Strategically setting up and implementing all of your marketing campaign components will result in generating leads and increasing sales.
So how do you get there? You get organized, plan ahead, and execute your marketing campaigns to include the following components:
Marketing Offer Creation
Developing high quality offers that your target audience will find valuable, all begins with a good idea. Spend time putting pen to paper and creating a list of the types of information your customers will find useful. Do your research and make sure you're answering a specific need that your customers have identified. Don't ever assume you know what your customers want; ask them directly.
Once you land on a topic and begin the process of creating offers, be sure to keep in mind that depending on where a lead is in the sales funnel, will dictate the type of information they are most interested in. This simply means you should create a variety of offers to be shared at different points throughout the buyer’s journey. Remember, the content needs to be compelling enough that a person will complete a form allowing you to capture their email address.
Here are a few ideas for various types of offers:
- Free tools
- Product Demo
- Telephone Consult
- Free Trial
If you've run marketing campaigns in the past, spend time reviewing them to identify benchmarks for your new campaign. The basic benchmarks will include the number of marketing offer submissions, leads generated, and products purchased. By setting specific goals and attaching dates to them, you can track the progress throughout the campaign and adjust the offers as needed if the numbers aren’t where you expected them to be within a certain time frame.
Once you have your content offerings and goals set, it’s time to focus on creating a killer landing page that captures leads. This page needs to be clean, clear and concise – the call to action must be front and center. Use powerful words that speak directly to your buyer persona and describe your valuable offer. To help avoid distraction, be sure to remove the navigation bar from this page.
It’s time to start promoting your marketing campaign through all available avenues. Be sure to schedule social media posts, participate in forums or online groups, write relevant blog posts or podcasts, and create an email campaign for any current subscribers who may be interested in this type of product. If your budget allows, you may consider placing PPC ads on Google. Planning ahead and scheduling these types of activities will properly support your marketing campaign and all of its components.
A successful marketing campaign is designed to provide top quality value to your customers. It’s about being there for them every step of the way during the decision making process. It’s about answering their questions before they even have the chance to ask them.
When writing the content for email campaigns it’s imperative to be engaging, informative, and timely. Keep track of how it’s going by monitoring the click through rates on the emails throughout the campaign. By doing so, you’ll be able to gauge interest and determine the best time to send an opt-in message. If you have a small company, this can be something you do manually. However, this process also has the ability to be completely automated for you.
End & Analyze Your Campaign
It’s time to close the campaign, review your numbers, and make note of any tweaks you would like to make on any of the marketing campaign components for future launches.
How many people laid eyes on your offers? If the conversion rate is low and views are high, you may need to re-evaluate your content and/or product. But, if views are low and the conversion rate is high, you may need invest more time and money into promoting your offers through the various marketing channels.
How many leads did you capture? How many are returning customers? How many are new leads? Answers to these questions will help you determine if prospects are finding your content and offers of value.
This is the moneymaker question. How many customers did you get as a result of this campaign? Depending on how long your customer life cycle is, you may need to wait some time after the close of the campaign to fully see the results.
Implementing all of these marketing campaign components is crucial in order to create successful campaigns. Over time and with experience you will begin to see patterns of what works best for your target audience.
Need help figuring it out? The Yetis at Measured Results Marketing specializes in working with businesses to improve their marketing and sales process by implementing CRMs and automation tools. If you have questions, please contact us.