A successful marketing campaign is not just about how amazing your products or services are or how well-designed your website is. The question that every marketer must first ask is, ‘How are we meeting people’s needs?’
A marketing campaign is made successful by people. Marketing efforts like high-quality content, getting leads, driving traffic, capturing audiences to convert, are all targets you hit to reach the end goal—serving people.
Whatever marketing campaign you are currently doing, meeting people’s needs, adding value to their lives, that is what reels people in, makes them stay, and leads them to convert.
So, if serving people’s needs and getting them to convert is the intended end of a campaign, how do you get there?
Tips for a Successful Marketing Campaign
Learn from these simple tips how you can drive marketing campaigns to success:
Know the goals of your campaign.
Set your goals first before starting a marketing campaign. It streamlines the campaign and focuses every effort on specific targets. Is the marketing campaign intended to get leads, reputation management, increasing social media presence, enlarging email subscribers list, or launching a new product? The reasons are varied, and to optimize the time and effort you and your team will pour on a marketing campaign, clarity of focus is a must.
Be familiar with your brand’s consumer avatar and niche.
Just as you cannot please everyone, you cannot sell to everyone as well. You need to have a clear-cut vision of who is your intended market. The answer to “who” leads you to your “how’s” and “why’s.” I cannot be selling to single women, for instance, with strategies that work primarily for married ones. I cannot expect to attract business people if my content is something only young people will appreciate.
Knowing your target market helps you custom-fit your marketing strategy for them. Write down who your consumer avatar is and build your strategy from there. Determine the kinds of people who patronize your website, products, and services to help you understand more about your consumer avatar. Determine the age, gender occupation, and preferences, and other relevant details that help marketers fine-tune aspects of the campaign. For example:
Set the Timetable for Your Campaign
Part of good organization and planning is to set a timetable for your campaign. However, some do so well in preparation but fail in execution. Make sure that there is somebody in the team managing everyone, keeping tab of deadlines, checking the quality, giving feedback to team members, so that every target is hit throughout the campaign at the right time.
If you time things well, you will have time to produce excellent work, test designs, content, and landing page, and even have initial feedback from test audiences. Pre-launch, you can do more to ensure that the launch of your campaign is a success.
As you build your timetable, make sure you have small-term goals or targets at every phase. Whenever these targets are hit, celebrate the milestones.
It keeps your team motivated. For instance, running an organic SEO campaign will not produce dramatic results right away. If, for some weeks or months, it appears nothing is happening, it can demoralize your team.
But if set reasonable goals for every stage, you can keep your team on track and determined to hit the next target, and the next. Keeping the whole team in a unified pace is just as important as other elements of your campaign.
A sample of dome milestones you can predetermine during planning stage are:
- Sales milestones
Include the first sale, monthly sale, and quarterly sales report. The team should also know the targeted year-end quota or targeted sales.
- Profitability milestones
Some examples are when you hit break-even point, start having ROI, hit your targeted subscriptions, and the like.
- Engagement milestone
Set the goals as to what kind of engagements you want to happen while the campaign is running. Check metrics and analytics regularly to see if you are hitting the targets. You may be aiming for more subscribers, social shares, or to get reviews and ratings. Whatever it is, measure your achievements and celebrate even the little victories.
- Conversion milestone
Whenever you are getting leads, provide a detailed report to the team as to where the leads are from. Reward those that do impeccably. It need not be a big reward. It could be an hour off early from work, free pizza for lunch, and the like. For something as dynamic as a marketing campaign, where your team is bound to meat highs and lows, celebrating achievement only motivates your team not to give up when your digital strategies are not working.
Set the Campaign Budget
You cannot run out of fuel when you are running a campaign. Even organic SEO campaigns take workforce, domain and site maintenance, payment for software, and other operational expenses.
If you do not set a campaign budget, you will not clearly gauge if you broke even or even earned from the campaign.
You might also give in to spending frenzy, like going all out in ads even if the revenues will no longer cover the expenses.
Check also what the competition is doing in their campaigns. Learn from their failures and adapt the strategies that brought them success. In this way, you will not spend money on strategies where others have already failed repeatedly. You can also check what strategies your competition may be lacking in, so you can target your efforts and resources on that with a higher chance of ROI.
Long-tail keywords, for instance, is a great way to outrank the competition and increase conversions. You can cover the long-tail keywords your competition is not optimizing and try to focus your efforts on ranking in that.
