When creating campaigns for your business, which vital steps do you need to take? If you Google the term "successful marketing campaigns," what you will find are actual examples from Super Bowl ads and other famous advertisements. You will likely recognize these ads based on their famous and viral content.
But what should you do if you want to create a successful campaign for your business? How do you go about this? Is there a proven formula that will assure you success in your campaigns?
Indeed, the answer is yes! There are several. And which one you need to use depends on your business model and what you are trying to achieve.
Every good copywriter knows that there are numerous elements working together for a campaign to be profitable.
So, let’s talk about it.
Probably the first thing to recognize is the difference between a marketing plan and a marketing campaign.
A marketing plan is a collection of widespread, big-picture strategies that will help your business meet clear-cut goals over a specific time period. But a successful marketing campaign will help you meet one distinct destination.
In other words, one campaign equals one objective. Those of you familiar with Facebook ads will understand this concept for sure. What are you trying to accomplish?
Are you trying to build up an email list of potential buyers?
Or, are you trying to go straight for a sales conversion and sell them one product in particular? Are you offering a small-ticket item or a high-ticket item?
Do you need to boost awareness of your brand?
All these things can make up different campaign strategies. This is why you should know your objective before you ever start. In other words, what do you want your campaign to accomplish?
For example, if you are offering a small-ticket item, you would probably want to increase sales options in your initial funnel. This lower-priced product is often referred to as a “tripwire” with the purpose of collecting only buyers onto your list. Increased sales options are called “upsells.”
But if you were to initially offer a high-ticket item upfront, then you would take a different approach entirely. In that case, you would want to offer a webinar or a free phone consultation.
In either case, it is particularly important to understand who your perfect buyer is, which is known as your “buyer persona” or “avatar.” A collection of people with similar characteristics is referred to as your “target market” or “target audience.” No campaign can possibly succeed without first defining this audience.
Remember, putting your offer in front of the wrong group of people doesn’t mean that you have a failed product. It just means that your audience is off-target. You must figure out who is responsive to what you have to offer!
Here is a quote that perfectly illustrates this point:
“Personally, I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms.”—Dale Carnegie
Another way of putting that is this: Once you have a basic idea of who you are talking to and which approach you would like to take, you need to put together an irresistible offer. Ideally, this will be a “no-brainer” that your avatar would be considered “crazy” to pass up.
Bonuses that relate to the initial offer and a strong guarantee are two important elements that will help to entice your prospective buyers to purchase. Moreover, effective bonuses often ease objections and add to the main product by helping the buyer save time and speed up results.
These are all part of a powerful copywriting formula designed to give you successful marketing campaigns. Campaigns that will be profitable, of course!
Speaking of profit, how do you know if your campaign is cost-effective, and how can you make sure that a campaign brings in positive cash flow? The answer to that is testing, tracking, and tweaking, which are essential for every campaign.
Sometimes a campaign will be successful on the get-go, but more often, certain steps of the campaign will need to be “tweaked,” or improved as time goes on. The best way to know what is working and what is not working is by testing elements against each other and by diligently tracking your results.
With this in mind, one of the most common elements to test is the headline. One or two words can make the difference between a successful headline and one that fails.
In one case, a company by the name of Veeam Software surveyed its database. The feedback they received reflected that their customers were most responsive to the phrase, “request pricing.” Armed with this new information, they substituted this two-word expression for the previous “request a quote,” and their sales jumped up a whopping 161%!
And how did they know this? Specifically, from tracking their results. Having a good, solid metric system in place is crucial in order to know the difference between successful marketing campaigns and those that will not produce results.
Do you know how you will measure the success of your campaigns?
It is important to note that whenever campaigns turn out to be successful, stopping at just “the funnel,” would cut sales substantially. These same campaigns need to be promoted throughout social media, commonly referred to as a "nurturing strategy." Equally important is a good, solid follow-up system.
An ethical business is going to want to provide the best products and services possible. But it is imperative to keep in mind that different people perceive those offers in different ways. For this reason, a strategic effort must be maintained to influence the perception of the brand and what it has to offer throughout the campaign platforms.
