The primary aim of marketing campaigns is to introduce your product to your target audience and guide them toward making a purchase, turning interest into sales. Traditional brand marketing emphasizes the brand’s strengths, values and emotional connection. Meanwhile, performance marketing targets specific results, using metrics and key performance indicators (KPIs) to measure success.
Combining brand and performance marketing creates a powerful strategy called performance brand marketing. This approach increases your brand’s visibility and makes your marketing efforts more profitable. By following this roadmap, you can achieve your business objectives through a brand marketing campaign that is both engaging and streamlined.
1. Define Your Specific Strategic Goals
Determine which business goal your company should focus on first, like raising brand awareness, increasing sales or gaining new customers. This will guide you in choosing the right KPIs to track and identifying the most effective brand marketing strategies to pursue.
2. Set Measurable Targets to Reach
Each of your marketing objectives should have a set of defined, quantifiable targets. For example, to boost brand awareness, set your target as a percentage increase in website traffic. If you want to acquire new customers, set a conversion rate target instead. Setting your targets will also help you estimate your campaign development timeline from the research phase to the initial launch.
3. Use Various Audience Research Strategies
Plenty of tools can help your team understand your audience’s wants and needs. Consider using customer surveys, interviews, social media analytics and other social listening tools. They’ll help you create buyer profiles and learn what’s most relevant to your audience.
A performance branding agency can also help you create and optimize audience targeting strategies to boost brand recognition and performance with various tools. These might include SEO strategies, cross-channel marketing and customer journey optimizations.
4. Synergize Brand and Performance Goals
Find out what brand-building efforts can complement your performance marketing goals. For instance, to build a stronger brand identity, you’ll need to look for measurable results like increased website traffic, higher customer lifetime value (CLV) or reduced costs per acquisition (CPA).
5. Develop Engaging and Relevant Ad Creatives
The heart of any efficient marketing campaign is high-quality ad creatives that resonate with your audience. Quality ads should catch the audience’s eye, retain their attention, and motivate them to act. They should also clearly convey your brand’s values and visual identity.
Does your company need help developing engaging content or creatives that fit in with your social media platforms? A branding agency has the resources and experience to analyze your messaging and ensure your brand identity fits your target platforms. They’re an excellent solution to drive up the KPIs your campaign is targeting.
6. Keep Your Messaging Consistent
Ensure your brand’s visual identity and messaging remain consistent. This consistency should extend across all channels, from your website and social media platforms to emails and pay-per-click (PPC) ads. A unified brand voice strengthens the effectiveness of your performance branding strategy by reinforcing brand awareness and increasing conversion rates.
7. Increase Content Marketing Output
Content marketing involves creating and distributing high-quality, relevant content that communicates your brand’s values and messages. This strategy can encourage specific actions from consumers, such as making a purchase, completing surveys or subscribing to newsletters. For example, generate informative blog posts highlighting the benefits of your products or services or create engaging infographics outlining the perks of joining your email list.
8. Test Your Campaigns
Before you kick off your performance branding campaign, run tests to see what appeals most to your audience. Techniques like A/B testing and audience analytics can provide valuable data, like user engagement, bounce rates and even demographic insights, to optimize your campaigns further and increase conversion rates.
9. Use Data Analytics to Adjust Your Strategy
Analytics data from your performance marketing campaigns can help inform your brand’s messaging and positioning. Similarly, brand marketing analytics can provide insights into configuring and optimizing your performance campaigns. Continuous data analysis can feed information from one strategy to another, aligning your branding with your performance.
If you don’t have the tech or staff in-house, branding agencies can use advanced analytics engines to help you get more data, receive insights on the latest market trends and better understand customer behaviors. The information they provide can help you optimize your performance branding efforts and improve your ROI.
10. Adjust Your Objectives on the Fly
After launching your campaign, review your initial objectives and continuously re-adjust them based on the data you receive. Market conditions and your audience’s needs and wants will change over time. Constantly tweaking and optimizing your brand performance campaign allows you to react to these changes, keep it aligned with your objective and maximize your ROI.
Develop Efficient Performance Branding Strategies
As markets evolve and become more competitive, performance branding has become one of the most efficient marketing strategies to achieve your business objectives. A well-tuned performance branding campaign blends the emotional appeal of classic brand-building with the measurable effects of a performance campaign.
Partnering with a performance branding agency is one of the best solutions to adapt your company’s marketing efforts and achieve your objectives as efficiently as possible.