Is it necessary to allocate hefty portions of your marketing budget to create high-impact campaigns? On the contrary, we’ve found that it’s the painstaking planning and mapping of strategies that can attract more engagement and revenue from a marketing program. Not surprisingly, we have helped many of our clients in creating marketing campaigns, even in leftover budget – and those have turned out to be even more effective than those that required extensive budget outlays.
To find out which strategies will be more effective for reaching your business goals and enhancing your brand, we recommend starting your campaign with a thorough audit of your marketing activities and deployment. The auditing process should begin with collecting data and insights to attain utmost optimization of Marketo campaigns. Perform meticulous audit of all your Marketo deployment, assets, programs, third-party apps integrated to Marketo. Also perform thorough health check of your Marketo database to avoid running your campaign on bad, invalid or duplicate data.
This information will give you the baseline that you need in order to start reaching out for some of your higher priority goals.
How do you start? Here’s how we begin to map the layout of some of your best ROI-generating Marketo campaigns.
#1 Evaluate your Marketo Email Preference Centre (EPC)
An email preference center assists marketers in alleviating the unsubscribe risks by decreasing the unsubscribe rate as much as by 56%. While creating a Marketo email preference center to accomplish these specific goals, you will need to:
Enable your subscribers to control the preferred frequency rate of emails they want to receive.
Enable your subscribers to select their preferred topics of emails they want to receive.
You need to build several email subscription types targeted to the specific segments and enable subscribers to select their preferred subscription types.
Detail all the email subscription types you create by describing the usefulness and type of content they will receive through emails and the frequency in which they will receive.
Clearly specify to your subscribers why they are receiving their emails.
Clearly specify why they find your content engaging, educational or enjoyable to explain the value of the email content.
Ask your subscribers to communicate when they want or do not want the email content to include humor.
Enable your subscribers to choose the options to unsubscribe and reactivate their subscription whenever they want.
It should be added that thinking through all of these options (above) will also help you to get a much better handle on your content marketing plans.
#2 Make the most of Marketo Guided Landing Pages
Using the guided landing page option in Marketo is highly recommended to make the process of creating and managing landing pages easy. As the name implies, the guided landing page option will help your marketing team by guiding them through the creation of landing pages with templates. It also helps in applying Universal Tokens to landing pages when your teams need to update the copyright section in the footer area of the landing page.
#3 Automate your Blog Distribution
Wondering what else you can do with the leftover marketing budget for your Marketo campaign? Here is one more – you can leverage your leftover resources to promote newly released blog content or whitepapers through either email marketing or drip marketing campaigns. You can schedule and stream all the published blog articles in your intended time interval to promote them across specific segment of subscribers who have signed up to receive that specific type of email content via email preference centers.
If you are using a blog publishing or blog management platforms such as WordPress, Drupal, Typepad, or Joomla, then you can simply integrate it with the Marketo engagement platform to distribute and promote blogs through Marketo emails.
But wait, there’s more… you can also leverage you leftover resources to build advanced lead generation forms and enhance the user experience of your Marketo landing pages. You can also build Customer Referral models to improve customer success with the kinds of programs that come built in with Marketo engagement platform.
Another great way to reduce your Marketo budget is to cleanse and detox your Marketo Database to remove incomplete records, invalid data, duplicate data and other junk data by using Lead Dedupe option in Marketo.
Do you want to squeeze more revenues from your leftover marketing budget? Get in touch with our Marketo specialists to get creative, cost-effective ideas to create high impacting Marketo programs in limited budget at (408) 502 6765, at our email via services@ShowMeLeads.com or our social channels Twitter, Facebook, and LinkedIn.