Segmentation, targeting, and positioning (often referred to as

segmentation-targeting-positioning or STP marketing) is a

consumer-centric approach to marketing communications. The
STP model helps deliver more relevant, personalized messages
to target audiences.

Segmentation refers to the process of dividing your audience

into smaller groups based on certain characteristics. This
process allows you to group your individual audience members
into similar groups so you can better communicate your
products, features, and benefits that may be most relevant to
them.

You can segment your audience based on one or more of these

criteria:

 Demographics, which typically answer the question of who your buyer is (e.g. age,
gender, education, location, and profession)
 Psychographics, which answer the question of why your buyer buys (e.g. priorities,
personality traits, and beliefs and values)
 Lifestyle traits, such as hobbies, entertainment preferences, and non-work activities
 Behavior, such as brand loyalty, channel preferences, and other shopping habits

A marketing strategy is a plan for reaching a specific

marketing-related goal (or goals) in a focused and achievable
way. It takes into consideration what your business is
currently doing well and what you're missing in regards to the
objective you set, so you're more likely to accomplish it.

2. Targeting

With your audience segments in hand, it’s time to move on to

the targeting phase. First, however, you must decide which
segments are worth targeting with your marketing. To
 decipher this, ask yourself some questions about each
segment:

 Is this segment composed of enough potential customers to justify targeting? Would it

yield enough profits if the segment were to convert?

 Is it measurably different from the other segments?

 Is it accessible by all members of Marketing and Sales?

 Is your company equipped and able to serve the segment? Are there any physical,
legal, social, or technological barriers that could prevent that?
Segmentation may sound a little familiar to another process we often discuss here on
the HubSpot blog — creating buyer personas. The two are very similar as they help
you drill down the most important factors in your target audience.
But where buyer personas help you create a handful of customer profiles that
represent your broader audience, segmentation allows you to split your audience into
countless groups, each of which you can uniquely target.
For example, let’s say Paws & Tails is a Chicago pet-sitting company that offers pet-
sitting, dog walking, and boarding services. Given the vast number of pet owners in the
city, they need to segment their audience into smaller groups to better understand
how to position their services.

Based on their research and current customer base, they split their audience into three
main segments:

 Segment A is made up of high-income pet owners who work often and need daytime
dog walking and pet pop-in visits.
 Segment B is made up of middle-class individuals and families who travel and need
overnight boarding or pet-sitting services.
 Segment C is made up of older pet owners and retirees who need help caring for their
pets.
2. Targeting

With your audience segments in hand, it’s time to move on to the targeting phase. First,
however, you must decide which segments are worth targeting with your marketing. To
decipher this, ask yourself some questions about each segment:

 Is this segment composed of enough potential customers to justify targeting? Would it

yield enough profits if the segment were to convert?

 Is it measurably different from the other segments?

 Is it accessible by all members of Marketing and Sales?

 Is your company equipped and able to serve the segment? Are there any physical,
legal, social, or technological barriers that could prevent that?

Choosing what segments to target is a strategic decision. Thankfully, certain strategic

planning models like the PESTLE analysis can help you better understand the viability
of each segment.

It takes a lot of work to successfully target a segment of your audience. Whether you’ve
identified two segments or ten, don’t feel the need to target more than one segment at
once. Plus — targeting one at a time will help you better position your marketing for
each specific segment.

Following our example from before, Paws & Tails conducts research to better
understand its Chicago audience. Paws & Tails finds that Segment A makes up 60% of
its market size, Segment B makes up 30%, and Segment C makes up 10%. Moreover,
Segment A has a higher average income and is willing to pay more for pet-sitting and
walking services. Because of this, they choose to focus on Segment A.

3. Positioning
At this point, you should understand the demographics, psychographics, motivations,
and pain points of the segments you’ve chosen to target, which can provide a place to
start when it comes to positioning your product or service.

