What Successful Campaigns Have in Common

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Marketing trends and technologies are constantly changing, but the fundamentals of a great marketing campaign are tried-and-true. So, why — out of the 94% of B2B marketers using content marketing — do only 9% rate their marketing as effective? Here are the three basic tenets of a successful campaign that may be missing:

Have a plan

Successful marketing campaigns have intention and purpose. As part of a larger marketing strategy, a campaign should be laser-focused to accomplish measurable goals. To do this, you need to define the goal of your campaign and your target audience. Let’s break this down.

First, specify the goal of your campaign. What’s its endgame? To create buzz about a new product? To establish your brand as a trustworthy voice in your industry? To increase your social media engagement? Now make your goal measurable (e.g., increase email click rate by 10% for the next quarter). If you can’t measure it, it will be nearly impossible to know whether it was successful or not. With this in mind, be sure you have the right tools to track your progress.

Next, establish your target audience for the campaign. Will you target your typical audience, a subset, or an entirely new audience? Where are they on the buyer’s journey? Are they familiar with your brand, or is this their introduction? Are they looking to be entertained, educated, or engaged? Once you answer these questions, you can craft your copy and design to reflect these nuances.

Use the right channels

Even a great marketing campaign can fall flat if it appears in the wrong channel. What channels does your audience frequent? Are they primarily on social media (e.g., LinkedIn, Facebook, Instagram) or do they prefer email or other channels? It’s important to figure out where and how your campaign’s audience interacts with brands. Look at your buyer personas and establish where they spend their time and how they consume information. Are they scrolling through social media? Reading print magazines? Listening to podcasts? Downloading online resources? Once you have this pattern dialed in, you can decide which channel works best for your campaign.

Of course, the wider the net, the wider the catch: distributing your campaign across multiple channels may increase your audience reach. But before you cast your net, consider whether you want a wide audience or a more focused approach. Not every marketing campaign will lend itself to every channel, so be discerning.

When identifying the right channel for your campaign, look at past engagement for insights. For example, have you gotten a lot of hits on Facebook ads for similar campaigns? Is your email open rate generally lower than average? Have print ads historically driven more traffic to your site? Listen to this data — it will tell you where your audience is and how they like to interact with your brand.

Be measurable and adaptable

Speaking of data, it’s imperative that you monitor the success of your campaign and that you’re ready to adjust your sails if necessary. The data points you track will largely depend on your campaign goals and expected outcomes. Some data points you may consider include:

  • Web analytics
  • Email open and click-through rates
  • Bounce rates
  • Downloads
  • Social media likes, shares, and comments

These metrics provide insight into audience engagement, which will help you determine if your campaign is resonating with your intended audience. But don’t wait until your campaign is over to measure and track — do it in real time! Doing so will allow you to be nimble and adjust your message if it’s not working, or double down on messaging that’s really hitting the mark.

You also may need to quickly adjust your campaign to address current events. For example, when COVID-19 hit, did you find yourself scrambling to switch from in-store to online promotions? Knowing how to stay flexible with your campaign messaging while sticking to your brand values and voice is key to a successful campaign.

Don’t have the time or manpower to manage a successful marketing campaign? Roikings helps businesses find qualified leads by acting as an extension of your marketing team. We will create, manage, monitor, and adapt your marketing campaigns to match your audience and meet your sales goals.

Contact us today for an appointment.

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PARTNER WITH A DEDICATED B2B LEAD GENERATION COMPANY THAT UNDERSTANDS WHAT STRATEGY AND PLATFORM WILL WORK FOR YOUR BUSINESS

BEXI

Bexi is a recently launched ambitious design and development agency offering an all inclusive subscription service for large companies within Biotech, Medical Devices, Pharma and Healthcare. They have distinguished themselves very early on by designing modern, clean artwork that is brand defining and have helped industry leaders such as Google, Citrix, and OptraHealth.
Bexi’s primary goal at the start of the pilot was to showcase their service in front of more qualified decision makers that required a talented agency to step in and help bring their products to life. Roikings averaged 3 meetings per week with C Level Executives & Marketing Directors responsible for multiple product lines and brands at companies ranging from $20M – $2B in annual revenue.
During the Roikings pilot, we helped Bexi close 3 clients within the Healthcare space worth $30,000 (6 month subscription), $126,000 (Annual Subscription), and $16,000 (Project) for a total value of $172,000.

