contractor internet marketing
Jan 19

Keyword Research to Match the Buyer’s Journey


Keyword research is as old as SEO itself. Search engines use keywords to provide a list of relevant results to the searcher, and as this SEO market expanded, Google brought in an advertising platform that gave businesses a chance to appear on search engine results pages for keywords.

From there, Google offered a tool that enabled businesses to see how many searches occurred for any keyword, eventually giving way to keyword research. This tool is indispensable for business because it came from Google itself and offers additional insights to gain leverage over the competition.

As businesses began using more data for marketing, however, it showed that keywords are useful, but may not always be completely accurate. More software tools emerged to provide additional keyword insights, giving marketers more opportunities than ever to use keywords to their advantage.

Unfortunately, historical keyword research has a few problems:

  • SEO is focused on the decision stage of the buyer’s journey, and not the whole process.
  • SEO is focused on keywords alone, and not on categories or topics.

These two issues are being addressed as marketers focus on topics more than keywords, but that’s only part of the whole picture. Optimizing keywords to align with each stage of the buyer’s journey is the key, which we’ll cover here.

What Is the Buyer’s Journey?

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The buyer’s journey refers to a framework that acknowledges the buyer’s progression through the research and decision process, which ultimately ends in a purchase. This concept isn’t new, but it’s evolved over the years with new technology and marketing insights.

There are three stages to the buyer’s journey:

  • Awareness: The buyer is experiencing and expressing a problem and conducting research to understand, frame, and name the problem. This stage involves question-based searches that center around the problem.
  • Consideration: The buyer has identified the problem and is investigating the available options to solve the problem.
  • Decision: The buyer has developed a solution strategy and compiled a list of products or services to address the problem. They are narrowing down the possibilities to come to an ultimate purchase decision.

Most marketers focus only on the decision stage, but there are opportunities at each stage of this process.

Buyer Personas

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A map of your ideal buyer is vital, since it’s the only way to truly understand your buyer’s journey. You should understand their needs and problems, which will ultimately drive them toward your solution.

This can be done a number of ways:

  • Website and social media data: Your analytics should give you key data points about your audience. You can find everything from your audience’s demographics to the type of content they engage with most.
  • Surveys and feedback: The best way to get insight into your ideal buyer is by speaking with them directly. This can be done through polls, surveys, feedback requests, and other questions regarding their buying behavior at each stage of the buying journey.

This information allows you to connect the dots and create accurate buyer personas and mapping of the buyer’s journey.

Shifting From Keywords to Topics

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Much of the SEO community has begun shifting from keywords to topics already. This comes in the form of long-form content that connects to others across sections, providing a comprehensive overview of the broad topic. This approach addresses the new way that search engines are interpreting content.

For the purposes of this discussion, these long-form content pages typically target the short-tail keywords that have a higher search volume, ultimately addressing the awareness or consideration stages. Key decision-stage pages are narrow content.

These can be further subcategorized into pillar, target, and cluster pages:

  • Pillar page: This page covers the broad topic on a single page, with smaller cluster pages that link to it. This is focused on the awareness or consideration stage.
  • Target page: This page has a keyword or phrase linked to a specific product or service page. This is focused on the decision stage.
  • Cluster page: This page gives more detail about long-tail keywords related to the pillar page.

Putting It Together

The process to put all these pages together is simple. It begins like any other keyword research task, which is based on the keywords that a business is looking to rank for, and provides a starting point for what a prospective customer will search.

From there, you can begin to consider keywords outside of the obvious, such as synonyms and colloquial terms. This is the time to use keyword research tools, such as Google Ads, or consult customers about terms they may use to find a product.

Once this list is expanded, it can be narrowed down for better targeting. Irrelevant keywords can be filtered out, then relevant keywords can be sorted by topic and buying intent. For this part, be sure to put yourself in the shoes of the customer and consider what they would search to address a problem, as well as what keywords show intent to purchase.

