How to Develop a Winning Marketing Campaign Strategy: Tips and Tricks

Hello my friends and welcome to Educated Marketing Decisions, your monthly dose of practical marketing strategies tailored to the aviation industry!

As privacy laws evolve, marketers must adapt their campaign strategies in order to achieve their objectives. In a recent episode of his podcast Marketing School, Neil Patel mentioned that Google is also planning to implement similar privacy changes by 2024. This indicates that companies must seek out alternative channels to market their products and services, explore novel approaches to building brand awareness, revamp their budget management techniques, and adopt fresh promotional activities.

The evolving landscape of marketing has necessitated marketers to embrace creativity and explore innovative techniques to meet their goals. Emerging marketing strategies such as podcast ads, Uber ads, newsletter ads, endorsements, promotional activities, and influencer platforms have gained significant traction.

However, analyzing data and devising actionable marketing plans can be a daunting task, particularly for companies juggling multiple responsibilities. In the fiercely competitive private aviation industry, even minor opportunities can yield significant advantages. Therefore, it is crucial to monitor specific metrics that can help assess the efficacy of the marketing campaign strategy, particularly at the initial stage of the customer journey or Top of Funnel (TOF).

Here are five easy metrics to keep in mind when monitoring your Marketing Campaign Strategy 👇: 

1. Organic website visits (using Google Analytics)

This metric is important because organic website visits can provide insights into how well your website is performing in search engine results and how effective your content marketing strategy is in attracting potential customers.

For example, if you are running a digital advertising campaign to promote your FBO, you can use Google Analytics to track how many organic visits your website receives from search engines like Google. This will help you determine whether your advertising campaign is driving relevant traffic to your website and whether your website is effectively converting that traffic into leads or sales.

In addition, tracking organic website visits can also help you identify areas for improvement in your website's search engine optimization (SEO) strategy. For instance, if you notice that certain pages or topics on your website are receiving a lot of organic traffic, you can use that data to create more content around those topics and optimize your website to rank higher in search engine results for relevant keywords.

2. Time spent on page (using Google Analytics)

This metric measures the amount of time that visitors spend on your website's pages, indicating how engaged they are with your content.

For example, if you have a landing page that promotes Aircraft parts, tracking time spent on page can help you determine how engaging your content is to potential customers. If visitors are spending a significant amount of time on your landing page, it may suggest that they are interested in your services and are considering taking action, such as requesting a quote or contacting your team.

Conversely, if visitors are spending only a few seconds on your landing page before leaving, it may indicate that your content is not engaging enough, and you may need to make improvements to your messaging or design to better capture their attention.

3. Click-throughs and referrals from paid ads (using Google Analytics)

These metrics help you determine how effective your paid advertising campaigns are in driving traffic to your website and generating leads or sales.

For example, if you are running a paid search campaign to promote your Aircraft cleaning services, tracking click-throughs and referrals from your ads can help you determine how well your ads are resonating with your target audience. If your ads are generating a high number of clicks and referrals, it may suggest that your messaging and targeting are on point and that potential customers are interested in learning more about your services.

On the other hand, if your ads are not generating many clicks or referrals, it may indicate that your targeting or messaging needs improvement, and you may need to adjust your ad copy or targeting settings to better reach your audience.

4. Engagement on social media (using free analytics from social networks)

This metric measures the number of likes, comments, shares, and other forms of engagement that your social media posts receive, indicating how well your content is resonating with your target audience.

For example, if you are running a social media campaign to promote your private jet charter services, tracking engagement metrics can help you determine how well your posts are engaging with your target audience. If your posts are generating a high level of engagement, it may suggest that your messaging and content strategy are effective in capturing the attention of potential customers.

Conversely, if your posts are not generating much engagement, it may indicate that your content is not resonating with your target audience, and you may need to adjust your messaging or content strategy to better capture their attention.

By tracking engagement metrics, you can also identify which types of content and messaging are performing well on social media and which ones may need improvement. 

For instance, if you notice that your posts featuring images of your private jets are generating more engagement than your posts about your FBO lounges, you may want to focus your social media content strategy on showcasing your jets and their unique features.

5. Email open rates and click-through rates (using google analytics)

These metrics help you determine how engaging your email content is to your audience and how effective your call-to-action (CTA) is in generating leads or sales.

For example, if you are running an email marketing campaign to promote your Flight school, tracking email open rates and click-through rates can help you determine how well your email content is engaging with your target audience. If your emails are generating high open rates and click-through rates, it may suggest that your messaging and content strategy are effective in capturing the attention of potential customers.

Contrary, if your emails are not generating many opens or clicks, it may indicate that your messaging or content strategy needs improvement, and you may need to adjust your subject lines or email content to better capture their attention.

While not exhaustive, these metrics provide a reliable base that can be easily monitored. By tracking these metrics, companies can make educated marketing decisions and adjust their campaigns to achieve optimal results, thereby raising their aviation company.

🤨 What are some of the challenges you have faced when reviewing your marketing campaign strategy? 

Let me know in the comments 👇 

p.s If you’d like to be notified each time I publish a new newsletter, make sure you subscribe. 

And of course, if you found value in this, please share it with your aviation network ✈️. 

Rebekah Knaster

Founder of Becks and the Jets