Elite digital marketing
Author: Tamir Davies published:
Mar 05th 2020
last updated:
Mar 05th 2020
Digital content manager, with an eye for editing and literature. Can be found channelling my love for musical theatre
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How to Relaunch a Failing Digital Marketing Campaign

Reboot Line

We’ve launched hundreds, if not thousands, of digital PR campaigns – far too many to count. Some that exceed all expectations and smashed KPIs, whereas some just don’t stick. It’s safe to say that most digital marketing companies, like ourselves, have planned, launched and eagerly awaited the results for press releases, only to be disappointed when it falls flat; missing out on key links and placements needed to meet your client’s KPIs. But is there a way to relaunch a failing digital marketing campaign? 

We think so. As much as it’s important to shout about our achievements, it’s equally crucial to highlight the campaigns that don’t do quite as well as hoped. From experience, clients like to know we’re transparent and honest, as not every online marketing campaign gets the results, we think it deserves. 

Over the last few years, we have incorporated several steps into our campaign strategy to help all campaigns stay on track – even if the odds aren’t in our favour.

Shai Aharony, the MD of Reboot shares some insights as well!

Here are five essential ways to relaunch a failing campaign

Evaluate your campaign angle 

First and foremost, evaluate if your campaign had a strong angle to begin with. Take a moment to read through your campaign again and get someone who hasn’t seen it to review it. It sometimes help to print out your press release and scribble notes all over it, to get a clearer view of your campaign. Highlight your keyword/and or core angle – if you find it’s not clear enough, perhaps your angle was never concise from the beginning. This makes it harder for journalists to spot, when it should be easy and handed to them on a plate. 

  • Remind yourself of the campaign relevancy – did it relate to your client’s niche? If not, could this be a prevailing factor as to why journalists may not have picked it up? 
  • Is your data simple, clear and digestible? If you have a visual aid, you must make sure that journalists can infer the angle from the graphic without an accompanying press release.  

These are all questions you should be reflecting upon. And where needed, switch it up. It could be that changing one element (however big or small) could be your saving grace! 

Evaluate your outreach

Be realistic and target the right journalists/publications  

- The saying ‘go hard or go home’ can apply to the work of digital PR specialists, but NOT in all cases. If your campaign is showing signs of fatigue and burning out, perhaps it’s because you’re outreaching in masses or to unrealistic publications. 
- Take a step back and evaluate your outreach – our digital PR team like to create an outreach mind map. Establish who you would like to outreach your press release to – and ask yourself if there are several niches who would be interested. 
- It could be that there are multiple tiers of media publications e.g. Tabloids, lifestyle magazines and sector specific outlets, which may have a slightly lower DA and trust flow but are far more relevant to the client and the research
- It’s easy to get carried away, but when assessing your digital marketing campaign’s potential success rate, it’s vital to bring your campaign back down to reality and cover all bases. You never know, one person and one link from a mediocre news publication could be the game changing difference to securing links elsewhere! 


Personality and being personal go a long way

We know how annoying it can be to receive unwanted emails in our personal accounts, so try and avoid doing the same to journalists you’re trying to build relationships with. 

If your digital PR campaign is lagging, your outreach email should be your first point of call. When outreaching your campaign, less is more – avoid large lists of contacts where your email seems impersonal. Instead, reassess and create smaller, more targeted category lists, where you can include their first name, and even an introductory sentence highlighting the connection between the research you’re sending them, their sector, as well as recent articles written where applicable. 

Do this, and you’ll really increase your chances of positive leads the second time over.   


Evaluate your subject line

We know that the outreach email is your only real chance of standing out among 300 other PR emails journalists receive each day. A good subject line spells the difference between a journalist opening your email or deleting it. So, if you’re needing to revive a failed marketing campaign, this should be one of the first things you revise. Sometimes, a weak subject line can drag the entire PR down, no matter how good the campaign angle is. 

The key question to ask yourself is, does your subject line summarise your angle effectively? Be sure to include your focus keyword or prompt words, which help with open rates, such as: Exposed, Revealed, Mapped, Data, Statistics etc. 

Likewise, if you have several opportunities to send your release to various sector specific publications, ensure your subject line is fitting to their industry and would resonate with their audience, otherwise it will be straight in the bin. 
 


Evaluate your timings


Benjamin Franklin famously quoted ‘Time is Money’, which means that each choice you make comes at a cost. 

Unfortunately, it can be quite difficult to come back from a failing digital marketing campaign when time is against you. The good news is that there are several factors which you can control, whilst others you can’t, but there are also others you can't.

Timing you can control

  1. When did you send your campaign? Check the day of the week and the time 
  2. Did the journalist receive it at an optimal time – early morning when they’re commuting and planning their workload, and not in the afternoon when everyone is ready to head home? 
  3. Was your outreach campaign relevant to other worldwide countries and did you incorporate time zones? – If the data is generic for the US, break your lists down by time zones to avoid large gaps. 

Timing you can’t control, but can use to your advantage

Competition in the media is fierce and due to the nature of what we do as digital PR experts, it can be tricky to avoid world events that are either planned or last minute. 

If you know there’s a world or country specific event planned in the calendar, either avoid it where not applicable to your client’s research or use it to your advantage to pre-plan a relevant campaign which journalists can use.

If your PR is halted by world news or an event, don’t be dismayed – simply hold off on relaunching until the news settles, giving your campaign the best opportunity to succeed. Your content campaign could be the best one yet, but no matter how confident you are, the press will always be far more saturated with anything to do with an event, over what you send them.


Seasonal Events

For obvious reasons, check the diary for seasonal events – Christmas, Easter, Valentine’s Day, Mother’s Day, Father’s Day etc – and even sporting or motoring events if relevant to your client.

There’s no reason to avoid these calendar events – but be aware media publications will be inundated with press releases and stories, so you may need to review the timing of your campaign to ensure you secure those all-important placements when you re-launch your campaign.


Awareness Days

Lastly, awareness days! In digital PR, they can help elevate a pitch, but they’re not always the focus. If you want to relaunch a failing online campaign, look at whether there are any relevant awareness days coming up that could relate to your research. If there is, this could your winning formula for coverage and links. 

Evaluate adding in an expert comment/tips 


Sometimes all your PR needs an expert comment or tips from your client or any other relevant representatives from the industry. 

Depending on the subject matter, journalists like to recognise the name behind the brand conducting the research. So, where plausible, ask your client for an expert comment on the findings which journalists can use. 

Likewise, speak to other key experts from the industry as your research will carry a lot more weight and credibility when referencing another expert.   
 

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