M.R. NEMETH DIGITAL MARKETING MANAGER
How Brandcast Streamlines the Marketing Workflow
december 15, 2016
Website deployment can be a complicated process. From scoping out projects, finding the right partners, making sure the back-end infrastructure is in place, to creating and delivering messaging across devices – for most, this is an uphill battle. Even with the best and brightest talent, roadblocks pop up, deadlines get delayed, and speed-to-market becomes an elusive intangible, always just out of reach.
Let’s take landing pages as an example of marketing driven website deployment. A SEO landing page is where a marketer wants their users to land on a website. They usually want to optimize for a specific term; say “Homes in San Francisco.” With the right content and SEO treatment, a site can capture high quality traffic and provide customers with excellent service. Usually, these pages are meticulously curated, but once set, they are unlikely to change much. This is important to note because sunk developments cost can be justified.
On the other hand, there is the advertising landing page, or campaign landing page, where paid traffic is driven. These are tailored to specific ad copy call-to-actions, and need to be edited and rotated quickly and efficiently across campaign objectives. The best performing campaign landing pages will be those that specifically match the search query. If that search is “Homes in San Francisco,” the landing page should probably reflect homes in San Francisco. Tracking pixels (via AdWords, Bing, Facebook, etc) must be properly scripted and planted, firing off on conversions and injecting the results into an analytics feedback loop.
Let’s say this campaign is also targeting “Land in San Francisco” to account for the different search query. Normally, this would require building a unique landing page for that search term to maintain a higher quality score (specific Adwords verbiage relating to the relevance of ad copy to final destination URL), and deliver more relevant content to users. For most organizations, that means doubling marketing efforts, producing multiple pages, and creating several tracking pixels and plugging them in across channels. The more landing pages a marketer needs to create, the more complicated this process becomes.
This results in duplicate pages throughout the site. Most of the images and copy are the same – essentially all pages are copied with some nuanced changes. Duplicate pages leads to link dilution and reduced SEO coverage. Marketers also need to decide how to deal with them, whether it’s to “NoIndex” them or use Canonical link referencing, a combination of both, or some other solution altogether. This process repeats for every single advertisement. What’s worse is that these are all technical implementations and usually outside a creative’s wheelhouse.
Designing and producing copy for landing pages is difficult enough – but actually getting them assembled and launched? That’s when the process becomes obfuscated. That’s the challenge. That is where teams break down and become frustrated.
Most marketers find themselves up against the wall, time and time again. They put out long schedules and overinflated budgets, to accommodate the backend needs of creating marketing assets. Often times when creating cost projections, it is essentially expected that marketing technology related costs will account for more than a third of the spend. What marketers need is a way to solve their use cases, fast, on schedule, and under budget.
Marketers have a vision; an incredible idea to share with the world. The team of designers, marketers, and outstanding creatives come up with the next big thing. They wireframe it up, pitch it to the executives, get approval, and then…get in line.
The wrench in the system is usually the developer cycle. Too often when marketers take great ideas to their web engineers, they’re relegated to secondary or tertiary priority. Their projects in queue, marketers must sit on their hands and wait for deployment. It’s a broken system.
Marketers have a lot of projects to handle, too. They have to build landing pages for ad campaigns, they need to build out content rich evergreen pages to share with their users, they have to build press decks, pump out registration forms and marketing collateral, build pitches and proposals...in short, they need to webify everything. Time and again, all of the marketing projects stack up and fall in queue. They wait in the purgatory between design heaven and developer hell - a veritable eternity to contemplate their choices, but unable to change them.
The solution is a platform that stands at the intersection of design and technology; a code-free environment where creatives - designers and marketers - can collaborate to design and deliver fresh content, fast. What we need is a solution that rips the roadblocks off the highway, puts us back in the driver's seat, unthrottled and in control. A true What-You-See-Is-What-You-Get (WYSIWYG) platform where designs easily turn into a reality.
The need is real. The solution is Brandcast.