Truth be told, marketing campaigns are not actually daunting – if you are armed with the knowledge to roll one out properly. Here are our tips for a successful marketing campaign.
When you have worked in a particular field for some time, industry terms become part of your everyday vocabulary. Sometimes we forget that our day-to-day terminology can get lost in someone else’s mind. This might be because there’s a lack of understanding, or perhaps what you’ve just said is taking a little bit longer for someone else to process, which is totally normal!
In the marketing industry, it’s terms like ‘search engine optimisation’, ‘insights and analytics’ and ‘integrated marketing campaign’ that always attract the confused eyebrow raise.
That last one always seems to somewhat scare clients. “What do you mean integrated?”, “How much is this going to cost?”, “Do I need to do this?”.
Truth be told, marketing campaigns are not actually daunting – if you are armed with the knowledge to roll one out properly.
We have pulled together our top five tips for developing and rolling out a successful marketing campaign, without the stress. Without the confusion.
1. Identify your goal/s
What’s the point of your campaign? Usually you’re trying to sell a product of service, right? So, let’s be specific. Be specific with your goals e.g. ‘we want to increase sales of XXXX product by 20% by end of September 2021’ or ‘I want to increase overall annual revenue by 15%.’
When we set our goal/s upfront and make them as specific and measurable as possible, we set the trajectory for the success of our campaign.
2. Identify your target market
Who is this specific campaign targeted at? Is it designed for parents of children who are in high school? Is it young male adults aged between 16 – 24? Where you push out your marketing campaign will predominantly be driven by who your target audience is. If you’re running a campaign aimed at 70+ year old folk, are you going to advertise on Instagram?
You get the point.
By identifying your target market, you’ll also be able to adapt your messaging to suit the language of your ideal reader. Which takes us to the next point…,
3. Identify the key message/s
Your entire campaign should revolve around your key message/s. Pick one, two or three specific points you’d like to get across, rather than fog your campaign with information from here, there and everywhere. For example, if you are selling a specific product, your key messages might be along the lines of pricing, how the product will benefit the potential customer, and where they can purchase the product. It’s a very simple example but you see what we mean.
4. Determine your budget
If I had a dollar for every time sometime told me they “don’t really have a budget – let’s just try some things and see what works”, well, you know.
It’s important to do your research on marketing expenses, or at least engage a specialist to do that for you. Generally speaking, TV, radio and print advertising are more expensive than digital marketing. This might be great for you if the target market is predominantly online consumers, however understanding where your costs lie is important when considering any advertising medium e.g. to reach XXXX people, I need to spend $XXXX on Facebook over a 30 day period, and $XXXX on 30 second radio ads for six months.
Not sure how to find this information out? Our team have experience, contacts and knowledge across a number of marketing platforms and would be more than happy to help you get your campaign off the ground.
Once you’ve developed your graphics and content and have checked off all of the above actions, you should be ready to start rolling out your campaign (YAY!)
There is one last, crucial step in ensuring the success of your marketing campaign…
This doesn’t just mean evaluating the data from your campaign once it’s completed. It’s keeping an eye on insights and traction across the entirety of your campaign!
Marketing campaigns are never solid plans. There is always room for tweaking ads, adding extra advertising mediums, removing ads that aren’t working etc. This campaign is totally your baby. If something doesn’t feel right, change it! Similarly, if your ad is going great guns, extend the duration of your paid ads!
Lastly, be sure to track where your customers have come from. It’s as simple as asking ‘how did you hear about us?’ when someone make a purchase or enquires with your business. Having referral tracking data is one of the most valuable elements of a marketing campaign. It will help you determine where to focus your campaigns in the future, where to spend your money etc. How great is that?
So there you have it! Hopefully this information is helpful to you. If you’re stuck on developing the next campaign for your business, help is always out there! Simply reach out via our Contact page, we would be delighted to work with you on your next campaign!