A successful marketing campaign consists of several essential elements. To help you create a marketing strategy that leads to results, today we decided to reveal the 10 factors to consider in its creation. Ready? Let’s start!
Define your target
The first thing you should think about is “who am I talking to?”. You must ensure that any action you take on the web or offline, is targeted to your ideal customers, or your buyer persona.
The famous phrase “talk to everyone and not sell to anyone”, today as it is today, is more true than ever.
There is no default rule to understand who your potential consumers are: you can include all the criteria you want, provided you have a clear idea of the audience you are addressing. In general, the common characteristics that are taken into account when buyer buyers are developed are age and gender, profession, financial and family status, interests and geolocation.
To get a starting idea, just study the Analytics of your site and the insights of the social channels on which your company is present.
Define your goals
You understand who your target is, but now you have to give yourself precise and measurable goals for your marketing strategy. Do you want to do lead generation? Find new customers? Create engagement between existing ones to make them interact with your brand? Increase visibility online? Improve traffic to your website?
The objectives that can be set are many, but must always be realistic, as well as monitorable. Only in this way will you be able to evaluate the success or failure of your campaigns, and to do so, you will need to set up KPIs (Key Performance Indicators) defined in relation to your goals.
Set a budget
To achieve your goals you need to know how much to invest in your marketing strategy. Define all the necessary costs in advance, including the effective creation of the campaign, the necessary internal and external resources, promotion, timing and so on.
Create targeted content
Once you have taken into account all the factors described in the previous paragraphs, you can begin to put together the pieces and create your marketing strategy. Having original ideas is not easy, but in order to have a base, you can compare yours with those of your direct competitors. The benchmark will allow you to understand what you like and dislike your audience.
Warning: this does not mean that you will have to copy the work of your competitors, but this can be a starting point to add your creativity and your valuable proposals.
Engage your audience
To be successful you need people, so you will have to stimulate them to interact and participate. For example, if you wish to introduce a new product to the market, you can create an online contest linked to the launch and thus attract potential target customers.
You can also invest in videos, images and premium content that captures your attention. In short, there is no limit to the imagination.
Another way to create engagement is to use gamification. Everyone likes to play and is a great way to provide entertainment for your audience. For example, asking your users to participate in a quiz, a memory or similar, you will be able to involve them at their best and increase their participation rate.
Offer valuable content
Bring your potential customers to know you better. Use each campaign as a way to showcase your products and help your target audience understand its benefits.
The Call to Action targeted, in this case, play an important role. Give your users free value content such as case studies, e-books, consulting, and so on. To distinguish yourself from the competition, the only way is to give added value.
Take advantage of the potential virality of social networks
If you do not include campaigns that can be easily shared in your marketing strategy, you will risk limiting their potential and reach. Give your users something to believe in, values to recognize. Alternatively, you can create a photo contest that participants can share with their social network, inviting friends to participate, also motivated by a sense of challenge.
In addition, to stimulate dialogue, respond to the comments of your audience and always show the human side of your company.
Promote your campaign and your content
Now that you are clear about the steps you need to create a marketing strategy and understand how to launch a campaign, it’s time to promote it. To do this, you must first identify the right channel to reach your audience. The most used methods for this purpose are:
- Social media in the organic and ADS;
- Press releases;
- Google ADS.
Moreover, to distinguish the particular campaign (e.g. launch of a product) from the rest of the year, you can choose to update the Facebook cover, the profile photo and the bio Instagram with a link that refers to your particular promotion.
Measure your ROI
As anticipated in point 2, each campaign and marketing strategy must be measured. Knowing the return of the investment generated, the ROI precisely, will help you optimize resources and budget to create subsequent campaigns even more targeted and successful.
To measure ROI, an online tool that allows you to measure performance statistics in order to evaluate and monitor the success or failure of a given campaign.
Now that you’re connected to new potential customers, you need to keep the generated reports. Periodically send useful information, share company moments and continue to collect data to learn more about your users.
Dialogue and relationships are the basis of digital marketing, do not forget it.