SaaS Email Marketing Playbook for 2024
Jan 05, 2024
Jan 05, 2024
10 min read
10 min read
Table of contents
- Building a Playbook Means Building Alignment
- Define Specific Goals:
- Departmental Collaboration:
- Ongoing communication:
- 10x Your Content to Support Other Business Areas
- Expansion of Content:
- Educational Materials:
- Know Your Playbook Top Threes
- Invest in SEO
- Let Your Customers Build Your Marketing Playbook
- Build Buyer Personas from Customer Feedback
- Make Your Playbook Holistic
- Conclusion:
Email marketing stands out as a powerful force for developing connections with audiences, nurturing leads, and catalyzing conversions in the dynamic field of b2b marketing saas, where innovation is continual. This comprehensive handbook digs into what is a saas company and cutting-edge tactics and best practices to propel your SaaS marketing plan and email marketing strategy to new heights in 2024.
Building a Playbook Means Building Alignment
Creating an efficient SaaS marketing playbook begins with creating team alignment. Achieving synergy guarantees that the plan is coherent. Here's how it's done:
Define Specific Goals:
Set specific, quantifiable, and reachable campaign goals to catapult your SaaS email marketing as outlined in the SaaS content marketing playbook to success. Alignment between teams is critical to ensuring everyone understands and contributes to the overall goals. This clarity promotes a cohesive and concentrated approach, increasing the playbook's efficacy.
Departmental Collaboration:
Engage key stakeholders from sales, product development, and customer support to elevate your playbook. Their many viewpoints strengthen the playbook's basis, resulting in a holistic plan. Integrating insights makes departmental alignment seamless, establishing a collaborative atmosphere that increases the playbook's effectiveness.
Ongoing communication:
Maintaining an open channel of communication is critical in the fast-paced world of b2b saas. Create avenues for continual communication to address difficulties and change strategy quickly. Regular revisions to the playbook are required to ensure its relevance in response to altering market realities, emerging ABM trends, and developing organizational goals. This mobility guarantees your playbook stays a dynamic and successful tool in the ever-changing SaaS email marketing marketplace, with a heightened focus on the personalized and targeted approach of Account-Based Marketing.
10x Your Content to Support Other Business Areas
Leverage your email marketing playbook to amplify its impact on broader business areas:
Expansion of Content:
Content expansion is a critical approach for acquiring and keeping audience attention in SaaS email marketing. Create a varied assortment of compelling material that is painstakingly targeted to the buyer's journey. Extend the reach of good email content across numerous marketing platforms, continually reinforcing your brand message. This not only increases the impact of your content but also offers a consistent and immersive experience for your audience across platforms. Your SaaS email marketing strategy improves variety and efficacy through deliberate content growth, laying the groundwork for long-term audience engagement and brand resonance.
Educational Materials:
Improve your SaaS email marketing strategy by including strong educational content right in your emails. These materials are critical in assisting customers with onboarding and promoting seamless product uptake. Consider incorporating materials that explain the meaning of BDR and the MQL definition in your email marketing playbook to provide a complete educational experience for your subscribers. Providing instructional value directly within emails, whether through helpful guides, video lessons, or interactive material, builds your customer connections. It provides consumers with the information they need to get the most out of your SaaS solution. This strategy increases user loyalty and promotes your brand as a useful source of insights, improving the whole consumer experience and contributing to long-term success. Use email campaigns to drive traffic to webinars, whitepapers, or blog posts.
Amplify success with our content expertise
Know Your Playbook Top Threes
Prioritize categorizing: Your audience based on their behavior, demographics, and interaction. This enables personalized content tweaking, which increases the effect of your email marketing.
Automation Excellence: By concentrating on automation, you may streamline procedures and ensure focused marketing. For optimum efficiency throughout the customer journey, use drip marketing and behavioral triggers.
Interactivity and visual appeal: Invest in visually appealing emails with graphics, GIFs, and responsive designs. Use interactive components such as polls and surveys to increase interaction and make your SaaS email marketing more dynamic and appealing.
