If you’re reading this, I assume you’re either a marketer or someone who has worked with one. Regardless of your background, you probably have a pretty good idea of what an online marketing strategy entails. In this article, I’ll walk you through a step-by-step process of how to put one together, using HubSpot.com as my example.
The first step in the process is to decide what you’ll need to do to generate quality leads. Throwing a bunch of untargeted, useless ads at the Web browser is a surefire way to drive up your costs without producing any results. Before you put a single ad in the marketplace, you need to have clear goals in mind. What do you hope to get out of this marketing campaign?
You also need to consider how you’ll track the performance of your online marketing efforts. Without a clear way to measure results, you’ll never know if your efforts are paying off or if you’re just wasting your time and money.
Answering these two questions will help you decide what metrics you need to use to gauge the success of your digital marketing campaign.
Determining Your Audience
Once you have a good idea of what you need to do to generate quality leads, it’s time to figure out who you’ll be targeting with your ads. Deciding which group of individuals to focus on is one of the most critical aspects of your strategy. You need to consider who will be most interested in your offer, what problems they’re facing, and what makes them unique.
An ideal audience for this type of marketing campaign is made up of people who are searching for a product or service like yours, but may not yet know about you or your company. Finding these consumers and encouraging them to become leads is a top priority. The more you know about your target audience, the more you can tailor your strategy to be effective.
Determining Your Conversion Funnel
You need to set a target for your conversion rate. This is the percentage of people who will actually buy what you’re offering once they become leads. The better your conversion funnel, the better your results. You can set up a simple funnel in HubSpot by following this process:
1. A lead is someone who fills out a form on your website or signs up for your newsletter.
2. A lead becomes a customer when they purchase something from you or sign up for your quarterly newsletter.
If you follow this process correctly, you’ll end up with an audience of potential customers who are ready to buy what you’re offering. Setting up this type of funnel takes a little bit of work, but is well worth it.
Determining Your Marketing Mix
Deciding on a marketing mix that’s right for you is critical to the success of your online marketing strategy. This is the process of narrowing down all the different tactics you’ll use to attract and engage your target audience. Some businesses rely solely on the power of social media to drive traffic to their website. However, engaging with your audience on platforms like Twitter and Facebook isn’t always the best strategy. It depends on your target audience and what you hope to get out of your efforts.
For example, if your target audience is businesses, you may want to consider pursuing paid advertising on platforms like Google Adwords or Bing Ads. These are the big search engines that all businesses have access to and use daily. Having a reliable approach to gaining new customers is essential to the long-term success of your business.
Setting Up Your Ad Campaign In HubSpot
Once you have your target audience and have determined that paid advertising is the way to go, it’s time to set up your ad campaign in HubSpot. You’ll want to follow the steps below to get started:
1. Create a new campaign in HubSpot. You’ll want to use the keyword tool to find the right keywords and phrases for your ad campaign.
2. Once you have your list of keywords, it’s time to create ad groups. You can group keywords by category or perform a quick search to see what terms your audience is using to find your products. Your goal is to have as many ad groups as possible to maximize the amount of people you reach with your ads.
Once you have your ad groups set up, it’s time to create campaigns. You can choose to run ads on a paid per click or paid per impression basis. The first option is the simplest to set up, but it has the biggest cost associated with it. With paid per impression ads, you pay only when someone clicks on your ad or visits your site. This can be a cheaper option if you’re just getting started, but make sure you’re aware of any limitations. You don’t want to run paid ads on platforms like Twitter or YouTube because you can’t track what happened after the click.
3. Once you have your campaigns set up, it’s time to test them. You’ll want to use the keywords you found as part of the campaign setup process to search for campaigns on your dashboard. Choose the one you think is going to work best and set the bid price to a level that’s fair for your budget.
You’ll see conversion stats for each campaign on your Dashboard. Choose the one with the highest amount of conversions and set it as your default campaign. You can also edit the ad copy to make it more relevant to your target audience.
Planning Your Remarketing Strategy
Deciding what to do with your newly acquired customers is often difficult. Do you keep them in the loop or drop them from your email list? You can use remarketing to reach people who’ve previously visited your site. Setting up a remarketing strategy in HubSpot is pretty straightforward:
1. Log into your Dashboard.
2. Choose an ad group you created earlier.
3. Click on the Campaigns tab.
4. Choose Remarketing in the drop-down menu under Marketing Tools.
5. You’ll see a pop-up window with some suggested videos and landing pages to play with. Choose a video and click on the red button to continue.
6. Fill out the form with a valid email address and choose the option that best fits your business (you can also view customer details here). Choose a Name for your campaign and click on Save.
7. Once you have your campaign launched, it’s time to monitor its performance. You can view metrics like impressions and clicks through your analytics tool. Choose a day and time that’s convenient for you to check up on your ads and click on the Analyze button to see the metrics for your campaign.
8. If you’re not seeing the results you want, it’s time to revisit step 3 and see if you can improve on your strategy. You can also choose to try a different tactic or choose a different keyword. Sometimes, simply changing the ad will do the trick. If not, it’s time to reevaluate your whole strategy and try again.