Over the past 10 years marketing has changed drastically. The environment that was once more involving tangible marketing has now gone digital. Tools like Pardot have helped marketers, that doesn’t mean that there aren’t still common mistakes being made in and out of Pardot. Without realizing it there can be everyday errors occurring that can become costly to your organization over time. Correcting these missteps can be the first step to elevating your digital marketing environment.
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1. Don’t Ignore Your Current Customers
When working on developing new leads and prospects it’s incredibly easy to get lost and forget about your current customer base. But they are the ones that are currently keeping your organization running and could provide a great growth space. Consider creating a campaign and engagement studio in Pardot to remind them of all the services you offer to them as current customers. Dynamic lists based on open opportunities and product ownership are a great way to do this. Page Action based Engagement Studio drips are one-way Pardot users leverage just in time messaging to stay top of mind of existing customers.
2. Refine Your Goals
When your campaign goals are unfocused you can lose out on new opportunities. Set realistic goals for what you want the outcome of your campaign to be. Try using the campaign object in Salesforce to hold yourself accountable to expected revenue goals. Want to develop new leads through getting prospects to sign up on a form on your website? Make your call-to-action link directly to that form and have the CTA listed in a reoccurring fashion throughout the campaign. An easy item to remember here is that your goals should be as refined and narrow as possible. If something doesn’t contribute to the overarching goal then remove it. There should be one main CTA and goal for each step of the process, control the variables so you know which item is leading directly to your goal targets.
3. Your Appearance is important
Day to day possibly the easiest thing to forget to do is keeping track of your website and branding appearance. Have you examined your organization’s website in a while and actually looked at how it can be optimized? You could be losing out on many new prospects for the simple reason that your own digital identity hasn’t been maintained. Key items to remember are: Train your users on what color your CTA buttons are, us it regularly and repeatedly. It's not enough to be mobile optimized, start thinking mobile-first, every email and landing page has to be mobile-ready and responsive. Finally, keep track of your social media branding and effectiveness via Pardot redirect links to see how your overall brand impacts revenue.
4. Remember Your CTAs
Time and time again this has proved to be one of the most important areas to not stumble in when it comes to digital marketing. Whether it’s an email, landing page, social media, or anything in between, call-to-actions are what make or break your digital marketing in and out of Pardot. Too few CTAs and your prospects can be frustrated when looking for where to click, too many, and they may become overwhelmed. Streamline how a prospect is engaging with your content. One way to streamline and simplify this process is Dynamic Content. If a prospect has already filled out a "Free Trial" form, your CTA should change the next time they show up to something along the lines of "Continue Your Trial".
Often times organizations want to try and reach as wide of an audience as possible in their campaigns. Sending emails to tons of lists with the idea that this will increase your engagement overall. But if you’re targeting the wrong audiences when doing this is can lead to unsubscribes and prospects becoming frustrated as they are hit with content not tailored to them. Really think about who campaigns are for when in the creation process. Once you figure this out, use segmentation rules and a solid preferences center to make sure you are targeting the right users at the right time.
Digital marketing is a field that is increasingly more important in today’s day and age. Fixing mistakes that are occurring with your process can be the difference between high or low ROI. Make sure to check your Pardot digital marketing environment for common mistakes that can be occurring and fix them as they happen.
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