To run an effective marketing campaign, you need to plan it and make improvements as you go. Your business will generate leads and customers if your campaign is well executed. If you approach your campaign without the correct technique to execute it professionally, you will waste time and money.
Results matter: If your campaign isn’t delivering the right results, you may not be motivated to repeat it. According to HubSpot, 28% of salespeople believe their company’s marketing strategy is not practical.
This article shows you how to avoid common mistakes. You will learn to build the proper structure to deliver the right message to your potential customers and turn them into loyal customers.
Below are the six steps to get you started
Step #1. Idea generation, research, and goal setting
To develop a great marketing campaign, you need the right idea to appeal to your target audience. After all, the results you get from the right campaign are always better than those from a “clever” campaign that doesn’t solve your customers’ problems.
However, most companies do not have a process for coming up with the right ideas for their marketing efforts.
Below are a few of the factors that should be considered when developing the best ideas:
- The customer’s needs: The best way to judge your marketing efforts is how your potential customers receive them. If they don’t like it, it is unlikely to achieve its objectives.
- Personnel: Having the right personnel will establish whether or not you can implement your ideas properly.
- Budget: The budget available for marketing will determine the number and scope of ideas you develop.
Also, proper research will give you the correct information you require to make significant decisions for your marketing campaigns. Several of the elements you need to research are:
- Customers’ pain points
- Demographic characteristics of the customers
- Size of the market
- Current trends
- Previous marketing campaigns
- New opportunities
- Competitor analysis
With a thorough examination of these elements, you can make the best decisions about how to run your marketing campaigns.
Step #2. Determine your target personas
If you advertise a product or service, you should target the ideal customers. Launching a marketing campaign that appeals to everyone is a bad strategy. You are wasting many company resources (i.e., time and money).
Every other customer doesn’t matter!
In truth, you are more likely to target the right customers because you have tailored your message to them.
The first step to determining your target personas is to state the problems your product will solve clearly. Who are the ones who need this solution the most? Which group of people can you best serve?
To make your persona effective, you need to treat each prospect like a human being and tailor your message to their specific needs. Some of the essential details to have in your personas are:
- Name
- Age group
- Background
- Demographics
- Occupation and position
- Your biggest challenges
- Working hours (optional)
- Income
- Marital status (optional)
- Place of residence
- Goals and challenges
The more detailed your Buyer Persona document is, the better. You can include as many details as possible. That will help you in sharing your message in a more targeted way. You can also have more than one customer character for your business, just as you can have more than one ideal client for a product.
Step #3. Create and test your campaign landing page
A landing page is crucial to your marketing campaign. Regardless of your goals, it often all starts with lead capture. Everything else is secondary, including sales.
In short, the main goal of your landing web page is usually to record leads. Take a more detailed consider this landing page, which was created with lead capture in mind:
Unfortunately, most businesses either neglect this “goal” of lead generation. Instead, they try to generate sales and loyal customers with a cold marketing campaign or landing page. It doesn’t work that way.
An important step is to offer a lead magnet to increase your conversion rate. It could be an ebook, a whitepaper, a free demo of your product, or a free trial. This way, you can encourage your leads and contact them later to build trust and get them to buy your product.
This landing page is clean, relevant, and compelling and offers a cost-free whitepaper report as a lead magnet:
The best method to design and use a high-converting landing page for your marketing campaign is to take these rules to heart:
i). Publish a single offer: It cannot be evident to potential customers if you have many offers on your page. Stick to one offer per page.
ii). Omit the navigation: The navigation bar can distract your visitors and lead them to another page. The CrazyEgg landing page has no navigation bar – that’s great. Take it away.
iii). Avoid links on your page: links can also lead visitors away from your landing page, causing you to lose those leads.
iv). Make it mobile-optimized: Visitors on mobile phones should be able to see your landing page. Otherwise, you will miss an opportunity to attract more leads.
Split testing your landing page elements is necessary to get the best conversion possible. Split testing eliminates the guesswork on your landing page.
Step #4. Set up goal tracking
If the object of your advertising campaign is to generate more website traffic, then page views and unique visitors might be essential and actionable metrics to track. However, the number of views might be a vanity metric if you have goals like the number of leads, ebook downloads, sales, etc.
So how do you measure the essential metrics for your marketing campaign? A widespread tool and platform you can use are Google Analytics. This tool allows you to track your goals in the following four ways:
i). Goal: To set a goal, you need to enter a URL that shows that your goal has been reached.
ii). Duration: This goal measures the number of time visitors spends on your website. You can either set a dwell time goal of, for example, 1 minute or less in a given period.
iii). Pages/screens per session: This allows you to track engagement. You can target the number of pages a user needs to view per session.
iv). Event: This is used to track user interactions on your website. For example, this could be signing up for a newsletter or downloading an ebook. Could also use it to track a referral page.
To create an event target in Google Analytics, you need to set up the event tracking code on the page. To complete the event tracking, you need to set the category, action, label, and value.
Once you have established your objectives, you can track your performance in Google Analytics under Conversions under Goals.
Step #5. Distribution and promotion
There are plenty of channels to get your message out as part of marketing. However, the truth is that you cannot use all of these channels simultaneously, ever, even if you had the means to do so, because it would be a waste.
For example, if you are marketing a B2B product or service used by business leaders, managers, and startup founders, LinkedIn makes more sense for your marketing than Snapchat.
However, if you are selling a product like trainers to teenagers and people in their twenties, then Snapchat, Instagram, and Facebook channels through which you can reach your ideal client. Promotional offers serve as motivation for leads and clients.
Step #6 Lead Nurturing
When you acquire leads, your work is not done from a marketing perspective. After all, leads don’t spend money on your business, only leads you can successfully convert into customers.
To turn a qualified marketing lead (MQL) into a sales qualified lead (SQL), you need to nurture the lead.
One method to nurture leads is through personalized email messages. Email automation software lets you send messages to your leads based on their behavior.
If you structure your marketing campaign correctly, you will have the best chance of success in the fierce competition for customers.
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