Digital marketing is currently one of the most important channels for generating leads and maintaining a healthy pipeline. Implementing a campaign across multiple digital platforms will maximise engagement, but when your budget and resources are limited, how can you execute at full-scale?
1. Evaluate the relevant channels
A strong digital marketing campaign involves multiple touch points, and channels will vary depending on your organisation. However, a standard program will generally include an up-to-date website, company social media pages and advertising, Google Ads, customer and prospect eDMs and often a campaign-specific landing page. Use this benchmark as a starting point to determine which channels will resonate most with your audience and deliver a higher ROI.
2. Offer valuable content
You will need regularly published content that demonstrates the value of your organisation to clients and prospects.
The content may be varied, from an article published on an executive’s LinkedIn profile, a story on your company’s website, product tip sheets, white papers or eBooks.
If you don’t currently have the resources to create new content, revisit your database and see what can be repurposed.
3. Promote content using all your organic channels
A quick way to disseminate content is by capitalising on your existing networks. For example, publishing content on your company social media pages and encouraging your internal staff to like and share the content for additional leverage.
4. Send content via eDMs to your database
Whether you’re repurposing content or promoting something new, packaging it in an eDM is an easy way to garner more traffic. This ensures that you’re engaging with your existing database.
5. Set up a capture form on all content pieces
Regardless of placement locations, it’s imperative to create a form that captures data of interested prospects. An easy way to track campaign engagement is to create a campaign-specific landing page or microsite. This can be hosted on your company’s website or a separate domain.
6. Invest in the right platform for advertising
While some organisations benefit from advertising in broad and varied channels many achieve cost effective and meaningful results by running highly-targeted campaigns in specific locations. For example, if you operate in a B2B environment, LinkedIn can be a great place to start. By selecting the right channel, you can reduce unnecessary spend and focus budget on the most effective platform for your audience.
7. Consider outsourcing some tasks to get into market more quickly
If you want to scale up your marketing now without investing in additional headcount, you may want to consider partnering with a marketing agency. An outsourced firm can multiply the value of your small team exponentially and can scale up, and down, as your needs change.
For a set budget, an experienced marketing team can work with you to build and execute a continuous marketing program.
This gives you complete visibility over your marketing spend and programs, without needing to get bogged down in the details.
To find out how we can build and manage a campaign to help you generate leads, get in touch today.