Invest in SEO
Optimise Email Content for Search: To make your SaaS email content more discoverable, carefully use important keywords and phrases throughout your text. Align your email efforts with larger SEO tactics, making sure that the language you employ is understandable to search engines. By including SEO-friendly features in your emails, you not only attract your audience's attention but also contribute to your SaaS brand's overall online exposure.
Use User-Generated Content for SEO: Use user-generated content (UGC) to increase your SEO efforts in email marketing. Encourage consumers to share their genuine experiences while developing material that is relevant to search engine preferences. Use customer testimonials and success stories prominently in your email marketing to increase the authenticity and effect of UGC. These shared narratives contribute not only to the authenticity of your brand but also to improved SEO rankings, as search engines recognize and prioritize user-generated content for its genuine and relevant nature. For the success of your business, it is essential to rank on Google as it dominates over 90% of the worldwide browser search market.
More than 65% of online experiences begin with a search engine. While paid search engine advertising can be effective, it has its limitations as you may eventually have to compete with your own ads to maintain visibility.
Differentiate Between Demand Generation and Lead Generation: Clearly explain the distinctions between demand generation vs lead generation in your email content. Educate your audience on the unique aspects of each process and how they contribute to the overall growth of your SaaS business. Incorporate relevant keywords and explanations to ensure that your email content is engaging for your readers and optimized for search engines. This strategic approach will help position your brand as an authority in the industry, improving both user engagement and SEO rankings.
Let Your Customers Build Your Marketing Playbook
Collect client input: Engage your SaaS client base proactively, asking useful input to create and improve your email marketing playbook. Act on the knowledge gathered, incorporating client feedback to improve tactics and meet changing expectations. By actively engaging consumers in the feedback loop, you not only demonstrate a dedication to their pleasure, but you also guarantee that your playbook is finely tuned to their demands.
User-Generated Content Integration: Add legitimacy to your email marketing and account based marketing by including user-generated content (UGC) from your pleased SaaS clients. Showcase real-life experiences in your emails to establish authenticity and trust with your readers. UGC is a strong testimonial to the worth of your goods, providing a narrative that connects with potential clients and supports the dependability of your Saas brand.
Unlock the power of 10X content
Build Buyer Personas from Customer Feedback
Use the amount of information gleaned from customer feedback to create data-driven buyer personas for your SaaS email marketing efforts. Create thorough and accurate representations of your consumer segments by meticulously analyzing client feedback. These personas should reflect the many requirements, preferences, and pain areas that have been identified through feedback. Once formed, precisely personalize your email content to resonate with the distinct qualities of each persona. By matching your content with your consumers' real-world experiences and expectations, you can develop a more engaging and personalized SaaS email marketing plan that speaks directly to their hearts.
Make Your Playbook Holistic
Integrated plans: A comprehensive SaaS email marketing playbook goes beyond its separate components, effortlessly weaving into the fabric of your larger marketing plans. It is critical to have an integrated strategy in which your email marketing works in tandem with other media. A coherent brand message and a smooth consumer experience are ensured by a cohesive approach, whether it's social media, content marketing, or paid advertising. By including email marketing in your entire strategy, you can maximize touchpoints and increase the effect of your messaging across many platforms.
Consistent Branding: The core of a comprehensive playbook is unshakable consistency. Every email campaign should be consistent with the messaging and branding that is present across all marketing platforms. Consistency extends beyond visual aspects to include tone, voice, and values expressed. To strengthen brand identification, important themes must be reinforced with each email engagement. This concerted effort increases your audience's trust, familiarity, and loyalty. A unified branding approach ensures that each email acts as a reinforcing touchpoint, adding to a broader story that connects with your consumers and creates a lasting impression.
Conclusion:
Mastering SaaS email marketing in 2024 necessitates a carefully developed playbook that serves as a guide for your teams. This playbook should promote departmental alignment, allowing for the smooth integration of content across many business areas. Adaptability is becoming increasingly important as the marketing landscape evolves. Prioritizing essential goals, investing in SEO methods, and incorporating meaningful client feedback are all critical success factors. Holistic integration ensures that your email marketing initiatives are consistent with larger corporate goals, maximizing their effect. By focusing on these principles, your SaaS email marketing playbook will transform into a dynamic tool, catching audience interest and fuelling long-term business success in the competitive environment of 2024.
