Digital marketing is evolving so quickly and strategy adjustments occur so frequently that some companies are understandably gun shy about launching big new campaigns. But while waiting for the “perfect time” might seem prudent, in reality it gives nimble competitors a head start and ultimately costs much more in lost revenue and market share.
The solution? Launching smaller campaigns that are quicker to go live, require less budget and provide a success-based model that’s mutually beneficial.
“Our clients definitely see leaner, more focused campaigns as a better fit then the traditional ‘brute force’ approach to digital,” said Chris Ramaglia, BroadBased executive vice president. “We’ve had tremendous success taking an integrated strategy and launching individual campaigns that provide the fastest and highest return on investment.”
Testing performance early = less risk and more ROI
One of the easiest ways to squander budget is to invest too much before developing a provable model that converts traffic to leads. Starting off with a smaller campaign to test messaging, content and calls-to-action will establish the formula that works best and allow you to increase the budget with greater confidence.
This was the case with one of our higher education clients. By launching a series of targeted Facebook ads with different headlines, images and ad formats, we quickly determined what drove the most qualified clicks. Then, we made that the focus of our campaign.
Quick-launch campaigns can also prove what’s not working as well, so you don’t end up sinking a large budget into an underperforming strategy. An example of this was a test Instagram campaign we launched for one of our real estate clients. After three weeks we could tell that Facebook outperformed Instagram with twice the interaction at a much lower cost. This test reinforced the sales and marketing director’s recommendations for ad spending.
Quick to launch, quick to get results
The goal of most digital marketing campaigns is to drive a higher volume of quality traffic and leads. That goal can’t be achieved until the campaigns launch, and by starting fast you can see big results.
By being agile in our approach to getting campaigns up and running, we’re able to substantially increase lead flow in as little as two weeks. From there we progressively launch more digital strategies that build off the insight gained from our early efforts, consistently driving higher lead quality.
Build a partnership one success at a time
The most successful partnerships are built on mutual gain. When both sides have “skin in the game” it keeps everyone focused on performance and goals. This is why launching incremental campaigns and building as goals are met lends itself to long-term success.
“The goal is a win-win; we’re driving leads, our clients are growing, and they want us to help launch new campaigns,” Ramaglia said. “Companies see the results before making a sizeable budget commitment, and the agency knows that they have to perform to grow the relationship.”