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How To Maximize Your Digital Marketing Dollars

March 11, 2024
by Brittany Sinde

6 Ways to Stretch Your Campaign Strategy Investment

Whether you’re a small, in-house marketing team looking to stretch every dollar or… one department of a hundred, justifying campaign performance directly to the CEO, everyone has a common objective: how to get the most out of their digital marketing efforts. 

For us at FUEL, marketing is that second golden pillar of our brand building approach: first comes branding, then comes marketing. And what we believe makes marketing most successful is the mix – a mix of tactics catering to and, hopefully, connecting with your audience. Here are six of our top tactics to maximize your digital marketing investment.    

1. Hyper-Target Your Audience

Emphasis on hyper. No one’s here to cast a wide net and squander that limited (or even unlimited!) ad budget, and generic ads are the surest way to do that. However… By being a bit more surgical and precisely targeting your ideal customer, you can ensure your ads reach individuals most likely to be interested in your product or service. Audience targeting involves utilizing demographic data, interests, online behavior, and even purchase history to create highly specific audience profiles. And thankfully, as shown in the link, platforms like Google Ads and even Facebook ads offer sophisticated targeting options to ensure your message reaches the right people most efficiently. All in the name of ROI. Your digital marketing will thank you.

2. Lean on Responsive Display Ads and Retargeting Ads

Rely on Responsive Display Ads to act as shapeshifters: These ads save you one of your most valuable resources: time. Responsive display ads can automatically adjust their size, appearance, and format to fit just about any available ad space, whether that’s a banner ad on one website or dynamic text on another. They also ensure the best ad format shows across different ad spaces and allow you to test multiple assets, including video! Add them to your campaign strategy checklist and voila.

Leverage Retargeting or Remarketing Ads for repeat consideration:

We know clicks aren’t (always) instant conversions. Most of us require multiple exposures to a brand before making a purchase – that’s the beauty/opportunity of the consideration phase. The good thing is, remarketing ads enable your digital marketing campaign to re-engage individuals who have previously interacted with your website, social media pages, or even abandoned shopping carts. By showing relevant ads to these users on other websites they visit, you can nurture their interest over time, ultimately increasing the likelihood of conversion later on. Just remember that while retargeting can be incredibly effective, it’s also crucial that you use it responsibly to avoid spamming users with unwanted ads that could leave them with “a bad taste” (brand experience) in their mouths.

3. Think (and Use): Negative Keywords

“We’ve seen upwards of 90% in wasted ad spend when clients don’t include any negative keywords in their accounts.” – HawkSEM

90% got our attention. Google defines negative keywords, or negative matches, as keywords “that prevents your ad from being triggered by a certain word or phrase.” Which means if someone searches for a phrase including a term you’ve deemed a negative keyword, your ads won’t show up, and your ad spend won’t be triggered. The benefit of utilizing negative keywords comes down to eliminating window shoppers and bad leads while improving the quality of potential customers, conversion rates, and ROAS (return on ad spend). Another win for your campaign strategy!

4. Collaborate with Micro-Influencers

While mega-influencers with millions of followers work for some brands with deep pockets, partnering with micro-influencers (10k-50k followers) can be even more effective. Here’s why: Besides their more affordable rates and cost-effectiveness for brands, they typically have more engaged communities and specialized knowledge. As a result, the benefit for brands is a more targeted reach and an authentic voice that could resonate more deeply with niche audiences.

Another insight gleaned from experience, micro-influencers are typically more open to brainstorming and collaborating with brands than dictating their terms and simply adding a campaign hashtag to their posts. So when collaborating with a micro-influencer, think of what forms your content can take, from product reviews and sponsored content to live streams and interactive challenges. And if you still need some numbers to sell their ROI to your CMO, the biggest names in top consultancies have your back.

In their latest CMO report, Deloitte anticipated 109% growth in influencer marketing over the next three years while McKinsey reported that the global influencer market, valued at a staggering $21.1 billion, noted an emergence in a “largely untapped market of less active influencers with smaller followings” (that’s micro- and nano-influencers). McKinsey concluded that a micro/nano-influencer strategy does in fact yield a “positive ROI for brands” and that’s all we needed to hear. Would you consider partnering with micro-influencers for your next digital marketing campaign?

5. Explore Interactive Content Formats

What suits your product/service most? Polls, quizzes, interactive infographics, and short-form video content? Good news is they can all boost engagement and leads when incorporated into your campaign strategy. And there’s one clear reason: these formats not only encourage active participation, but they also generate valuable data about your audience’s preferences and behaviors. Food for future performance boosting!

6. Repurpose Content Across Platforms

Don’t reinvent the wheel every time! Instead of complicating your life with constant content brainstorms, build on what you’ve got: repurpose your existing content across different platforms, tailoring it to specific formats and audiences. For instance, a blog post can be condensed into social media snippets, repurposed into video scripts, or given new life through an infographic. This not only saves time and resources but also ensures maximum reach and engagement from your existing content library. And if you’ve been focusing too much on any one of the bottom three formats (pictured), think of ways you can cleverly repurpose them into the top two.

By implementing – and mixing – these simple tactics into your own digital marketing campaigns, you can inject a dose of fresh energy into your campaign strategy. Remember, the key is to experiment, track your results, and stay agile in adapting your approach to achieve the best possible outcomes. 

If you have any questions about developing digital marketing campaigns or campaign strategy in general, we’re all ears. We’d love to get the chance to help your brand – and marketing – reach its full potential. 

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