extra coffee, and some cozy socks for weary feet at the end of a long day. Put your spin on it but make it meaningful. Have people register online for the goody pack and come by the booth to pick it up – that way you have prospect information being collected even while you are hitting the gym off hours.

  • Lack of engagement mechanism – why should people talk to you? Forget the stickers and bingo dots – unless you’re giving away an iPad or a Hover Board what’s going to get people to come talk to you?

How to Fix it: If you’ve done your homework from items #1 & 2 and planted a few seeds, even set up some pre-determined meetings, you’ll have people lining up to see what all the fuss is about. Promote designated times for demonstrations; don’t fall for gimmicks – I once had my photo taken with Cinderella at a health conference – I had absolutely no interaction with the booth who sponsored her – just stood there taking up their booth space saying “Cheese” – Gimmicks might get people to your booth – but not the right people. Instead offer live demos, compelling video on a big screen of people using your product or service and making their lives better because of it, or a Q&A session with the founder or inventor, developer, family, CEO or best client. Better yet – brand yourself ahead of time with special invites to have a personal demonstration or meeting.

  • No follow up plan – If I had a dollar for every business card I’ve seen collected in a fishbowl….

How to Fix it: For every business card collected have a next step identified – is it a call to discuss? – set a day and time as you collect the card, or is it a referral to someone in your organization – send an email intro in the moment. Identify the specific follow up activity for each lead or prospect and assign a deadline. Prioritize. Follow up with the most pressing and most relevant leads first. Delegate. If you have the support, delegate unqualified leads to someone else. In addition, do broad follow up to the list of attendees, reach back out digitally and retarget prospects who ended up opening an email or going to your website, use the conference app to check back in with connections and make the most of your time and budget by not missing a moment to do business with the people you deemed worthy to spend your time with.

  • Tracking for ROI  That’s immediate ROI as in closed deals, potential ROI as in feeding your pipeline, and lifetime ROI as in the long-term value of a newly acquired client or the nurturing and development of a current one. Many organizations fall-down here. It’s all lumped together with every other business development effort.

How to fix it: There’s no reason for this. Today’s technology allows for easier tracking than ever.  Most CRMs provide features to identify leads with source codes. Digital campaigns can be tracked and funneled into your pipeline with campaign codes and even if you are working with simple excel spreadsheets – add a column identifying your lead source. Follow the dollars. Use the data to justify your expense in both materials and time.

Simple improvements in each of these areas will help you shine at your next conference, have a deeper understanding of the impact you are having on your bottom line and make it easier and less stressful as you drive more qualified leads. For more information about geotargeting and retargeting, give us a call today. Enradius 800-838-1184.

*Photo Credit: Adler Display