You’re losing your digital advertising and marketing funds in case you are not doing these two issues! – Searchlight

You are wasting your digital marketing budget if you don't do these two things!

Posted on Sep 17, 2021

Striking the balance between traditional marketing and digital marketing can be tricky at times. As people spend more time online, many brands and companies are leaning towards digital platforms. Social media has become the first port of call to reach almost anyone, especially due to the platforms’ targeted approach, while a solid search engine optimization (SEO) strategy allows the brand or company to better target potential customers and donors, and the public at large. With all of the digital opportunities that exist, there are two ways to maximize your marketing dollars:

1. Track and measure results – This is one of the most important advantages of digital marketing. How do you know your campaign is effective if you can’t see the results? It may be impossible to tell how many times someone drove past an electronic billboard or sign before contacting you, but in the digital world, there is a lot of data and analytics available for digital campaigns. Almost everything can be tracked thanks to the digital footprint you leave at the different stages of your online decision-making process.

2. Retargeting – Have you shopped online and noticed ads for the same items you viewed on other websites you visit?

If the answer is yes, you will be approached again! Data is changing the way businesses market to consumers, and it should change the way you market too. Remarketing helps you maximize results and spend on a campaign that is aimed at driving traffic to your website. When you consider that your existing and potential customers are shopping online, you find that you can offer them remarketing if they browse other websites during their decision-making process. How can you do this in practice? For example, if you run a Facebook ad to drive traffic to your website, you can now use the Facebook pixel to capture those leads; You can then re-market that database of website visitors and move them down the pipeline by encouraging them to subscribe to your mailing list or newsletter with an incentive attached.

Think of a remarketing strategy as a way for your brand to capture cool leads and warm them up. They are “cool” leads because they have already taken the step to visit your website. For the sake of clarity, the Facebook pixel is a small snippet of code that tracks people and the types of actions they take when they interact with your brand, including your Facebook ads that they saw before visiting your website visit, the pages on your website that they visit and the items that they add to their shopping cart. While I used Facebook as an example, remarketing is also possible through Instagram, Linkedin, Twitter, and Pinterest

Candice Sealey is a freelance copywriter, copywriter, speaker, media personality, and founder and primary consultant at Ignite! a full-service marketing and PR consultancy that helps companies / brands to differentiate themselves through strategy, marketing, media services and design solutions, to connect with and get in touch with the right people. Follow us on FB & IG @igniteresults
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