Design a Marketing Campaign that Works
In a world where everyone and their mother is a Social Media
Marketing Guru or an Online Marketing Expert, it is difficult to cut through
the noise to find a tune you can dance to. Designing a digital marketing campaign is about just that design. It is important to look at a number of options in order to hone in on the graphic, wording, layout that is both
attention getting and conveys the message. Throwing a cute kitten on a post
about my latest white paper may get attention, but is it going to attract an
appropriate audience. Conversely that dry research without some form of
evocative image ain’t gonna get the clicks.
I have been fortunate in my consulting practice to work with
some open minded people that have allowed me to stretch the envelop of exciting
and pertinent content.
Here is a small cross section of some past designs and the
audience data that went along with them, because let’s face it no advertising
campaign is worth it if you can’t track its reach.
While helping the Converting and Package Printing (CPP) Expo to grow its audience we were able to capitalize on the popularity of Soccer’s World Cup that was happening at the time. Using some of the imagery and analogizing the scoring of goals with the benefits of attending the show we won a very decent open and click through rate on our email campaign.
17% open rate Click through at 5% |
18% open rate Click through at 4% |
In another mailing we used bold bright colors and represented a tropical (equated as fun) atmosphere. Also gaining some very good numbers.
An 18% open rate with click through around 6% |
Conversely for the International Franchise Expo we relied on some
more traditional images and had some big name brand recognition. While the open rate was spectacular we were not as impressive with our click through numbers numbers.
22% is not too shabby either. |
23% open rate is spectacular. |
When it comes to infographics things are a little bit harder to track, but layout is really the key element here in that it must be visually appealing and it must flow in an orderly manner to help the viewer process the information in a way that makes sense.
Very precisely targeted, this achieved a click on rate of almost 10% |
With a click on rate of 8% we managed beat the industry average. |
Infographics have an average click on rate of about 5% and with the above I was again able to beat that number by offering clean well organized image and information.
While this less well designed and more cluttered image below, we did do less well.
While this less well designed and more cluttered image below, we did do less well.
Our click on rate here was a mere 5% This I attribute to the cluttered layout. |
Also of increasing importance when it comes to Social Media and Digital Marketing stratagem are what I call “Flash Card”, these are the simple informational images that don’t rise to the level of infographics, but can be very useful on twitter and other platforms to give a quick snapshot of what you will see when you click through. For this type of image what we want to see numbers wise are a high engagement rate (who stopped to view or enlarge it) as well as the desired click through.
Again we learn that design is the key to getting the result we desire.
Additionally, I feel it is important to point out that all of these campaigns were organic, no dollars were harmed in the generation of these numbers.
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