As an entrepreneur launching a new brand or company, there are probably several things on…
Marketing Strategy Tip: Develop a Marketing-Sales funnel and use different campaigns for different goals. You can’t run an “Awareness” campaign that is also measured on Cost Per Lead. Define your KPIs and then develop and group the campaigns trying to achieve the same goal.
Have a few campaigns for Awareness and measure reach.
Have campaigns for Interest and measure time on site and Cost per Lead.
Have campaigns for Consideration & Intent and Cost per Lead and returning visitors.
Measure certain content pages (Evaluation) like calculators, case studies, reports, pricing, and Contact Us for time on site and returning visitors.
Please, please, please measure how many people hit your Contact Us page against how many people call and/or fill out your form. If the number is high then something is holding them back.
Measure which campaigns (Awareness & Interest) were a part of the customer journey leading to the highest percentage of Consideration, Intent, and Evaluation website pages.
Track, measure, analyze, iterate, optimize, and get promoted.
For more information for marketing to people’s intent go to https://aaronmwelch.com/2018/07/20/marketing-to-intent/.