Integrate Your Efforts

Performance Marketing assures your tactics all row together

TV, radio, print, maybe a sponsorship or billboard here and there. That’s what marketers were bound to in terms of outlets in the not-so-distant past. Now, the term digital marketing can mean so much more in addition to the traditional resources.

TV, radio, print, maybe a sponsorship or billboard here and there.

That’s what marketers were bound to in terms of outlets in the not-so-distant past. Now, the term digital marketing can mean so much more in addition to the traditional resources, such as:

  • Search Engine Optimization
  • Pay-Per-Click Advertising
  • Content Marketing
  • Influencer Marketing
  • Social Media Community Management/Advertisement
  • Email Marketing
  • Affiliate Marketing
  • Video Creation
  • Call Tracking
  • Direct Response Offline Marketing
  • CRM Sales Tracking

And the list goes on.

Now, with a solid plan, digital marketing doesn’t need to feel so vast, siloed or unattainable. With an integrated approach that depends on a solid timeline, digital marketing components can come together and even grow and evolve over time to achieve a fully cohesive and functional marketing program. How?

To achieve greatness, one must test, learn and adjust, right? That’s the approach we take with performance marketing. Touchpoints are critical and audiences have many views, so as marketers we must go where they are. BUT, when we do, we track, measure and iterate. This concept of digital marketing is already being adopted by marketing departments looking or needing to have more accountability and flexibility in how they reach goals and prove performance.

A key element of this approach is to mesh together the mountain of data that these tactics create to understand how marketing efforts are paying off throughout the customer journey to the point of purchase. For example, if you are finding that clients begin to take longer to make buying decisions after finding you through a search engine, then activating remarketing ads (SEM and/or social media) or adding targeted email or marketing automation will help the brand stay in front of those potential customers. Making these adjustments will help brands retain touchpoints despite behavior changes.

The beauty for companies that follow this approach is the increased awareness and ability to be agile with decision-making. This means to move with seasonality, customer demands and other areas where a strict plan that is revised only during the yearly strategy meeting keep brands from being as effective as need.

The beauty for companies that follow this approach is the increased awareness and ability to be agile with decision-making.

For example, many mid-sized brands have been performing search engine optimization for years and have recently added content marketing to the mix. Too often, we see that those two approaches are not integrated and even worse, are not thinking about how the new social media advertising budget is going to affect its efforts. A performance marketing approach gets all of these efforts and teams in a room and on a single, flexible and measurable plan. Then, as you monitor results over time, your assignment of resources will change because this approach enables and encourages modification in the name of results.

The lesson here is not to take on a simplistic approach to combining all the efforts of digital marketing into one bubble, but rather choosing and monitoring those tactics constantly to find and assign value, while also monitoring engagement and trends over time. With this in mind, drawing the connections from marketing execution to goals will become a clearer process and provide the data needed to prove results, and that is the method of marketing that will lead talented brands into the future.

Extra Insight

13x Return on Investment: A Quick Performance Marketing Case Study

Meyer Products manufactures equipment used by industry professionals and homeowners to clear roads and driveways from snow and ice. The company needed to show a tangible return on its marketing investment (ROMI) and demonstrate marketing’s impact on the top line. Through the truly integrated nature of Meyer Products and thunder::tech’s efforts, the Meyer Products marketing department was able to show a 13 times return on its annual investment in digital marketing, which as a whole is a fantastic result. But it’s when we look even closer that more remarkable data begins to tell a story.

How We Helped

  • Lead Generation Strategy
  • Interactive Content Development
  • Closed-Loop Reporting System
  • Tactic Attribution Model
  • Conversion Paths
  • Campaign Creation
  • Full-service Integrated Strategy

Results

  • Organic website traffic increased 80%
  • New leads generated increased 272%
  • Campaign-specific traffic increased 65%
  • PPC campaign ROI of 651%

* 7/1/15 - 2/28/17 results compared to previously tracked metrics.

The only way this level of ROMI was able to be achieved was through a very specific and strategic reporting process. A closed-loop reporting process is the action of linking the data that marketing teams and tools collect and the data that the sales team is collecting. In Meyer Products’ case, their Pardot marketing automation system was being leveraged by their marketing department and Salesforce was collecting all of the product registration data after a product was sold.

On the marketing side of the loop, the thunder::tech team developed a tracking strategy that allowed Meyer Product’s marketing team to see how different elements of the integrated marketing strategy performed both as independent tactics and as a holistic campaign. Through this attribution model and integrated analytics, Meyer Products has been able to make actionable steps to improve its marketing performance and achieve sales goals.

Listen to The Performance Marketing Episode to Learn how to Mesh Your Data
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