We all know about stop-start marketing. You have a great idea, put it into practice and then activity drops off, results are sketchy and you go back to the drawing board.
This is how many companies feel about their marketing – a lot of effort for not a lot of return. It’s often why they think marketing isn’t working for them and put it to one side so they can focus on something else. If that feels familiar, now is your opportunity to see how you can build a sustainable marketing campaign that brings results.
What is a marketing campaign?
General everyday marketing activity might include social media posts, networking or general advertising. This activity is designed to keep your brand in front of your customers, giving you a profile and allowing you to connect and interact with your audience.
A targeted marketing campaign is designed to promote awareness of a particular product, service, offering or event. It has defined goals, desired outcomes and a strategic plan. Part of that plan includes making sure that the campaign is fully implemented, followed up, measured and is flexible enough to change if needed.
Where do you start?
Before you start planning your campaign, you need to know what you want the outcome to be and to define your audience.
For example, you might want to increase sales by 25% on a product by selling it into a new market. Or you need to boost your mailing list ahead of a new product launch. Or perhaps you need to improve brand awareness ahead of an industry event.
To achieve your outcome, you need to be connecting with the right people. Take the time to research your target audience for this campaign. Remember that this might be different to your standard target market.
Questions to ask include:
- Where do they get their information?
- What are they interested in?
- What are their barriers to buying?
- What are their top pain points?
- How do they research and buy?
- What kind of content will they notice?
- How does our product or service help them?
- When will they be most receptive to our messages?
- How long is the buying cycle?
Do this exercise specifically for your campaign, so that you can really hone your audience. Then you can begin to put some strategy, timings and budget behind it.
The better your plan, the more sustainable and achievable your marketing campaign becomes. You can read more in our blog about successful campaign planning – and here are the key things to bear in mind:
- Choose the best channels to reach your audience
- Think about useful content – what will your target audience find helpful?
- Plan a mix of free and paid-for content
- Support your campaign with relevant information on your website
- Put clear timelines to your campaign
- Agree a budget and use it wisely across the whole campaign
- Plan for ramping up during a sales spike
- Plan in review and measurement before, during and afterwards
You can then start to look at your messaging, graphics, supporting content, sign-ups, links and other ways to engage and prompt action from your audience.
Need a campaign for 2023?
If you are frustrated by your current marketing and you’d like to put together a serious, focused marketing campaign for the second half of 2023, why not get in touch? Our strategic expertise helps businesses like yours to plan and execute targeted, sustainable marketing campaigns that produce clear, measurable results.
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