First, take a step back and examine your product or service through the perspective of
your chosen segment. If you were in their shoes, why would you choose your product
over a competitor’s? What features or benefits are most relevant to you, based on the
motivations and pain points you’ve identified?

This information is important to defining your brand positioning and understanding

how it stacks up next to your competitors. One way to understand where you, well,
stand is by building a positioning map, which is “the visual plotting of specific brands
against axes, where each axis represents an attribute that is known to drive brand
selection.”

The segment you choose to target should dictate what two attributes you plot on your
positioning map. For example, let’s say Paws & Tails decides Segment A selects pet-
sitting brands based on two attributes: service area and reliability.

By understanding 1) what the target segment deems most important for brand selection
and 2) where its competitors succeed (and fall short), Paws & Tails is able to identify an
open market opportunity and position its marketing to best fit the needs and goals of its
audience.

Using Segmentation, Targeting, and Positioning in Marketing

The STP model is a priceless addition to any marketing strategy, regardless of your
industry, product, or audience. It prioritizes efficient and effective marketing and ensures
you’re delivering only the most relevant, targeted messaging across the board.

It also plays an important role in developing other strategies, such as your buyer
personas, customer lifecycle stages, and core brand proposition.

By leading with a consumer-centric approach like STP, you can be sure that every inch
of your marketing is relevant to your audience — thus, increasing the likelihood that
they convert, purchase, and become lifelong customers.

Examples of Great Market Segmentation and Positioning

Brands are segmenting, targeting, and positioning their audiences and marketing
constantly, oftentimes without us (consumers) even noticing. Ever seen a brand or
product and thought “Huh, that’s perfect for me” or “Wow, right place at the right time”?
Yeah … you’ve been subject to the STP model.

Affiliate Marketing

Affiliate marketing is similar to referral programs, it involves working with outside

individuals or companies under the agreement that they promote your product in
exchange for a commission from each sale that can be attributed to their efforts. This is
a way to cut down on costs and outsource some of the heavy lifting of promotion,
however, you’re putting your brand's reputation in someone else’s hands, so this type of
marketing often requires more extensive monitoring and tracking.

Online Reputation Management

An online reputation management (ORM) firm isn't a public relations firm. PR firms tend
to be more relationship-based, whereas ORM firms tend to be more technical and
content-oriented. The best online reputation agencies use PR firms as a go-between
with publishers while they work their magic behind the scenes. ORM firms also tend to
operate in stealth mode, often quietly supporting PR campaigns in the background.
Reputation management and public relations (PR) are often confused. Although the two
share similarities and may be used in conjunction with one another, PR is more forward-
facing and visible to members of the public. Online reputation management (ORM)
services often occur behind the scenes and are not as obvious to casual observers.
Think of reputation agencies as the "man behind the curtain."

Example of the difference between PR and ORM

Most people are familiar with the typical PR activities associated with promoting a
brand. These activities range from writing and promoting press releases to scheduling
news conferences and more. While ORM services may seem very similar to PR, they
are not the same and are focused on the long-term reputation strategy for the brand,
rather than the promotional nature of public relations.
For example, an ORM firm normally wouldn't phone the New York Times pitching an
interview for its client, whereas a PR firm normally wouldn't aggressively manipulate
third-party online visibility of dozens of websites while improving reviews and
pursuing Google content removal requests. Do they both ultimately shape the public's
knowledge or feelings towards the brand or entity? Yes. But they achieve this using
completely different strategies and toolsets.

PR works in the spotlight, ORM behind the scenes

Although ORM and PR are not the same, the two can work together to achieve optimal
results.
There are large budgets set aside for marketing expenditures like TV spots, billboards,
and online banner ads at large corporations. But for companies and individuals alike,
two other promotional activities, public relations, and online reputation management, are
no less important. In fact, these two functions are becoming increasingly important, and
although they are not identical, they do go hand in hand.
What is public relations?
According to the Public Relations Society of America, public relations is defined as: “a
strategic communication process that builds mutually beneficial relationships
between organizations and their publics.”
To put it simply, the goal of public relations is to improve the public image of a person or
organization. It is equal parts proactive and reactive, and is built on a thorough analysis
of the client’s relationship with the public, as well as on rapid responses to unplanned
crises, commonly known as “damage control.”
Although planning and internal crisis management are important aspects of public
relations, PR is inherently forward-facing, after all, “communication process” and
“public” are right there in the official definition.

