Discover: Build Audiences and Build Your Database

Step 1: The Importance of Blogs and Web Content

Discover Campaign’s blog articles aim to engage the target persona by addressing topics that are both interesting and relevant to them. Instead of directly promoting the product, these articles attract inbound search traffic through well-crafted SEO and content strategies. Aligning blog content with the target audience’s interests and needs ensures that readers are more likely to be potential customers interested in the company’s offerings. This crucial first step lays the foundation for a successful marketing campaign.

Generating traffic through blog articles is important, but interest is truly captured when visitors explore product or solution pages. Encouraging readers to learn more can be accomplished by strategically placing links within blog content that direct them to relevant product pages. Targeting users who have visited product information pages allows the campaign to refine its audience further and increase the likelihood of conversions.

By effectively utilizing blog articles and product pages, the Discover Campaign can build and engage a targeted audience, ultimately leading to increased free trial sign-ups.

Step 2: Segmenting Traffic into a Focused Audience

Maximizing the value of traffic from blog and product pages requires converting visitors into a targeted ad audience. While a large audience may appear promising, a broad audience results in low return on ad spend (ROAS) in your paid media campaign. To optimize marketing efforts, it’s crucial to narrow the audience and concentrate on the most engaged users.

Focusing on repeat visitors can help achieve this, as they are typically more informed and interested in your offerings than single-time visitors. Likewise, it’s important to actively direct users who frequently visit your blog but haven’t explored product pages to those pages.

Remember, the campaign’s primary goal is driving free trial sign-ups. Consequently, it’s essential to exclude users who have already signed up for the free trial from your paid media audience. This prevents wasting resources on users who have completed the desired action, allowing you to engage those still considering your product. This targeted strategy ensures a more efficient, cost-effective marketing campaign, ultimately leading to increased free trial sign-ups.

Step 3: Crafting an Effective Paid Media Program

With a targeted audience established based on engagement with your blog and product pages, it’s time to launch a paid media campaign to promote the free trial. Since these users are part of your target market and familiar with your product and company, you can create a campaign that encourages free trial sign-ups by mentioning the product directly. Import the audiences from Google Analytics into a Google Ads campaign, displaying ads to them as they browse various websites within the Google Ads network, such as industry publications, news sites, and social media platforms.

This strategy allows you to reach potential customers within your industry and keep your product top-of-mind as they browse online. To maximize the value of your marketing spend, it’s crucial to address users who click on ads but don’t sign up for the free trial. Create a Discover Newsletter to engage these users without additional costs.

The Discover Newsletter, sent monthly to subscribers, showcases the most intriguing and successful blog articles. Sending the newsletter at least once a month is critical, as cookies may expire after 15 or 30 days. Prioritize promoting blog articles with a history of driving the most free trial conversions, rather than those with the highest engagement. This approach more effectively nurtures potential customers, increasing the likelihood of free trial sign-ups and maximizing the return on your marketing investment.

Forever Campaign: Monitor and Optimize for Maximum Impact

For a successful marketing campaign, it’s vital to track and measure relevant key performance indicators (KPIs). In the Forever Campaign, the main objective is free trial conversions, not impressions or clicks. Focus on monitoring the conversion rate for various audience segments and refining ad targeting to reach the most receptive users.

Once you’ve pinpointed a highly-focused audience most likely to convert, expand that audience by analyzing the content that significantly influenced these conversions. Identify the last-touch content users engaged with before signing up for the free trial, and prioritize creating and promoting similar content.

During the discover stage of the customer journey, it’s crucial to concentrate on content that attracts and engages potential customers. Blogs are the most effective content type in this scenario. As Google Search remains the dominant entry point for research on diverse topics, blogs will continue playing a vital role in driving traffic and generating leads.

By tracking appropriate KPIs and making data-driven adjustments, you can optimize your marketing strategy for maximum conversions. This optimization will ultimately result in increased free trial sign-ups and heightened success for your Forever Campaign.