Building a marketing campaign that is sure to be effective andaccomplish your goals is not that hard if you follow some very easysteps along the way. A killer campaign is one that has a defined goal,minimizes risk and has a high ROI. It is usually part of a planned flowof related campaigns and not a distinct event. Being part of aprogression of activity and being a segue into the next campaign,containing multiple promotional tools and designed with achieving areturn commensurate with its cost, insulates you from striking outcompletely.
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Here are some simple steps to follow:
- Establish the objective. This is usually to sell more of a productor service. While this may seem rather simple, marketing campaigns areall too often developed around a promotional tool and not revenuegenerating product or service. The content and call to action are afterthoughts to the brilliant idea of sending out a postcard. Alwaysremember that the objective is to make money, not create an awardwinning promotional piece.
- Link the objective to the prior campaign. A great marketing calendar will link campaigns so that most can be thought of as up-sellopportunities to the prior campaign(s). Others may provide alternateways of accomplishing the same thing or satisfying the same need forthose that were not engaged by the last progression of campaigns.
- Define the target market. As your campaigns progress in the up-sellmode, the target market will narrow in focus. Each addition to theproduct line will add cost to the solution. Instead of trying to sell to the same broad market, begin segmenting the market to those prospectsor customers that will benefit the most from the features and benefitsof the product or service that is the objective.
- Establish your value proposition. Make sure the value proposition is consistent with your company strategy. If you’re strategy is costleadership, make that benefit clear. If it’s differentiation, are thefeatures and benefits highlighted. If you’re a nicher, is the targetmarket focused and the features geared to that market.
- Select your promotional tools. Never use just one media. Marketingis both an art and a science. Sometimes one of your marketing weaponsdoesn’t work. Don’t place the whole campaign at risk on a singlepostcard. Use a variety of coordinated inbound and outbound marketingtools.
- Establish your call to action. What is it that you want your targetmarket to do? Make it clear in your content and be prepared to act whenit happens. (Read: 3 Secrets to Creating a Better Marketing Plan)
- Create a sales process specific to the campaign. Your team needs toknow what to do when a prospect responds to your call to action. Naildown the response and subsequent steps. What are the anticipatedcustomer touch points, how will you engage and convert?
- Create the content. Make sure the content is consistent between thevarious promotional media. Adapt as required to best utilize an email,blog, video, etc., but make sure the campaign holds together from thevalue proposition to the call to action for each.
- Setup a measurement and control system. People don’t like to logdata because it’s never available at a convenient time. Keep it simpleand make it easy to ensure it’s done. Measure leads, prospects andconversions. Measure the value of the conversions and the costs of thecampaign.
- Plan, launch and adapt. A good campaign is like a symphony, the team acting in a coordinated way and the promotional tools all workingtogether to make money. Follow your numbers and determine if, where andwhen to adjust the tactics to maximize your return.
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Each step is critical. That does not mean you need a 50 page playbook for each campaign. You just need to think it through and create the tools to compliment the campaign’s execution. You can replicate much of this for the next campaign and develop a rhythm for a continuousbusiness development effort.
Once again, the objective is to make money!