Nicole Burford, Digital Marketing Manager at GutCheck, has been responsible for their industry leading digital marketing campaigns. She details some of her hard won knowledge on how to build an effective digital strategy in the research space.
Digital marketing is an ever-changing puzzle that marketers are constantly trying to solve. Following the latest trends, trying to figure out the newest apps and social platforms, and keeping up with their evolution can be a full time job in itself. In my years in digital marketing, I’ve seen my share of both successful campaigns and ones I’ve at least learned from, and I’ve developed some tried and true best practices that stretch across multiple areas of digital marketing. My recent shift to marketing within the market research space has allowed me to apply techniques I’ve learned in the past as well as test numerous new strategies. Here are some learnings and tips I’ve uncovered for using digital marketing in the market research space.
General Best Practices
Know your audience!
In this case, we are talking about market researchers and marketers: understanding an audience is their job, and they will see right through a generic message that you post all over the internet. So keep these practices in mind:
Segment your audience: Whether it’s email, display ads, or social media, most advertising channels allow for some sort of audience segmentation. For example, segment by job title and industry. By doing this you’ll be able to send the right content to the right people at the right time.
Always tailor your message: Be as specific to your audience as possible in your messaging. If you are talking to a consumer insights person in consumer packaged goods (CPG), make sure that your ad is something relevant to them, rather than a general message or something meant for, say, technology or finance.
TIP: Segmentation helps with this!
Be honest about your brand awareness: Consider if this is a brand new audience or one that may have already been exposed to your business. This will drive how high level or in-depth you should go with your messaging.
Test your messaging and learn from it.
Whether it’s keywords, length, or benefit statements, try different approaches and see what sticks.
- Set objectives going into the tests:
- What do you want to learn?
- What do you want to test?
- How do you measure success?