3 ways to optimize your marketing campaigns

Marketing teams are tasked with the goal of looking for sales, sign-ups and other conversions through digital channels. There are many variables and details that go into the process, including demand generation campaigns, providing relevant information and brand awareness, just to name a few.

To be successful, you need to provide your audience with a flawless digital experience (DX). Great design, content and user experience (UX) ensure a smooth journey from start to finish – from landing pages to thank you pages and beyond. We’ve outlined three steps below to help you better optimize your marketing campaigns.

Make your marketing campaigns effective and engaging in these three steps

1. Identify and understand your target audience

In order to optimize your campaigns, you need to have a well defined target audience. Targeting a specific audience doesn’t mean you’re excluding people who don’t match your criteria, but instead focusing your marketing efforts and budget on an audience that is more likely to buy. Use the questions below to help identify and get to know your audience better.

• What are their pain points?
• What daily challenges do they face?
• Where and how do they compare products or services?
• What types of information do they engage with? What do they skip?

Understanding your audience helps you deliver seamless experiences that convert, better segment and target your campaigns and ensure that the budget isn’t wasted on uninterested or non-converting audiences.

2. Ensure you’re providing valuable information to your audience

To get the most out of your marketing dollars, you can’t just throw spaghetti at the wall and hope it sticks. You need to understand the types of information your audience finds valuable, how they interact with your brand and what they find relevant and engaging versus what they don’t.

If you’re spending thousands of dollars on your marketing campaigns, but there are no sales, sign-ups or other conversions and you don’t know why, that’s a problem. Maybe the issue is the placement of certain information on your website or mobile app and it just needs to be moved up above the fold. Or maybe it’s that the information is irrelevant to that particular audience.

Using Glassbox, users can measure the effectiveness of the information on their webpages using Interaction Maps (next-generation heat maps) and understand what users engage with and what they skip over with session replay. Glassbox can also help you optimize your landing pages and make them more informative to your audience.

3. Understand how users behave on your landing pages

Whether you’re driving traffic from social media ads, banner ads or PPC, it’s important to understand how users interact with your landing pages. If you see that for a certain channel, 80% of users land on the page, spend five seconds and bounce, or skim the page way too quickly to be reading anything, that may mean you’re targeting the wrong audience. Studying how users behave on your landing pages can help you better target your campaigns and drive more relevant traffic.

With Glassbox, you can optimize the type of traffic brought to your landing pages and understand who your campaigns are targeting by using our Augmented Journey Map™ to analyze where users arrive from and how they continue from there.

Glassbox can improve your marketing campaign performance

If you want to hit your marketing goals, it’s critical that you understand who you’re targeting, what they’re interested in and how they behave on your landing pages. See how Glassbox can help by visiting our demo center.