Building a marketing campaign that is sure to be effective
and accomplish your goals is not that hard if you follow some very easy steps
along the way. A killer campaign is one
that has a defined goal, minimizes risk and has a high ROI. It is usually part of a planned flow of
related campaigns and not a distinct event.
Being part of a progression of activity and being a segue into the next
campaign, containing multiple promotional tools and designed with achieving a
return commensurate with its cost, insulates you from striking out
Here are some simple steps to follow:
the objective. This is usually to
sell more of a product or service. While
this may seem rather simple, marketing campaigns are all too often developed
around a promotional tool and not revenue generating product or service. The content and call to action are after
thoughts to the brilliant idea of sending out a postcard. Always remember that the objective is to make
money, not create an award winning promotional piece.
objective to the prior campaign. A
great marketing calendar will link campaigns so that most can be thought of as
up-sell opportunities to the prior campaign(s).
Others may provide alternate ways of accomplishing the same thing or
satisfying the same need for those that were not engaged by the last
progression of campaigns.
the target market. As your campaigns
progress in the up-sell mode, the target market will narrow in focus. Each addition to the product line will add
cost to the solution. Instead of trying
to sell to the same broad market, begin segmenting the market to those
prospects or customers that will benefit the most from the features and benefits
of the product or service that is the objective.
your value proposition. Make sure
the value proposition is consistent with your company strategy. If you’re strategy is cost leadership, make
that benefit clear. If it’s
differentiation, are the features and benefits highlighted. If you’re a nicher, is the target market
focused and the features geared to that market.
your promotional tools. Never use
just one media. Marketing is both an art
and a science. Sometimes one of your
marketing weapons doesn’t work. Don’t
place the whole campaign at risk on a single postcard. Use a variety of coordinated inbound and
outbound marketing tools.
your call to action. What is it that
you want your target market to do? Make
it clear in your content and be prepared to act when it happens.
sales process specific to the campaign.
Your team needs to know what to do when a prospect responds to your call
to action. Nail down the response and
subsequent steps. What are the
anticipated customer touch points, how will you engage and convert?
the content. Make sure the content
is consistent between the various promotional media. Adapt as required to best utilize an email,
blog, video, etc., but make sure the campaign holds together from the value
proposition to the call to action for each.
measurement and control system.
People don’t like to log data because it’s never available at a
convenient time. Keep it simple and make
it easy to ensure it’s done. Measure
leads, prospects and conversions.
Measure the value of the conversions and the costs of the campaign.
launch and adapt. A good campaign is
like a symphony, the team acting in a coordinated way and the promotional tools
all working together to make money.
Follow your numbers and determine if, where and when to adjust the
tactics to maximize your return.
Each step is critical.
That does not mean you need a 50 page play book for each campaign. You just need to think it through and create
the tools to compliment the campaign’s execution. You can replicate much of this for the next
campaign and develop a rhythm for a continuous business development
Once again, the objective is to make money!