What are the core components of public relations campaigns?

Public relations campaigns are designed to achieve a specific goal by utilizing different
strategies, tactics, and activities. They focus on long-term goals rather than short-term
gains and can occur in tandem with ORM campaigns.
Public relations campaigns may include the following components:

 Assessment. Evaluate your public image among peers, prospective customers,

and others. This produces an honest readout of your strengths and weaknesses
(online reputation management's research phase has a similar function, although
it applies specifically to your digital presence).
 Image. Public communication policies may limit unsanctioned or off-brand
statements by employees or associates (may require training).
 Promotional campaigns. Goal-oriented planning for a public-facing promotional
campaign, covering everything from media outreach to advertising spending.
 Branding. This can be personal or corporate branding (or re-branding).
 Media relations. A number of tactics can be used to manage media relations,
including public functions, events, and outreach to influential bloggers, corporate
patrons, industry luminaries, and others with a public “megaphone.”
 Social media campaigns. This is also a core function of ORM and can include
promotions, contests, and giveaways that inspire participation, buy-in, and brand
loyalty among customers.
 Press releases. These announcements highlight all of the above initiatives and
provide statements to reporters, bloggers, and the general public.

Many PR components, tactics, and processes are labor-intensive. Costs can quickly
add up as a full-blown PR campaign may require the hiring of an outside PR firm or
additional employees to handle certain customized duties. In recent years, digital
PR initiatives have taken center stage to build a more robust online presence.
What is online reputation management?
Online reputation management is sometimes thought of as “technical public relations.”
ORM services tend to be "quieter" than traditional PR. ORM leverages SEO, content
management, social media, legal tactics and more, to improve the online image of a
brand.
ORM campaigns are similar to PR campaigns, but they are usually much more technical
in nature. Online reputation management campaigns typically include some or all of the
following:

 Comprehensive research on the state of your pre-campaign online reputation,

including risk analysis
 Search engine optimization and marketing
 Content removal
 "Technical" PR
 Development of controllable web properties (owned websites, blogs, social
media, third-party sites, etc.)
 Content creation and management for each property: blog posts, guest posts,
social content, white papers, multimedia, and more
 Systematic, scheduled publication and broadcasting of finished content
 Re-targeting of content in response to changes in search engine behavior
 Ongoing promotion of content and properties in search engines and social media

Typical activities during a reputation campaign

Along the way, ORM campaigns may utilize some or all of these actions:

 Boosting the SEO value of existing web properties, pushing positive content, and
higher search engine result page (SERP) mentions
 Creating new web properties that serve as additional sources of positive content
 Managing online review sites such as Yelp, highlighting positive comments and
scores without impacting objectivity. (A recent Pew Statistics report found more
than 75 percent of Internet users trust peer recommendations more than
traditional advertising).
 Outreach to and formation of content-producing relationships with influencers in a
given field
 Monitoring, tracking, and improving the performance of all owned, earned, and
paid for content channels
 Responding directly to some online messaging
 Submitting takedown requests (under applicable laws and customs) when online
publishers post inaccurate or defamatory information
 Taking legal action in some cases
 Attracting social media followers and buzz, thereby creating brand advocates that
drive traffic to your positive properties, reinforce their SERP standings and
generate reputation-enhancing social mentions. (Social is a relative newcomer to
the reputation management world, but it is critically important: The same Pew
 Statistics report found that 80 percent of online shoppers use social media to vet
retailers).

Which Metrics Help You Measure Digital Marketing ROI?

