The success of any marketing campaign depends on one thing only.
It’s the ability to connect the dots between your product or service and your ideal customer.
My favorite way to do this is to first create a user persona. Ideally two or three.
Pretend as though you actually know them – like you’re writing characters for a book or play – except they’re customers instead.
Then, look at your website segments in Google Analytics. Is the criteria matching up? If not, make adjustments. The behavior of your characters can be surprising.
Use the info from the segments, along with your personas, to get specific in your campaign targeting. Micro-target everything with hashtags, keywords, interest and behavioral targeting.
Run small experiments. Double down on the ones that convert.
Rinse, repeat.
Test as much as you can – copy, images, and targeting.
Keep going, and you’ll wind up with a handful of winners. Then, you’re set to scale.