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General Best Practices of a Digital Marketing
Know about audience! 
Here we are talking about market researchers and marketers: understanding an audience is their jobs and they will see right through a generic message that is posted all over the internet. So keep these practices in mind: 
Segment your audience: Whether it’s email, display ads, or social media, most advertising channels allow for some sort of audience segmentation. For example, segment by job title and industry. By doing this you’ll be able to send the right content to the right people at the right time. 
Always tailor the message being sent: Be as specific to audience as possible in message sent. If a message Is sent to a consumer insights person in consumer-packaged goods (CPG), make sure that ad is something relevant to them, rather than a general message or something meant for, say, technology or finance. 
TIP: Segmentation helps with this! 
Be honest about brand awareness: Consider if this is a brand new audience or one that may have already been exposed to your business. This will drive how high level or in-depth receiver should go with messaging. 
Test messaging and learn from it 
Whether it’s keywords, length, or benefit statements, try different approaches and see what sticks. 
Start with split tests: Test different messages about the same subject with the same audiences to see which message resonates the most. You can also test the same message with different audiences to see how each group responds. 
Test across all channels: People engage differently with different channels, so test a variety of assets, calls to action, and messaging within each channel. Then, use the results to create more content relevant to that channel. 
Track conversions. 
Whenever possible, take the time to set up conversion tracking to get a better understanding of what drives audience to convert (click, submit a form, etc.) – this allows the optimization of campaigns based on conversion and maximization of the budget by excluding those who have already converted. Conversion tracking allows for the tracking of what a user does after they click on/engage with an ad, so it can be seen if they actually purchased a product, signed up for newsletter, or downloaded an asset, etc. 
Most of these best practices hold true for a wide array of digital marketing channels. But tweaking these to cater to each channel is key to increasing success. Here are some key examples of how these tips can be applied to specific marketing channels and tactics. 

Remarketing 
Segment audiences based on their behavior on website: Whether it is via URL (ex: com/solutions), event, or number of pages visited, take account of what actions individuals are taking on the website and present them with creative messaging that complements their behavior. 
Set up conversion tracking to exclude those who have already converted: Conversion tracking allows to upload lists of people who have already completed call to action—i.e., purchased, subscribed, signed up for events, etc.—so resources are not wasting getting someone to convert on the same action twice. 
Display & Search Ads 
Leverage keywords to reach the right audience: Narrow keywords to choose those that are specific to the business, and include keywords that reflect buyer intent. 
Social Advertising 
Social media channels know a lot about people. Use this as an advantage by layering on targeting to find the audience message will appeal to most. Test with different audiences to see who most is engaged with content, then use this knowledge to position that content in front of this audience outside of social media. 
We visit different social channels for different reasons, so we expect the content on each to be different as well. Overcome a cluttered social feed with appealing copy that is straightforward, relevant, and appropriate for that channel. And don’t forget to align messaging with segments. 
TIP: Take advantage of the cost-per-click model to test different messaging with the same audience. 
There are a lot of different ways to reach an audience and this will continue to evolve.  
iSave Marketing can help with all your digital advertising needs.


Source: https://greenbookblog.org/2017/07/10/3-best-practices-for-digital-marketing-in-the-market-research-space/

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