How to Create a Marketing Campaign That Sticks
by Arnab Dey Marketing 22 February 2022
A successful marketing campaign is determined by the building blocks that hold it; a solid foundation and strategy is the first step towards getting a positive return on your efforts. No matter what industry you’re in or whether you sell products or services, there’s no denying the benefits of creating a marketing campaign.
A marketing campaign is a strategic, organized effort built around a specific goal. Creating a campaign involves connecting a series of different operations in order to achieve that goal. Still, launching a campaign is one thing, but generating quality leads from it is entirely another. Here are a few tips on how to create a campaign that sticks:
Related Resource: Marketing Strategy: How to Properly Implement It
1. Identify Your Goal
Without a specific goal, it will be difficult to gauge your level of success. Campaign goals should be created using the SMART methodology. To start, think of your primary goal at a high level and branch out from there.
Is your goal to build brand awareness? If so, what metrics matter to you and how do you plan to measure whether you’ve successfully built brand awareness as a result of your campaign?
If your goal was to get more users to sign up for your product demo, for example, then signups are a key metric you should track. It’s important for you to determine the relationship between effort output and input. How many demo sign-ups would it take for your campaign efforts to be profitable? Consider this as you build out your SMART campaign goals.
2. Integrate Campaign Efforts
Your campaign should consist of numerous marketing campaigns across different channels. This might include content marketing, social media marketing, and email marketing. Integrating these different aspects of your campaign helps you reach a wider audience and creates a cohesive message across multiple channels.
No matter where a potential lead discovers your campaign, or how often they come across it, the message and overarching theme will appear the same. If you struggle to integrate different types of marketing, consider working with an integrated marketing agency to help you spearhead your campaign efforts.
3. Track Everything
It’s important for you to harness technology to gain granular insight into every aspect of your campaign. Tools like Hubspot, Google Analytics, Kissmetrics, and others can provide valuable insight into how your campaign is performing and where success (or failure) is coming from. For example, you should be creating urchin tracking modules (UTMs) to track where your leads are coming from.
For example, if your goal is to send traffic to your demo page, you might create a specific UTM code for your social media efforts to indicate that a specific lead came from social media. Using tracking links to track different analytics will reveal different elements of your campaign that ultimately offer a better, more holistic understanding of your target audience.
4. Don’t Forget Your Current Customers
Getting new customers is great, but chances are you’ve heard it’s more difficult to acquire a new customer than to retain a current one. Although your campaign might be geared towards acquiring new leads, don’t forget to consider how your current customers fit into your campaign efforts. For example, after you identified a theme and/or goal, consider how a lead nurturing email could be integrated into your overall campaign effort.
5. Communicate With Stakeholders
How many people in your organization are involved in or will be impacted by your marketing campaign? Keep these stakeholders in the loop with what’s happening. For instance, if your goal is to get more marketing qualified leads by encouraging demo sign-ups, then you would want your sales team to know what’s happening in the marketing department.
Communicating with your organization is great for company morale and encourages interdepartmental communication and transparency. Your team will appreciate the extra efforts you’ve taken to ensure everyone is on the same page.
In doing so, you could gain feedback from your team that helps put your campaign on a better path. Never underestimate the help you’ll get from non-marketing associates by simply communicating your vision.
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