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  Marketing is an investment. And like every other kind of investment, there is a need to get some return on the investment. Marketing campaigns are expensive. It will be unwise to churn out funds into this process and not get anything in return. For you to make considerable progress in your business, you need to market the right way. However, some businesses go about making futile efforts in their marketing process. This only leads to the waste of resources, without achieving the desired results. 
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This means there is a need to measure the Return on Investment (ROI) and ensure there is even a return at all after the marketing campaigns have been run. In this article, I highlight 4 ways I believe you can increase your digital marketing campaign ROI. Enough of running Facebook, Instagram or YouTube ads without effective results. There is a solution for you.
  • Set campaign goals

I can’t stress this point enough. To build a house or start any project at all, you need to count your costs, and weigh your options. Without this, you might just be heading towards a street called “doom”. Before you start any marketing campaign, sit with your team (if you have one) and discuss what exactly you want to achieve with the campaign. Be as direct as possible in your brainstorming sessions.
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Understand your industry and carry out research on what is obtainable. Define your marketing goals and strategies. Do you want to get more leads, more sales, or just more followership? This will guide you on what to do and expect. Set SMART goals. Ensure that you are realistic about your goals.
  • Define your target audience

Know your audience/market. This is one of the keys to having productive marketing campaigns. Define the demographics of the customers you want to reach. Have a buyer persona, and use that image to define exactly what your prospects will require of you. This will determine the kind of ad to run and the platforms to employ. It will stop you from shooting amiss, in terms of your marketing efforts and resources.
  • Create valuable content

The internet is extremely busy. No one wants to see conventional emails, posts or ads. There must be something captivating about your content that will capture your prospects. So, you won’t go ahead wasting money and effort on ads, without any conversions. Your creative; written, audio and visual content, must be of great quality. They should interest people at first glance. Also, create content that is relevant to your target audience.
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Since you have defined your buyer persona, you should know what they are looking out for; the solutions they seek. Tailor your campaigns to suit these needs.
  • Utilize automation technologies

These technologies are invented for a reason; to make life easier and simpler. Why not leverage them? One of the greatest improvements you can make to your marketing process is to automate the entire process. Make use of email marketing automation tools. Also, explore social media automation tools that can automatically make posts or run ads without your immediate presence. You can also make use of chatbots, which are AI technologies that help in customer service. These systems make the work more bearable and less expensive. You will not need to recruit a bunch of staff members to fill positions that a single AI technology can fill.  It is unavoidable for you to set your marketing goals. When you have your goals in check, you can define and reach out to your target audience, who are most likely to take you seriously. In all your marketing efforts, don’t forget to be creative. Explore new processes and give your prospects thrills, before they even have a first-hand experience with your product or service. Featured Image Source: Lite 1.4 Email Extractor
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This article was first published on 12th October 2022


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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