7 Ways to Have a Successful Marketing Campaign
I know we talk a lot about video but we sometimes we need to go back to the basics, so hello MARKETING. Every successful marketer is driven by the desire to create an effective marketing campaign. Yes, you read correctly, marketing “campaign.” Small businesses as well as nonprofit organizations panic when they hear the word campaign because they think that it’s incredibly expensive, time consuming and overall a complicated process.
So, what is a marketing campaign?
A Marketing Campaign is a planned set of activities and processes which promote an individual brand, product, or service. During this campaign many different channels are used and coordinated to deliver effective results. The most successful marketing campaigns are supported by comprehensive planning, research and they are VERY VERY organized.
To create an effective marketing campaign you must define your objectives, in a relevant way, and plan out which channels you will use to reach your potential customers. The campaign concept should utilize both online and offline marketing communications tools as well as digital media channels.
A well-coordinated campaign can bring new interest to your brand, increase your sales, and turn potential customers into a lifetime audience. While campaigns can be challenging, it sometimes may even feel more challenging when campaigns are under tight budgets. Thus, it’s vital for marketers to determine the right budget for their campaigns.
However, this is not to say it’s impossible to create a powerful marketing campaign with a low budget as these type of campaigns can still be very impactful, you may just have to be a bit more creative. Here are 7 ways of how to create a successful marketing campaign without breaking the bank:
1. Research and Ideation
While brainstorming for a campaign idea, identify your main objective. Take some issues into consideration such as what resources will it require, how long will it take to complete the campaign, and what sort of results do you expect?
Your campaign should have a start and an end date. Clearly plan and plot out the important dates and actions. Research the most effective tools you can use to spread your campaign to your potential customers. Will it be through email marketing, in-store signage, word of mouth or social media? You must also come up with a clear and concise call-to-action. It must be one that draws your target audience into taking the next step with you. Your call-to-action can be anything from “download this guide now” to “make your reservation today.” No matter what it is, make it as clear and easy to act on as possible.
2. Know Your Audience
Coming up with the ideas for your marketing campaign should be centered and built around your target audience. Who is your target market and how can your message be best relayed to them, who are you trying to reach and influence?
You might have a brilliant idea but if it does not resonate with your target audience then it simply won’t work. Everything you put out on social media and other marketing mediums should resonate with that specific audience. An idea might sound brilliant, but if it doesn’t fit well with your target audience, then it’s not going to be successful.
Research the demographics of the platforms you’ll be using during the campaign. What platform does your target audience use the most? How often do they use that platform? Researching the demographics will ensure that your campaign will target your intended audience. This is one of the easiest ways to ensure a successful marketing campaign.
3. Set and Track Your Goals
Since you are investing time and resources into a project, it only makes sense that you’ll want to know how your campaign is performing.
It’s also critical that you set your sight on what to expect out of the campaign. When you clearly define what you intend to achieve, measuring success becomes the easy part. Looking at different metrics to measure your campaigns success is crucial. You should look at direct metrics such as sales and landing page traffic, along with indirect ones such as social shares, and overall website traffic.
When it comes to tracking your goals, Google Analytics can come handy in tracking straightforward goals and conversions .
4. simplify your channels
When you’re operating on a tight budget, especially for a small business, focus on one or just few channels in order to deliver your message to the right audience. Don’t over publish your ad into multiple different places, especially that don’t make sense for your target, as then you run the risk of your campaign being missed by being too segmented. Instead, concentrate on the frequency of your campaign in the selected channels, so that your target audience will see your message. This strategy will go further than minimal exposure on a wide range of channels.
5. Maximize on In-house Talents but do not Compromise on Creativity
If you have an SEO team, then make use of their skills. Does a team member have an eye for design? A data analyst ready to run analysis on your campaign? Make sure to use your in house team accordingly.
If budgets are tight, or you don’t have a big in house team then look to outsource some of the work. With great websites like Upwork.com you can easily find any type of freelancer that can help create your campaign. We’ve use Upwork before and it not only brought us great success but also freed up some of our time to focus on other projects.
6. TAKE ADVANTAGE OF ONLINE tools
Here’s the unpleasant truth, there’s no such thing as a perfect marketing campaign. Sorry for the negativity but what I mean is that no matter how good the campaign strategy, may be there is always room for improvement. However, there are a few tools that can help you make it as perfect as possible:
Trello: A handy tool to keep track of all your brilliant ideas and tasks that you’ve already completed.
Hootsuite: Optimizing your social media is key in a campaign, and this tool will help you better organize what your posting, and when you’re posting.
ConvertKit: A great website where you can host all your email marketing campaigns, campaign landing pages, and even strategize for future campaigns using their analytic tools.
There are so many more tools but these are the ones that have best helped us succeed.
7. Utilize the Power of Testimonials
Let your customers sell you via their testimonials. People love hearing from other people. The more “other people” you use the more credibility will be a part of your brand. More and more businesses are opting for the power of the video testimonial (link to 10 different type of videos article), which like all video content is exceptionally effective, delivers the message quickly and allows your brand to become more relatable. So do not forget to use testimonials in your upcoming marketing campaign.
After you’ve made sure your campaign includes the seven points above, then the initiation and launching part is pretty fun. However, your work doesn’t end there because now you need an exit strategy. This means a way for you to know when your campaign is successful, whether or not the campaign has reached the goal or not.
If you didn’t reach your objective, what could you have done differently? Once the campaign is completed make sure to review it with your team and see how you can improve the next one and the next one after. Continue to use the information and data you collect to help you in the future for your brand.