If you are in the process of creating promotional objectives for your online campaigns, you should first consider the mission and goals of your business. Objectives help to guide your efforts and keep you focused on achieving your business mission.
Foremost is that you put your customers at the heart of everything you do, and because customers are fickle on the internet and will click away if you are not creating value and meeting their needs, this is extra important.
So how do you go about setting up effective online promotional objectives? Here are 10 that will get you started and fire up some more ideas that will help you achieve true online marketing success:
1. Grow your followers
Twitter and other social media platforms are a great way to create followers in large numbers, fairly easily. In fact it’s very cost effective too and something that is difficult to do with just advertising.
Over 1.3 billion people across the globe are active on social media and whatever business sector you are in, or hobbies or interests you are sure to find people who are interested in what you have to say or offer
2. Increase organic search traffic
Organic search engine traffic is the most profitable traffic for your website because it is free. One of your main marketing promotional objectives is to see an increase in this traffic – from Google, Bing, Yahoo and other search engines.
So how do you make that happen? Ensure that your site is optimised for your keywords including your website content, title and meta tags. Also, avoid, any black hat Search Engine Optimisation tactics like buying links, and instead, create valuable content that people want to link to.
3. Launch Pay Per Click (PPC) Advertising
PPC advertising on Google Adwords and Bing Ads has many benefits including:
• Drives qualified visitors to your website
• High volumes of traffic that can be profitable for your business
• Quick to implement and ads can be in front of your prospects in less than an hour
• Easy to calculate Return on Investment (ROI)
• Ads can be turned on and off
• Easy to change ad creatives and messages
People who signup to newsletters and email opt-ins on your website have shown a great level of trust and belief in that you can meet their needs. So, this should be one of your top promotional objectives and you should keep in touch with your subscribers at least once a month – and offer them discounts, coupons and anything else you’ve promised at the time they registered.
Ensure you have double opt-in to prevent spammers from signing up and to ensure that all subscribers are qualified.
5. Engage with your followers
If you are not active on social media, then get started right now. Because right now, you are missing out on an opportunity to engage with customers, colleagues, fans, followers and a host of other audience types that are pertinent to what you do.
However, don’t abuse it by over promoting your offers and annoying your followers. Use it as an opportunity to get to know your followers and what interests them and then build relationships that will be beneficial on both ends.
6. Test your ads
For your PPC campaigns, you should create at least two ads for split testing. You can test anything including offers, prices, delivery rates, landing pages and many others.
Without testing, you won’t know which features or benefits your target markets are most responsive too and your click through rates and conversions will underperform. The reality is, many advertisers do not test, and that is an advantage to you of course – and your campaigns will be more profitable.
7. Increase brand awareness
The web has many opportunities to increase the awareness of your products and business. One of my favourite channels is the Display Network in Google Adwords, that has a network of millions of sites across the web that you can promote your text and banner ads on.
Its reach is even greater than the Google Search Network and it’s perfect for promoting a product or service that is unknown to your target audience.
These and many other promotional objectives are what you should consider for your online activities. It’s important that you have a digital marketing strategy that helps you create effective objectives and that will lead to online success for your business.