1. Cost per lead (CPL).
2. Lead close rate.
3. Cost per acquisition (CPA).
4. Average order value (AOV).
5. Conversion rates by channel.
6. Conversion rates by device.
7. Exit rate.
8. Blog click-through rates.
9. Customer lifetime value (CLV).
10. Net Promoter Score (NPS).
11. Time invested in project/campaign vs. returns.
12. Traffic to lead ratio.
13. Return on Ad Spend (ROAS).
14. Overall revenue.
15. Customer retention rate.

1. Cost Per Lead

If your website is collecting leads, you need to know how much you’re paying for each
lead.
If the cost of each lead is more than what you produce by closing leads, that indicates a
backward return on investment.
Knowing your cost per lead lets you know how well your marketing efforts are performing
and give you the insight you’ll need for making further strategic and budget decisions.
2. Lead Close Rate
How do you track your lead closes?
Too often, this is happening offline which means that data isn’t being integrated into
analytics or the online data you’re gathering.
That’s fine, but you need to make sure you keep an eye on your lead close rate so you
can check that against the leads being generated.
This will help ensure your digital marketing efforts are delivering leads profitably.
This information is also helpful to use as a control against new digital marketing efforts.

If you suddenly get an influx of new leads but find they close at a lower rate, you may need
to adjust your targeting efforts.
Measuring close rates also gives you insight into how sales teams and representatives are
closing leads into sales.
3. Cost Per Acquisition
Using the data above, you should now be able to figure out your cost per acquisition.
This can be figured out simply by dividing your marketing costs by the number of sales
generated.
You now know what it costs to get a sale, which will help you get a firmer grasp on your
ROI.
Many digital marketing leaders operate on Cost per Acquisition (CPA) models as they only
pay for lead or sales based on a set amount or goal.
This helps push and drive goals to conversions or pre-set outcomes.
4. Average Order Value
While you want to see the number of your orders increase, paying attention to the value of
the average ticket can reap significant rewards.
AOV is an essential metric that can help marketers keep track of profits and manage
revenue growth and profit reporting.
A slight increase in average order value can bring in thousands of dollars of new revenue
and can often be as simple as improving user experience and providing up-sell
opportunities.
5. Conversion Rates By Channel
Integrated digital marketing strategies are now essential to overall performance and
revenue.
CMOs are increasingly looking and under pressure to see what channels are performing
and what channels are the most cost-effective.
As marketers, we all like to know where our traffic is coming from.
Whether it’s organic, paid, social media, or other avenues, this information tells us where
the bulk of our customers are and/or where the marketing efforts are producing the most
buzz.
But that’s not the whole story.
Conversion rates can be a better indicator of success and let you know where the best
opportunities lie.
Let’s say 75% of your traffic comes from organic marketing and 25% from PPC. But lo and
behold, your PPC conversion rates are double that of organic.
What you learn from this is simple: Invest more in PPC. If you can increase PPC traffic to
match organic, you’ve just doubled your ROI.

Screenshot from Google Analytics, January 2022

Attribution reporting also helps you understand how channels interact and which channels
can influence others with conversion lift.
6. Conversion Rates By Device
Just like checking conversion rates by channel, you want to do the same by the device.
If one device has lackluster conversion performance, it may be time for you to reinvest in
that area, especially if you see traffic for that device increasing.
Mobile is an excellent example of how device shifts happen, and depending on the device,
conversion rates will vary.
This is especially true for marketers in ecommerce and retail, where more and more are
purchasing via mobile and tablet devices.
7. Exit Rate
How many visitors leave your website from a specific landing page?
Your website analytics should give you the specific number of exits from each of your
landing pages.
It may also give a percentage that is the number of exits/the number of page views the
landing page has received.
Use the highest number of exits or highest exit rate percentage to determine which landing
pages need conversion rate optimization and additional improvement for stickiness.
8. Blog Click-Through Rates
Blogs are a great way to showcase your brand and thought-leadership and get traffic to
your site, but what are you doing with that traffic?
While blogs have notorious high bounce and exit rates, that doesn’t mean you have to
resign yourself to those ridiculously valueless numbers.
Instead, use them to set goals for driving traffic from your blog to your main site.
A small increase in blog click-throughs can provide valuable new business at almost no
additional marketing costs.
9. Customer Lifetime Value
You can’t truly understand the ROI of your marketing efforts until you have a good idea of
what the average customer will spend over their lifetime.
Let’s say, for example, that it costs you $500 to bring in a new sale or client. But they only
make a $500 purchase.
Well, that seems like a net loss once you consider the cost of everything else beyond your
marketing investment.
But what if you knew that that customer would go on to spend $500 every six months for
the next five years.
The average lifetime value of that client is $5,000.
Now, $500 to get that customer doesn’t seem so bad, eh?