This is when the stages of the buyer’s journey come in. Keywords should be categorized to each stage, using your judgement about what you believe the buyer is looking for. Categorizing is important, because it provides you with framework for what type of content is appropriate for certain phrases or keywords.

You’ll often distinguish patterns in the keywords along the buyer’s journey. Words like “cost” or “price” are usually found in the decision stage, whereas “how to” will be the awareness stage. These patterns will help you streamline your content planning.

Here are some examples of keywords at the awareness stage:

  • Fix.
  • Problem.
  • Troubleshoot.
  • Upgrade.
  • Optimize.
  • Prevent.

Here are some examples of keywords at the consideration stage:

  • Provider.
  • Solution.
  • Supplier.
  • Vendor.
  • Comparisons.
  • Software.
  • Features.

Here are some examples of keywords at the decision stage:

  • Pros and cons.
  • Benchmarks.
  • Reviews.
  • Ratings.
  • Pricing.

Once this is complete, you can group your keywords into pillar page, target page, and cluster page. This gives you insight into what type of content should be used, based on how competitive a term is, what the search volume is, what stage the buyer is in, and how profitable a keyword might be.

This information not only informs your current content, but it also helps you fill gaps in existing content. Check that the topics haven’t been covered before, and look for gaps resulting from keyword searches that aren’t currently being targeted.

Moving Forward

Traditional keyword research isn’t successful because most marketers only consider volume and competition. They tend to go for the terms with the highest traffic, but traffic doesn’t necessarily indicate buyers. In many cases, traffic indicates users looking for information about their problem, but are still weeks or months away from searching for a specific solution to that problem.

Because of this, current keyword research is a nuanced process that considers the needs of the buyer above all else. Used properly, keyword research can drive your content strategy to generate leads and convert customers, provided you address their needs throughout each stage.

Jan 12

How to Use Image SEO for More Site Traffic


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Keywords, content, and SEO tend to be the focus when you’re trying to direct more traffic to your website. Images are a powerful tool for traffic as well, but unfortunately, many marketers aren’t using them to their fullest potential.

Images are content as well, which can be easy to forget. In fact, images are an essential part of any content marketing effort. Users are also searching for visual content, so if you’re not using images as part of your SEO, you’re missing out on valuable opportunities.

How Do Images Boost Traffic?

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Images serve many purposes for your site, such as:

  • Aesthetics: Images make your site more visually appealing and easier to digest, which keeps people on your site longer and decreases the bounce rate.
  • Image search: Images pull traffic from image searches, which may direct a different audience to your site than other searches.
  • Social media shares: Images get more shares and engagement on social media than text-only posts. The more your content is shared, the larger your potential audience is and the more likely you are to get readers for your posts.

Optimizing for Image Search

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Images need to be optimized just like anything else. Optimizing images isn’t much different than optimizing other types of content, and they rank similarly. The first image on the image search results page is the equivalent of the first website to come up in a standard search.

Image search has more results, however, and people view images differently. Because of this, it’s important to optimize your images to be sure they’re close to the top.

Here’s how:

File Names

Cameras use a series of letters and numbers as the default name for images. Unfortunately, this doesn’t do much to boost your SEO.

Whenever possible, rename your images with a relevant title that reflects the content, which gives a search engine an idea of what it is.

Alt Tags

Image alt tags are metadata that help a search engine index an image. Editing alt tags not only improves your ranking, but it also boosts your SEO overall.

An ideal alt tag description is short, but filled with keywords. It should accurately describe the image for visually impaired users as well.


Your images should be as big as possible, but use as little storage space as possible, which can be done with compression. Tools like can be used to reduce the storage size and retain the quality of the image.

Now that we know how to optimize, let’s take a look at how to use image search to direct traffic to your website.

Use Your Own Images

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Stock photography has its purposes, but if you’re consistently using stock photos, it’s not going to help your site. Stock photos don’t accurately reflect your brand, and they give your site a disorganized look, which is then communicated to your visitors.

