Creating effective digital marketing campaigns can be overwhelming and difficult to understand. In this e-book, learn how to choose strategic digital marketing solutions for your campaigns.
Who?
Who are you targeting?
Determine the demographic you are targeting. This can include:
- Age
- Interests
- Location
- Income
- Personality
These factors, and more, will help you build your clientele profiles. Each digital marketing campaign you run should target a specific profile.
Use your clientele profiles to determine the content you will use in your digital marketing campaign. Your target audience can be broad or very detailed, but you must know who and what your campaign will target to have a successful campaign.
What?
What Content Can You Use?
Research the needs of your target demographic. What kind of information could they need?
- Industry Updates
- Informational Content
- Enrollment Periods
What resources do you have that can answer their questions? As an agent, you have the answers to their questions and can take care of their needs. Use these resources for social media posts, blogs, paid ads, email marketing, and more.
Research and strategically publish your campaigns. Keep your content healthy by studying the engagement each topic gets and targeting the content that does the best in each audience.
Establishing yourself as a reliable, trustworthy source will allow you to grow your business and gain more clients!
Where?
Where Will Your Campaign Gain the Best Results?
Each platform used for digital marketing caters to a different demographic of people. For Example:
- Facebook
- This platform is used mainly by older generations and is a great way to reach clients you could not have before. This platform is great for creating targeted campaigns for seniors seeking information.
- Email Campaigns
- Emails are a great way to communicate with current or potential clients. You can develop a call to action on your campaign, asking them to provide their email for further communication. This is a great way to communicate with seniors.
As you develop each campaign, consider where that campaign will perform best. Look into where your target audience spends their time online and use that information to build your campaign.
This will also affect how you prepare your campaign. If it is an email, you must create a subject line to grab their attention and an attractive body section to keep them there and respond to you.
Results
How to Know Your Campaign was Successful.
At the end of each campaign, you must determine which audience, content, and platform had the greatest success. You can determine this by:
- Engagement Rate
- Cost per Lead
- Conversion Rate
- Website Visits
- Click-through Rate
Using these metrics will help you determine the highest-performing campaigns and allow you to compare successful campaigns to unsuccessful campaigns. Use these results to improve your digital marketing campaigns.
As your campaigns progress and you learn from each strategy you try, you will find tremendous success and results. New and improved methods will come with time, and these changes allow you more growth opportunities.
Example Scenario:
Who: Senior Turning 65
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What: What should they do now? How much time do they have?
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Where: Email, Facebook, Google Ads
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Results: Your campaign generates leads and causes seniors to book appointments.
For this scenario, you would want to run a campaign targeting seniors turning 65 and explain their next steps. You can run this campaign through Direct Mail by creating a postcard with information on what someone turning 65 needs to know and their next steps. You will know this has been successful by how many calls or emails you receive from that campaign and how many leads turn into actual clients.
How:
How Do You Set Up Your Campaigns to Run Successfully?
Using the discussed strategies, you will have the basis for every digital marketing campaign you create. However, each method will require a different process you must use and customize on each platform. Your strategies should reflect the same goals for each campaign while utilizing the various tools each campaign has to offer. To help, we have broken down how to set up your campaign using two common forms of Digital Marketing.
Paid Ads:
Generally, when setting up paid ads, you must develop a target demographic, landing page, graphic/image, and caption/call to action.
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Target Demographic:
- Location – Determine which areas you would like your ad to target.
- Interests – Most platforms allow you to input your audience’s interests to narrow down whom the campaign will reach.
- Age – Although this is important to consider, most platforms prevent you from targeting people of specific age groups to prevent age discrimination. However, you can use age to determine other aspects of your client profile, such as location and interests.
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Landing Page:
- If a client clicks on your ad, where will it take them?
- Create a form or a website page that will allow clients to fulfill your call to action.
- If a client clicks on your ad, where will it take them?
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Graphic/Image:
- Graphics or real-time photos are a great way to catch the eye of someone quickly scrolling through.
- Graphics should include targeted information that your audience will want to read. It should be attractive to the eye and easy to understand. Anything too busy or dated will cause people to scroll by. There are many resources available for you to design graphics; to learn more, click here.
- Images/Real-Time Photos should be clear and bright and avoid heavy editing or filters. Photos are a great way to make an ad more personable and make prospects feel like a real person is taking care of them.
- Graphics or real-time photos are a great way to catch the eye of someone quickly scrolling through.
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Caption/Call to Action:
- This is the next place prospects will go after viewing your image. Here you will need to provide them with the information that will cause them to take action on the ad.
- Your call to action should be convenient and easy for the respect to accomplish. Anything that is too complicated or time-consuming will not be received well, and most people will continue scrolling. For Example:
- Good Call to Action: “Click here to learn more!” After they click, this will take them to a landing page on your website with more information like they were reading in your ad. In the end, there is your contact information and a form for them to fill out to book an appointment.
- Your call to action should be convenient and easy for the respect to accomplish. Anything that is too complicated or time-consuming will not be received well, and most people will continue scrolling. For Example:
- This is the next place prospects will go after viewing your image. Here you will need to provide them with the information that will cause them to take action on the ad.
Email Campaigns:
If you would like to run a campaign through email, you will need email marketing software, an email contact list, an email body, and a good subject line.
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Email Marketing Software:
- There are many platforms available to send out email campaigns. Some platforms provide templates, some provide great analytics, and some provide both. Here are some of our top recommendations:
- Constant Contact – This platform allows you to create email designs that follow your brand. Allows you also to track your social media performance.
- MailChimp – Allows you to customize your campaign and track its performance in real time. You can link this platform to other digital marketing channels
- HubSpot – This is an all-in-one platform with access to all your digital marketing channels, including a built-in CRM.
- There are many platforms available to send out email campaigns. Some platforms provide templates, some provide great analytics, and some provide both. Here are some of our top recommendations:
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Email Contacts
- Each email contact list will vary depending on your campaign’s content and target audience.
- As you communicate with each client and prospective client, collect their emails and permission to receive email communication like newsletters from you.
- Collecting these emails will allow you to send out email campaigns such as newsletters, market updates, or updates on enrollment periods.
- Each email contact list will vary depending on your campaign’s content and target audience.
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Subject Line
- Your subject line should have a good hook to capture your audience’s attention and cause them to open the email. Kew words like “new,” “free,” “urgent,” and “important updates” will create an urgency to open the email.
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Email Body
- The body of your email should be informative and easy to read, capturing the attention of the reader.
- Create an interesting design that helps catch the eye of the reader. There are many email marketing platforms that allow you to build out an email design.
- Platforms like Canva offer templates you can customize and insert into your email body.
- What is the goal of your email campaign? The text of the email should provide readers with a clear understanding of your message and encourage them to take action on the email.
- Create an interesting design that helps catch the eye of the reader. There are many email marketing platforms that allow you to build out an email design.
- The body of your email should be informative and easy to read, capturing the attention of the reader.
Compliance
Before running your digital marketing campaigns, follow all CMS Guidelines for Communicating with Clients. If you have questions about what is required to stay compliant, reach out to your local Fidelis Sales Director!
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