LTV = Average Revenue Per User (ARPU) x 1/Churn

That’s not to say you want to come out at a loss on every first-time customer, but if the
initial investment brings a hefty long-term profit, you can more easily chalk up that first sale
as a marketing expense, knowing profits are to come.
10. NPS
Net Promoter Score (NPS) is a metric where customers indicate if they would recommend
a product or service to other people and companies.
Screenshot from SurveyMonkey, August 2021
Based on a scale of 1-10, the scores given are a good indicator of customer loyalty and
satisfaction.

NPS = % promoters v % detractors

Tracking promoters v detractors (customers who have left or are thinking of going) helps
you measure and improve customer service strategies and tactics.
11. Time Invested In Project/Campaign Vs. Returns
Do you know how much time each person in your organization invested in a particular
project or campaign?
If you want to get the most out of each employee’s expertise, you need to ensure that they
are working on projects that are worth their time.
For example, if you have programmers who range from entry to expert, who would you
want to work on the projects that generate the highest revenue in your organization?
The expert-level programmers, of course.
Once you know the value of your projects, you can distribute the right people to the right
projects.
12. Traffic To Lead Ratio
An increase in website traffic is a positive sign that your digital marketing campaigns are
working. But do those results actually affect your company’s bottom line?
Another way to determine the value of your marketing campaigns is with the traffic to lead
ratio. This KPI simply measures the percentage of visitors who turn into leads.
or example, let’s say that your website received 5,000 visitors this month. 500 visitors
converted into a lead. For this month, you would have a 10:1 traffic to lead ratio or 10%
conversion rate for visitors to leads.
13. ROAS
Measuring Return on Ad Spend helps identify how well your advertising and paid
campaigns are doing.
Digital Marketers are able to see that they spent X and got Y.
This is particularly important when reviewing performance, comparing channel spend and
forecasting for the future.
The majority of marketers work to a rule that you should have a 3X return on your
investment.
 14. Overall Revenue
As marketers, we are constantly challenged with comparisons to sales performance.
 When sales perform, sales are the star, and marketing gets little mention.
 When sales don’t go well, marketing suddenly gets more mentions.
Try to avoid these conflicts by measuring and attributing everything you do.
This could be an entire campaign, a marketing touch or assist, or an asset.
Ensure that your marketing and sales team has synergy in tracking and reporting on
bottom-line revenue.
Agree on rules and accountability paths on leads, opportunities, and any marketing activity
that impacts or influences sales revenue.
15. Customer Retention Rate
Do you know how to measure the number of customers your business has retained?
To calculate your customer retention rate over a specific time period, use the following
formula.
Customer Retention Rate = ((E – N) / S) x 100
For the time period you are analyzing, you will use the number of customers you ended
the period with (E), the number of customers you gained during the period (N), and the
number of customers you started the period with (S).
Let’s say that you began the quarter with 200 customers. During the quarter, you gained
35 customers and lost five.
Your formula would look like this:
97.5% = ((230 – 35) / 200) x 100