Original images, on the other hand, show your visitors that you put the extra effort into the look of your site and the overall image of your brand. Original images are also traced back to your site, which means that you’re more likely to earn backlinks when others use them for their own content. They’ll also show up earlier in the image search results, giving you an SEO boost.

If you don’t have the resources to create your own images, it’s acceptable to use stock images. However, you should be doing all you can to limit your use of stock photography and provide as many original images as you can.

Related Image Keywords

Just like text content, image content has a primary keyword that’s included in the file name and alt tag. You should still be using related image keywords, however, to give your strategy more variety and to target searchers who want to find your image but may not be using the proper keyword.

This may seem like extra work, but you’d be surprised at how different the images can be between similar keywords. When you cast a wide net with related keywords, you’re reaching a much larger audience.

If you need some assistance in coming up with related keywords, just look at the image keyword suggestions at the top of an image search results page. This will give you an idea of what others are searching, which you can use as part of your own strategy.

Relevant Images

Relevant images are images that are directly related to the topic. While this may seem clear, it’s not always the case. Many people use images that are unrelated to their topic to enhance their posts, which directs unrelated traffic to your site.

For example, you may use a pop culture reference that relates to one section of a blog post. Because of this, anyone searching for that pop culture reference will find themselves on your blog post, when they were actually looking for entertainment. When they discover the actual purpose of your site, they’re likely to bounce.


Infographics are an excellent way to boost your SEO and create custom imagery that is easy for your readers to digest. They drive thousands of visitors to your site and help you establish yourself as an authority as well.

Not every bit of content needs an infographic, but they can help with content that is research intensive or contains a lot of data. By putting it in a quick, clear infographic format, you’re allowing your readers to quickly skim the information to get the answers they need.


Watermarking is common with artists and photographers, but not so much for business owners who create their own custom images. Watermarking can be used to copyright your images, which is always a good thing, but it has another purpose — traffic.

Watermarking your images tells people where the image came from using a link, so it gives you credit and tells viewers where to go to find similar content. This is a good way to get traffic to your site and social pages, no matter where the image is shared.


Image SEO is powerful, but few marketers are using it to their advantage. Keywords and meta descriptions are important, but images can give you that extra edge over the competition.

People always need images for their own posts or videos, so driving traffic from optimized images is quick and easy. If you put some effort into optimizing your images and combining them with your other SEO tactics, you should see an increase in rankings in no time.

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Jan 04

Beginner’s Guide to Marketing Funnels

Lead Gen

When you’re just starting a business, you need to work hard to gain traction. Over time, however, you may notice that you need to change your strategy to continue to grow your business.

One of the most effective ways to boost conversions and generate more revenue is with a marketing funnel. This funnel is basically a sequence of steps that prospective customers take in order to become purchasing customers. After your business gets off the ground, you need this structured approach to monitor your process and be sure that you’re keeping existing customers and gaining new ones.

In this post, we’ll discuss what a marketing funnel is and how you can build one for your business to gain more customers and revenue.

What Is a Marketing Funnel?

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A marketing funnel is the path a prospective customer takes from start to finish. This includes the first time they hear of your product or service to the moment of purchase.

Once you have this structure in place, you can analyze each step of the process to look for areas of improvement to increase conversions.

These are the stages of the marketing funnel:


The awareness stage is the top of the funnel and refers to the moment when a customer becomes aware of your product or service. Your marketing materials at this point include:

  • Tutorials.
  • Guides.
  • Blog posts.
  • Videos.

Marketing strategies include:

  • Content marketing.
  • Inbound marketing.
  • Paid advertising.
  • Search Engine Optimization.

The goal of marketing at this stage is to reach a broad audience and create awareness of your product or service.


The interest stage is when prospective customers are aware of your product and become interested in learning more about your product. Your marketing materials are geared toward education, such as:

  • E-books.
  • Webinars.
  • Emails.
  • Newsletters.
  • White papers.
  • Case studies.

