The number one goal of every marketer is to launch a successful marketing campaign. The problem is, many are unsure about where they should start. Let’s take a moment to discuss how to create a successful marketing campaign.
Steps to Creating a Perfect Marketing Campaign
Step 1: Define Your Goals
The key to a winning marketing campaign is making sure that your goals are well-defined from the very beginning. Are you interested in reaching new customers? Would you like to focus on increasing brand loyalty and repeat buyers? Perhaps you want to increase your average sales or introduce a new product or service that your business is offering.
The more specific you can be with your outline, the better you’ll be at creating a message that captures your audience’s attention. Just make sure that your goal is something that’s achievable and that it’s tied to a specific deadline. This way, you’ll be able to maintain a focus and your planning will be more efficient.
Step 2: Identify Your Target Audience
If you’re interested in launching a successful marketing campaign, another important task that you need to perform is to choose your target audience. This is the group of individuals that you would like to reach with your message. Specifically, they’re the people who are the most likely to purchase your services or products.
Most target audiences share the same demographics, characteristics, and behaviors. And the harder you work to define this group, the better your understanding of them will be. This means that you’ll be able to craft a message that makes them convert. Identifying your target audience requires a significant amount of research. In order to collect information such as their age, location, language, and interests, you need to pay close attention to analytics.
Step 3: Set a Budget
Now that you’re familiar with what goals you want to achieve as well as who your target audience is, it’s important that you determine a budget. And this often starts with figuring out how much purchasing power your audience has so that you’ll be able to estimate a return on your investment. This way, you’ll know how much you can spend and still make a profit. When setting your budget, you need to remain realistic. However, it should still be large enough to ensure that you’re able to effectively communicate with your audience.
Step 4: Set Your KPIs
Once you have a good grasp on who your budget is, it’s time to set your key performance indicators. This is also referred to as KPIs. KPIs are metrics that tell you how effectively you’re achieving your goals. Specifically, they tell you whether or not certain marketing tactics are actually working.
These metrics can range from how much traffic you’re getting on your website to your click-through rate. So figure out how you would like to measure your success. Would you like to measure it by your sales revenue, cost per lead, or your customer lifetime value? Every business is different when it comes to their list of KPIs because every business has different goals.
Step 5: Determine the Offer
Your offer will depend on your campaign. It could be a free trial of your product or service. It could be a free course or webinar. It may also be free content. Whatever the offer is, it needs to be able to attract people who would be interested in becoming your customer.
Most importantly, the offer needs to resonate with where the customer is on their buyer’s journey. If they’re in the learning phase and know nothing about your brand, offer free content. If they know about your brand, but don’t have much experience with your service or product, offer a free course. If they’re interested in buying, offer the trial. Just make sure that your offer always matches the needs of your potential customers.
Step 6: Choose Your Channels
One of the most important steps in launching a successful marketing campaign is to choose your channels. How will you communicate with your audience and attract new leads? Luckily, there are a variety of options to choose from such as websites, email, social media, search engines, mobile, and video.
There are also more traditional methods such as direct mail and signage. These options can be used in various combinations. The channels that you choose will depend heavily on your type of business, goals, and target audience.
Step 7: Create a Landing Page
Most successful marketing campaigns involve the creation of a website. And that’s because people spend a great deal of time online these days, so this is something that’s beneficial to most industries. However, a website is more than just a page that legitimizes your business. It’s a tool that’s optimized to get information from your visitors.
This is specifically the case when it comes to the landing page. A landing page is a web page that stands alone. It’s where visitors “land” after they’ve clicked on ads from places like Google, Facebook, YouTube, Twitter, Instagram, or on a link in their email. Successful campaigns always direct people to a landing page that features a call to action.
According to research, whenever you place multiple offers on your page, it decreases your conversion rates by more than 200%. That means that you should create a landing page for each of your marketing campaigns. This ensures that the visitor can focus on the message and that they take the exact action that you want for that specific campaign. The best landing pages build trust, provide proof, overcome any objections, and clearly state what the visitor should do next–whether it’s entering their information or making a purchase.
Step 8: Choose a Nurturing Strategy
Whenever someone visits your website and shares enough of their personal information that they become a qualified lead, it proves that they’re interested in your brand. And this means that you need to nurture a relationship with this individual. You need to work to build more trust with them as this is what will ultimately lead to their becoming a loyal customer. This process is referred to as lead nurturing.
In essence, lead nurturing is a campaign within a campaign because it requires you to communicate with each of your prospects on an individual level. All of your emails, direct mail, digital ads, and etc. must be as personalized as possible. The best interactions involve your answering questions that address your prospects’ specific needs and provide solutions to their problems.
It’s important to note that lead nurturing is rarely ever about making an immediate sale. Instead, it’s about provoking genuine engagement. According to statistics, 96% of the people who visit your website aren’t actually ready to buy. That’s why it’s so important that you work to keep your brand at the very front of your target audiences’ minds. This is what will get them to make their first purchase as well as become repeat customers.
There are a lot of ways to engage your prospects, but one of the most popular and efficient methods is experiential marketing. This is a strategy that uses branded experiences. Ultimately, its goal is to create an emotional impact on the buyer–one that inspires them to share with family and friends both on and offline. In one study, 86% of participants admitted to taking advice from their friends when it came to making purchases. So this can be an extremely effective method.
This type of engagement is often done with special events. Anything that requires customers to interact directly with the brand in a memorable way could be considered experiential.
Step 9: Track and Measure Your Results
When it comes to creating a successful marketing campaign, there’s hardly anything more important than tracking and measuring the results. The results of your campaign will depend heavily on what goals your business has. However, in most cases, the goal is to increase sales and get as many leads as possible.
Tracking and measuring results may be simple or extremely complex. How easy it is will usually depend on the nature of your industry. The simple form of tracking and measuring will require you to pay close attention to your cost per lead. It may also require measuring how much you’re spending on lead generation. The more complex form of tracking and measuring will require you to pay close attention to your market influence. And this will often require the use of marketing automation software.
Admittedly, marketing campaigns aren’t always easy to create. However, they’re an extremely valuable and integral part of growing a successful business and brand. If you’re still not quite sure about how to get started in your niche, then you should take time to consider what services and products would be the most valuable to your audience and then work from there. After all, your audience is the lifeblood of your company. Put your energy towards catering to their specific needs.