Targeted Campaigns

Targeted Campaigns


[MUSIC] Hello, I am Sonal Pardeshi,
Product Marketing Manager for the Office Ecosystem team. This video is about how to
better target your campaigns. There are several mechanisms to
help promote your product or service, such as
publishing blog posts, running social media campaigns
on Facebook, Twitter or other social media platforms,
conducting digital campaigns for targeted line-of-business or
vertical markets, and running email campaigns to a large
group of prospective clients. As you build your marketing
plans for your product, knowing your target market and customer
helps you to focus your efforts. You can begin planning
your digital strategy and driving demand across
various channels to yield better results on
your marketing investments. Leverage your digital channels,
such as your products website, community pages, blogs,
and other channels. Extend them by describing
your Office integrations. And also update your
online store or marketplace listings for
your apps and add-ins. In order to reach your customers
with the right message, be sure to have a dedicated
website for your solution. This should be one that allows
you to tell you solution’s story, and promote and reinforce its value to
prospective customers. Think about your website
as an extension of your marketplace listing. Use it to showcase any articles,
blogs, or other information that might not
easily fit into your listing, and explain the call to action
to your high priority audiences. You can make it easy for
customers to see the value in your solution by building
up your store listing. Develop a compelling
title that reflects your solution’s function and captures
your audience’s interest. Create impactful icons. Use screen shots effectively,
and include details, such as links to product videos,
in your store listing. Write a compelling short
description that speaks to the problem you’re solving for
your customer segment. And lastly, provide additional
pertinent details in your long description. Once you have all of your
digital channels set up to highlight your
product solutions, you can begin setting
up your campaigns. Email is a great platform for
targeted campaigns. Perhaps you have just
attended a conference and received a large number of new
leads that you would like to keep in contact with. Or you are about to release
a new product or promotion and want to inform your
existing customers. An email campaign is a great way
to connect with your customers and measure that impact. Using an email marketing
platform provides numerous features that help
with the management, privacy, and customization
of your email campaigns. These platforms may also
integrate with your customers’ CRM database for ease of
pulling customer lists and updating status information,
as well as providing reporting. Set up the goals for
your campaign. Whether you’re welcoming new
customers to your service, informing them about available
promotions, or keeping them engaged through regular
newsletters, set up the goals for your email campaign, as this
can help to craft effective communications that result
in higher conversions. Build a strong call to action. Open rates for email are often
determined by the subject lines. Precise messaging and concise subject lines will help
to optimize your response rates and make users more likely to
read the contents of the email. And don’t forget to use
campaign tracking IDs. If you’re marketing your
Office Store add-ins and apps, provide campaign tracking
URLs within your email, so users clicking on it can be tracked
through to the Office Store, and you can view valuable
information regarding your customer funnel through
to app acquisition. Also, learn from your data. If you have run email
campaigns in the past, leverage that information to
test and determine the right depth of information, relevant
visuals, guidelines, and other form factors that
influence the success rates of your campaigns and help
inform your future strategy. Targeting the right customers. The more specific
your target list and the better knowledge you have
about your customer, the more you can tailor the campaign
to your specialized groups. For example, if you’re
running a promotion for tax add-in, timing of the year,
size of customer business, and other demographics, can highly
influence your potential for conversion. Running an email marketing
campaign targeted to Office 365 subscribers can
help you to reach more potentially qualified
customers more quickly. For one thing, current
Office customers can begin using your solution immediately,
without having to purchase Office in addition
to your solution. And by focusing on customers
who are already subscribing to Office 365, you have a higher potential for
increased conversion rates. Tools such as MX record
lookup or CNAME lookup can help you to obtain records
for your customer email list. What is an MX record? An MX record tells senders how
to send email for your domain. Once your domain is registered,
it’s assigned several DNS records which enable it to
be located on the Internet. These include MX records, which direct the domain’s mail
flow and point to an email server that’s configured to
process mail for that domain. You can find several
free tools online by querying on bing.com for
MX lookup or CNAME lookup. Use one of the tools from the
query, for example MX lookup, to look up records for
the domain in question. In targets for email
providers returned, look for the value .outlook.com,
as this is a good indicator of whether your user
runs Office 365. There may be some issues, such
as when the DNS server is behind a proxy, where you are unable
to collect accurate data. But nevertheless, the activity
helps provide certain direction for your campaign user
segmentation efforts. For more resources on how to
take your apps and solutions to market, please see the Office
ISV Go to Market guidebook. Thank you for
watching this video. [MUSIC]

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