This is the stage in which you can encourage a customer buy.


The commitment stage is when a prospective customer is committing to your product and making the decision to buy. Your marketing materials at this stage include:

  • Product demonstrations.
  • Trials.
  • Sales calls.

These are the basic stages, but some businesses further break down their funnel into smaller stages according to what aspects they want to analyze. Regardless of how complex your funnel is, having a systematic funnel gives you data about the customer’s buying journey that you can optimize along the way.

For example, if you were to determine that you were losing a lot of customers between the interest stage and the commitment stage, you could adjust your content or marketing materials to optimize for conversions.

How to Build Your Own Marketing Funnel

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Your own marketing funnel is as specific as your business itself, but here are the basic steps you need to begin building your own:


The first step in your funnel is to get your product out in front of the widest possible audience. This is achieved through blogging, SEO, paid advertising, and the other marketing strategies we mentioned previously.

You should be specific in your targeting to reach a large audience, but still focus on an audience that is likely to need or want your product or service. Content marketing is a key tool in this stage, since it creates a lot of awareness about your business among users who are searching for solutions to their problems.


Once you have prospective customers in the awareness stage of your funnel, the next step is to increase interest and engagement to get them to return. This is best achieved with an email subscriber list.

For example, you could put an option at the end of your blog posts for users to subscribe to your email list. This will generate leads for your business while also giving you insight into the number of people interested in your business.

This is a systematic way to move customers from the awareness stage to the interest stage. If you start to notice high click-through rates but few conversions, you can work on improving the landing page or call-to-action to increase your conversions.


When you have a lot of prospective customers interested in what your business has to offer, then it’s time to move them into the commitment stage. This is the stage in which your customers want to learn more about your product and are looking to purchase, which can be done with content.

At this point, you should already have an email list, so you can use autoresponder emails to guide them into the evaluation stage. Autoresponders offer high-quality content to your customers and help you build a business relationship with them to earn purchases in the future.

You can also earn the conversion by giving them a compelling reason to buy. This can be done a number of ways, such as:

  • Create urgency by suggesting that a product or offer is short-term.
  • Ensure that the checkout process is smooth and streamlined.
  • Offer a discount or special promotion.

The goal here is to create a pleasant buying experience to assure the prospective customer that buying is a good decision.

Fixing Problems Within the Marketing Funnel

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Marketing funnels are known as funnels because you will lose customers along the way, so the funnel gets smaller. Some people simply won’t move through to buy, and that’s just part of the process. To a certain extent, you should expect to lose some prospects between awareness and conversion.

When you’re losing excessive numbers of prospective customers at some point through the funnel, that’s when you need to review your process and see where you could improve. Having a systematic funnel is the first step in correcting this problem, which you may not even fully realize otherwise.

As you build your funnel, you should assign metrics to each stage:

  • Awareness: Visitors to your site.
  • Interest: Subscribers to your email list.
  • Commitment: Number of people purchasing your products.

Without these metrics, it’s difficult to know what part of the funnel is losing customers.

You should compare these metrics on a regular basis to see if you’re improving or declining. If you’re declining, you can then look for reasons that may be occurring.

Regardless of what stage is losing customers, there are two strategies that apply at any point:


If you’re seeing a lot of paid traffic to a particular post but your prospects are simply reading the article and clicking away without subscribing, downloading, or purchasing, there’s still a chance to convert.

Retargeting is a form of online advertising that lets you target visitors who left your site before converting. It gives you a chance to persuade them to come back and reconsider purchasing. This ad should be focused on an offer from the next stage of the funnel.

For example, if you’re seeing a lot of traffic without conversion, retarget those customers with an offer to subscribe to your email list. This can take them to a landing page that offers a free download they may have missed out on the first time around.

Once you’re familiar with this process, you can devise retargeting campaigns that address each stage of the funnel with relevant offers.