10X your content to support growth.
Why is Organic Search Important for DTC
The way we shop has undergone a remarkable transformation in recent times. With the incredible onset of e-commerce and the push it received during the pandemic, our shopping experiences have mostly gone digital. This has eventually resulted in Direct-to-consumer (DTC) ecommerce companies having soared in popularity, meeting the growing demand for online convenience. But with this surge in DTC brands, there's an equally intense surge in competition. As time progresses, it's crystal clear that a DTC brand's success heavily relies on its digital visibility. Third-party limitations are becoming more restrictive, and DTC SEO marketing has emerged as the crown jewel of marketing strategies for DTC businesses. This article will uncover the critical role of organic search in DTC strategies. We'll explore the unique challenges that DTC brands face in the digital world while highlighting the opportunities that await those who navigate this terrain wisely. What is Organic Search for DTC? Organic search results, those non-paid listings appearing on a search engine results page (SERP), are determined by various factors. These factors include their relevance to the user's search query, the presence of incoming links, effective search engine optimization (SEO) strategies, and the domain's authority. It's important to note that organic search results are distinct from paid search results, also known as pay-per-click advertising, as advertisers cannot purchase them. Rather than buying their way to the top, website owners focus on adhering to location-based SEO best practices, often referred to as ethical or organic SEO. These practices aim to naturally improve a website's ranking on SERPs, without resorting to dubious tactics like keyword stuffing, which falls under unethical SEO. The position of a link on a search results page holds significant importance. In many cases, organic search results occupy only a small section of the page, especially when search ads are displayed prominently at the top. On devices with limited screen space, such as notebooks, tablets, or smartphones, users may see just one or two organic search results without the need to scroll further down the page. The Role of Search Engines They serve as the digital epicenters where DTC businesses showcase their offerings, akin to virtual storefronts. The profound impact of securing top organic rankings on these search engines profoundly influences click-through rates and, ultimately, fosters conversions for DTC products. Search engines are the bustling avenues where consumers congregate, searching for solutions to their needs. SEO is the compass that ensures DTC brands aren't concealed in the shadows but instead prominently showcased on these virtual avenues. Organic vs. Paid Search The choice between organic and paid search is a critical one, and it transcends mere cost considerations. Let's delve into the distinctions between these two strategies and highlight the unique value organic search brings to DTC brands. Organic Search: The Building Blocks of Trust Organic search is all about nurturing unpaid rankings in search results. It's a patient endeavor, placing results on the page, often requiring substantial effort to secure a prominent spot. Yet, the payoff is profound and long-lasting. From a DTC perspective, organic search is akin to cultivating trust and credibility, mirroring the core values of DTC brands Effectiveness: Organic search is an investment in the long run. Once established, it costs nothing and continues to deliver results. This aligns seamlessly with the sustainability ethos of DTC businesses. Cost-Effective: Unlike paid search, organic efforts don't demand ongoing financial commitments. DTC brands can channel their resources into building a solid foundation that endures. Customer Trust: Organic rankings signify authenticity to consumers. DTC brands thrive on their authentic, direct relationships with customers, and organic search reinforces this by positioning them as reliable, trustworthy options. Credibility and Loyalty: The gradual ascent through organic search results instills confidence. Customers perceive DTC brands as credible and are more likely to return, building lasting relationships. Paid Search: Quick Gains, Short-Lived Impact Paid search focuses on paid rankings that secure prime positions at the top of the search results page, swiftly achieved with a monetary investment. However, the flow of traffic comes to a halt when the advertising campaign stops, necessitating both upfront and ongoing expenses. Immediate Visibility: Paid search provides instant visibility, which can be advantageous for DTC brands seeking a rapid market entry or product launch. Short-Term Gains: While it delivers quick results, paid advertising lacks the enduring impact of organic search. It's a short-term strategy, more aligned with immediate sales goals than long-term brand-building. Cost Challenges: The continuous financial commitment can be a challenge for