5 Components of a Successful Marketing Campaign
Marketing campaigns are a sum of parts that, when executed properly, can help your business reach its goals. Rather than hope for the best, consider the following components before planning. With some rationale and guiding questions, these five pieces will become a master checklist to help you succeed with your next marketing campaign:
1. Your Target Audience
Establishing your target audience will determine the direction of your whole campaign. Break down the optimal buyer persona that you want to expose your marketing campaign to. What characteristics and demographics make up your ideal customer? By understanding the “who,” you can maximize your return on investment by addressing the right audience.
2. The Goal of the Campaign
What do you want to accomplish with your marketing campaign? What response or action do you want to trigger from your target audience? Are you looking to make sales, build brand awareness, or get more followers or subscribers to your newsletter? Create realistic goals that can define success for your campaign and help you evaluate the effectiveness of your marketing efforts. With clear goals, you can give your marketing campaign a clear direction.
Helpful tip: Multiple campaigns can build on each other. For example, your ultimate goal might be to make more sales, but in order to achieve that goal, you might need a “brand awareness” campaign, “engagement” campaign, “subscription” campaign, and more. Each of these campaigns work together to create a marketing funnel.
3. Where to Market
‘Marketing Campaign’ is an umbrella term that can include email marketing, social media campaigns, brand establishment, product promotion, and more. Now that you know your target audience, find out where they frequent. Where do potential customers look for your type of product or service? If creating social media content, ensure you use the right channel for your company’s profile, and promote your campaign organically or with paid promotion. Depending on your goal and target audience, you could combine digital marketing and print advertising to maximize reach.
4. The “It” Factor
Making your marketing messaging stand out is the fun part! You can take a humorous approach like this cereal brand or a wholesome approach like this airline’s Christmas-giving commercial. Find a characteristic your target audience will connect with and feel compelled to engage – but make sure it’s authentic to your brand persona, voice and values. Have a brainstorming session that allows for creative and out-of-the-box ideas so you can stand out from others in your industry effectively. It’s important to note that omnichannel marketing may require tweaks to your messaging as consumers engage differently on alternate platforms.
5. Timing
Timing is everything! Consider your campaign’s best launch day and duration for maximum visibility and exclusivity. Having a set timeline will draw attention without consumers becoming accustomed to it. For example, if you sell winter coats, avoid investing in a marketing campaign in mid-June. Critically examine the best timing for your messaging, target audience, and goals.
It’s also important to remember that there’s a marketing “Rule of 7” that suggests a prospective customer needs 7 touch points (on average) to trust a brand enough to buy. This means that your campaign’s timing might not be just about when you launch, but how many times you’re seen during the length of the campaign.
Ensure you address all five of these components to set yourself up for a successful marketing campaign!
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