If prospects visit your site but aren’t able to find adequate answers to the questions they may have, it can be enough to cause them to click away. They could be reading your content and need further clarification, or looking at your price page and have questions about purchasing.

In these cases, live chat is an excellent tool. Regardless of where they are in the marketing funnel, live chat gives you an opportunity to answer all their questions and guide them into the next stage.

Get Started

Now that you know what marketing funnels are and how they can be used to improve your business, it’s time to build one. Start with the simple structure of a basic funnel, identify problems, and work on optimizing them. As you learn and grow, you can expand your funnel to gain more customers and generate more revenue.

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Dec 28

Understanding Google Ranking Factors in 2019


Google is responsible for billions of internet searches each day, as well as over 85 percent of the search engine market share, so the ultimate goal of a marketer is to find their brand high in the ranking. Without knowing the factors that Google considers in the ranking, however, it can be difficult to achieve this goal.

Google never publicly listed these factors, but it has confirmed that there are around 200 ranking aspects that impact organic search rankings. These include on-page, off-page and site-level aspects, as well as virtually endless technical SEO factors that determine your site’s ranking.

That’s a lot to consider, but fortunately, these factors aren’t weighed equally. Some factors are more important than others, and there are some SEO best practices on which you should focus before correcting the low-impact aspects of your site.

Here are the most important Google ranking factors leading into 2019:


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In terms of impact, your website’s architecture is high on the list. While there are some factors that are more important than website architecture, it’s about more than just your ranking. Your website is what you want your customers to visit and return to, so getting it right is vital to your business’s success.

First, determine the subcategories you’ll cover on your site, then organize your entire site around them with clear strings of text at the end of your URLs. This makes it easier for Google to recognize you as an authority and determine your value to a user searching a target keyword.

Domain Security

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The first priority of Google is serving the needs of its users, which includes giving them a safe and secure experience. As a result, your domain’s security is a significant factor in your search engine ranking.

Google recognizes secure websites with the “https” at the start of the URL. This stands for hypertext transfer protocol secure, which is the process that transfers information from the site to the visitor’s web browser.

If a site has https, Google knows it’s secure and the information it’s indexing is safe for the user. With a normal http, Google is less likely to rank the site high in the results. Correcting this is as simple as getting an SSL certificate for your website.

Inbound Links

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Inbound links, or backlinks, are the hyperlinks that direct a user back to your pages from other pages on the internet. These are so important for your Google ranking that they can even impact the number of the search page you land on.

These links aren’t your only source of traffic, so they may not seem important to your site. Inbound links tell Google that others trust your information, however, since they’re linking to it from their own sites. Trust is important to Google, so a site that appears more trustworthy and links to other trustworthy sites is likely to rank higher.

Unfortunately, this can’t be achieved by linking your own pages to each other. Inbound links only work for Google ranking if they come from outside domains, and the quality of those domains influences the ranking further.

Because of this, link building has become a hot topic for marketers. This can be achieved by trading inbound links between other authorities in your industry, or writing a post on another website and linking back to your own.


The topics you choose form the foundation for the authority you’ll need for long-term ranking. Generally, the more content you publish about a specific topic, the higher all related posts about that topic will rank in Google results.

Over time, Google will recognize you as an authority on that topic, regardless of how well-written or keyword-rich the posts are. Of course, you should still work to produce content that’s readable, relevant and valuable, which will only attract more readers and boost your ranking further.

Keyword Intent

Though topics are important, keywords still factor into your ranking. Keyword optimization is one of the best things you can do for your SEO, provided you do it correctly.

In the past, Google used to prioritize the posts with keywords that were an exact match, but now it focuses on the intent of the keyword. What this means is that Google is trying to determine what the user is looking for, rather than finding the exact words used, so it can provide a better experience for the user.

This may seem a little bit trickier than including specific keywords multiple times, but a naturally well-written piece should solve these needs on its own. If you’re writing your content with the intent of solving a problem or providing valuable information to the reader, your content will be recognized by Google as an answer to the user’s question and rank it higher.


