Achieving Digital Multichannel Engagement Success.

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Recently, a client, a large health and beauty company, came to us as they wanted to carry out an intensive digital marketing campaign, utilising multiple channels to improve their business’s visibility and sales.

The campaign had 5 distinct aims:

  1. Increase Brand Awareness
  2. Introduce new customers
  3. Test new marketing channels
  4. Drive traffic to an online ‘skin diagnosis’ tool
  5. Ultimately drive traffic to stockists of the products

We split the campaign into three strands, targeting different audiences and with different messages.

The first stage of the campaign was to run ads to increase awareness and drive traffic to the website. Three unique landing pages were created for each strand of the campaign; two provided relevant information about the products to the visitor, the third was an online test, which provided a personalised skin care routine and product selection following a series of questions. Free samples of some products were also sent out after the test was completed.

The main KPIs for this stage of the campaign was the number of impressions and the amount of time visitors spent on the site. We used the following platforms to qualify and drive relevant traffic:

  • Facebook and Instagram – a combination interest based targeting and demographics for ads to bring drive traffic to the landing pages. We also created lookalike audiences based on existing data exported from the clients CRM
  • Google Search targeting non brand terms - users searching for solutions to skin problems and also broader skin care terms. We also targeted competitors and relevant bloggers
  • Google Display – targeting users based on demographics and interests
  • Native Advertising – sponsored articles that drive traffic either to read the article on the host site or to the client’s website
  • Twitter – targeting based on demographics and followers of relevant accounts. 

The traffic driven from these channels then formed our remarketing audiences. We implemented a set of qualifying criteria around the remarketing in order to filter out the most engaged traffic with highest propensity to purchase:

  • Visited certain product categories (meaning we can identify the product of interest and tailor ad creative accordingly)
  • Spent more than 2 minutes on the site

We then focussed on driving visitors to purchase the products. As the products are not sold directly through the site, the aim was to drive users to the stockists page or directly to third party websites such as Boots or Escentual where they could buy the products. 

Outcomes

Compared to the same period as the year before, the website received a 96% increase in sessions and 100% increase in new visitors. There was a 20% increase in the number of users who spent 2 minutes or more on the website and an additional 2060 visits to the stockist locator page.

If you would like to learn more about how you and your brand can achieve multichannel success, get in touch with us via phone on 01233 467800 or email hello@sagittarius.agency, we would love to hear from you!


Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

 

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

 
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Sagittarius
sag-author100x100

Sagittarius

04 Aug 2017 - 5 minute read
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