Set the platforms you will use for your promotion as well. If your funds are earmarked for social media campaigns, choose the platform or platforms where most of your target market is. Make sure you are spending campaign budgets wisely for better ROI from the campaign.
Choose the Right Campaign Channels
Sometimes, marketing campaigns fail because they are on the wrong platform.
For instance, if your target audience are professionals and you are not even on Twitter or LinkedIn, then you will not be hitting your intended audience. You will not get discovered by them, you will fail to get the leads you need, which brings the campaign to dismal performance.
Some startup brands even hit it big right away because they understand what their niche is, and focus limited resources, time, and workforce on targeting their market in one or two platforms only. The concentrated effort compensates for whatever they lack in and brings them successful marketing campaigns.
If you are running a PPC campaign, you need to be on Google Shopping, or link shopping feeds to your Facebook account. You can also just concentrate on Amazon sales initially until you grow in leads and sales.
There are many different combinations of platforms and strategies you can use. Here are some of the most popular and useful for marketing campaigns:
- Search Engine Optimization (SEO)
- Content Marketing
- Social Media Marketing
- Email Marketing/Marketing Automation
- Affiliate Marketing
- Native Advertising
- Inbound Marketing
- Pay Per Click (PPC)
- Online Promotions
Concentrate on two or three strategies per campaign for optimum success, especially if you do not have a big team. View the video below by Ahrefs to learn more:
Video Source: Ahrefs © 2019
Prepare to Launch and Monitor the Results
Launching the campaign is the most important and nerve-wracking part of your marketing campaign. Jitters come from questions about its success, technical issues along the way, and ultimately, what will be the reception of your target market? If you did all you that you could up until that point, all you could do is wait.
Check the clicks, shares, likes, and other engagements. Monitor the analytics, troubleshoot where needed, and carry on with every task you have set until a campaign is one. WordPress has plugins that help you monitor campaign results. Here are several avenues where you can get data and analyze a campaign’s performance:
- Rate of organic visits to your website (Google Analytics)
- Dwell time (Google Analytics)
- Open rates, click-through rates for emails (Marketo and other marketing automation software)
- PPC (pay-per-click) ads and referrals (Google Analytics)
- Lead generation from the campaign or actual events
- Engagements on social media (Simply Measured and other social analytics. Most platforms provide free analytics as well)
A successful marketing campaign is one that is dynamic and can be adapted right away to what the audience wants and how they receive your campaign.
Do not be dissuaded from lack of results right away, or not hitting milestones. Keep adjusting where it is needed and amplify efforts on strategies that work. Keep doing what you do best.
When your campaign begins to pick up and gain momentum, do not rest on your laurels. With successful marketing campaigns, consistency is vital. Keep innovating, keep promoting, keep producing content, and keep adding value to people’s lives. It pays off, not just for a specific campaign, but the brand as a whole, and for the long haul.
Conclusion: People Should be Every Marketing Campaign’s Priority
You are not creating content for search engines or pushing the team hard just for cash. At the heart of your marketing campaign is helping people. It is the key to a brand’s success and longevity.
Through your marketing campaigns, you can connect, communicate, and convert your audience to boost sales, but it only works if you meet people’s needs and add value to their lives.
Google has more than 200 algorithm index factors because they want to give the best possible results to people’s search intent. Take your cue and make sure that consumers are the focus of every marketing campaign you launch.
Whenever you serve consumer’s needs, it naturally drives your traffic, naturally brings in conversions, naturally increases your ROI. It means if you get your focus right, your brand reaps the benefits you desire.
Consumers can distinguish brands that do care from those that do not. Even basic things like making them feel secure on your site are essential consumer trust elements you should not ignore. Cybersecurity is critical to your business, as you could quickly lose your leads if your consumers get attacked on or through your site.
You want your consumers to feel they can rely on you. If you reach a level of trust like so, it brings success to your marketing campaigns even more. As you keep discovering how to serve your consumers and keep satisfaction levels high, you will also continue creating the best marketing strategies that work for your brand’s success.
AUTHOR’S BIO: Mayleen Meñez
Mayleen Meñez worked for seven years in TV and Radio production, and also as a Graphic Artist/Editor. Finding her true passion, she devoted 15 years in NGO and community development work, where she experienced being a coordinator and teacher, travelling both in the Philippines and countries in Asia. She homeschools her three kids and reinvents Filipino dishes in her spare time. Writing has always been a hobby and pursuit, and she recently added content writing with Softvire Australia and Softvire New Zealand up her sleeve, while preparing for her next adventure in the nations.