In this article, I’ll demonstrate complex digital marketing visualisations for four common business cases:
- Service-based or product-based businesses with a complex/long sales cycle
- Service-based business with a short sales cycle
- Online product-based e-commerce businesses with a short sales cycle
- Fast Moving Consumer Goods (FMCG), with offline purchase mechanism
I’ll explain how different digital assets, traffic sources, and campaign configurations can be used to achieve differing goals for these business cases.
Campaign 1: Service-based or product-based businesses featuring a complex/long sales cycle
Service-based or product-based businesses with a complex/long sales cycle (generally this means businesses with high transactional value) will benefit from this campaign.
Campaign Map
Overview
This complex digital marketing ecosystem uses multiple campaign types and traffic sources to:
- Capture the attention of suspects and prospects at different stages of (a) awareness and (b) the organisation’s buying/sales cycle, and
- Nurture prospects into become a warm, educated, and ready-to-close lead.
Generally, prospects interested in engaging a complex service-based business will require multiple touch points to nurture them down the organisation’s theoretical nurturing funnel.
What are examples business types that could use this campaign?
Examples of businesses include:
Service:
- Financial Services Organisation
- Accountant
- Cosmetic surgeon
- Dentist
- Digital marketing agency
- Advertising agency
- Mortgage broker
Product:
- Property (investment, and PPOR)
- Automobiles
- Luxury motorised vehicles (on-ground eg. 4x4s, and in-water eg. Jet-skis)
- Travel products/itineraries
What is the goal of this campaign?
The goal of this campaign is to generate leads for the organisation’s sales team (to be closed by a sales representative).
What are the components of this campaign?
This campaign uses the following components:
- Paid traffic: Search
- Paid traffic: Google Display Network pixel remarketing
- Paid traffic: Social media demographic targeting
- Paid traffic: Social media pixel remarketing
- Paid traffic: Email list custom audience
- Paid traffic: Email list lookalike audience
- Paid traffic: Third party eDM blasts
- Paid Traffic: Social media pixel remarketing with video & written testimonials
- Non-paid traffic: Organic traffic
- Non-paid traffic: Offline marketing & advertising
- Non-paid traffic: Referral & direct traffic
- Non-paid traffic: Social citations, 3rd party web properties & directories
- Non-paid traffic: Blogging & Content Marketing
- Non-paid traffic: Organic social media management / community building
- Non-paid traffic: eDM blasts
- Asset: Conversion optimised website
- Asset: Dedicated landing page “Enquire Now”
- Asset: Dedicated landing page: “Get Your Free Content”
- Asset: Thank You Page reinforcing value of Enquire Now CTA
- Asset: Thank You Page reinforcing value of Free Content
- Asset: Informative, value-adding article that solves a problem or provides an outcome for the reader
- Asset: Nurturing funnel offers and campaigns (eg. checklists, white papers, webinars, free consultations, tripwire campaigns)
- Asset: Email autoresponder nurturing funnels / Marketing automation
- Strategy: Direct response website optimisation & testing
- Strategy: Direct response landing page optimisation & testing
- Strategy: Search Engine Optimisation
- Strategy: Email list building
- Strategy: Complex analytics & tracking
- Strategy: Telephone call tracking
Campaign 2: Service-based business featuring a short sales cycle
Service-based businesses with a short sales cycle will benefit from this campaign.
Campaign Map
Overview
This grassroots digital marketing ecosystem uses multiple campaign types and traffic sources to:
- Capture the attention of suspects and prospects when they need the service, and
- Nurture prospects into become a warm, educated, and ready-to-close lead.
Generally, prospects interested in engaging a service-based business with a short sales cycle require instant gratification/quick response.
What are examples business types that could use this campaign?
Examples of businesses include:
- Plumber
- Electrician
- Roadside assistance
- Emergency builder
What is the goal of this campaign?
The goal of this campaign is to generate enquiries via phone or form submission.
What are the components of this campaign?
