A marketing campaign contains many things these days. You don’t have to settle for newspaper articles, brochures, television ads, radio advertisements and other outbound methods of marketing and advertising.
Now, you can utilize inbound marketing methods such as email marketing, content marketing, web-based advertising, social media and more.
There is no sure-fire formula that will bring success as many businesses have learned the hard way. What works in print marketing isn't necessarily going to work on Facebook or other social media sites.
The goal is to maximize your reach to members of your target audience regardless of the method. Here are seven tips to ensure that you have a successful marketing campaign.
1. Identify Your Target Audience
The very foundation of any campaign is identifying your target audience. You need a message that will directly connect with this group as well as find the right channels to reach them. Ask yourself these four questions:
- Who are my target customers?
- What motivates them?
- What method of communication will work best with them?
- What channels are the best to reach them on?
By answering these questions, you will easily be able to identify your target audience and the best way to reach them.
2. Pick The Proper Channels
When you ask yourself what channels you should use, you should identify the outlets that you feel your customers are using. Social media is an obvious choice but what channels is your audience using?
Facebook has over 1.94 billion monthly users. Twitter on the other hand, has 695,000 users. Would you fair better focusing on Facebook or Twitter? Or maybe your target audience is utilizing other platforms such as LinkedIn or Instagram?
It's important to put your focus on the channels that will give you the best opportunity of connecting with your target audience and consumers, generate leads, and close new sales.
3. Don't Forget Visual Aspects
Many people might think of visual marketing simply as a logo. However, the logo is only the beginning. From the newsletter to the business cards, everything needs to look like it came from the same company.
Make the graphics and logo consistent. They should look and feel the same. If there are any major differences in the visual aspects of your marketing, it could take away from the message you're trying to portray.
4. Keep The Content Clear
You have a logo, but you need a message. For example, McDonald's uses the slogan “I’m Loving It” with all of their advertisements. It doesn’t matter if they are talking about a new sandwich that they are premiering or a piping hot cup of coffee, they end every advertisement with the same slogan.
They put it on their printed materials, using it on their television commercials, and they have it plastered all over their website. They have gone a long way to making sure the public knows their motto.
What about the Energizer Bunny? How many times have you used that logo to make a metaphor about someone you know? These are perfect examples of marketing campaigns that have remained consistent and in turn have become commonly known.
They are compelling, interesting, and consistent. Energizer introduced that bunny back in 1989, and it’s still used in their campaigns today. Find something that works for your company, and stick with it.
5. Integrate Everything
Your campaigns should be seamless. Your campaign should have a focused goal. This goal could be increasing traffic to your website or it could be to increase RSS subscriptions. By integrating your marketing communications you can improve your chances of success.
Everything that you do must have a purpose and a goal. Whether it is to work on customer retention or gain new customers, it doesn’t matter as long as everything is cohesive. By keeping your message consistent across the board, you can better connect with your target audience and customers.
All Marketing Teams Must Be In Sync
One of the biggest obstacles that you will overcome in marketing is getting everyone in sync. When you have multiple team members, working on various projects, integration is imperative.
Consistency is the goal, and to obtain that goal everyone must work together. One group may do television ads while another may be working on posts for Facebook. Regardless, they need to send the same overlying message.
Have a member of management monitor and coordinate their efforts. Branding should look and feel consistent to customers.
7. Don't Forget The Power of Coupons
People want something for nothing. It doesn’t matter what you have to give away, they will want it. Remember, when Walmart gave customers free umbrellas, and coupons for $10 off their first purchase, if they applied for a credit card?
Even people who knew they would never be approved applied. Why? Well, they wanted the free items, of course. They wanted that umbrella and money off their bill. Walmart boosted their credit applications, which in return boosted their newly opened cards. It was a win-win for them.
You can do the same thing with your products or services. For example, let’s say you are an HVAC company. You could offer free inspections of AC units for summer.
While giving the inspection, you can point out all the things that are right or wrong with the unit. Chances are, you are going to get a service request from your inspection. Most people would likely even want you to go ahead and fix what was wrong while you were there.
So, that free inspection can turn into a sale for the company. It’s a no-brainer approach to boosting your business. Putting coupons out on social media, and allowing customers to connect with you, all while giving them something for free, is marketing done right.
Marketing campaigns are essential to the growth of any business. In fact, it can make or break your revenues. A team that works hard together, has a unified message, and learns how to communicate with their customer base, will be successful in their marketing ventures.