As anyone that’s seen a poorly executed commercial or cringeworthy Facebook ad knows, not all marketing campaigns are created equal.
The good ones take heart. They come from thoughtful planning and well-defined goals. Their creation stems from more than just wanting to get a product sold and shipped out the door. Great campaigns are meant to cultivate loyal customers and forge solid, long-lasting relationships between the audience and the brand.
Here are a few critical qualities of a successful marketing campaign:
A highly-targeted audience. Great marketing campaigns begin when a solution is created for an existing problem. Before you start building a plan of attack for your campaign, you will first want to nail down who it is that you are targeting. Be specific. Are the people you want to engage with predominantly male or female? Where do they live? What do they do? Make it a point to really understand your target demographic and what makes them tick. Find out what they want, like, and ultimately need to see. Prepare to place your content in the spaces they frequent or inhabit to ensure they have the opportunity to engage with your material.
Measurable objectives and set goals. The only real way you will be able to determine the success of your campaign is to create your own criteria for achievement. Define success within the context of what you are trying to accomplish. Is your goal to reach new audiences and increase brand awareness? Are you looking to revitalize an underperforming product? Or maybe launch a new product to the top demographic in your customer base? What specific actions do you want your audience to take? How do you plan to build on the outcomes of your campaign once it’s complete? Whatever your goals may be, make sure that you have established them well, outlined a plan you can commit to, and defined how you will measure the impact of your efforts.
A highly-targeted message and a clear call-to-action. Avoid a one-size-fits-all message that is blasted out to every type of customer in your base. Chances are, this approach won’t work. Keep your messaging relevant and dialed in so that it hits the people that matter, and remember that your call-to-action must be evident and concise. What is it that you want your audience to do? Should they use a promotional code to access a discount and make it easy to track on your end? Do you want them to call in to participate in your survey before rewarding them? Must they shop before a specific date or purchase a particular item? Make sure your call-to-action is clear and leaves your customers with little to no questions about what you’re asking of them. The more questions they have, the less likely they are to respond to your campaign.
Great content. The impact of your campaign is only as good as the content you serve. Create materials that are thought-provoking or interesting to the viewer—stuff that really grabs the attention of your audience and entices them to stay engaged. The most notable campaigns form an emotional connection between the audience and the company putting out the content. Keep it fresh, but don’t be afraid to curate older concepts and recycle valuable pieces if and when it makes sense. Always remember that your audience needs an ongoing reminder that you care about them. Show that your efforts are authentic and genuine, and you’ll succeed at breeding loyalty within your customer base.
Promotion on multiple marketing channels. Good marketing campaigns utilize a combination of platforms to get the message out and make a good ROI impact. You don’t want to end up with all of your eggs in one marketing basket. For example, only advertising on social media or just sending out emails. Website, blog, social media, and email are all essential marketing channels that should be utilized regularly and cohesively. Using a strategic approach and a smart attitude about which channels to market on, as well as how and when you’ll be pushing out content is critical in creating a rewarding campaign. Regardless of how you decide to market, it’s a wise idea to identify which methods you are good at and stick to them.
A timely follow-up. Once your campaign is complete, make sure that you are putting those results to good use. Add any contacts you’ve gained to your regular email lists, and keep them segmented when appropriate. Send out an email blast thanking participants for engaging in your campaign and consider offering a small additional discount as a token of appreciation. If your objectives include lead generation, ensure that you contact those leads quickly before any interest fades. The most important action any company can take is showing customers and prospects that the business has their best interests in mind, so remember to bring the salesy attitude down a notch and remind folks that you are there to help them.