Although digital marketing can take a variety of forms – email, social media, paid advertising, website, blog and SEO / SEM to name a few – the common denominator to any good campaign is a well-thought-out strategic approach. At Merryman Communications, our proven, proprietary approach ensures we achieve our clients’ desired results and ultimately, empower the end user to take action. Merryman Communications’ M-Powered approach focuses on the three Ms in digital marketing – Message, Multichannel and Metrics.
Nailing our messaging is the important first step of any of our strategic communications campaigns, including digital marketing. We make sure that we know key motivators of our audiences and how to break through to them. With healthcare digital communications, we also consider the added complexities and limitations of content and character counts balanced with FDA requirements for including safety information and fair balance.
We ensure that messaging communicates the value proposition and tells a story, is consistent throughout a multichannel campaign and has a clear call to action. We use effective and consistent creative for a cohesive experience, with attention-grabbing headlines and visuals. For example, when we have a display ad campaign with a distinct message, look and feel, we create a landing page with the same message, look and feel for when the user clicks on the ad.
At the onset of the campaign, we develop a clear customer journey with specific messaging and actions for each step of the way – from awareness to consideration to action. We use retargeting and remarketing as important tools for directly messaging to people who have shown interest in a campaign but have not followed through with the conversion.
The old marketing adage where a prospect needs to see or hear an advertiser’s message at least seven times before they’ll take action to buy that product or service is debated today. At Merryman Communications, we still believe in the value of repetition – but through variety. We work with our clients to identify where our audiences are getting information and develop a plan to reach them strategically on multiple channels with a variety of media. For example, for one client looking to reach physicians, our campaign focused on reaching them via LinkedIn and Twitter, email, programmatic ads, trade publications and advertising around their medical meetings. And we created a variety of media for those channels, including video, static ads, animated ads, infographics, carousels, etc.
Inspirational author, Stefan Emunds, said, “Time is an illusion, timing is an art,” and that can’t be truer in multichannel digital marketing. Timing is a big consideration in optimizing our campaigns, especially for email campaigns and social media.
One of the biggest benefits of digital marketing is that it’s not static. We can adjust our programs in real time to optimize results. We build in metrics and identify key performance indicators (KPIs) from the onset. This includes things like Urchin Tracking Modules (UTMs) that help track the source of website traffic, hashtags, social analytics, email open and click-through rates and of course, Google Analytics, all of which tells us the success of the campaign. Then, we check the progress of our campaigns against the KPIs regularly.
In one campaign, we discovered that YouTube wasn’t performing based on our target demographic, so we shifted our budgets to the channels that were. We also quickly stopped advertising on Twitter during some of that channel’s upheaval, because it struggled to reach our audience. Even after experimenting with our targeting, there was no improvement in click-through rates.
When budgets and time allow, we incorporate A/B testing into our campaigns. For emails, it can be subject lines. For programmatic or digital ads, it can test two different creative approaches or the type of media we are displaying (animated, video or static). We shift budget, creative or copy based on what’s working really well or not at all.
We love working with our clients on campaigns to M-Power their audiences and be Successful Together.
We love working with our clients on campaigns to M-Power their audiences and be Successful Together. Check out our award-winning, multi-year, multichannel Physician’s Perspectives program we developed with the Urology and Pelvic Health team at Boston Scientific. It’s one of the many effective digital marketing campaigns we’ve done M-Powered by Merryman.
Let us know if you’d like to find out how our strategic M-Powered digital marketing approach can help you.