Here are the top five marketing campaign elements you need when planning and implementing your marketing campaigns.
Marketing Campaign Goals
Setting SMART (specific, measurable, attainable, realistic, & time-bound) goals keeps a business focused, moving in one direction, and ultimately proves the overall effectiveness of any marketing campaign. Having a clear understanding of the purpose of the campaign along with measurable goals is the key to a success. Want to learn more about SMART goals? Check out this Forbes article.
Understanding Your Ideal Customer Profile
Clearly understanding and knowing what your customers need is at the center of any successful business. Build an ideal customer profile to understand who they are, what their pain points are, and where they search for solutions, By having a clear persona, building content and identifying channels becomes much easier. Be sure you're aligning sales and marketing teams around your ideal customer profile so you bring in the right types of leads.
Quality Content About the Need
What are your prospects' top pain points that your product or service address? Talking with front-line team members can be really helpful since customer service and sales hear challenges first hand.
After you understand their unique challenges, you can then provide a variety of potential solutions for the customer through quality content. When a customer is in the beginning phases of the buying journey, they don’t want to be bombarded with sales pitches, they simply want basic questions answered. Make sure you have this type of information readily available (blogs, ebooks, how-to guides, infographics, checklists, etc.). And as they move further down the funnel, they will likely want more detailed information (white papers, research studies). When they are deciding about your services vs. your competitors, provide case stories or supporting business cases that showcase why your solution is the right fit.
Providing quality content every step along the way and nurturing them through the buying process will help them see you as a leader in your industry, and a resource that they turn to when they need answers.
Promotion of Content
Creating good content is a must. But, the content will only help your cause if people are reading it. Find out where your customers are getting their information. Do they go to social media - Twitter, Facebook, LinkedIn, or are they reading your emails and newsletters? Or do they get information from your blog, prefer video content, or you not certain of their preferences? Research, test, and track what works best. And continuously promote, promote, promote.
The Most Important Marketing Campaign Element: The Call to Action
Don’t forget to include a Call To Action (CTA). What do you want them to do? Maybe it’s download an ebook, sign up for your newsletter, or attend an event. When creating the CTA you need to keep in mind that it should be created with one single stage of the buying cycle in mind. For example, if a customer is in the beginning stage, and reading a blog, they most likely wouldn’t be interested in signing up for a product demonstration just yet. However, directing them to download your e-book might be a great idea.
Have you been incorporating these marketing campaign elements into your campaigns? If you need assistance with analyzing your current campaigns and implementing changes to improve conversion rates, Measured Results Marketing can help. Reach out and contact us or call us at 571-606-3106. We look forward to hearing from you.
