A well-researched, mapped-out marketing campaign.
While there are numerous ways to organize and approach a marketing campaign, experts agree on a few crucial pieces for achieving your goals: an effective strategy, targeted messaging, and tapping into the right channels and latest trends.
Check out specific tips from marketing experts on how to make your campaign successful in today’s marketing landscape:
1. Map the Workflow
“Diagram the workflows. I personally use Lucidchart to plan marketing campaigns front to back: From content creation to landing page and post-conversion nurture (as an example), I get it all down on paper as it helps accelerate the launch, predict bottlenecks and improve conversion/efficiency throughout the campaign.” – Michael Shearer, Director of Marketing Operations at SelectHub
2. Get Specific
“The more specific the targeting and messaging, the more likely it is to resonate with your target audience. Using social media, use filter combinations to target behaviors, marital status, age, liked brands and more to build exactly the type of audience that likes your products based on past sales. Landing pages make a difference. Shopping is all about creating a personalized experience for your visitor. The more personal the experience, the more likely it is that the visitor will stay and shop. When drawing in users, present them only with the products, content and prices that they were expecting to see when clicking through on your ad.” – Slisha Kankariya, Co-Founder of Four Mine
3. Join the Trend
“One of the most common ways for brands to try and insert themselves in a national conversation is through ‘reactive marketing,’ or creating timely messaging around current events. Nordstrom, Cadillac and Southwest Airlines have all won big in the hearts and minds of their customers by understanding the perfect time to insert their brand into a trending conversation.” – Adele Cehrs, CEO of Epic PR Group
4. Dominate Your Local Market
“With the rise of smartphones, people no longer interact with local businesses the same way. If you’re in a new city and need a pair of shoes, what do you do? You Google “shoe stores near me.” “Near me” searches have doubled in the past year, and companies have noticed. Dominating your local market means dominating your local search. Make sure your company has consistent information across online directories (name, address, phone number), as this is essential in local search.” – Sam Olmsted, Director of Search and Content at Online Optimism
5. Always Stay On-Brand
“When you’re dealing with high-budget, high-concept marketing campaigns, I’ve got one piece of advice: Keep your campaign inextricably linked to your brand. If you let your creative team run free and they create something hilarious or moving or touching but it’s not really linked to your brand, you’ll miss out on all the benefits!” – Fraser Sutherland, Marketing Manager at Storage Vault
6. Leverage Your Target Consumer’s Personal Network
“Due to advertising overload, consumers have learned to block out and ignore traditional advertising channels, instead relying more heavily on the endorsements of their friends, family, and social influencers. While this has been detrimental to the effectiveness of print, TV, and radio advertising, it has opened up tremendous opportunity in the social media space.
An excellent way to help drive business using social media is to implement customer-driven referral programs. A strategic approach to attracting more referral leads is to leverage your target consumers’ personal network to do your advertising for you. We incentivize our customers to share our products on their personal social media accounts, which allows us to tap into their network of friends and family, effectively amplifying our advertising efforts and earning new business through these personal endorsements.
Social-based referral programs have proven to pay big dividends in the current small business marketing space given that the average person spends almost two hours a day on their various social media accounts.” – Matt Edstrom, Head of Marketing at BioClarity
7. Understand and track a customer’s journey to the purchasing process
“We’re in an era where a consumer can smell a sales pitch from a mile away and will more than likely hesitate to engage in any sort of conversation if they know that’s your primary goal. So, if you understand who your customers are, what they’re interested in, and how they think, then you can determine what strategies and tactics might work better than others. It’s more about building relationships with customers and structuring a marketing campaign around that, which leads to sales.” – Chelsey Motor, Marketing Coordinator at Vet Pet Jobs
8. Tailor your campaigns around as much data as possible
“The secret to almost every successful campaign we run is almost always analytics-driven decision-making. When we come into the campaign process, the more data we have to look at and work with the more successful our campaigns usually turn out. There is such a wealth of information out there that there really is no excuse to use guesswork or antiquated marketing methods like customer personas. By digging into a company’s data and analytics we already know who the customer is; the guesswork is gone, and we can then design campaigns that are personalized to the individual. I believe over the next couple years, most successful marketers are going to have to move towards personalization based on analytics and internal customer data or they will be passed up by those who are.” – Robert Richardson, President of Richardson Marketing
9. Use all channels to distribute your message
“Our recipe for a successful marketing campaign is a flywheel strategy. A growth marketing flywheel means we are executing in each area of marketing — social media, SEO, technical work on the website, content development, and outreach promotion. Without all components of content marketing in place, results will be poor. In the beginning, the initial work is super hard. You have no social media followers and no presence online or brand recognition. However, once you have established a campaign, growth becomes much easier. People naturally begin following you on social media, sharing your content, linking to your website, and converting to paid customers. Each turn of the flywheel requires less effort and produces more results.”
-Matt Bentley, CEO of CanIRank
The bottom line: No two successful marketing campaigns are alike, and there’s no secret formula that will guarantee your campaign will be a success. But with the right planning and a deep understanding of your audience, you can start your marketing campaign with confidence and ultimately get the results you want.