Best Practices for Marketing Campaigns

Marketing to target accounts isn't about you. It's about solving their real, messy, human problems. The number 1 reason marketing campaigns fail? They're all about “us” when they should be about “them”. I see it every day; campaigns obsessing over: 💬 "Our unique differentiators" 💬 "Our feature set" 💬 "Our market position" Meanwhile, your prospect is lying awake thinking: 👉 "My team is drowning in work" 👉 "Our project is completely stuck" 👉 "I'm not going to hit my targets" 👉 "Leadership is pressuring me and I can't deliver" 👉 "If we screw this up, I'm on the hook" You need to know them on a human level. Because if you miss their pain points, you're invisible. Ready to make it about them? Here's your playbook: 1. Talk like a peer, not a pitch deck → Replace "leverage" with "use", "utilize" with "try", "implement" with "set up". Strip away the corporate speak. Write like you're messaging a colleague. 2. Lead with their pain points → Start messages with "I know you're dealing with..." or "Many [job title] tell me they struggle with..." Show you understand their world before pitching yours. 3. Focus on specific situations, not generic personas → Instead of “VPs at enterprise companies", try “Sales VPs with “X“ goal". Context beats demographics. 4. Educate first, sell second → Share frameworks, templates, and lessons learned. Build a content library that helps them win “right now”, whether they buy or not. The sales conversations will follow. 5. Show up consistently → Enterprise deals take 6-18 months. Map out a year of helpful content. One great post won't cut it - you need to become their trusted guide through the journey. 🎤 Your best campaign won't sound like a brag. It'll sound like empathy. It'll sound like: "Been there. Tried that. Here's what actually works." Looking for some legend-level stories of closers. Share a line or tactic that turned empathy into pipeline. 👇 _______________ If this post resonated with you, I’d be grateful if you could like it and follow me Jennelle McGrath for more insights. And if you’re feeling generous, a repost would mean the world. If there is anything I can do to help you in your journey, please do not hesitate to DM me! Thank you so much! ❤️

If there’s one piece of advice I could give to anyone about to start spending on paid advertising, it’s this: No amount of ad spend can make up for a garbage landing page. I’ve seen massive campaigns fail before they even start because of a poorly optimized landing page. Imagine crafting the perfect set of ads, with beautiful imagery, compelling value props, and an offer your target audience is clamoring for. Then, when you finally get that click... The landing page takes too long to load. Or it looks nothing like the ads you’ve shown. Or it’s a mishmash of half-baked value propositions, hard to read copy, and ugly product images. Or, worse, the landing page doesn’t even open. If you want to drive growth, your landing page needs to be optimized to convert those clicks into customers. Focus on these key elements: 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝗮𝗻𝗱 𝗶𝗺𝗮𝗴𝗲𝗿𝘆 𝘆𝗼𝘂 𝘂𝘀𝗲𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗮𝗱 𝘁𝗵𝗲𝘆 𝗝𝗨𝗦𝗧 𝗰𝗹𝗶𝗰𝗸𝗲𝗱: You’re taking the user on a journey, make sure everything on your landing page is consistent with what they’ve just seen in the ad. 𝗖𝗹𝗲𝗮𝗿 𝗮𝗻𝗱 𝗖𝗼𝗺𝗽𝗲𝗹𝗹𝗶𝗻𝗴 𝗛𝗲𝗮𝗱𝗹𝗶𝗻𝗲𝘀: Make sure your headline clearly communicates the offer or solution. It should set the stage for the rest of the content. 𝗖𝗼𝗻𝗰𝗶𝘀𝗲 𝗮𝗻𝗱 𝗣𝗲𝗿𝘀𝘂𝗮𝘀𝗶𝘃𝗲 𝗖𝗼𝗽𝘆: Write straightforward, persuasive copy that addresses pain points and highlights the benefits of your offer. Use bullet points and subheadings to make the text easy to read. 𝗦𝘁𝗿𝗼𝗻𝗴 𝗖𝗮𝗹𝗹-𝘁𝗼-𝗔𝗰𝘁𝗶𝗼𝗻 (𝗖𝗧𝗔): Your CTA should be prominent and direct visitors to what you want them to do, whether it’s a purchase, sign-up, or download. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗩𝗮𝗹𝗶𝗱𝗮𝘁𝗶𝗼𝗻: Use testimonials, reviews, and security badges to build trust with your visitors. 𝗠𝗼𝗯𝗶𝗹𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Ensure your landing page is mobile-friendly with a responsive design and fast load times. 𝗔𝗹𝘄𝗮𝘆𝘀 𝗕𝗲 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗶𝗻𝗴: Regularly test different elements of your landing page to find out what works best. Use the data to make informed changes and improve conversion rates. A high-converting landing page is the backbone of any successful digital marketing campaign. It doesn’t matter how amazing your product is or how many problems it can solve, if your landing page isn’t optimized to convert, you’ll never get those sales. Instead, you’ll be losing out on massive amounts of potential revenue. 💡 What has been your biggest challenge with landing page optimization? Comment below and let's discuss how to overcome it! 💡

