1. Sales Funnel Analysis and CRO Modelling
The first use case for online digital marketing campaigns is analysing the whole sales funnel, identifying strong and weak spots along the way and setting up a clear to target conversion optimisation (CTO) strategy.
This starts with a comprehensive analysis of your current process, starting with your target audience, identifying their needs and wants, their behaviour, demographics and social media accounts. The data can be used to determine how and where to best position your offers. Once you have a clear idea of your target audience’s buying journey, you can map out the main stages, including;
- Attracting the audience
- Shopping behaviour
- Decision-making process
- Purchase and consumption
Alongside this you will need to set up a call to action (CTO), this can be a button, a link or text that you encourage your visitors to click on. The goal is to guide your readers through the whole sales process and into a successful purchase. When you define your CTO you will establish the endpoint of your marketing funnel.
Once you have set up your call to action, you need to determine what will convince a potential customer to follow your guidance and click on your offer. Marketers like HubSpot cite research from Ascend2 which found that 89% of travellers say a good customer experience is the key to converting shoppers into buyers.
You should therefore ensure that all touchpoints along the way, from landing page to follow-up e-mail, are streamlined and designed to give the best experience to the customer. This includes everything from the order form to the delivery of the product (or service).
2. Personalized Emails Based on Past Behaviour
The second use case for online digital marketing campaigns involves tailoring marketing emails to the interests and behaviour of your target audience. Thanks to the data you collected during the first stage of your funnel analysis, you will be able to craft highly personalized messages.
You can start by taking into account individual interests, such as hobbies, sports teams, movies or music lyrics. As an example, if you know that your target audience is interested in football (soccer), you can include an offer for a free season pass to a sporting event or offer to write a guest blog post for a sports website.
Once you have those personalized emails you can segment and target your users according to interests, behaviour, demographic or geographical location. You can use this approach to send targeted messages to customers who have already shown an interest in your product or service or who are located in a certain area. For example, you can target customers in the Seattle area with an offer for a local coffee shop.
Personalized emails not only enhance the customer experience, but they can also lead to increased click-through rates and conversions when compared to typical broadcast emails. According to HubSpot the benefits of personalized emails include;
- Increased click-through rates
- Increased conversion rates
- Reduced unsubscribe rates
- Reduced complaints
- Faster delivery of transactional emails
- and more
There are many platforms and apps that can help you build personalized emails, some of the most popular ones include;
3. Product Demonstrations
In many cases, getting consumers to try out your product is a lot more effective than just pitching them the offer. You can use online digital marketing campaigns to drive traffic to a special web page that contains video, text, or a combination of both, showcasing your product.
Product demonstrations allow customers to see how your product or service works in real life, giving them a much better understanding of how it will function in their daily lives. If you are unable to physically meet your customer, a product demonstration is probably the next best thing.
To carry out a successful product demonstration, you need to have a clear idea of the steps involved in using your product or service. This requires careful planning and a clear understanding of the whole process, from setting up the product or service to using it after the sale (for example, how to operate the device or use the software).
When executing a product demonstration, you will also need to ensure that all relevant details about the product are included; from its size and weight to the equipment needed to operate it. Additionally, you should consider how to showcase the various functions and features of your product. To create a good user experience, you should avoid using too many technical terms and explain things in simple terms.
4. Online Shopping
E-commerce is now accessible to everyone, with the majority of purchases carried out online. As a business owner or marketer, you can utilize digital marketing to get your products or services into the hands of prospective customers. While there are many tactics and strategies for online shopping, one of the most effective ways is to build a good catalogue of products that are related to your niche. This can be achieved by gathering detailed information about your target audience’s needs and wants.
When creating your e-commerce store, you should consider everything from how easy it is to navigate and use (UX), to the layout and design of your store.
With so much competition in the marketplace, having a well designed, easy to use e-commerce store that functions optimally is essential for your business to have a good shot at the bottom line.
5. Brand Awareness
Familiarity breeds respect, and when people know something about your brand or product, they are more likely to show it respect. If you want to gain a measure of respect in your market, establish your brand and create awareness about it.
Creating brand awareness entails using various methods to make your brand or product recognizable to as many people as possible. One of the best ways to achieve brand awareness is through advertising, but in today’s world, that can be quite expensive and have a limited reach. Thanks to the power of the internet and social media, there are plenty of opportunities to broadcast information about your brand or product, gaining credibility and gaining some measure of respect in your industry—even if you don’t have the money to spend on traditional advertising.
The main elements of a brand awareness campaign include;
- Product promotion
- Communication through social media
- Content creation
- Web ads
- and more
The product promotion stage entails using various methods, from word of mouth, to social media, to gain publicity and increase sales for your product or service—often this will involve paid advertising.
6. Opinion and Brand Building
In today’s world, consumers have a growing influence on brands and businesses, especially online. If you want to gain trust and establish your expertise in your industry, field, or space, you can use blogs, forums, and other platforms to garner support and create an opinion about your product or service.
Opinion and brand building entail using your expertise, knowledge, and authority to influence the direction a brand or business takes. To do this you can use your blog to express your opinions on trending topics, news stories, and other relevant topics. Through building a good relationship with your audience, you can influence their opinions and opinions can influence the brand. When a business or brand successfully builds an opinion about itself, it can become more valuable, establish itself as a reliable source of information, and even become a bit more attractive to potential customers.
Geo-targeting is all the more effective when combined with other tactics, like personalised emails based on past behaviour and product demonstrations — enabling you to target your marketing efforts towards a more specific audience based on their geographical location.
If you want to market your product or service to residents in a certain area, you can use geo-targeting to establish a geographical target for your efforts. The main advantages of geo-targeting include;