How to Take a Growth Marketing Approach to Your Online Campaigns
Many marketers that have tried online marketing would have by now experienced the disillusionment of starting a Google Adwords or Facebook campaign that flops.
Once you feel you have done everything correctly after setting up your ads and writing good copy to convert it, the results just haven’t been forthcoming.
Leads are of low quality and you’re converting at a very low ratio.
So, what could the problem be, and is there a solution?
Yes, there is a solution to this problem.
I will show you how to kick-start all your campaigns in the right direction and how to get them producing predictable lead generation streams.
This article does not go into the technical aspects of the campaign. Instead, it addresses how to correctly plan and align this plan with the technical aspects.
It then explains how to ensure that the results you measure are the correct ones.
We look into how to take a growth marketing approach to your campaigns.
The employment of a Growth Marketer has become a must for most growing companies.
The reason for this is that growth marketing focuses on a through the funnel approach – unlike, a normal marketing funnel which only gets new prospects into the top of the sales funnel.
Growth marketers have learned that online marketing requires all campaigns to have specific goals for it to be a success.
So when you set up your campaign make sure you are very certain what the goals are.
Here are some examples of the types of goals you can set for your campaigns:
- 25 new qualified sales leads per week.
- 500 new subscribers per month.
- 300 downloads of your company product catalog or prospectus per month.
- Sales of R500 000 from your website per month.
- R100 000 profit on your online campaigns per month.
- 75 phone calls from your mobile website call button per month.
- 30 product demo request or consultation requests per week.
Once you have set these goals you can start focusing on how you will achieve them.
You can then determine the amount of funding and resources needed to be applied to achieving these goals.
Now let’s take the example of needing 25 sales leads per week. You should focus on this metric and evaluate your current results against this goal.
First, exclude any other benefits that are coming from the campaign as unnecessary or vanity metrics.
Do this because the amount of people visiting your website or clicking through from your ads means nothing if they do not convert into leads.
The question needs to be straightforward. I need 25 leads a week and I am getting 25 leads a week, if not, what am I doing wrong?
You can then ask questions specific to what it takes for someone to become a lead and focus on adapting your campaign towards improving these aspects:
Some of the answers could be:
- I need to increase my budget as my daily budget only gets me one lead per day.
- I need to find out what it is that makes the current people that do respond take that action and adjust my content for that.
- Perhaps I’m sending people to my homepage which has no clear conversion path for the specific lead that I need. Maybe, it takes too much of a general approach.
- Perhaps the message matching between my advert and the web page (landing page) is not effective.
- Your Adwords headline text does not have specific buyer intent messages, try adding words like buy, deals, coupon, discount, and free shipping.
Once you have spent the time aligning your campaigns specific to your goals for it, keep tweaking and updating them until you a consistent and predictable lead generation system.