The ability to construct a good marketing campaign can make or break a business, no matter the size of the organisation and number of employees. Creating a new, innovative product for customers or completing the training required to provide a sought-after service to clients can take a considerable amount of preparation, hard work and determination. However, without a targeted campaign and industry-specific marketing, all of the hard work becomes relatively futile. Unless you shout about your business and get your name known, clients or customers will be unaware of the exciting new introduction you plan to add to your business.
Tips For A Good Marketing Campaign
First and foremost, it is important to identify and understand the key differences between a marketing plan and marketing strategy, both of which are required to execute a successful campaign.
A marketing strategy tends to be filled with all of the initial ideas you come up with in the first steps of constructing a campaign. When coming up with a strategy, you want to identify why you are putting a campaign in place and how it will help toward reaching your goals. Consider what you will offer during your campaign, who you will offer it to and the competitors you want to do better than. Setting a strategy helps you to stay focused on the task at hand and remain on the right track.
A marketing plan is just that, a roadmap of the plan you will implement to achieve the tasks you set out during your strategy. Consider exactly what you will do to implement the campaign, where you will do it and when you plan to start the process. The marketing plan is basically your plan of action; this cannot be created within a marketing strategy first.
Each step of a marketing strategy and plan requires careful attention to detail and planning, taking into consideration your businesses’ strengths and weaknesses. Here we go through each step and how to implement your ideas to result in success.
Identify Your Target Audience
Identifying your target audience is critical. If you do not have a set group of individuals you want to attract, then you will find yourself on a wild goose chase. You want to spend time building a character profile including the ideal candidates who are most likely to make a conversion and invest money into your business by interacting with your campaign. At the end of the day, your company wants to make a profit and as much money as possible, so who will be able to do this for you?
First, decide whether you want to stick to your traditional target audience or a group a little more outside the box. Do you want to attract new clients and customers or re-target existing individuals? A great way of deciding which one of these two options you opt for is to study your current client base. Are they bringing you the business you strive for? Are they returning time after time again? If this is a no, then it may be time to branch out further to a more unique, niche target market. It may seem like a leap of faith, but if successful, can bring your business a new lease of life.
Next, it is time to choose specific demographics and psychographics that you aim to target. Demographics include factors such as age, gender, location, income and occupation. Whereas psychographics relates to personal characteristics such as interests, hobbies, personality and behaviour.
Once you have gathered all the information required to put together a target audience character profile, you will then be able to start tailoring each component of your campaign to suit this profile.
For more information on how to define your target market, take a look at this useful Inc. article!
You can never have too much research when in the initial stages of a marketing campaign, the more relevant knowledge you have from the beginning, the easier it will be to solve problems later on down the line.
Always spend a considerable chunk of your allocated research time looking into your competitors. Ultimately, the aim of your campaign is to encourage customers and clients to choose your business over your competitors; therefore, you must stand out from the crowd.
Analyse all competitor’s channels from their website to their social media channels, to build an idea on their online presence. Look at them from an outsider’s point of view as if you were a customer or client seeking the ideal product or service to meet their requirements. Consider what your competitors offer that you do not, along with what you can offer that they can’t. This will allow you to drill down the main differences between you and your competitors, making it easier to pinpoint how you can come out on top.
Marketing goals should be based on your business goals. Be specific when it comes to setting goals as vague, broad goals are a common culprit for causing campaigns to go off track.
The best way to set out goals is to take the SMART objective approach, which stands for:
- S – Specific
- M – Measurable
- A – Achievable
- R – Realistic
- T – Time Bound
These are all factors to take into consideration when deciding on your main goals, aim to comply with each of these five points as they will reward you. Marketing campaign goals can be anything from increasing sales or profit to building brand awareness and a better relationship with clients or customers. When setting goals, do not keep it simple with an aim such as “we want to increase our sales.” Instead, think by what percentage you want to increase sales and in what time frame, ideally, do you want to achieve this.
Consider Your Budget
Deciding on a strict budget can prove to be one of the trickiest tasks of constructing a marketing campaign as it can be hard to decipher the difference between being too over generous and too unrealistic.
Always begin by creating a brainstorm of all expenses you will need to allocate a percentage of the budget to pay for. Common expenses include:
Local Marketing – Newspaper articles, leaflets, etc.
Public Relations – Press releases, events, etc.
Social Media – Paid posts on Facebook, LinkedIn, etc.
Content Marketing – White papers, optimised landing pages, etc.
We suggest creating a spreadsheet including all expenses along with the quantity, predicted cost and then their actual cost. You’ll then be able to keep track of all spending to ensure that you do not go over budget. It is always handy to keep aside a small percentage of the budget to use in the event of an emergency.
For more information on campaign budgeting and various plan templates, take a look at Smart Sheet.
Decide On A Channel
Thanks to the constant evolution and introduction of new technology, as marketers, there are now more options than ever to choose from in terms of the channels available to promote your business on.
All of the expense ideas mentioned in the budget section are all examples of the types of channels you may want to consider when constructing a marketing campaign. Channels relate to the way you opt to communicate with your target audience and how you will portray your message. The different types of potential channels you should consider include websites, social media, email, PR and physical channels such as leaflets.
Your target audience should heavily impact your chosen channels. For example, if your target audience is teenagers, then social media and public relations will be your first port of call. Channels such as email and leaflets will take the least priority. However, if you target other businesses, then opting for putting extra effort into a well-presented website and email campaigns will be beneficial.
Create A Timeline
Creating a timeline is another excellent way of reassuring that you will stay on track and implement each component of your marketing campaign on time. Particularly if you have a large team where tasks are delegated to each member, it can be incredibly tricky to maintain successful timekeeping. Always aim to set realistic due dates and deadlines ahead of time to avoid having to rush plans and risk carrying out half-hearted tasks.
Your timeline does not have to be over-elaborate with paragraphs of explanations for each task. Simply note down precisely what you are going to do and when along with small notes on reminders you cannot afford to miss.
Implement Your Plan & Measure Your Results
Now is the part you have been working towards for months, it is time to implement your plan and kickstart your marketing campaign. Although it may seem somewhat daunting to finally start promoting your latest product or service after months of anticipation, it is actually the easiest part of any campaign. All preparation, planning and implementation is complete. However, this doesn’t necessarily mean that your work is done, you must now ensure that you are tracking and measuring all result statistics.
Whether your results have been successful or not will be determined by the initial goals you put in place. For most marketing campaigns, the results can be identified by the number of leads compared to conversions, along with whether your business made a profit.
Measuring results is a vital part of any marketing campaign because it helps you to plan for the future. You can dissect each factor of the campaign to understand which were successful and if you had the chance to run the campaign again, what you would aim to improve.
Plan A Successful Marketing Campaign Today!
Taking the lead role in planning and implementing a successful marketing campaign does not have to be a daunting task. Always start by carrying out thorough research into both your target audience and competitors, then all other factors can easily be moulded around these two key elements.
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