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
- 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.