KICKSTAGRAM

Working alongside Ronan Galvin – CEO of Kickstagram, Roikings launched a sales campaign for this SaaS platform in the social media space for small businesses and Ecommerce brands looking to kickstart their instagram marketing and convert followers to customers.
Roikings became a part of Kickstagram’s long term vision and strategy by joining their business development team located in San Diego, California. Our core focus was to expand business in Europe and International Markets including the UK, Ireland, France, Nordics, Germany, Italy, Australia, China and India by reverse engineering Instagram accounts for the lead generation process.
The campaign was a huge success. In a span of 3 months we had an average open rate of 45% resulting in 63 meetings, and over 400 website clicks converting to a healthy flow of monthly and annual clients.

SPIRALGROUP

Spiralgroup is a globally-focused integrated brand marketing agency that provides a full suite of marketing and PR services focusing on emerging tech and is spearheaded by Californian Native, Stuart Mcfaul.
Roikings launched a successful campaign targeting the next generation of emerging tech & SaaS companies including Artificial Intelligence (AI), Automation, Virtual/Augmented Reality, Smart Homes, IoT & Blockchain.
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MEDACHECK

Working alongside Dr. Jeffrey Shepard from Cincinnati Ohio, the Kings of ROI launched a sales campaign for MedaCheck, a SaaS    medication management system with a mission of minimizing non-adherence rates for patients.
In a span of 3 months, Roikings received 10+ opportunities for the small startup and the first tech-licensing partnership worth over 100k for the company.
The success of the campaign has come through consistently A/B testing   the email copy and reviewing various lead generation sources.

KUGADI

Headquartered in California and Florida, Kugadi is a fantastic web and mobile platform that empowers security guard companies to streamline their operations through seamless communication, intuitive reporting and a more efficient workflow that reduce costs and enables accountability for their guards.
Roikings has been working long term with senior management and inbound sales team to generate a consistent flow of replies resulting in an average  of 2 qualified demos per week over an ongoing 6 month period. By sharing campaign data with their sales team they have been able to utilize the data to turn cold contacts into warm leads and then into a sale.
The success of the campaign has come through consistently A/B testing   the email copy and reviewing various lead generation sources.

JUMP DIGITAL MEDIA

Roikings worked alongside the highly creative team at Jump Digital Media, based out of Irvine, California reaching out to large brands in the cosmetics, beauty, food, beverage and the hospitality space.

We focused on each of their core products for the follow up campaign highlighting their services that included SEO, SEM, packaging, web development and social media campaigns. Jump had worked with some big name clients including Holiday Inn, Honda, Imax and Whole Foods which we leveraged throughout the campaign.
By the second month Roikings was able to set up 3 qualified meetings per week with requests for website design, social media campaigns and branding.

MIRA

Based out of New York, Mira helps brands with location intelligence and analytics for out-of-home media campaigns.
Having worked closely with their CEO, Jon to understand the product and audience, we focused on targeting Digital Agencies ranging in size from 30 -1200 people which resulted in 3 meetings per week.
It has been Jon’s consistent input and willingness to adapt that has helped the campaign become a success.

LOUDLEY

The creative team of digital partners at Loudley based in West Hollywood, California has a goal to “Make Your Voice Heard” by creating dynamic social campaigns on Facebook and Instagram to increase engagement for Startups and SMB’s.
Loudley decided to become long term partners with Roikings after having an extremely successful campaign launch with excellent results in the first month. Lead Generation was focused on targeting C-Level Executives and Marketing Directors within the E-Commerce, Retail, Apparel & Fashion, Cosmetics, and Beauty verticals.
After initial testing Roikings managed to improve the open rate to 46% resulting in 3 qualified meetings per week.