Marketing is never an easy task to complete. The digital world has pushed the pace of evolution to break-neck speeds. The tactics and approaches that work in a marketing strategy one year won't necessarily work next year. However, there is one solution to this that stands the test of time. Results will always matter, and integrating performance marketing into a wider marketing strategy helps ensure profitability and return on investment for a company. The question to answer now is this: how do you include performance marketing in a marketing strategy?
Know What You Want
Every marketing campaign starts in the same place with the establishment of goals. Marketing's purpose is to promote a brand, its product, and/or its services. However, simply promoting something isn't always the best goal. You need to know what you want to get out of your marketing strategy. Are you trying to take the lead in your industry? Promote a revolutionary new service/product no one else offers? Good marketing requires clear goals.
Performance marketing is ideally suited to fill this role in your marketing strategy. The primary concept of performance marketing is to generate a specific action from consumers that interact with your marketing materials. Whether it's a call or a click, your goal is to generate a defined action. Performance marketing can help you achieve that goal, but only when you know what you want from your broader marketing scheme.
Take Risks and Adapt
One of the greatest advantages of performance marketing is its low-risk factor for businesses. Because you pay only for the actions you desire, you are free to test, analyze, and adjust continuously to find the right marketing strategy to best appeal to your consumer base. If you've established a goal (more lead forms filled out) that isn't generating enough results through performance marketing, you can do one of two things.
As one option, you can go back to analyze how and where it failed to generate more lead forms. Alternatively, you could opt to change the focus of your marketing strategy to generate more phone calls to the business instead through Pay Per Call. The flexible, low-risk nature of performance marketing in your marketing strategy allows you to remain flexible in your approach and take risks that could lead to greater success in the future.
Learn More: Top 5 Things to Know About Performance Marketing
Learn to Focus on Quality, not Quantity
For most companies, the era of high-volume leads with low conversion rates is gone. Though this approach may generate results, by in large it is a practice that revolves around throwing something at the wall in hopes it will stick. By integrating performance marketing tactics and analytics into your marketing strategy, you can shift your marketing strategy's focus away from quantity and toward quality.
The ability of performance marketing to focus on generating particular actions, along with its flexible and adaptable nature, gives your marketing strategy a leaner and meaner approach to success. With focused goals and powerful analytics courtesy of performance marketing, you can quickly identify what types of marketing content generate quality leads (ready to act) that connect with your brand.
Integrating performance marketing in your current marketing strategy is a matter of adapting to the nature of its approach. Develop clear goals for your marketing strategy, open your mind to risks knowing that doing so will deliver valuable insight, and shift your focus from quantity to quality. Take advantage of performance marketing's benefits and include it in your marketing strategy in the manner discussed above, and you'll have a recipe for success.