You don’t need to be overwhelmed by your organization’s marketing campaign management process. We’ve broken it down into 5 easy to digest sections. Let’s take a look:
Know your customer. Do your due diligence. Never assume you know what your customer wants. Always ask! Send out online surveys, hold focus groups, conduct phone interviews, engage on social media – figure out what your customers are interested in and collect all the data you can in order to create effective lead generating campaigns.
Once you’ve determined what your customers are interested in, it’s time to get to work creating appropriate content. You’ll want to create different types of content that can be targeted during the various stages of the buying process and are easily digestible by your customers.
Those that are visiting your website for the first time don’t want to be overwhelmed with sales pitches, instead they simply want to gather information. But, for those who are ready to purchase your product or services, they likely do in fact want detailed sales information. Some types of content you may consider creating include: white papers, infographics, memes, social posts, news articles, videos, webinars, e-books, podcasts, case studies, check lists, templates, newsletters, apps etc.
Now that you have your content, it’s time to promote, promote, promote. While having well written, educational content is great, it’s only valuable if people are reading it!
Choose to share your content on the social platforms where your customers are interacting. Many B2B organizations find that LinkedIn and Twitter are very successful places to attract leads and communicate with customers.
The State of Inbound 2016 reports:
- In the past two years, content consumption on Facebook has increased 57%.
- In the past two years, content consumption on Twitter has increased 25%.
- In the past two years, content consumption on LinkedIn has increased 21%.
Electronic & Direct Mail
Emails, blogs, e-newsletters, and social media are all an important part of your strategic marketing plan. Use these platforms to support your goals and drive prospects to your website.
While web promotion is more and more popular, it’s important not to completely forget about good ‘ol snail mail. Studies show that targeted directed mail boasts a 4.4% response rate, compared to email’s rate of 0.12%
Communicate with your prospects and customers. Meet with them face to face, answer their questions on social media, attend online and offline events, and always make sure you are paying attention to their needs and wants. Stay current, seek out prospect’s opinions, and always actively listen to what they are telling you.
Monitor, report, and analyze all of your marketing efforts. Campaigns can only be improved when they are studied and you can identify what is working and what isn’t. That means tracking everything is a must. Learn what resonates best with your prospects and invest your marketing dollars there.
If your organization needs help streamlining any of these 5 sections of the marketing campaign management process, Measured Results Marketing is just a phone call away. Email or call us at 571-606-3106 anytime, we want to hear from you.
Image courtesy of Sira Anamwong at FreeDigitalPhotos.net