"...a consistent foundation in creative messaging makes interactions 'stickier'..."
Consistent Messaging Is Key for Stronger Brands
When working on a holistic marketing strategy, we strive to ensure all our tactics are consistent yet impactful. One way of achieving a red thread in our digital marketing efforts is by matching calls to action (CTAs) with the content provided on the destination landing page.
For example, if you are talking about a product in your ad, you better drive consumers to the product page. You can have the greatest looking campaign in the world but if the user gets to the webpage and it does not emulate what they just engaged with, you will see users disengage and bounce. This is why a strong consumer experience via red thread marketing is critical to the success of your business. Be sure to provide consistent messaging, creative, and an appropriate follow through throughout all efforts.
While each tactic can be unique in execution with the options to personalize content, a consistent foundation in creative messaging makes interactions “stickier” because it allows for strong brand and product recognition. The goal is simple: keep your brand top of mind.
3 Keys To Stronger Campaigns
So what have we learned about executing red thread marketing? The formula that seems to perform the strongest includes three key points that work together to deliver powerful results.
1: The right tactics
It can be tempting when planning a campaign to include all the tactics available. At Click Rain, we pair expertise and data with the client’s goals. This helps us select the right tactics at the right time for the right audiences. It’s that deep level of understanding of a client and how their consumers engage with platforms that makes the messaging resonate.
Did you know that consumers will engage 4-10 times before they convert? This is why it is important to have that red thread across all those touchpoints. Each interaction continuously builds upon each other until the consumer is finally ready to take that step towards converting.
2: Concentrated marketing
A hindrance to successful campaigns is diluted marketing, which is when tactics are handled by multiple teams. We’ve seen greater success when our clients have chosen us to strategically position their brand across digital marketing tactics. It’s simple, concentrated marketing allows for control over messaging and we're able to connect the dots to ensure tactics work together seamlessly.
3: Measured success
Delivering strategically chosen tactics in a concentrated manner is one thing, but being able to measure success is what makes our marketing smarter. We utilize data to fuel future efforts and help businesses make decisions about where they spend their time and money moving forward. Our commitment to staying at the forefront of analytics advancements is just one way we help clients track the success of a campaign.