Your website’s visitors need to quickly find the information they’re looking for and get answers to their questions, but that’s not the only factor you need to consider in designing your site. The way the content is structured could mean the difference between your site ranking above or below a similar site with competitive keywords.

Ideally, you’re already using headings, subheading, images, bulleted lists and other methods of improving readability for your visitors. These additions to your content help your reader digest the information you’re providing and keep them more engaged with your content. Engaged readers stay on your site longer, which is interpreted by Google as “session duration,” a factor that also helps your ranking.

Meta Tags

Meta tags may not be something you include in your SEO strategy, but they’re simple and effective for boosting your Google ranking. Meta tags give Google an idea of the purpose of your page and how each aspect of the page works toward the topic and keyword.

There are several types of meta tags that should have keyword details:

  • Title tag: This is typically the title of your article and shows up in the HTML. Google uses this to create a blue hyperlink headline that shows up in the search engine results. Title tags are useful for content that doesn’t have a natural headline that describes its content.
  • Image alt text: Google doesn’t read images in the same way as text, so images have a limited ability to improve ranking on their own. Image alt text that describes the content of the page helps Google understand the image better, however, so it should always be included.
  • Meta description: This is the snippet of text that appears under the links on the search results page, which summarizes the content. A meta description doesn’t need to have keywords, but it will help Google better understand the content and boost the ranking.

Load Speed

Load speed is the speed at which your website loads when a user clicks on it from a search results page. There are many factors that can impact your website speeds, but Google will prioritize the sites that load faster.

Generally, pages should load in under three seconds to be considered fast enough for Google’s standards. Some pages won’t be penalized for slower speeds, however, and some need to load in two seconds or less to earn a high Google ranking.

Since the acceptable standards can vary, it’s best to do all you can to make your load speeds as good as they can be. Uncompressed images, different font styles and sizes and multiple types of media can hinder your website speed, and though you may not be able to correct all of them, do what you can to make your load speed as fast as possible.


These Google ranking factors are a good starting point for improving your ranking, but keep in mind that these factors are always changing. You may have noticed that many of these improvements affect your Google ranking and the value you provide for your visitors, however, so the best way to stay ahead of the changes is by consistently delivering the best experience you can for your users.

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Dec 22

Crafting a Marketing Campaign


When done correctly, a marketing campaign has the ability to resonate with the audience long after it’s out of the spotlight. Campaigns make brands memorable and influence the customer toward a certain action, as well as giving brands personality and emotion.

If you want a show-stopping campaign that can provide these results for your business, check out this guide to crafting a marketing campaign.

What Is a Marketing Campaign?

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Marketing campaigns are organized and strategized efforts to promote a particular goal for a business. They may involve email, television, radio, pay-per-click, social media or other types of media to influence customers in a way that aligns with the business goals.

Though marketing campaigns have the intent of marketing and promoting a brand, they don’t encompass all marketing efforts. The campaign itself is strategized for a specific result and audience, rather than the overall business goals as a whole.

Learn more about how to craft a successful campaign that delivers results with the following key points.


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In addition to identifying your audience and deciding on the message you want to send, the rest of the campaign must be carefully planned to ensure you have the best chance of reaching your goal.

To begin, decide on what your goal is. Why are you running a campaign and what do you want it to accomplish for your business? This may include increasing brand awareness, getting more feedback, generating revenue or promoting a new product or service.

Once you have the broad goal of the campaign, you need to be sure that your goal is specific, attainable, measurable, relevant and timely. This will give you guidance and accountability for your campaign’s success.

For example, you may want to define a more specific goal, identify the number of customers you’d like to take action, how you want them to take action and by what date. This gives you guidelines for what you’re looking to achieve and helps you tailor your campaign for the goal.

Measuring Success

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Each campaign has its own goal, so you must find a way to measure your success. If you’re looking to generate revenue, your measurement may be leads or sales. If you’re looking to increase brand awareness, your measurement may be engagement or social mentions.