When it comes to your social media campaigns, your return on investment, or ROI, is
the best way to ensure you’re getting rave-worthy results. Examining ROI can show you
what messaging or content types are resonating with your audience, what actions
they’re taking on your website or eCommerce store, and what effect social media is
having on your bottom line.
Shockingly, almost half, or 44% of businesses, don’t measure the ROI of their social
media marketing because they consider the process too time-consuming or confusing.
Luckily, there are fantastic tools out there that make calculating ROI easy. Get ready to
show off your stellar social skills and share insights on your growth and engagement to
make your ROI plain as day.
What is Social Media ROI?
Your social media ROI, or return on investment, is a measure of how effective social
media is in generating profits for your client’s business.
Since organic social media can reach a large audience at a low cost, social media
managers need to track the ROI of their social media campaigns and ensure they are
getting a good return on their investment.
While quantitative or tangible returns like increased sales or a higher volume of website
traffic are nice to see, don’t ignore the returns that aren’t directly associated with a
monetary value, such as brand awareness and customer service.
Measuring Your Social Media ROI
There are a handful of ways to calculate social media ROI. Some businesses simply
compare the amount of money they’ve spent on social media campaigns to the amount
of revenue generated. Others use more complex formulas that account for things like
website traffic, leads generated, and customer engagement.
No matter which method you use, you must follow the same general ROI formula:
(Earnings – Investment Made) x 100/ Investment Made = Social Media ROI
Sounds simple, right? But you might be wondering: “where on earth do I get the
numbers for this formula?”
That’s where social media ROI tools come in handy. With a dedicated tool designed to
track your social media success, you’ll have everything you need to use this formula
effectively.
What Are Social Media ROI Tools?
Social media ROI tools are software applications that help business owners measure
the ROI of their social media marketing efforts.
Most tools used to calculate social media ROI are analytics tools. Social media analytics
are an essential aspect of any content marketing strategy because they help collect
data on important metrics like brand awareness, engagement, clicks, and sales. In
marketing speak, these metrics are also known as key performance indicators, or KPIs.
While talk of analytics and KPIs might make your eyes glaze over, they’re an essential
part of social media marketing. They show you what’s working well, what’s not, and
where you can improve.
How Social Media ROI Tools Can Simplify Your Life
As a social media manager, you might feel stretched thin at times. You want to feel
confident that your tools are doing their job so you can show clients that your efforts are
paying off.
The best tools save time and un-frazzle nerves. Here are a few more ways social media
ROI tools can help social media managers.
First, they provide valuable insight into your audience and social media performance.
This includes metrics like:
 Customer demographics (e.g. age range, location, gender, etc.)
 Engagement rates
 Conversion rates
 Website or landing page traffic
 Lead generation
Aside from providing you with cold hard data, social media tools enable you to build
bigger and better-engaged audiences across platforms like Instagram, Facebook,
LinkedIn and Twitter. You can optimize campaigns and evaluate if your social media
strategy is working all in one place. That’s the beauty of these tools — they make
monitoring your social media activities much less complicated!
ROI tools take the guesswork out of your decision making. The right tool can help you
benchmark current performance against past performance or against competitors to
provide a fuller picture of your social media efforts.
The benefits of using social media ROI tools vary depending on the tool. Common
benefits include improved insights into your social media goals, active monitoring of
metrics, and automated social campaigns. You can even get tools that specifically look
at the ROI of influencer campaigns.
Additionally, many social media ROI tools offer free trials or free plans, making them
accessible to businesses of all sizes.
Investing in a tool to monitor your social networks and marketing spend is the best way
to achieve your social media objectives. Back up your strategy with valuable insights to
show your clients that their business is in good hands.
The Top 5 Social Media ROI Tools
Your social media journey doesn’t end when you hit the “publish” button. In fact, it’s only
the beginning. Once you’ve sent your content into the social sphere, it’s time to start
analyzing and learning from each post.
Here are five of our favorite tools to measure social media ROI;
1. Google Analytics
With relevant quantitative data, Google Analytics is one of the most powerful tools to
measure the ROI of your social media campaigns. It helps you quickly identify which
social media platforms drive the most traffic and which content is getting the most
traction.
