What is like lifting?

In digital marketing, the term “lifting” is often used metaphorically to refer to increasing or boosting performance, especially in the context of campaigns, brand awareness, or sales. It’s about “lifting” or improving the metrics that are crucial to digital marketing success. This can involve increasing engagement, traffic, conversions, or overall ROI (Return on Investment).

Common Contexts Where “Lifting” is Used in Digital Marketing:

1. Lift in Engagement:
   When a campaign, post, or content is performing well, it is said to be “lifting” in terms of user engagement. This could involve an increase in likes, comments, shares, or interactions with a piece of content. For example, an Instagram post might “lift” in terms of engagement if it sees higher than usual likes and comments due to a viral trend or effective targeting.
2. Lift in Conversions:
   A campaign or advertising effort can “lift” conversion rates, meaning it improves the percentage of visitors who take a desired action—like making a purchase, signing up for a newsletter, or downloading an app. For example, if you run an email marketing campaign and it leads to more product purchases than usual, you could say the campaign “lifted” your conversion rate.
3. Lift in Traffic:
   If an online campaign or SEO strategy leads to more people visiting your website, this is often referred to as a “traffic lift.” For instance, if you implement a new search engine optimization (SEO) strategy and see an increase in organic traffic to your site, that’s a traffic lift.
4. Lift in Brand Awareness:
   Brand awareness lifting refers to an increase in how many people recognize or are aware of your brand, especially after a specific marketing effort or campaign. For example, running an influencer marketing campaign or viral social media campaign could result in a significant “lift” in brand awareness.
5. A/B Testing and “Lift” in Results:
   In A/B testing, marketers compare two variations of a digital asset (like an email, landing page, or ad) to see which performs better. The term “lift” refers to the improvement in key performance indicators (KPIs) from one variation to another. For example, if an optimized landing page results in more sign-ups than the original, this would be referred to as a “lift” in performance.

Examples of “Lifting” in Digital Marketing:

1. Social Media Campaigns:
   A well-timed promotion, contest, or influencer collaboration on social media can lift brand awareness, engagement, and even sales. For example, if a company runs a social media campaign with an influencer, they might experience a lift in followers, website traffic, and sales as a result of the increased exposure.
2. Email Marketing:
   A well-targeted email campaign with personalized offers or compelling content could result in a “lift” in open rates, click-through rates (CTR), and conversions. For example, sending a special promotion to customers who haven’t made a purchase in a while could lift sales among that group.
3. Paid Ads (PPC):
   When running paid advertising campaigns (e.g., Google Ads, Facebook Ads), a “lift” refers to an improvement in metrics like click-through rates (CTR), conversions, or return on ad spend (ROAS). If an ad campaign leads to more conversions than previous campaigns, this is often described as a “lift.”
4. Search Engine Optimization (SEO):
   By optimizing content, improving backlinks, or fixing technical SEO issues, a website can experience a lift in rankings on search engines, which results in more organic traffic. A successful SEO strategy can lift your website’s position for important keywords, improving its visibility.
5. Content Marketing:
   Content marketing strategies, such as blogs, videos, or podcasts, can “lift” audience engagement and drive more traffic. For instance, a well-executed content strategy might boost your website’s traffic and social shares, contributing to better overall digital performance.

How “Lifting” Happens in Digital Marketing:

1. Data-Driven Decisions:
   Marketers analyze data and use it to identify areas for improvement in their campaigns. By refining strategies based on what’s working and testing new approaches, they can achieve a “lift” in performance.
2. Targeting and Segmentation:
   Understanding your audience and targeting the right people with the right message is a common way to “lift” results. For instance, through advanced segmentation, you might target your most valuable customers with personalized ads, resulting in a higher conversion rate.
3. Optimization:
   A/B testing, tweaking ad creatives, improving website load speeds, optimizing email subject lines, and refining landing pages can all lead to a “lift” in performance.
4. Leveraging Influencers or Partnerships:
   Working with influencers, affiliates, or brand partners can provide a “lift” in brand visibility, audience reach, and trust, as their endorsement can drive new customers to your business.
5. Effective Messaging:
   Sometimes, the “lift” comes from simply refining the messaging or creative aspects of a campaign—making it more compelling, emotionally engaging, or clear.

Lifting Metrics to Measure:

• Click-Through Rate (CTR): Percentage of people who click on your ad or content after seeing it.
• Conversion Rate: Percentage of visitors who take the desired action, such as purchasing a product or filling out a form.
• Engagement Rate: The number of interactions (likes, comments, shares) with your content compared to its reach or views.
• Return on Ad Spend (ROAS): The amount of revenue generated for every dollar spent on advertising.
• Customer Acquisition Cost (CAC): The cost to acquire a new customer through a campaign.
• Organic Traffic: The amount of traffic coming from unpaid sources, such as search engines.

Key Takeaway:

In digital marketing, “lifting” refers to actions, strategies, or campaigns that improve key performance indicators (KPIs) like engagement, conversions, traffic, or brand awareness. It’s the process of boosting performance to achieve better results and greater returns on marketing efforts. Whether it’s through A/B testing, paid advertising, or content strategies, the goal of lifting is to increase the effectiveness and efficiency of your digital marketing activities.