DTC brands that aim for fiscal prudence while maintaining brand integrity. In essence, the choice between organic and paid search boils down to the DTC brand's goals and values. Organic search, with its focus on trust-building and long-term credibility, aligns harmoniously with the core principles of DTC businesses. It's an investment in enduring relationships, echoing the direct, authentic connections that define the DTC landscape. Key Benefits of Organic Search for DTC Search Engine Targeting SEO empowers DTC brands to pinpoint specific keywords and phrases relevant to their products. These keywords act as beacons guiding potential customers directly to their digital storefronts. When consumers seek these terms, well-optimized websites ascend in search engine rankings, boosting brand visibility and credibility. Organic Traffic Paid advertising delivers instant gratification, but organic search strategies are the marathon runners of the ecommerce world. They consistently channel organic traffic at no additional cost. This steady influx of visitors plays an integral role in the buyer's journey, culminating in increased conversions and an impressive return on investment (ROI). Surpassing Competitors SEO is the race to the summit. DTC brands that fervently pursue organic search strategies can outpace their competitors without hefty investments in paid advertising or digital marketing. Enhancing organic search traffic can help a company ascend in search engine rankings and secure a more prominent virtual storefront position, relegating competitors down the list. Cost-Efficiency and Scalability Unlike pay-per-click ads, which may become cost-prohibitive over time, organic traffic is cost-effective, especially when fortified with effective SEO principles. Moreover, it's scalable, allowing businesses to expand without inflating their retention marketing budgets. This scalability ensures that DTC brands can thrive in the competitive digital landscape while maintaining fiscal prudence. Long-Term Results Organic search strategies are enduring investments. They optimize a company's presence on search engines independently of ongoing expenditures. This sustained impact ensures that DTC businesses continue to reap the rewards of their SEO endeavors, adapting to evolving consumer trends. Laser-Focused Targeting Effective SEO ensures that a company's website surfaces when consumers search for keywords closely aligned with their industry. This precision targeting delivers consistent, highly relevant traffic, not only fueling lead generation but also nurturing a loyal customer base for DTC products. Strategies for Optimizing Organic Search in DTC Direct-to-consumer e-commerce businesses thrive in the digital age by mastering the art of SEO. Here, we unveil tailored strategies for DTC brands to optimize their online presence, skyrocketing their organic search visibility and customer engagement. On-Page SEO Brands must fine-tune their approach to ensure their online presence shines. This entails optimizing product descriptions, category pages, and the invaluable asset of customer reviews. Product Descriptions: The heartbeat of any ecommerce site, product descriptions should be more than just informative; they should be keyword-rich. Identify the keywords and phrases potential customers use to find your products. Craft product descriptions that seamlessly incorporate these keywords but do so naturally to avoid keyword stuffing. This practice not only enhances search engine visibility but also ensures that your offerings resonate with shoppers. Category Pages: Often overlooked, category pages provide a golden opportunity to boost organic rankings. Ensure these pages are thoughtfully structured and contain clear, descriptive headings, titles, and meta tags. This clarity aids both search engines and users understand your website's organization, making navigation a breeze. Customer Reviews: Customer reviews are a treasure trove for DTC brands. Not only do they build trust and credibility, but they also offer a chance to infuse keywords naturally. Encourage customers to leave detailed reviews that include relevant keywords. User-generated content can be a potent ally in your SEO journey. Power of Keywords Keywords are the compass guiding DTC businesses to the hearts of their audience. Identifying the right keywords is a crucial first step. Short-Tail vs. Long-Tail Keywords: Short-tail keywords represent general search terms with high search volume but fierce competition. Long-tail keywords, on the other hand, are more specific, with lower search volume and competition. DTC success often hinges on balancing these two types. Use short-tail keywords to establish topical authority and long-tail keywords to drive immediate traffic. This two-pronged approach forms the bedrock of a robust SEO strategy. The Content Marketing Imperative Content marketing is the heartbeat of DTC brands' organic search strategy. As customer acquisition costs continue to rise, content becomes the beacon for consumers to discover DTC websites. DTC