By tracking results such as website visits, page views, and conversions, you can see
which campaigns are attracting and converting visitors.
There are a few different ways to calculate social media ROI using Google Analytics.
The first is to look at the total number of website visits generated from social media
platforms.
To do this, go to Acquisition > Social > Network Referrals. This report will show you how
many website visits were referred by each social media platform.
You can also track conversions from your social ads to calculate social media ROI.
To do this, go to Conversions > Goals > Overview. This report will show how many
conversions were referred from each social platform.
By tracking these metrics, you can see which socials are providing the best ROI and
focus your efforts on content creation for those platforms.
2. Sked Social
Is your social media marketing primarily done through Instagram? Then a savvy,
Instagram-first platform like Sked Social could be the tool for you!
Sked Social’s advanced Instagram analytics allow you to quickly deduce which posts
and content topics create the most affinity and engagement with your audience. Their
all-in-one Instagram tool allows you to track every conversion, interaction and lead
generated from your Instagram stories and posts.
Measure the success of your Instagram stories, compare your activity to competitors, or
track web traffic coming from your link in bio. There are endless ways to use Sked
Social to monitor your socials and calculate your social media ROI.
To make things even simpler, you can get started with Sked Social’s 7-day trial –
completely free!
3. Hootsuite Social ROI Calculator
In the world of social media, there are all sorts of opinions about how to best calculate
social media ROI. Navigating the online noise can be a bit of a challenge, but
Hootsuite’s social ROI calculator gets the math done quickly and effectively.
Simply input your expenses (like total ad spend) and compare them with relevant
metrics like conversions, website traffic, brand awareness, or audience engagement.
This information can aid you in making better decisions about where to allocate your
marketing dollars in the future.
To effectively use a tool like the Hootsuite Social ROI Calculator, it’s crucial to set social
media marketing goals. Without clear goals and objectives, you’ll find yourself
monitoring vanity metrics like likes and followers, which don’t always accurately reflect
ROI.
To determine which social media metrics align with your goals, we recommend
checking out 10 key metrics to help measure ROI.
4. Facebook Pixel
If you aren’t familiar, the Facebook Pixel is a piece of code for your website that
monitors insights from Facebook ad campaigns.
To start measuring conversions more accurately, you must first install the Facebook
Pixel on your website. Next, install your conversion events (i.e. the end goal you want
your customers to take), insert the code into your website, and input any necessary
information.
Under the Results tab, you’ll see a list of all the conversion events you have set up. For
each event, you can view how many conversions occurred as well as the total value of
those conversions.
These Facebook insights can help you determine your social media marketing ROI and
adjust as needed. For example, if you notice that a particular campaign isn’t generating
many conversions, you can adjust your targeting or budget for that campaign or scrap it
altogether.
5. UTM Parameters
UTM parameters are pieces of code you can add to the end of a URL to track how
people interact with your business online. The code lets you see where website visitors
are coming from, what social media channels they’re using, and how they interact with
your content. UTM parameters can be organized by medium (e.g. email, social media,
Google search) and campaign or content piece (e.g. Instagram Story).
This information is invaluable when calculating your social media ROI. It helps you
make more informed decisions about how to market your business online and shows
where your efforts are paying off.
To create UTM parameters, you’ll need UTM tagging. This comes built-in with tools like
Google Analytics. Once you’ve generated your code, you can add it to the URLs for
your social media posts, website, and any other online marketing materials.
Conclusion
Social media marketing is no walk in the park. It takes consistency, ambition, and a lot
of hard work. Don’t let that hard work go to waste and show your clients a clear ROI that
demonstrates the payoff for their business.
What is Gamification?
Gamification is the use of adding gaming elements to your website, app, email, and
social media campaigns.
Gamification tactics encourage higher user interactions by tapping into their competitive
spirit and desire to win. It’s a win-win scenario for the brand as well as its consumers.
Essentially, it offers a reward to consumers for acting on the CTA.
For example, you can ask a user to download an e-book in exchange for subscribing to
the newsletter. Or if you are hosting a podcast, you can ask users to share the hashtag
for the podcast on Twitter. Whoever tweets the hashtag the most gets a free pass to the
next Live Marketing Conference.
Gamification made Volkswagen China’s crowdsourcing project go viral. They garnered
over 33 million hits and nearly 120,000 ideas submitted.

