A successful marketing campaign takes research, preparation, time, and patience. There is a lot of noise to contend with in order to guarantee your message reaches the right people at the right time, so it’s important to plan each step carefully.
If you have never ran a marketing campaign before, it can be difficult to comprehend how everything works. There are also other channels to consider, and to assure successful campaign, you will need to blend the power of traditional and digital media in an integrated marketing plan.
This article will walk you through the aspects and steps of creating and implementing your first marketing campaign. Let’s get this party started!
1. Outline Your Personal/Company Marketing Objectives
Before you can plan any campaign, you must first comprehend and articulate your overall marketing objectives. For the best results, set SMART (Specific, Measurable, Attainable, Realistic, and Timely) targets.
Your objective could be to get ten new clients per month, sell twenty products per week, or raise your income or revenue by 30%. Your objectives can be oriented on sales, customer satisfaction, or profits, but the important is to identify them early on so you can track and measure campaign performance.
2. Carry-Out Market Research
Market research is critical for understanding your target audience. You may believe that the people you want to market to and engage are from one group, only to discover through study that they are from another. This is why developing buyer personas and conducting market research is critical.
So, where do you begin? Describe your product or service in-depth, including its features and benefits, as well as how it differentiates from your competitors. Then, concentrate on your main product or service aspects, such as pricing, service, distribution, and positioning. Finally, gather, organize, and record this information. Consider the following points:
- Market characteristics, such as seasonality,
- Product – What’s currently on the market? What do your competitors sell?
- Benchmarks in the industry
- Potential vendors and partners on whom you will have to rely
You must also evaluate your competition and establish your Unique Selling Proposition throughout this round (USP). What distinguishes you from your competitors? Write a few sentences to explain:
- Who is your primary market?
- What you sell or provide
- Your unique selling point
These exercises will assist you in determining your target market and how to offer your product or service efficiently. All of this study will feed into the following step, which is persona marketing research.
3. Define Your Budget
Before you begin your investigation, you should establish a budget. Why? Because persona research can be costly, you should factor these costs into your marketing budget. Early in the campaign planning phase, determining how much money you can spend will help you define your goals, approach, and even how much content you can develop.
4. Create Personas for Your Ideal Clients
Though developing your target personas is frequently a component of the market research process, it is significant enough to warrant its own phase.
You must ask yourself questions in order to connect with and engage your target audience. What are the motivations of your customers? How do they prefer to speak with one another? Where do they like to look for information? Which marketing channels do they employ? What do they search for or discuss on social media? Knowing the answers to these questions can assist you in developing an effective marketing strategy.
5. How Do You Develop Marketing Personas?
First, define your ideal target customer’s age, gender, family composition, earnings, likes and dislikes, lifestyle, purchase patterns, purchasing objections, hobbies, and so on.
Use this buyer persona template if you need help getting started.
Put your target customer assumptions to the test. You might not always sell to the people you think you should, or you might not reach your full potential with this target group. If you have a budget, do in-person or online focus groups, consumer surveys, a quiz targeted at your social media following, or employ audience listening tools or sponsored external surveys to get insights. If you can figure out who responds most enthusiastically to your product/service, you have found your true target market!
You should learn the following about your personas:
- Name of the persona e.g. stay at home mum or career climber
- Job title
- Company size and industry
- Title/ details of the role
- Pain points are unique challenges that your present or prospective customers are experiencing, such as wanting to save money or time and looking for a product or service to assist them to do so.
- What kinds of content/promotion do they like/dislike?
- Common objections encountered during the sales process etc…
6. Outline Your Campaign Objectives
Once you have chosen how and to whom you will sell your product, you can begin to outline your precise campaign goals and relate them to a smart digital marketing plan. In this section, you will define ‘The Big Idea’ for your campaign. This concept will influence how you interact with and persuade your audience.
You will also need to select whether you want to focus on brand awareness, customer acquisition, or retention and growth. Again, you should set SMARTER goals. Based on these objectives, you should select and monitor Key Performance Indicators (KPIs).
Because you have already decided on a budget for your campaign, you can assign monetary values to many of your objectives. For example, suppose you want to spend $1,500 on Facebook advertisements in order to acquire X number of views and X number of new clients. By the time you come to the analytics section of your campaign, you should be able to simply determine your marketing ROI and evaluate if yo have met your objectives.
Finally, you will want to pick the content categories to use in your campaign during this phase. You can use some of the strategies listed below to reach your aims, but remember to keep your personas’ preferences in mind. Do they enjoy reading? What about watching videos? Do you respond favorably to advertisements? Create content that can be used in a variety of formats for the best results (a blog that can be broken into an infographic or images converted into memes).
The following elements may be included in a successful marketing campaign:
- The power of email marketing
- Social Media
- Demand generation
- Convertible landing pages/website/e-commerce pages that convert
- Content marketing (created, curated, etc.)
- Press Releases/PR
- ‘Direct’ marketing (traditional media)– magazines, print ads, fliers, etc.
Many different content types are frequently used in successful campaigns. After you have decided on the content types to utilize, you may decide how to gauge success. For example, simply stating that you wish to “raise sales” is insufficient. Do you want more customers to shop on your ecommerce site for dresses?
Before moving on to the next step, write a marketing campaign brief to outline each component of your campaign.
7. Content Creation
So you have done your homework and are ready to begin creating content. However, you are not required to accomplish everything. Many businesses outsource their content creation (blogs, ebooks, videos, infographics, etc.) to freelance writers or agencies so that they may focus on strategy. You can choose to create some or all of the content yourself while outsourcing any design or video aspects.
Whatever you decide, keep your personalities in mind throughout the development process. There are also some free content development tools and resources available to help you stay inside your budget.
8. Promotion and Execution of Marketing Campaigns
Once you have finalized your content and received approval from all stakeholders, it’s time to start promoting and executing.
You can employ a variety of inbound marketing strategies, including those described above, such as social media, email, pay-per-click ads, public relations, telemarketing, and others. Anyone who enters your sales funnel through whatever channel (event, telemarketing calls, landing page) can be useful, even if they do not buy right away.
However, not every channel will be suitable for your company. Consider the advantages and disadvantages of each channel. Do they deliver on their promises, and if not, why not? ‘How will they assist you in meeting your company and revenue goals?’
9. Examine your Marketing Campaign
Marketing initiatives must include analysis based on specific parameters. This manner, you can ensure that your spending is directed toward the most effective strategies and channels, as well as the most effective content and messaging.
Here are some efficient methods for measuring and analyzing campaign performance:
- The number of natural website visitors to your content (use Google Analytics)
- Page time spent (use Google Analytics)
- Open and click-through rates for emails (marketing automation software, such as Marketo)
- Paid ad click-throughs and referrals (Google Analytics)
- The number of prospects obtained at a single event (various ways)
- Social media engagement (likes, shares) (paid social analytics tools such as Simply Measured, or free analytics from the social networks themselves.)
- Use a Google Analytics goals guide to learn how to successfully measure KPIs and track campaigns.
Whatever method you use to track your campaign, make sure you have enough data to convince your team, supervisor, or yourself to continue investing in marketing.
In conclusion, you should do your research to tailor the campaign to what is best for your company. Prepare by organizing your marketing materials and deciding where to send them. Start with social media because it’s easy and low-cost to get started. You can then choose whether or not you want to invest in other types of marketing, which will require more time and money.
To end even better, don’t forget that perseverance pays off.