Whether you’re creating a marketing campaign for the first time or are a seasoned professional, making a campaign succeed isn’t an easy task.
With so many different elements in just one marketing campaign, it’s not always easy to know what you should and shouldn’t be doing, and what you should prioritize.
On the internet, there’s a lot of conflicting advice about what you should do to succeed that can leave people feeling so overwhelmed that they go with their gut instinct.
This is the worst thing you can do, however, as it can ruin your hard work and be a costly business expense with no ROI.
With that in mind, we thought we’d strip it back to basics and provide you with the five tips you must follow if you’d like your marketing campaign to be successful.
Create A SMART Campaign Goal
One of the most crucial parts of creating a successful marketing routine is having an end goal.
In fact, Digital Authority Partners reports that 60% of successful marketers create goals, compared to just 14% who find success without them.
Even those who do create goals may do so informally, without putting the required effort into really understanding what you hope to come from the campaign.
This is where the SMART method comes in, and provides you with everything you need to comprehensively understand the outcome of said campaign.
Within this method, you are made to think about how realistic the goal is, and how you can measure the outcome.
It also forces you to think about a specific start and end date, which will make you less likely to continue the campaign indefinitely and may lead to faster success.
In addition to this, having a critical look of your marketing campaign allows you to think about any changes you may need to make in advance before any costly mistakes are made.
Put The Audience Above Conversions
When running a marketing campaign, it can be easy to focus on producing content that is in line with your sales funnel and increases conversions.
Even if this is the goal of your marketing campaign, however, it’s not wise to focus solely on this sales pitch as consumers can often tell and are quickly turned off by this.
In the Content Marketing Institute’s 2018 report, 90% of top-performing B2B content marketers said that you must put the audience’s informal needs first.
Essentially, this means you should focus most of your marketing content on educating readers and offering them solutions to the problems they are experiencing.
This doesn’t mean that you can’t use your campaign to promote products or services at all, however.
It’s generally recommended that about 80% of the content you produce doesn’t directly promoting your products.
This leaves around 20% of your marketing campaign content available to be used to entice people towards your sales funnel.
Utilize SEM
In the marketing world, most people rely on SEO for the search engine component of their strategy.
Due to the fact that it can take some time to build up and tends to take a lot of time away from other projects, however, it may not be the best option for a campaign.
To be successful, it’s worth utilizing SEM to bring the webpage you want attention on to the top of Google search results for certain keywords.
Considering Google accounts for 63 percent of U.S desktop search queries, having this in place is almost vital during a campaign.
If you’re conducting a longer marketing campaign that lasts more than six months, utilizing SEM alongside SEO to cover all bases could yield even more successful results.
Use Influencers In Your Campaign
One of the considerations you’re likely to have during the planning process is how you’re going to spread the message of your campaign.
Nowadays, most people use online influencers as opposed to celebrities, with the most popular platform for promotion being Instagram.
This is largely due to the high ROI received, with businesses experiencing impressive returns of up to $10 for every dollar spent on this kind of marketing.
One of the reasons for such a large ROI is that influencers already have audiences that are more engaged than that of celebrities.
This audience also trust the influencer and are ready to support them by purchasing or supporting the same things the influencer does.
When doing this, it’s important to make sure you’re varying up the people you choose to go with.
It’s not necessarily the most photogenic people or the ones with the most followers who receive the highest engagement rates, after all.
Personalize Marketing Materials
In the technology era we’re living in, most people are aware of what marketing is and how companies use this.
If you’re continuing to post generic campaigns that aim to please the masses instead of making them personalized, you risk reaching a disengaged audience who have no interest in using your products or services.
In fact, ComboApp reports that 52% of consumers would go as far as to switch brands if a company doesn’t personalize communications to them.
The good news is that this doesn’t have to be difficult.
All you need to do is group together different customer behaviours on an analytics software, and tweak your marketing materials slightly to suit these people.
Just taking the time to have a few different ones can really make all the difference in captivating an engaged audience and increasing conversions.
Summary
Creating a successful marketing campaign definitely takes time, energy and a lot of planning.
It isn’t the easiest part of running or managing a business, but when done right, the results make it all worth it.
To be successful, you essentially need to put as much effort into the marketing campaign during and after you have launched the campaign that you did beforehand.
This includes integrating different marketing techniques like SEM and influencer marketing, as well as using the analytics to determine ways of improving the campaign down the line.
Although it’s not easy, with these five tips you should be well on your way to creating a successful marketing plan of your own.
For more tips like this, check out the Mavericks Invitational blog category here!