This campaign uses the following components:
- Paid traffic: Search
- Paid traffic: Google Display Network pixel remarketing
- Paid traffic: Social media pixel remarketing
- Paid traffic: Email list custom audience
- Paid traffic: Email list lookalike audience
- Non-paid traffic: Organic traffic
- Non-paid traffic: Offline marketing & advertising
- Non-paid traffic: Referral & direct traffic
- Non-paid traffic: Social citations, 3rd party web properties & directories
- Non-paid traffic: Blogging & Content Marketing
- Non-paid traffic: Organic social media management / community building
- Non-paid traffic: eDM blasts
- Asset: Conversion optimised website
- Asset: Dedicated landing page “Enquire Now”
- Asset: Thank You Page reinforcing value of Enquire Now CTA
- Strategy: Direct response website optimisation & testing
- Strategy: Direct response landing page optimisation & testing
- Strategy: Search Engine Optimisation
- Strategy: Complex analytics & tracking
- Strategy: Telephone call tracking
Campaign 3: Online product-based e-commerce businesses featuring a short sales cycle
Online product-based e-commerce businesses will benefit from this campaign.
Campaign Map
Overview
This digital marketing ecosystem uses multiple campaign types and traffic sources to:
- Capture the attention of suspects and prospects at different stages of (a) awareness and (b) the organisation’s buying/sales cycle,
- Capturing prospects who abandon the shopping cart,
- Nurture prospects into buying, and
- Convince past customers to return and re-purchase
What are examples business types that could use this campaign?
- Examples of businesses include:
- Fashion and accessories
- Electronic goods
- Gourmet food/food deliveries
What is the goal of this campaign?
The goal of this campaign is to sell products via the organisation’s website’s e-commerce function.
What are the components of this campaign?
This campaign uses the following components:
- Paid traffic: Search
- Paid traffic: Display
- Paid traffic: Google Display Network pixel remarketing
- Paid traffic: Social media demographic targeting
- Paid traffic: Social media pixel remarketing
- Paid traffic: Email list custom audience
- Paid traffic: Email list lookalike audience
- Non-paid traffic: Organic traffic
- Non-paid traffic: Offline marketing & advertising
- Non-paid traffic: Referral & direct traffic
- Non-paid traffic: Social citations, 3rd party web properties & directories
- Non-paid traffic: Blogging & Content Marketing
- Non-paid traffic: Organic social media management / community building
- Non-paid traffic: eDM blasts
- Asset: Conversion optimised website
- Asset: Shopping cart/e-commerce function
- Asset: Individual product category pages, or individual product pages
- Asset: Informative, value-adding article that solves a problem or provides an outcome for the reader
- Asset: Email list opt-in offer (coupon code, for a discount on first purchase)
- Asset: Email autoresponder nurturing funnels / Marketing automation (promotions)
- Asset: Email autoresponder nurturing funnels / Marketing automation (cart abandonment)
- Strategy: Direct response website optimisation & testing
- Strategy: Search Engine Optimisation
- Strategy: Email list building
- Strategy: Complex analytics & tracking
- Strategy: Telephone call tracking
Campaign 4: Fast Moving Consumer Goods (FMCG), with offline purchase mechanism
FMCG products, with an offline purchase mechanism (eg. buy in-store) will benefit from this campaign.
Campaign Map
Overview
This digital marketing ecosystem uses multiple campaign types and traffic sources to:
- Capture the attention of suspects and prospects at different stages of (a) awareness and (b) the organisation’s buying/sales cycle, and
- Convince prospects that they should purchase the product via its unique purchase mechanism
What are examples product types that could use this campaign?
- Examples of product types include:
- Movie tickets
- Gambling/sports betting
- Milk
- Chocolate bars
- Cosmetics
What is the goal of this campaign?
The goal of this campaign is to generate awareness of a particular product, and clearly demonstrate where it can be purchased.
What are the components of this campaign?
This campaign uses the following components:
- Paid traffic: Display network (multiple network types)
- Paid traffic: Google Display Network pixel remarketing
- Paid traffic: Social media demographic targeting
- Paid traffic: Social media pixel remarketing
- Non-paid traffic: Organic traffic
- Non-paid traffic: Offline marketing & advertising
- Non-paid traffic: Referral & direct traffic
- Non-paid traffic: Organic social media management / community building
- Asset: Microsite featuring high-quality promo video (could be extended TVC) promoting location-specific offline CTA
- Strategy: Search Engine Optimisation
- Strategy: Complex analytics & tracking
I hope the above provides value to you.
– Ben