Why Should You Add Gamification to Your Next Campaign?

 You want to improve customer engagement.
 Your target audience is mainly Gen Z.
 You want to create brand awareness and brand loyalty.
 You want to increase conversion rates and revenue.
 You want to create buzz for your new launch.
 You want to collect useful customer data in exchange for a reward.
 You want to educate the consumer about your products or services.
 You want to make promotional offers more interesting and stand out from the
competition.

Why Should You Avoid Gamification in Your Next Campaign?

 You might invoke a negative emotion or promote unhealthy competition.
 You are adding gamification elements for the sake of the game, not the activity itself.
 Your target audience doesn’t identify with it ( Boomers and Gen X).
 You need to make complex changes to implementing gamification elements.

6 Exciting Ways to Gamify Your Digital Marketing Campaigns

1. Contests
Everybody likes to win. Contests are a fun way to attract your users and their friends.
A hit contest will bring higher brand visibility and massive customer interaction. It’s best
to divide the game into small activities that customers learn about instead of setting up a
complicated gaming contest.
Bulletproof coffee asked its contestants to tag a friend in the comment section to enter
their giveaway.
2. Spin the Wheel
Interactive spin the wheel games are proven to instantly multiply sales and conversions.
You can create a timed pop-up on your website that appears 10 seconds after a visitor
visits it or you can create an exit pop-up.
This gives you a chance to turn abandoned visitors into newsletter subscribers or
paying customers.
A site visitor can enter the email address and spin the wheel by clicking the “Spin”
button. As the wheel stops, the visitor wins a prize, usually a discount code, which they
use at check out to claim their reward.
This also works best in emails during the Holiday season especially Black Friday and
Christmas.
3. Loyalty or Reward Program
Customer loyalty is your most cherished possession as a brand. Everything else falls
into place if you have loyal customers. So why not reward them for it?
Loyalty programs are your perfect starter kit for growth and engagement. They let you
turn your one-time customers into lifetime customers. You can reward your customers
with points for every purchase they make. As customers spend more their points
accumulate and they can claim them while making the next purchase.
Starbucks uses its loyalty program to grow sales and engagement. The customers can
check their gift card balance, points, and mobile orders via phone, website, in-store, or
on their user-friendly app.
4. Scratch and Win
All of us love to scratch and win vouchers. It gets us excited to scratch those coupons
and win money off on our favorite food items. Not a better feeling in the world. Now take
that and make it digital. Enter, digital scratch cards.
Users can scratch the spaces using their mobile phones or computer cursors. They
have to enter their email address and use the scratch card in exchange for a gift. This is
best for a reward or incentive digital campaign. You can also Scratch and win
campaigns to offer discounts and prizes to build a strong customer base.
Another creative use is to offer an Upsell to your clients and customers. Offer them
exclusive incentives. If you are in B2B, you can offer a high ticket product through
scratch the card game.
KFC uses a scratch-and-win campaign to add fun and excitement to the loyalty
program.

5. Knowledge Quiz
Whether it’s a music pop quiz or little-known history facts – everyone has a favorite hot
topic they know the ins and outs of. You can challenge your audiences to a knowledge
quiz that offers a score after the final answer.
Offer prizes to customers who get all answers correct or you can choose a winner from
multiple correct entries.
Mint.com a financial management app uses the quiz to help users plan their finances
better.