The Secret to Profitable Marketing Campaigns
Good marketing doesn’t come easy. You need a plan, and it’s got to be something special.
A good plan is key to marketing success. You’ll want to make sure you choose the right platform for your media, and that you’re communicating effectively.
And, it should go without saying, you’ll need to create something your client base is going to want to look at.
There’s a lot that goes into it, and planning is not always easy. Especially for those who don’t do this kind of planning on a regular basis.
Today, we’ll be discussing nine steps to take to create a targeted marketing campaign that delivers results. From inception to the final product, we’ll give you everything you need to confidently put your name out in front of the public, and start promoting.
Target Your Market, For Better Results
While there are many ways to skin a cat, the first rule of marketing is you’re going to want to pick a plan and follow it through.
Business promotion works best when it’s broken down into easy-to-handle steps.
Understand Your Campaign’s Place In Your Overall Marketing Plan
For small businesses, marketing campaigns and plans might sound like the same thing. They aren’t, and it’s important to know how the two will affect each other, moving forward.
The plan is a greater outline for how you want your marketing to work, overall. Campaigns are individual promotions and periods within the greater plan. Think of it as a TV show: the plan is the overall show itself. The characters, the town they live in, their motivations. The campaign is individual seasons of that show. These are chapters within the overall plan that are meant to accomplish specific goals.
Your plan serves as a blueprint for what you’ll do next, meaning if you plot it out meticulously, you’ll have an outline you can follow to the letter, and rely on to get results.
You should include the following in your plan:
- Market research: Is the market seasonal? Are you in a down or upturn? Which vendors will you need to rely on, and what is your competition doing? These are all important questions to ask and inform the plan as a whole.
- Your target market: An outline of the people buying your service. Who are you selling to, and why are you their best option? Are their tastes subject to change?
- A product description: What exactly is it you’re selling? Be specific, and try to see if from a few different angles. Does it have status attached to it, or is it more utilitarian? This will influence the tone of your campaigns.
- Your mission statement: A few short statements about your market, product, and unique selling qualities. This will be your mantra, the idea at the centre of your project.
- Budget: How much money you’re willing to spend. How much you’re willing to set aside for an emergency. This is important in marketing as it is anywhere else in business – without a clear budget, you can’t properly plan for success.
- Goals: What do you hope to accomplish with your campaign? Break this down into sequential goals, things you can accomplish.
Make sure to include elements like deadlines, achievement goals, and contingency plans for if your parameters aren’t met. Plan twelve steps ahead, and always plan for failure. Nothing gets left up to chance, and every step you take has a purpose.
Decide On The Channels You Will Use To Communicate With Your Customers
The most important part of any journey is choosing the right path.
For marketing plans, this path is your communication channels. Email. Direct mail. Pay-per-click advertising. Social media. With so many avenues to choose from, it can be hard to decide which one you should invest in or which one to do first.
Businesses with obscure or hard-to-find products should use pay-per-click advertising. This puts your product or campaign higher up in search rankings, where users might not otherwise see it (yet), giving you that much-needed airtime.
Alternatively, businesses looking to drive or generate conversion rates for established brands should look towards email promotion. This is an option which has been proven to promote conversions, with content being delivered to huge, targeted email addresses, driving promotion.
Hubspot is a great option for generating and promoting blog content, in a similar way to platforms like WordPress, but with a business-facing orientation. This makes it a powerful option for networking with other businesses in your industry. Consider a Hubspot professional is considering this option.
Drip is another option that we love! It’s got a great user interface and familiar tools. It’s cost effective with no long term contracts and easy to map workflows.
Mail Chimp offers efficient split testing options for email marketing, letting you fix and tweak your campaign, as you go. This makes it perfect for first-timers and new businesses, trying to get the hang of their marketing.
Lastly, a combination of Vimeo, Twitter, and Instagram has some of the best reach for social media campaigns. If you’re trying to make inroads with the digital community, this is where to start. Look into paid advertising via these platforms, and take a little time to familiarise yourself with various hashtags and groups to help get your brand out there.
You’ll want to have a clear outline ready, detailing the exact platform you’ll be using, and when and how often to update.
Plan, Then Carry Out A Timeline
As we’ve mentioned before, a successful campaign depends largely on your ability to follow through on a plan.
Start by using the S.M.A.R.T system to outline real, meaningful goals for your campaign.
S. Specific: Don’t be afraid of details. Who are you marketing to? What do you want from them? When should you get it? What happens if you don’t?
M. Measurable: Is there a measurement for your goal? What is that number? Will you consider yourself “done” when you’ve gotten to it?
A. Attainable: The hard part is admitting to yourself whether your goal is attainable or realistic. At this point, be honest, and use this to decide whether or not to keep pursuing this idea.
R. Relevant: Does this campaign influence or inform your greater business goal? It should.
T. Time-bound: This is your deadline. Work according to it and make that a consistent goal.
Once you’re confident your plan is comprehensive enough, start carrying it out, step by step.
Carry Out Your Plan
Once you’ve got your marketing plan together, and you’re happy with where and when you’ll be advertising, there’s one last crucial step you’ll need to take.
Sit down, and write out some ad copy.
If that seems like a daunting task, we can help. If you’d like some help with creating content, we write article content for many industries.
Have ad or newsletter copy that you don't want to write?
Well, before you do that, why not take to Google AdWords or dozens of other keyword research tools, online, and find a few popular keywords in your field. If keyword research is out of your realm of comforts, let us know. We have some great tools to help!
Use these sparingly throughout your content pages, based off of a general rule of two-keywords-to-every-five-hundred-words. Never put keyword density ahead of creating good content – that’s still vital, and it should be your priority, but these words do help.
Then lay it out, ensure your sponsorships, make sure your links all work, and proofread everything you’ll be sending out.
Once you’re ready to go – go!
Make Notes About Your Metrics
Now, your ad plan is only as good to you as the changes it makes to your business.
Once the campaign is over, or even while it’s still going, it’s up to you to measure your performance against your step-by-step outline, from earlier.
With your metrics as a reference point, measure the outcome of your plan against what you wanted to accomplish with the campaign itself.
You’ll be able to gauge whether the investment was worth it, whether it surpassed your expectations, and whether you’ll be making it again.
Make Changes According To Your Needs
After you’ve gauged the results of your campaign, you’ll be ready for the last step: getting ready for the next plan.
With a little planning and a lot of hard work, you can come out of this part of the plan with a comprehensive set of marketing data to launch your next plan. Where your data shows, for instance, a slackening in sales coming, you can decide whether to tweak the platforms attached to those sales.
It’s up to you to interpret these data as they apply to you. You could make the call to push social media platforms harder next year if these don’t show any measurable results.
On the other hand, there’s always the chance you might decide scrap the idea entirely, pursuing something else, instead.
And then, there’s a third option you might not have considered. Many businesses use their advertising metrics to decide to whether to repeat business plans or if they should abandon their current line or thinking.
Change The Way You See Targeted Marketing
Targeted marketing is, like any other big business commitment, all about creating a plan and putting it into place.
Creating a strategy that works isn’t luck – not all of the time, at least. It’s about hard work, and plotting out your steps ahead of time.
With metric data in hand and a solid plan to work with, you take full responsibility for the results of the plan, good or bad.
And it’s that kind of granular control that makes for better campaigns, whether it’s your first, second, or fifty-second time out the gate.
Would you like to know more about targeted marketing plans? Is your website’s SEO working to the best of its ability? Get in touch with us for more on these and a host of our other digital marketing services.