If your campaign will involve multiple media outlets, you’ll also want to determine the measurement for each medium. You need to identify the key performance indicators (KPIs) for each medium, as well as the KPI for the entire campaign.

You may also want to set some milestones throughout the campaign, so you can determine whether to forge ahead or pull the campaign for reassessment and adjustment.

Target Audience

Properly identifying the target audience is the single most important aspect of your campaign. Regardless of the medium or message you use, promoting your message to the wrong audience won’t get you to your ultimate goal.

The first step in identifying the audience is learning what stage of the buyer’s journey your campaign is targeting. This can be broken down into the awareness, consideration and decision stages. For example, if you’re targeting new people to introduce your brand, you would be targeting the awareness stage.

Then, you’ll need to determine the interests and problems of your audience. Learn more about what they like, how they spend their time, why they’re on social media, what content they prefer and what problems they have that may be solved by your product or service. Finding the answers to these questions will help you confidently craft a campaign that resonates with your audience.


At this point in the planning process, you know what your goal is for the campaign, how you’ll measure your success and what audience you’re targeting, so all you have left is what your campaign will actually be.

Marketing campaigns need a vision and message all their own, which is an offshoot of the brand’s identity. Your campaign should stay within the bounds of the brand in style and message, but still maintain its own identity.

For this step, you may want to bring in the whole team. Your in-house marketing team and social media team know your business well and can get you started, but you can always use an agency or freelancer for some or all of the campaign.

Once the campaign is complete, it’s time to consider how it will be distributed to your audience.

Reaching Your Audience

Your campaign’s distribution will depend on many factors, such as your budget and current engagement levels. Take a look at your current media channels and see which performs the best and which offers paid advertising, as well as which one has the majority of your target audience. Though it’s smart to promote your campaign on multiple platforms, it’s better to focus your efforts on the platforms in which you already have a presence.

After choosing your platforms, you can choose two or three media options for your campaigns. These may include pay-per-click, display ads, paid influencers, social sites or your email. You’ll also want to tailor your images, video and copy to suit the medium you’re using.

Campaign Timeline

Part of your campaign goals involve the deadline for your campaign, which helps you determine how and when you’ll promote it.

Beginning with a general campaign timeline, mark your start date and deadline. Then, determine your marketing assets and channels to decide how much you can afford to promote your content and how often, which allows you to map out your scheduled posts for each channel. This will help you disperse your campaign evenly and ensure that you’re posting on each medium equally.


Marketing campaigns are designed to influence a particular result from a customer. Conversion is whether or not your campaign achieves that goal. No matter how well your campaign performs in terms of traffic or engagement, it isn’t effective if it’s not getting the result you intended. This goes back to your specific goals within the campaign.

Achieving the desired action is done through conversion assets, such as landing pages, lead forms and call-to-action statements.

  • Landing pages are the destination for your campaign. These are dedicated spaces for your audience to visit and learn more about your business, so they can decide if they want to do business with you. This should be separate from the rest of your website.
  • Lead forms are web forms that capture information about a visitor and turn them into a lead. These aren’t necessary for all campaigns, but they can be important for campaigns that involve downloads or orders.
  • Call-to-action statements are an image or line of text that encourages your visitors to take a specific action. It’s typically a clear directive, such as “buy now” or “shop now,” but the appropriate call-to-action depends on your goal and business.

Moving Forward

Congratulations! You’ve crafted a marketing campaign. Now, you just need to measure its performance and decide if it was effective. Thanks to all the planning involved and your clearly defined goals, this part should be easy.

If your campaign was successful in achieving your goal, you’re done. If not, you should see what areas were successful and decide what you can change for better results in the future.

Marketing campaigns aren’t the easiest thing to create, but they’re vital to growing a successful brand. They also give you an opportunity to connect with your audience and provide them with something valuable, which will only serve your business needs in the future.