3 crucial tips for a stunning marketing campaign

A well performing website is an important success factor for your online marketing campaigns. Attracting people to your website is a great start, but what if your website is not performing well enough? Visitors will have a bad experience, leave your website quickly, and all that effort will have been for nothing.

Solid basis
What information should be available at all times to be found by potential customers? Make sure this key information is clearly present and easy to find on your website. This ensures a solid basis.

Landing pages
The majority of all online advertisement links to specific landing pages that are deeper in the website than the homepage. Before designing your landing page, keep in mind what the exact purpose of this page is and whether this forms a logical continuation for a visitor after clicking on the advertisement. This helps ensure a good user experience and increases the chance of a final conversion.

Responsive
Is your website optimised for tablets and smartphones? If not, a campaign on mobile devices will have a low conversion rate. Think carefully about this beforehand.

In one of our previous articles we discussed marketing goals and the different phases of the customer journey. Before you start a marketing campaign, define the goal, the desired target group and what message will be in perfect alignment with them. For example, ask yourself the question, is your target group already familiar with your company or haven’t they heard from you before? How much sense would it be to make an immediate offer for a Macbook to someone who walks across an Apple store and has never heard of Apple or Macbooks before? Or explaining the core benefits of Apple products to someone who has owned an iPhone, iPad, iPod or Macbook for years. In both situations, the target group has different needs and it is your job to make sure your message is perfectly aligned with it.

Why do customers have to choose you instead of your competitor? The answer to that question will be your Unique Selling Point (USP), maybe you even have several! Make sure to define them in advance and let them be a crucial part in your campaigns, landing pages and in any follow-up actions.

Unique Buying Reasons
Where USPs are determined from a providers point of view, it is strongly advisable to consider whether your USPs are actually unique benefits for potential customers. In other words, are your USPs also Unique Buying Reasons for customers? With this thought in mind, start thinking about how your product or service helps the customer to solve existing problems or other needs. Write them down and use them to your advantage.