brands should consider content that addresses consumer pain points and complements their products. Think how-to guides, engaging videos, insightful blog posts, and informative infographics. These content pieces not only attract and engage users but also enhance the website's SEO by offering valuable, shareable resources. Mobile-Friendly and User-Centric Approach DTC shoppers have a strong preference for the mobile shopping experience. Ensuring your website is mobile-friendly is no longer optional. Responsive Design: Implement a responsive design that automatically adapts to various device sizes, including PCs, tablets, and smartphones. This approach ensures that all website elements, including text and images, are easily legible and navigable on smaller screens. Page Load Speed: Users expect speedy websites. Nobody has Page load speed is not only a user experience factor but also a ranking factor for search engines. Optimize images, minify code, and reduce elements on product pages to improve loading times. Link Building and Social Signals DTC-focused link-building strategies often involve collaborations with influencers in the niche. These partnerships expand the brand's reach and authority. Seek out influencers who align with your brand's values and target audience. When reputable influencers link to your site, it not only drives direct traffic but also signals to search engines that your website is a credible source. Customer reviews and active engagement on social media platforms contribute to social signals. These signals amplify organic search visibility and build trust with your audience. Encourage customers to leave reviews and maintain an active presence on social media platforms relevant to your niche. Examples of Organic Search Optimisation Done Right When it comes to the power of SEO in e-commerce, the proof is in the results. Two brands, Filter King and Casper, achieved remarkable success by leveraging SEO strategies that propelled them from obscurity to substantial profits. Filter King: A Half-Million Dollar Leap in Two Months Filter King, a brand specializing in air filters, managed to achieve an astonishing feat in a short span of time. Despite selling a product that may not be considered glamorous, they harnessed the potential of SEO to skyrocket from zero organic traffic to a staggering $460,000 in just a few months. Their success can be attributed to the following key SEO tactics: Keyword Research and Mapping: Filter King conducted meticulous keyword research and mapping to understand the search behavior of their target audience. By identifying the right keywords, they ensured their content aligned with what potential customers were looking for. Strong Internal Linking: Internal linking, a fundamental SEO practice, was skillfully utilized. This strategy not only improved the website's user experience but also enhanced its search engine visibility. External Link Building: Filter King also invested in external link building, forging connections with other websites in their niche. These external links not only drove traffic but also boosted their authority in the eyes of search engines. Casper: Rising from Obscurity to a $750 Million Giant in Four Years Casper, a mattress company, transformed itself from relative anonymity into a $750 million business in just four years, thanks to a well-executed SEO strategy. Despite offering a limited product range, their SEO tactics played a pivotal role in their meteoric rise: Comprehensive Content: Casper created content tailored to shoppers at every stage of the buying journey. This approach ensured they captured potential customers' attention and provided valuable information throughout their decision-making process. High-Authority Backlinks: Casper implemented a backlink strategy that included collaborations with incredibly high-authority websites. These partnerships not only expanded their reach but also bolstered their credibility. Referrals and Reviews: Using referrals and customer reviews, Casper built trust within their target market. Positive reviews and word-of-mouth recommendations solidified the brand's reputation. Answering Customer Questions: Actively addressing its target market's questions and concerns through content helped Casper position itself as an authoritative source of information, further enhancing its credibility. Competitor Comparisons: Casper also created resources that compared their products to competitors'. This transparent approach allowed consumers to make informed choices and solidified Casper's position as a top mattress brand. In Conclusion Organic search is the backbone of success for DTC brands. It's not just about rankings; it's about building trust, engaging customers, and aligning with the values that define DTC. If you're ready to embark on this journey, Saffron Edge is here to help. Our experts specialize in organic search, paving the way for your DTC brand's digital triumph. Contact us today SEO help for DTC to unlock the limitless potential of organic search for your DTC brand's success. ...
