What does it really mean to “perform well” in an environment where public attention is such a competitive resource? Performance Marketing can give you the answer!
It is a strategy within Marketing that works with a focus on measurable results through data analysis.
I know, I know… I won’t shy away from controversy and, throughout the content, you will also see my opinion — and our point of view here at Enjoy Minder— on the compatibility between performance and Branding!
Let’s go?
What is Performance Marketing?
When you produce blog content, you are using a Content Marketing strategy. But when you include keywords and SEO techniques that make your website perform well and appear at the top of search engines like Google, you are applying Performance Marketing.
It is a branch of Marketing, in which all actions are focused on results, which can be obtained through the analysis of concrete data.
Therefore, its main objective is to optimize resources and expand the capacity to measure and improve results in the short, medium and long term.
Think of it as a performance vs. investment ratio, which has everything to do with ROI!
That’s why Performance Marketing focuses on measuring and optimizing results through KPIs (Key Performance Indicators).
See the ones that are most used:
- Cost per acquisition (CPA): indicates the average cost to acquire a new customer or make a sale, being a measure of the viability of campaigns;
- Return on Investment (ROI): evaluates the financial performance of campaigns and helps make better decisions about resource allocation;
- Conversion rate: is the percentage of visitors who perform a desired action, in relation to the total number of visitors;
- Lifetime value (LTV): estimates the total value that a customer will generate for the company throughout their relationship ;
- Cost per click (CPC): indicates the average cost of each click on an online ad and allows you to allocate resources to the channels and ads that generate the best results;
- Cost per impression (CPM): measures the average cost of a thousand impressions of an ad and is used to compare different advertising channels and formats;
- Cost per lead (CPL): indicates the average cost to generate a new qualified lead and is able to direct efforts towards the tactics and channels that generate higher quality leads at a lower cost.
In addition, different tools and platforms are used to monitor bottlenecks in the strategy in order to act quickly and correct actions.
Performance Marketing Strategies and Tactics
Now that you know the concept and advantages of Performance Marketing, see the main steps to start your planning today:
Defining and monitoring KPIs
This is the first step to working with a focus on performance.
Define your main objective and which metrics and indicators you will use to assess whether the campaign was successful and achieved the established goals.
To have a basis for comparison, you can use historical data that you have or look for references in secondary data — that is, data published by other organizations.
In other words, if your team doesn’t have this information, look for data from external reports, such as Kantar, Nielsen and WGSN, for example. These companies make consumer trend predictions that serve as a basis for planning actions.
And I also have a secret that can help you in this context:
If you search on Google for “(search keyword) + stats” or “(search keyword) + data”, you will find content, in English, that brings together statistics and research on the topic you want to know more about.
You can search for “ Email Marketing stats” for example. You will find something like:
Tell me: this tip alone is worth sharing this content! Isn’t it?
Target audience segmentation
By segmenting the audience, Performance Marketing actions can be better targeted to specific customer groups based on their characteristics, behavioral profile, location and needs.
In other words, it targets the campaign to the right audience , consistent with your ICP, who may actually be interested in what you are offering. This way, the chance of obtaining a relevant financial return is much greater!
SEM (Search Engine Marketing)
Search Engine Marketing is the type of approach that focuses on search engines. Therefore, it involves two important aspects: SEO and paid media.
When we talk about SEO, one of the main tactics to boost online visibility and attract organic traffic, we need to remember elements such as content production and optimization , improving website loading time, among other elements.
Additionally, paid advertising strategies, such as those offered by Google Ads, can be explored to drive traffic to the website using the Pay-Per-Click (PPC) model.
Marketing Automation
Automation allows you to manage campaigns in a scalable way, simplifying repetitive tasks and boosting operational efficiency.
From sending emails to audience segmentation and personalizing messages, automation enables a smarter, more strategic approach!
By incorporating these technologies, it is possible to manage, monitor and optimize campaigns in an agile manner, monitoring metrics and KPIs and identifying growth opportunities in real time.
This frees up resources to focus on more impactful strategies.
Advantages of Performance Marketing
A great advantage of Performance Marketing is that it allows you to make changes to your campaigns at any time.
For example, if an ad is performing poorly in terms of impression rate, you can make changes to increase its reach, even if users are clicking on it.
Furthermore, just an Internet connection is enough to allow all the monitoring of your ads.
This real-time analysis helps decision-making to occur at the right time, avoids financial losses and drives good results.
Creating a campaign with well-done segmentation and correct use of keywords can also increase the connection between the brand and the audience.
In other words: Performance Marketing can make the brand reach new qualified audiences who, in fact, have greater potential to engage with it.
Unlike other approaches, as I said before, this strategy also allows for a detailed analysis of ROI and provides insights that allow you to continually improve your campaigns.
Its data-driven approach and tangible results make it a great choice for companies looking to maximize their online presence and achieve goals more efficiently. It’s a great fit for everyone!
The marriage between Performance and Branding
Branding is the strategy of building and managing a company’s identity, whose objective is to establish an emotional connection with consumers, creating a positive atmosphere around the brand.
The combination of performance and Branding, also called by some “brandformance“, refers to Marketing campaigns that aim to maximize results, while strengthening the brand image.
This type of approach is extremely useful, as it does not place the two points of view as competitors: it is possible to achieve a good ROAS, while investing in the public’s perception of the brand.
This allows, among other aspects, the optimization of investments, audience reach and better synergy between media. It’s the short term and the long term working together!
Its main advantages are:
- CAC optimization, with greater efficiency in campaigns;
- Maximizing LTV, with increased customer loyalty;
- Increased conversion rate, due to better brand perception by consumers;
- Differentiation from the competition, considering the high competitiveness for online visibility;
- Measurement of short and long-term results, using a strongly data-based approach.
Therefore, I reinforce: it can be very interesting to combine both perspectives to obtain even better results.
What can be measured, can be improved!
Like Peter Drucker, we also believe that by measuring strategies, the ability to improve them is even greater.
And as you’ve seen, Performance Marketing is a strategy for driving measurable results . By focusing on hard data, KPIs, and continuous optimization, it provides a good view of performance, allowing for real-time adjustments.
So, don’t waste time! Get a personalized Digital Marketing Diagnosis + Consulting with Enjoy Minder. Our experts are waiting for you!