Have you implemented arguably the most important concept of digital marketing into your campaigns? The secret to truly effective digital marketing lies in one often-overlooked concept: leveraging your customer data for personalization. Over the years, we've seen clients at JUICE onboard running digital campaigns that looked great on paper but weren’t delivering results. They had the right tools, the right platforms, and even the right content, but something was missing. That’s when we introduced them to the power of using customer data to personalize their strategies effectively. Utilizing customer data to personalize marketing efforts transformed our clients' approaches. Here’s how: - Segmented Email Campaigns: Instead of sending generic emails to their entire list, our clients started segmenting their audience based on behavior and preferences. This increased open rates and engagement significantly. - Dynamic Content: We helped them implement dynamic content on their websites and landing pages that changed based on who was visiting. This made the content more relevant and engaging. - Personalized Ads: Using customer data, we tailored ad campaigns to target specific audience segments with messages that resonated with their needs and interests. 🌱 What's the science behind personalization? Research shows that leveraging customer data for personalization is crucial for digital marketing success. According to a study by Epsilon, personalized emails deliver 6x higher transaction rates. Additionally, 80% of consumers are more likely to make a purchase when brands offer personalized experiences, as reported by Econsultancy. Digital marketing experts like Neil Patel and Ann Handley emphasize the importance of personalization. Neil Patel says, “Personalization is the key to marketing success. It’s about understanding the customer’s needs and delivering tailored experiences.” Ann Handley, a pioneer in digital marketing, also highlights, “Content that’s personalized to the audience is not just more engaging—it’s more effective.” 🚀 How do you actually do this? - Segment Your Audience: Use tools like CRM and email marketing platforms to segment your audience based on behavior, demographics, and preferences. - Implement Dynamic Content: Use personalization tools to create dynamic content that adapts to different users on your website and landing pages. - Personalize Email Campaigns: Tailor your email marketing campaigns to address the specific needs and interests of different audience segments. - Use Behavioral Data: Analyze customer behavior data to understand their journey and preferences, and use this information to personalize your marketing messages. - Test and Optimize: Continuously test different personalization strategies and optimize based on performance data.

