Everything You Need to Know About Targeted Marketing Campaigns

What are Targeted Marketing Campaigns?

Targeted Marketing Campaigns (TMC) are digital marketing campaigns offered by our sister company, Obelis Media. They are designed to generate leads via the Internet. We use a combination of social media advertising and search engine advertising to generate a significant increase in new traffic to your site. More traffic means more leads.

Target Marketing Campaigns will provide you with immediate results that are quantifiable and can be acted on immediately.

AdWords, Facebook Ads, Google Display Ads, etc. can be complicated. We know how to manipulate the variables including:

• choice of keywords/key phrases
• content of the landing page
• geographical reach
• choice of ad venue (Facebook, Twitter, Google…)
• device type (mobile, desktop…)

We make frequent, sometimes daily, adjustments based on our analysis of your data. Our job is to get the right people to your website to produce the leads you’re looking for while conserving as much of your advertising budget as possible.

What to Expect From TMC

Generate leads

The primary purpose of most advertising campaigns is to generate leads. Efficiency and economy of scale allow our system to generate leads while keeping the cost per lead well below the industry average.

Provide immediate and consistent traffic

As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.

Provide an increase in the efficient delivery of your product or service to the intended consumer

The delivery of the campaign can be determined by any number of factors including, but not limited to:

• geography (by town, state or distance from a particular town or zip code, etc.)
• demographics (age, race, religion, gender, etc.)
• interests (hiking, photography, fishing, etc.)
• Increase in the efficiency of campaign development
• The same ad can be tested in using differing criteria to assess the effectiveness of the ad from market to market. Known as split testing we can quickly change the parameters of each campaign to maximize the CPL.

Our campaigns are designed to easily integrate with offline marketing

The ads used in your targeted campaigns can be provided to you in a PDF format. The ad can be used in print media campaigns to allow coordination between your offline and online marketing campaigns. Print ready artwork can be provided for an additional fee.

Allow for a more effective allotment of advertising resources

Your ads will be analyzed daily to assess the effectiveness. The ads, target markets, budget and so on can be instantly reconfigured to provide the optimal cost per lead (CPL).

Produces campaigns that are measurable

Our proprietary dashboard will allow you to see the effectiveness of every ad campaign run by Obelis Media. We make it as easy as possible for you to determine the return on investment (ROI) of each ad campaign by providing you with the data needed to determine your cost per lead (CPL).

What Can TMC Do for You? – Real Results

Instead of just telling you what TMC can do for you, we’d rather show you real-life results. Below we have numbers from an Ohio-based audiology practice. We tracked the practice numbers before and after beginning a Total Marketing Campaign (TMC).

In the month prior to beginning TMC, their results were as follows:

screen-shot-2016-09-22-at-12-15-54-pm

The main results we’re looking at here are calls received and top traffic sources. They received 0 calls within the month and their top referral sources were referring little to no traffic, meaning web visitors were having to find the practice via search engine or organically. They were not putting their practice right in front of their target demographic.

In the month after beginning TMC, their results were as follows:

screen-shot-2016-09-22-at-12-16-25-pm

After running one Facebook marketing campaign for only one month, they saw drastic results. Their website visits went up almost 400%, they received 13 calls from online marketing, and their top referral source was the marketing medium on which we ran the campaigns.

Their results 5 months later are still consistent and growing:

screen-shot-2016-09-22-at-12-19-54-pm

The number of website visits has remained consistent, but the number of calls has almost quadrupled as a result of constant monitoring and campaign tweaks to reach the optimal audience. Facebook (the campaign platform) is consistently the highest traffic referral source.

Targeted Marketing Campaigns puts your practice in front of your target audience and keeps you there. With the lengthy sales cycle of hearing aids, it is important to have contact with potential consumers – early and often. TMC keeps you in your demographic’s minds eye, so that when they are ready to purchase, you’re the business they trust with their purchase.

To learn more,

visit obelismedia.com

Can Small Businesses Benefit From Big Data?

Last week’s blog post about targeting your clients spoke a lot about using your data, but from where are you collecting this data to use when planning your marketing?  In a perfect world a multitude of data accumulated by other individuals would be at your fingertips. Your job would be to merely sift through the data choosing the marketing pieces with the highest return on investment, determine a budget and make a plan. How easy would that be? You could probably plan an entire years worth of marketing in under an hour.

Good News, Bad News

The bad news is that in most markets, even in the franchise realm data gathered far and wide is often too vague for anyone to rely on at the local level. This doesn’t mean that you should discount the data provided by these larger entities. Use their data to spot trends, but collect your own data to make decisions about your business.

Big Data

From Forbes

Large corporations regularly use big data to get insight on consumer behavior, target their marketing and to boost revenue. But small businesses typically do little with big data. Until now, most owners have considered it too difficult, too expensive and just plain intimidating.

That’s changing. These days an increasing number of small businesses are collecting and crunching volumes of data to lift their sales.

“Small businesses shouldn’t be scared off by big data,” says Steve King, partner at Emergent Research. The growth of the Internet, wireless networks, smartphones, social media, sensors and other digital technology is fueling a big data revolution. Big data was the exclusive domain of statisticians and large corporations but not anymore.”

What can a small business do with big data?

For a start, it can boost efficiency and sales.

King gives an example. The Spillers Group, a company that owns three restaurants in Dallas, uses a data application called Roambi that enables it to share among management all the business information it collects, including point-of-sale data, labor metrics and accounting numbers. With Roambi, Spillers can link managers’ pay to their restaurant’s performance. The app has also cut Spillers’ labor costs 10%, saving thousands of dollars every two weeks.

“Before their data was a hodgepodge,” King says. “They had sales data in one place, supply data in another place and staffing data in another—and they never looked at how to bring them all together. So they were inefficient when it came to scheduling and supplies. When they brought the data together they discovered quickly they could cut costs by making minor changes. That’s a huge win.”

Small businesses that use data intelligently can do business better.

They can improve pricing and just-in-time supply chains. They can find cheaper suppliers that are closer to their location and that offer more price transparency. Small businesses can also use data to tailor products and services to individual customers.

Businesses can identify key customers and treat them better.

They can understand customer patterns, know when they’re likely to come in and reward them for multiple visits. “All this big data is helping to level the playing field for small businesses,” King says. “Even though the field is still tilted in favor of big business, big data is a way for small business to fight back. A lot of this stuff is made easy for small business, like Google GOOG -2.3% Analytics. You don’t have to be a data scientist to use these tools and get good insights.”

Why Data is Important

The more you know about each of your leads, the faster you can zoom in on the strongest prospects, engaging them with content that’s personally meaningful to them.

  • Quickly identify and rectify problems
  • Data can be used to decide which products and services should be marketed and which should be eliminated.
  • Aids in assessing employee performance

Accumulating data is a necessary evil. The alternative is to run your practice on a wing and prayer, which is not a strategy we’d recommend.