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.
Understanding Your Customer
Clearly understanding and knowing what your customers want and need is at the center of any successful businesses. And knowing who they are, what they buy, where they search for solutions, why they are looking to buy a product etc. will aid in effectively marketing your product to them.
Quality Content About the Need
After you understand the challenge, 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 etc.). And as they move further down the funnel, they will likely want more detailed information (white papers, research studies). 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? Do they follow your blog? Do they watch videos? Not sure of the answer? Research, test, and track what works best. And continuously promote, promote, promote.
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 email or call us at 571-606-3106. We look forward to hearing from you.
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Tags: demand generation, lead generation, marketing automation, marketing content