Hey folks, I want to share some insights from our experience in helping industrial companies implement and refine their digital marketing. There are common gaps that companies should be aware of. Think of this as a checklist of sorts for your next campaign: 1️⃣ Clear Goals: Without clear and measurable objectives, your marketing can’t be successful. Remember that the end-game is generating revenue and profit for your company. Marketing goals can encompass top-of-funnel metrics such as increasing website traffic, as well as bottom-of-funnel metrics such as sales qualified leads and pipeline value. 2️⃣ Technology Stack: The right technology stack is critical for capturing data and measuring the performance of your marketing efforts. Your tech stack should include analytics tools, a CRM system, and a marketing automation platform, all of which should be connected to seamlessly share data and route leads. 3️⃣ Well-Defined Target Customers: Knowing your target audience inside and out is critical. Develop detailed customer personas. Understand their pain points, preferences, and buying triggers. This knowledge will guide your content creation and messaging, making it more relevant and engaging to your audience. 4️⃣ Messaging: Your messaging should resonate with your audience and clearly communicate your value proposition. It’s tempting to talk about our products, and there is a time and place for this. But a sales-first message will often be ignored by people who aren’t ready to buy. Instead, start by offering helpful, informative, interesting, and educational content. This approach builds trust and strengthens your brand. 5️⃣ Distribution of Content: Creating great content is just the first step. Ensure it reaches the right audience through effective distribution. In short, get your content and message out in front of your target customers so they have the opportunity to engage with it. Utilize social media, email marketing, SEO, and industry-specific platforms to amplify your content's reach. 6️⃣ Test and Optimize: Continuous improvement is key in digital marketing. Implement testing and optimization on all of your campaigns so that you can learn and improve. A/B testing of ad copy, landing pages, and email subject lines, for example, can uncover what resonates best with your audience. 7️⃣ Lead Nurturing: This is often missing from campaigns, in my experience. Establish a lead nurturing process to build trust and help transition leads through your sales funnel.  Drip email campaigns, personalized content, and targeted follow-ups can keep leads engaged and move them closer to conversion. Addressing these potential marketing gaps will help your company win in 2024 and beyond. 📊📈💼 Feel free to message me with any questions if you want to go a bit deeper on any of these items. As always, I’m happy to share/talk.  #DigitalMarketing #IndustrialMarketing #Growth

Imagine trying to make a decision when not just one, two, or even three people have a say, but 10 people (or more!) are throwing their opinions into the ring. That’s what the market looks like right now. So, those days when having a website was a cool bonus? Yeah, those days are looooong gone… If you’re not online at this point in some way, you’re practically invisible (yes, even a landing page with only your contact information is better than nothing). Think about the last time you went out to eat somewhere new. How many restaurants did you look up? How many reviews did you browse? Everyone, in every sector, goes through a buyer’s journey … Whether it’s for a new restaurant, new sub-flooring or commercial window and door options. 74% of B2B buyers conduct more than half of their research online before making an offline purchase. The buying process needs its own GPS system, and that’s where great digital marketing comes in. Each step of the journey is an opportunity for your digital marketing to make their decision much easier. Here’s how: 1. First up, someone figures out there’s a problem. This is your cue to shine with content that says, “Hey, we get it, and here’s what’s going on.” 2. Next, they’re on the hunt for solutions, and your website and content need to pop up like a friendly guide saying, “This way!” DO NOT SELL. You’re not telling them “This way to all of our products and look at this one. it comes in blue. buy now.” Answer questions. Yes. Give guidance. Yes. Flood their inbox with products, features and benefits. Nope. 3. Now, they’re looking for the specific requirements they need. Your site needs clear comparisons to help them find the best choice. Even if that’s not your product. 4. They’re almost ready to choose, and your digital ads, success stories, and active online presence will make sure your name is in the final hat. 5. Just before the finish line, they need reassurance. Make it easy for them to find glowing reviews and solid proof so that they know they’re making the right call by choosing you. 6. The last step is getting all decision-makers to nod yes. This is where marketing and sales alignment is crucial so you can address everyone’s concerns. You have to be a part of their journey from the get-go so that when it’s time to decide, you’re not just another option … you’re the only option. It all boils down to this: Your digital marketing’s sole purpose is to help customers and prospects move through a complex buyer journey. From that first "Hmm, we have a problem" moment to the final "Yes, let’s go with these guys," your online presence, content, and strategy should make the road easier to navigate. Forget about making it complex. Keep it simple, straightforward, and, most importantly, useful. That’s how you’ll simplify your customer’s journey and make sure your product stays top of mind. #buyersjourney #contentstrategy #marketingtips #digitalmarketing