Three Tactics For Optimizing Your Campaigns To Produce More Demand
Without live events as a viable option for the time being, we’ve compiled 3 tips (and stories from real marketers!) on how to make your existing campaigns and channels do more for you.
Many marketers have gone back to embracing live events, but don’t close the door on digital tactics so quickly; there’s more you can do to grow your pipeline that don’t include investing in expensive trade shows. Take this as an opportunity to elevate your marketing while figuring out how to produce pipeline more efficiently. To help you get there, we’re sharing three ways you can get more out of your events, paid advertising, and content syndication efforts.
1. Share curated content pre- and post-event for more opportunities to engage
With the shift back to in-person events, many B2B marketers have noted a decline in webinar performance recently. How can you produce more pipeline with every online event you host?
You can make the most of the touchpoints before and after events to produce engagement. Instead of simply sending a confirmation email when someone registers for a webinar, why not share some curated content pieces related to that topic? This will help grease the wheels and help stimulate interest in the topic before the webinar itself, boosting their chances of attending.
Even when prospects don’t show up to the webinar, you can still use their sign-up as an opportunity to promote other content offers. You can also package up a handful of thematically related content pieces in your follow up email, giving them even more chances to engage and hit your MQL threshold quicker.
2. Use content consumption data to optimize your ad spend, so you’re only spending money on quality clicks
While prioritizing ad spend is an effective way to fill your funnel in the short term, it’s not a sustainable way to generate high-quality MQLs. One way to extract the most value from these campaigns is to measure not just clicks, landing page visits, and form fills, but also content engagement data that will tell you where to spend more money and where to spend less.
You can use these campaigns as an opportunity to answer questions like:
- Which messages and visuals resonate most with my target audiences?
- Which channels produce the highest-quality traffic?
- Which ad vendors are giving me the most bang for my buck?
By tracking time spent with the content on the other side of the click, you can optimize for efficiency quickly. And this is the gift that keeps on giving because this knowledge of where to place your marketing bets will continue to provide value even after live events pick back up again (hopefully soon!).
3. Soft-gate content in content syndication campaigns
Another channel many marketers are turning to fill their funnels in the short term is content syndication. But aside from just acquiring leads, there is much more value to be gained from these campaigns if orchestrated thoughtfully.
Not all leads are created equal and not all vendors deliver the same audience quality. Measuring content engagement data from your content syndication clicks will help you determine which vendors are producing warm, engaged leads, and which are eating up your budget without delivering the quality you expect from your investment.
While you’re at it, have you thought about using a flexible gating strategy to produce more leads? People may be reluctant to fill out a form with simply an asset title, blurb, and image, so giving them a short preview of your asset will reassure them that it’ll be worth sharing their information in exchange for it. This can be a very effective tactic for increasing conversion, and identifying unknown visitors who may be reluctant at first.
Turning a challenge into a valuable opportunity
While it’s never easy to change your strategy on the fly, sometimes externalities make this necessary. But with some hard work and a little bit of ingenuity, you can turn these circumstances into a valuable opportunity to elevate your marketing. Not only will this fill your funnel in the short term, but you’ll be enjoying the “juice” for many quarters to come.