Accelerating Your Brand's Move Online
Accelerating Your Brand's Move Online
Tickr’s Campaign Tracking Solution Page
In the face of a pandemic that is restricting travel and face-to-face meetings, many brands are moving their messaging online. You may have traditionally relied on face-to-face sales, but you’re rethinking how to connect with your customers and retail partners to grow demand.
Having helped many brands make this transition, we’d like to share the 3 components of a successful online strategy:
Set clear goals. We all know having clear goals in mind are essential for any strategy. But what are some of the typical goals for a brand's online presence? Most often the goal is to increase online sales. But it might also be to increase brand awareness, increase brand loyalty, or simply to shape the online conversation that is happening around your brand. Be clear so that you can do the next step well.
Rethink your ad strategy. Your strategy might include celebrity or influencer endorsements, content marketing, or simply ads well tuned to your audience. Will you be continuing down previous advertising routes or including new avenues? Ensure your strategy is consistent across both singular and multiple advertising channels. Have your advertisements, endorsements and landing pages share a consistent message, keyword(s) and hashtag(s). Whatever your strategy, get the right monitoring tools in place so that you can see what ad channels are working best for your needs (Facebook Ads, Twitter Ads, LinkedIn Ads, Google Adwords, etc). Just how you researched and planned your strategy, be ready to regularly dive into your data and see what the actual ROI is for the time and money you invest in the campaign, and make necessary adjustments.
Listen Carefully. You will want a monitoring tool that allows you to view metrics from all of your online sources, as well as stream and organize your data so you can visualize your results. Set your monitoring tools to alert you when mention thresholds are broken so you can address potential media opportunities and prevent a crisis. Ensure you can tell exactly how much web traffic is being driven by your ads, what channels and content are performing the best, and how your message is being shared and by whom. Be sure your monitoring tool does this in real time so that you can make tactical data-driven decisions quickly. Lastly, be sure your tool can help you quickly generate both static and live-update reports to share with colleagues to gain additional insights or build consensus around tactical changes.
Once you have the above steps in place, the next step is to follow the data closely. Where are conversions coming from? What geographic area or age group is responding? What endorsements or promotions are giving you the most lift (for example an increase in online purchases driven by ads)? Follow peak dates and times to see when and how people are discussing your brand and how that helps drive or hinder conversions. In this complex digital environment, the options may seem overwhelming at first, but press into the details and you’ll find the data will lead you to the best strategy for your brand.
Our team has helped many leading brands make this transition and we’d love to share our insights with you. Contact us today, to see if Tickr is the right fit for your brand.