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Voice Search Is On The Rise, Get Your Content Optimization Guide
The world of SEO keeps on evolving and every change on the online platform acts as a springboard for an addition or alteration of SEO. What you have been using now might not be this effective after 1 or 2 years and that’s why adaptability is the key to success in the digital world. Even the technological innovations that extend the boundaries of businesses introduce many new concepts, theories, statistics, and tools. And one such tool that is going to influence your content marketing strategy is voice search. With 5.16 billion people using mobile phones and 39 million Americans owning smart speakers, people are making a paradigm shift to voice search instead of typing. This is because speech-to-text is generally three times faster and thus is more convenient. And since this will have an impact on SEO optimization, you will have to optimize your content in order to stay relevant on the online platform. It is being estimated that the proliferation of voice search will bring along many changes in SEO practices and that’s why it is being advised to all the businesses that they should keep tabs on changes and act accordingly. So, in order to make you capitalize on this new SEO trend, we have designed this content optimization guide based on voice search. Keep reading to stay illuminated. Why do you need to optimize your content for voice search? The main reason behind this is how people find information on the digital platform through voice search will be a far cry from how people find information when they type. For example, while typing, a person may use ‘best gaming laptop’ in the search box but the same person will say‘ Which is the best gaming laptop under $100?’ if he will go for voice search. These types of changes will have a huge impact on how you have been optimizing your content till now and this is why you will need to opt for NJ voice search optimization services. There are now even best voice search optimization services available in the market and you can opt for their world-class service. There are different forms of content that will be affected because of voice search but by using the right tactics, you can easily step up. Here are the 5 ways you can optimize your content for voice search - Use questions in a conversational form You must have seen that people generally ask their voice assistants just like how they communicate with a person and they never use specific keywords. This trend is growing across mobile phones as well because even on mobile phones, people find information by asking questions, not by using certain keywords. So, you will have to make sure that enough questions words like ‘why’, ‘how’, ‘when’, ‘where’ are already incorporated in your content. And this is because most voice searches start with these question-based words. Even if you will hire an SEO specialist, he will suggest you incorporate question-based words in your content. Take advantage of featured snippets Featured snippets are going to become the star of SEO optimization, especially because of the voice search. Featured snippets are a type of selected search results that are featured in Google search results and they are located below the ads and above the organic search. When you will hire SEO specialists then even they will advise you using featured snippets for voice search. The best thing about featured snippets is it gives answers to the questions of the user right away and the rise of voice search has fueled its importance. If you will optimize your content to appear in the featured snippets then the voice assistant will directly read the answer from there. Don’t forget optimizing your business listing Even your business listing is going to play an important role in making your content voice search-friendly. You will need to make sure that your detailed business listing is clean and clear. Along with this, you will also need to ensure that the address, phone number, and name data are accurate and up to date. This will help you in the current COVID-19 situation as well because during the lockdown, an increasing number of people will be going for local shops and through the proper business listing, you can take advantage of localization. You will be surprised to know that businesses from all around the world lose around $10.3 billion dollars, just because of their careless business listing. And since voice searches are going to lead people directly to a business listing, you will need to make sure that they are 100% accurate. Change the length of keywords In most of the cases, the spoken language is lengthier than written language and therefore, voice search will demand the incorporation of long term keywords in your content. Because of the rise of voice search, now queries will not be limited to only 2 to 3 keywords. Even now, the average length of a voice search is generally 29 words. Just using short tail keywords won’t let you capitalize on the rise of voice search. If you are not familiar with long-tail keywords then you also opt for NJ voice search optimization services and they will give you complete details of how to incorporate long-tail keywords in the content in order to make the most of voice search and maintain or improve your ranking. Focus on user intent All the users want quick, informative, and actual results and this is what you will need to give them. Talking specifically about voice searches, you will need to pay attention to the user intent. Like people generally rely on voice search for finding addresses, directions, local shops, etc. This is why users might not visit your official business website but Google will show them the top locations and sites below the result and this is where you can capitalize. By using local searches and content based on local marketing, you can take advantage of the user intent as well. Take Away Voice search still has a long way to go and businesses will find many ways to benefit from it. But if you will go through the reports and analysis, then you will realize that the trend of voice search is going to grow at a very fast pace and that’s why it will be better for all the businesses to be prepared for it. The way you will optimize your content will have a huge effect on your voice search strategy and this is why it will be better for your company if you will go for voice search optimization services and take advantage of the growing trend of voice search. Contact us today for voice search optimization services! This blog was originally posted on 23rd June 2020 ...
