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What Is Performance Marketing and How to Make the Most of It?

Date published: January 17, 2020
Last updated: January 17, 2020

There are various strategies involved in digital marketing. Social media marketing, content marketing, influencer marketing, affiliate marketing - you name it. But why is everyone running behind performance marketing suddenly? How is this marketing technique different from others? Let’s find out.

Understanding performance marketing

Most companies invest millions in brand promotions. They have the money to afford that kind of promotional activity. You, on the other hand, may not have that much money. But you can still promote your brand without spending so much. The trick is to find a technique that gives you guaranteed results. And that’s precise what performance marketing is all about.

Performance. That’s the keyword here. This marketing technique is based on the performance of the marketing strategies you use. Unless you get a positive result, you can go with the trial and error process. And you only pay when one of the strategies work.

The advantage is you can select any marketing technique you want, such as PPC, influencer marketing, or anything else. You pay for the strategies that provide significant revenue on your investments.

Why is performance marketing crucial?

There is hardly any marketing technique that can measure 100% of its results. However, performance marketing is an exception. That’s why most companies trust this marketing technique these days.

[bctt tweet="The combination of advanced advertising platforms and the latest technology allows you to track your marketing campaign and metrics successfully." username="relevance"]

Most importantly, this strategy focuses on your ROI. That puts you in a less risky position to launch the maximum number of marketing campaigns.

In traditional marketing, you have to pay a specific amount of money to get an ad space. However, you may find it difficult to determine your exact return on investment. That’s where performance marketing works differently. It makes use of various digital marketing services to come up with a successful strategy that works for your business. And as the advertiser, you pay only for the successful strategy and not the entire campaign.

How performance marketing works

Performance marketing has a few goals, such as increasing website traffic, repeat visits, engagement, lead generation, and sales. This marketing system has three parts.

1. Pre-launch plan

Your business goal will decide your marketing strategy. For example, a brand awareness strategy will be different from a lead generation campaign. You need to establish your campaign goal before researching various ad opportunities. This helps to filter your ad choices and platforms. You can use content marketing, affiliate marketing, influencer marketing, or anything that suits your business.

Developing a strong marketing team also comes under this strategy. This will help to improve the monitoring of the marketing campaigns once you find a successful pattern.

2. Going live

A well-developed strategy and a strong marketing team can combine to get your performance marketing campaigns underway. The entire team will monitor the progress of different campaigns and analyze the responses of existing and prospective customers. You can compare these responses after a while to determine which strategy works better.

3. Post-launch plan

This is the time when you will have to deal with lots of data from different campaigns. Take time to compare the results. Keep tracking the analytics and metrics. They will help to determine the best combination of marketing strategies to take your business to the next level.

Everyone wants to yield quick results when they invest money in something. Performance marketing will allow you to see these results first instead of putting your money blindly on a digital marketing campaign that might not work in your favor.

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