So much work goes into creating an effective marketing campaign. As a brand investing in digital marketing, you’ll want to see strong campaign performance, and the best way to accomplish that is through campaign optimization. Even once the initial campaign concept is created, there’s still likely room for improvement. As you aim to fine-tune your online presence, digital marketing optimization strategies and best practices can supercharge your marketing efforts.
Here are five tips to help your brand optimize digital marketing:
- A/B Test
A/B testing involves creating two different versions of the same campaign and sending it out to two different audience groups at the same time to see which performs best. Brands can A/B test campaign elements such as ad copy, ad creatives/images and the call to action (CTA). Testing digital marketing campaigns can help your business gain valuable insights into what drives the highest engagement, conversions and ROI, allowing you to adjust for further marketing campaign optimization and achieve better results over time.
- Segment your audience
Personalization is key when it comes to digital marketing optimization. Customers expect it and brands that don’t customize messages run the risk of losing the audience. When messaging doesn’t connect, the target audience may choose to unsubscribe or unfollow. An easy way to customize messaging is to segment your audience, or divide it into groups based on demographics, behaviors or marketing preferences. Then, you can tailor your marketing messages and offers to each segment for higher engagement and conversions. This marketing campaign optimization strategy works extremely well with email and eNewsletter content.
- Optimize mobile experience
Ensure that your digital marketing campaigns, including ads, landing pages and website, are optimized for mobile devices. In 2023 in the U.S., the average time spent accessing the internet via mobile devices was 4.19 hours per day. It’s clear that mobile use is a primary point of internet access, so brands would be smart to ensure a good experience for customers. Mobile optimization involves creating responsive designs, fast-loading pages and user-friendly experiences tailored to mobile users’ preferences and behaviors.
- Implement retargeting strategies
Optimizing digital marketing means making a dedicated effort to connect with your audience even after the first wave of the campaign has been launched. Utilize retargeting or remarketing tactics to re-engage website visitors who have previously interacted with your brand but haven’t converted. Ad campaign optimization including implementing dynamic retargeting ads that display personalized content or product recommendations based on past behavior and interests is a good strategy for retargeting.
- Optimize conversion funnel
Marketing campaign optimization includes analyzing the conversion funnel of your digital marketing campaigns to identify potential bottlenecks, drop-off points or areas for improvement. Streamline the conversion process by reducing friction, simplifying forms, offering multiple payment options and providing clear CTAs at every stage of the funnel.
Marketing campaign optimization
Optimizing your digital marketing campaigns will ensure that your brand reaches important KPIs as well as makes the most of its marketing budget. These five tips can help your business drive campaign performance with tried-and-true strategies to keep your brand ahead of the digital marketing curve.
Reach out to schedule a call with Beyond Fifteen today and see how we can help your brand optimize digital marketing campaigns to reach your goals.