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4 Things To Take Care Of When Buying Advertisements Programmatically
Marketers opting for advertising programmatically is on an all-time high! According to a recent study by eMarketers, by 2019, as much as 84% of total digital advertising spend will be made programmatically, which is projected to reach $46 Billion. And it makes sense as well, programmatic advertising gives 10x better control to advertisers and publishers over their digital assets as compared to traditional advertising. While we have already talked about why programmatic is the way to go in the future if you’re looking to advertise digitally and mentioned some common threats to the programmatic industry as well. Today, we will talk about some things to take care of when you’ll be actually buying advertisement spaces over the web programmatically, which will help you spend your marketing budget wisely. So, when it comes to programmatic ad buying services, here are some things you should take care of to get the best out of your efforts - Defining a clear strategy Defining a clear, cut strategy before venturing into the world of programmatic is an absolute must not just for buying advertisements programmatically, but marketing in general. You must know well in advance the type of ads you want to vouch for, the biddings you are willing to make, the audience you want to target and the type of creatives you’d create that would resonate with your target audience. Doing this would help get you the most bang out of your advertising bucks. In programmatic, it’s not just about buying banner spaces on publisher’s websites, you can place your ads on Youtube videos, Facebook in-stream advertisements, mobile ads and every other form of advertisements you see on the web. So, making a strategy and choosing the right platforms is important. Moreover, you can choose to go for a RTB approach, buy advertisements from private marketplaces or directly buy advertisement spaces from advertisers through direct programmatic. While each of these buying methods involves different approaches, selecting the best method is vital for efficiently spending your marketing budget. Also, knowing in advance the audience you want to serve will help you choose the best platforms in the marketplace to actively advertise on. DMPs or data management platforms can help you with that and most of the DSPs are integrated with DMPs as well to provide a holistic view to advertisers of their audience. They combine first and third party data to form look-alike audiences for your campaign which you can use to attract more customers. Focus on your audience When it comes to defining a programmatic strategy, you absolutely have to focus on impressing your audience with your creatives. And that includes having stunning visuals and stellar content on all your Ads that resonates well with your target audience and makes them click! Fail on doing that, and your audience will not even bother to give your ad a second look. So, creating buyer personas is important to target the kind of audience you want to reach and it requires extensive audience research as well to figure out where your audience really resides on the web. Again, DMPs can come to your rescue here as they usually have all the audience information you’d require to create great ads that would resonate well with your target audience. Focus on understanding your audience more than the quality of your creatives. Don’t get me wrong here, while quality visuals are important for your ads, it will not be beneficial to you in any way if they are appearing at the wrong places and in front of the wrong people. Include a mix of creatives It’s all about the creatives when it comes to making people click on your ad. But like most of the advertisers out there, don’t fixate all your programmatic efforts on a single ad creative. Instead, make 5-6 creatives for a single campaign with different visuals & content. That way you can easily A/B test the performance of each of your ad by making small tweaks to the ads that are not performing well. Doing this will give you a better idea about what kind of content works best with your unique audience and you can double down on that information by reiterating everything that is currently working with your audience in all your future digital advertising campaigns. Monitoring performance is key Talking about A/B testing, one of the main advantage of going programmatic is the impressive analytics DSPs provide for measuring performance of your each and every running ad, which was never heard of before in traditional advertising and probably is the reason why a majority of marketers are shifting to programmatic ad buying and you should too! Monitoring performance is not just necessary to excel programmatically, doing it will help you optimize your each and every marketing effort in general. Keeping a close eye on the actual performance of your ads will help you discard in an instant the ads that are not performing up to their mark and save a few extra bucks of your advertising budget. Like I said above, when you closely check the performance of all your ads, you can easily point-out the ads which are not performing optimally and tweak it a bit to bring it back on track, which is always a good thing to make sure the ROI of your whole campaign doesn’t take a hit! So, there you go! Before you step into the complex but extremely quick-paced world of programmatic, keep in mind the above-mentioned points to take the results of your programmatic efforts to a whole another level. Work on your strategy, figure out the people you want to target who are interested in availing your services and platforms where they actively hang out on the web, create an intriguing ad (and 4-5 versions of it) for them and constantly measure its performance based on KPIs that matter and watch your programmatic efforts bring in a ton of exposure for your business… and users of course! But which top platform should you use to begin advertising programmatically? Stay with us as we’ll be tackling this exact question in our next blog where I’ll tell you about some of the best DSPs out there that will make programmatic a piece of cake for you! ...
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