Whether you want to increase brand awareness, introduce a new service, a product or launch a new brand from scratch, you’ll need the right plan and people to turn your ideas into a successful campaign. When you set up your marketing campaign the right way, you will see an immediate return on the investment. But, the key to driving revenue home is to properly set up your marketing campaign. The following steps will help you build a successful marketing campaign and reach desired results for your business.
Let’s discuss essentials first
The key element of every successful marketing campaign is the audience. If you don’t have an audience, now’s the time to build one. Consider this step as the ground zero of a marketing campaign. Since your ideal buyer will go through several stages during their buyer journey, you should think about the value you want to give them. To better understand your audience and their values, you can build a community surrounding your brand.
Your product or service is designed for your audience, as it gives them a way to solve their problems or make their lives easier. Build social media channels and tailor each message with your community in mind. Communicate with them daily, provide unique value with your social media and blog posts. Try to meet the needs of your community to build a better marketing campaign.
Who is your ideal customer?
It’s all about the people you wish to target. Start by asking the question – Who is your ideal customer, user, buyer? Different names but they all mean the same – the ones you wish to target with your marketing campaign. To get to the “who” try to identify unique challenges or problems your product can solve.
The more you can get into nitty-gritty details, the more specific your message will be. If you have two different target audiences, your messages will be different because one may be a business and the other can be an individual. This will also determine the channel you’ll use to address their needs and offer them a solution to their problems.
For each target audience, write a detailed buyer persona. This will help you streamline your strategy to come up with a specific marketing campaign that targets each buyer persona.
Set the budget
Before you dive into the next steps of your marketing campaign, you need to determine the budget. Try to estimate the costs of external consultants like a marketing agency, design costs and other marketing investments. Don’t view this as an expenditure, view this as an investment in your future goals. Once you estimate the amount you can spend on this marketing strategy, you’re set to plan the next steps.
What is the goal of this campaign?
To ensure the success of the campaign, you have to outline the key performance indicators you wish to measure. If you reach the desired outcome of the marketing campaign, then the campaign was a success. Set clear goals like more visitors to the website, greater visibility on search engines or more leads. Whatever you define as your marketing goal will help you tailor the message, the channel and how you wish to achieve this goal. Measurable goals or KPIs will be helpful for your future marketing efforts and remarketing strategies.
What is your unique offer?
Let’s say you want to introduce your new brand to your target audience. A free, comprehensive ebook they can download from your website can be a great tool for that. Or, if you want to introduce your new service to your target audience, you can host a free webinar. Make sure the topic is something people are interested in and that will give them a solution to one of their problems. Your service can also be one of the solutions you will offer and give them a free trial. Your unique offer is something that will attract your target audience and guide them to your marketing goal.
Where and how will you promote this offer?
In today’s digital and overly connected world, you have a plethora of ways to promote your unique offer. You can rely on traditional marketing channels like commercials, creative ones like fence banners or digital marketing channels like social media.
Not all businesses are the same, so your communication channel will be different. Also, your goal and your target audience will define which channel you’ll use to communicate your message and your unique offer. Put yourself in your audience’s shoes and find out which channel they’re most likely to use every day. Don’t forget about the potential of PPC campaigns and other search engine marketing tactics.
Guide your audience to take action
Now that you’ve caught the attention of your target audience, you should lead them to a landing page. This landing page should give them the pieces of information they need to complete the final action – submit their information, sign up for a service or complete the checkout. Make sure this landing page is optimised, attractive and has a clear call to action. Eliminate anything else from the landing page that can act as a distraction or that can dissuade your audience from completing the final step. If you have any proof of your expertise like testimonials, or any other kind of social proof, include that as well to build trust.
Take care of your leads
Now that you’ve caught the attention of your leads, it’s time to nurture these relationships. Depending on the stage of their buyer’s journey, you need to offer additional value but don’t be too pushy. A rich piece of content, limited time offers, educational guides, video guides can help your leads and turn them from just browsing to “I’m ready to buy”.
Measure the campaign success
If by the end of your campaign you’ve reached the initial goal, you can consider this campaign a successful one. If you haven’t reached your goal, you can use the results of your campaign to determine why it wasn’t a success. If you’ve had two target audiences and used two different channels, a measure which one responded better. This will help you recognise the potential of this channel and how you can utilise it in your future marketing campaigns. The more you spend time analysing the results, the more you’ll learn about what works best with your audience.
Everything is a learning experience and each marketing strategy you develop and implement will uncover an abundance of information you can use. Each one of these, both a hit or a miss, can guide your future steps and help you develop and launch an even better marketing campaign. Ultimately, they will help your business to grow, develop and always offer something new and better to your customers.