Marketing Campaigns can do so much more than get your product or service in front of a customer. Campaigns are what give brands their personality, tell a company’s story and make them memorable to their audience.
So often, campaigns are based on data analytics, and can feel force-fed by search engine algorithms and paid media. Sure, paying attention to your analytics may help you improve your conversion rates; but will it make your brand memorable?
In this post, I’ll dive into the 5 key elements of a successful marketing campaign.
#1: Customer Research
The first element of a successful marketing campaign is customer research. You might think you know who your customer is, but it’s often surprising to find unexpected nuances within your customer base.
When I was in college, I interned for a kids toy brand, and while we initially pictured our target customer to be a young mom, in her thirties, who run errands between her digital marketing job and soccer practice with a latte in hand – we soon found that was far from the truth. We set up a pop-up shop in LA, and I tracked the individuals who came into the store; what they picked up, how long they spent hovering around which items, and what the ultimately purchased. We found that men entered the store far more often than women, and that they were more likely to purchase multiple items than their female counterparts. What’s more, these men were not in their early thirties, but their forties and fifties.
With today’s capabilities to target advertisements based on consumer demographics, it’s so important that you get it right. Your customer may not be exactly who you think they are!
#2: Content That Resonates
Once you’ve done some customer research and have established who your true target audience is, it’ll be time to create content that resonates. Does your audience appreciate humor? Do they have time to watch a 3-minute video or will they skip past it and move on to something else? Are they more likely to browse on a computer, or will they be scrolling on their smart phone? These are all questions that you should ask yourself when putting together your content.
#3: A Content Promotion Strategy
Next, you’ll have to consider how best to promote your content. Consider the platforms that you will use to reach your audience, the time of day that they are most active, and the frequency by which you’ll target them.
If you are operating in a competitive space, also consider whether you will use paid or organic promotion. Consider the keywords that best suit your content strategy. And are there any partners or influencers that you might want to work with to help in your promotion?
#4: A Call to Action
Include a call to action to ensure that your customers know what you want them to do once they’ve seen your content. Are you trying to generate traffic to information about a new product launch? Are you looking to capture emails for future targeting? Or are you hoping they will buy your product on the spot?
Whatever the call to action is, be sure that it is clear for your audience.
#5: Campaign Analysis
Finally, you’ll want to track how your campaign is doing. As I said at the start of this blog, be sure that any analysis that you do doesn’t over power the sentiment of your campaign. With retargeting especially, consumers often feel as though they are being “watched”. Your campaigns should win business, but should do so subtly and in a non-invasive way. Some simple strategies involve A-B testing your content. And you can compare the success of a campaign on different social platforms.
When all is said and done, be sure that your content is painting your brand in a positive light, and that it tells the story that you want to tell.
There’s so much more to a marketing campaign than impressions, clicks and conversions. They are your opportunity to get in front of people and tell them who you are.
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