5 tips for creating a successful marketing campaign

A marketing campaign is a means to both communicate with your market – branding, value proposition, positioning – and lead conversion.

Whether it is fully integrated marketing campaign or a single marketing activity, you have to take the same approach to be successful. There has to be a plan: clear objectives that are measurable and achievable, identification of who you are addressing, what you want to tell them and how you want them to respond. Read these 5 tips for building a solid plan and launching a successful marketing campaign.

Know your objectives

What do you want to achieve from your marketing campaign?  What is your goal?  Running a marketing campaign should successfully take you on a journey from A (your current position, sales revenue, customer base, etc) to B (where you want to be).  It sounds obvious but if you don’t clearly establish the desired outcome within your marketing strategy you could end up anywhere.  The use of social media is a great example.  Just about every business is ‘doing’ social media.  But how many actually have objectives that call for social media or have a social media strategy?  

Tip one:  See your objective as your guide and refer back to it to ensure focus isn’t being diverted.

Know what is achievable

Hot on the heels of setting objectives, is knowing what is achievable.  What does that mean?  Well every campaign will have a range of constraints placed upon it, the top two being time and budget.  You have to be realistic about what you can achieve with the time and money you have at your disposal otherwise you are setting yourself up for disappointment – a marketing campaign that doesn’t deliver.

Tip two: They are mentioned in every marketing book and for good reason – set SMART objectives – Specific, Measurable, Achievable, Realistic and Timed

Know your customers

Who exactly are you targeting?  When you’re planning a promotional campaign, not only do you need to know all the different market segments you could be targeting, you need to decide which one you are aiming for; and most importantly you need to know everything you can about them.  Obviously you need to understand their motivations for purchasing a product such as yours, but you need to know ‘softer’ things too.  This knowledge will allow you to best appeal to them.  When we buy things, whether it is business or personal purchase, we are buying experiences.

Tip three: Properly identify and understand the experience customers are looking for from your product

Know your message

This is where those lovely 5 words come in – who, what, when, where, why.  Your message should capture the motivations of your identified target audience and by motivations I mean it should recognise the pain points that your product can address – be it functional or lifestyle. Perhaps most importantly it should reveal why your product is different from the rest.

Tip four: Motivate your target audience by highlighting the pain point you can address

Know when and how to follow-up

What is your follow-up plan?  Don’t expect to just press a marketing ‘button’ and wait for all the lovely leads and sales to come in.  Getting the right marketing communications campaign together is much more than advertising or PR or emails.  It’s also about personal selling.  Make sure your sales team are well informed of the campaign and that they understand the role they have to play.  Their role is to engage, where possible, with the prospects and customers you are targeting.  Reinforcing your message and providing and further supportive information required.

Tip five: Where at all possible, make sure there is a follow-up – reach out

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