Digital Marketing: It’s not just about the Journey, it’s also about the Destination!

26th Jan 2021

In last week’s article – the third in our “2021: A Year to Ramp up Your Digital Marketing Strategy” series – we took a closer look at how to identify, reach and communicate with your target audience.

This week, we tackle our next challenge in the quest to create the perfect digital marketing campaign… where are you sending your target customers to, and how well is that destination converting target customers into conversions?

Firstly, let’s consider the destination options for your digital marketing campaign. Here are some of the common destinations you can send your customers to:

  1. Your website
  2. A marketing landing page or lead generator form
  3. A phone operator or sales agent
  4. An email address

Let’s explore each of these more closely, but first let’s define what you’re hoping to achieve:

The objective of any digital marketing campaign is to generate leads, and ultimately sales that will add value to your bottom line.

You may have a different focus – for example, a brand-building campaign if you’re launching a new brand, product or service – but even in this case, the ultimate objective is to convert interest in this new brand into business.

1. Your Website

Arguably the most commonly-used destination for digital marketing campaigns is your company website. Taking people here can tick off a number of objectives from brand-building and lead generation to direct sales, data-building and more.

But consider the following:

  • What are you selling?
  • Do you want to direct people from the marketing campaign to a specific page?
  • Which page is this, does it already exist, and what are you asking people to do once they land there?
  • How will you track click throughs to this page?
  • How will you measure conversions?
  • Is your overall website up to date, and mobile responsive?

2. Marketing Landing Pages or Lead Generator Form

With a slightly different focus to a website, the objective of a Marketing Landing Page or Lead Generator Form is to build brand awareness and capture details of people interested in your service or product. You can also lead someone to a direct sales page, but usually you’ll have a page that asks visitors to submit some details so that you can contact them and hopefully convert them to a customer.

If you’re considering using these pages, many of the same metrics for success from website goals can also be applied, such as:

  • What are you asking people to do when they land on this page?
  • How will you track click throughs?
  • How will you measure conversions?

But for form-based pages you can also add a few other considerations, such as:

  • Inserting tracking codes on each field so that you can also measure where people drop off on the form. This then allows you to change or remove fields that are preventing people from completing your goal.
  • Language and visual presentation is a crucial consideration – you’ll want to capture a visitor’s attention immediately and in as few steps as possible, get them to complete the page’s goal. Use friendly, simple and clear language, applicable visuals, and keep the page and forms as short as possible

3. A Phone Operator or Sales Agent

Directing visitors from a digital marketing campaign to a phone number means a few simple things need to be considered:

  • Who will be answering the phone? Do you have a trained in-house team or person to field calls? Or are you hiring an external call-centre?
  • How well trained are the people who will be taking calls, regardless of which option you select above? It is absolutely essential that the person answering the phone is friendly, knowledgeable and clear on what needs to be done to convert a sale (if that is the goal).
  • How will you measure and track calls and conversions?

4. An Email Address

Many digital marketing campaigns will lead visitors to submit an email enquiry, or a form that notifies the supplier via email.

It’s a pretty impersonal way to communicate, but you’re still able to apply a few simple techniques to keep your lead interested, and make them feel as though you’re really glad they contacted you:

  • Have a well-designed automated response that thanks them for their enquiry, and gives clearly lets them know when to expect a follow-up.
  • Include things like your contact person, number, website and any information that you think is relevant to their enquiry so that they can continue exploring information while they wait for you to respond.

Tracking all the above approaches to digital marketing destinations is a simple and effective process. From Google Analytics and third-party tools like Hootsuite, SEMRush and Buffer to analytics tools on mailing systems such as Mailchimp and more, you’ll be able to see exactly where your enquiries are coming from, how well they’re helping you gather data on your potential customers, and most importantly how well they’re helping you convert new business.

Take your digital marketing campaigns in 2021 to the next level – contact Realnet today and let’s work together to put a plan in place that really drives your business forward!

Contact us on 01223 550800 or, we look forward to hearing from you.

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