Statistics show that 70% of marketers are actively investing in content marketing and for a good reason. It appears as though content marketing throughout platforms has a snowball effect and gains momentum over time. As effective as this method is, it does take time and persistence.
Viral marketing is one of the best ways to speed up this long-term strategy.
Can you find creative ways to make your content funny or dramatic? Can you find a way to relate your content to your buyer persona’s identity, or how they see themselves? The most successful companies such as the Dollar Shave Club have created ultra-successful marketing campaigns revolving around these types of viral strategies.
Articles optimized for search engines, emails, and other methods of content production are excellent ways to influence this perception. Think of some ways that people most enjoy themselves while being online.
Social media and videos are said to be the two most popular online activities. Statistics show that 500 million hours of video are watched per day, and most consumers are 85% more likely to purchase after watching a video than those not exposed to this visual cue.
Having a solid understanding of which media platforms best suit your avatar will increase your chances of having successful marketing campaigns. Different customers are attracted to different platforms, so ask yourself, which social media platforms do your ideal customers prefer?
In other words, where do they hang out online?
Wherever it is, you need to be hanging out in the same places! Including these communication channels into your long-term strategies could be the difference between the success or failure of your business.
“Good content is fire. Social media is gasoline.”—Jay Baer, marketing consultant
Imagine the analogy illustrated in the quote above. See your articles and videos as the “fire” and visualize yourself pouring gasoline on this fire. What happened?
Did it ignite? Of course, it did! And that is exactly what happens when you incorporate social media into your advertising campaigns.
Whether we like it or not, social media is here to stay. For superior results, always have a combination of communication channels that you can add to your campaigns. This is what will bring you the best bang for your buck in the long term.
Connections with influencers can make an enormous difference in your success. But remember, there is a difference between influencers and celebrities.
Celebrities can be anyone famous, not connected to what you have to offer in any way. An influencer, on the other hand, is a specialist in your niche or a related niche. You want to put your focus on influencers, not celebrities.
Also, what is trending among your audience? What is considered recent news? Taking advantage of this cultural tension in your marketplace can have a massive impact on your business.
Although organic methods such as social media are great ways to get free traffic, you will need to set a budget for paid advertising as well.
Remember, these two methods complement each other, but a good rule of thumb is that if you are getting results with free methods, those same campaigns should also do well with paid advertising.
If possible, test it for free and then boost it up with paid ads. This has been shown to produce successful marketing campaigns across the board, and if you think about it, you can see why.
And of course, no campaign will succeed without a clear call-to-action every step of the way. If your prospective buyer reads an article or email, let them know how to move on to the next step.
To get them to leave you their email, don't forget to tell them. Do you want them to buy something? Let them know this as well. Never assume that they know what to do. Always make the next step visible and clear.
There are various ways to inform them one way or the other, “This is what you do next.” Tell them what they will get in return. Will they get a free download?
Will they get a discount, a free consultation or a gift? What will they receive in exchange for their email or hard-earned money? Are you making it clear that the value will exceed what they will be giving up?
Remember, with successful marketing campaigns, paid advertising is the fastest way to boost profits and scale up revenue. According to some studies cited on HubSpot, there are three reasons why people will block ads.
Irrelevant or annoying
How do you feel whenever you are watching a video and an ad rudely interrupts your experience? Does this make you angry? What about pop-up ads?
This concept is one of the many reasons why Facebook has cracked down on their ad policies, and understandably so. It is easy to see why users don’t like this and why Facebook wants to protect them and enhance their experience.
If users are not having a pleasant time on their platform, they will leave. And if too many people do that, nobody will see any ads. A good copywriter knows how to stay up to date on Facebook’s compliance regulations and make sure that your ads will get approved.
What are some actions steps that you can take to ensure that you will have successful marketing campaigns?
Know your buyer persona and thoroughly understand your target market.
Know where your buyers hang out online and hang out with them!
Establish a strong presence across relevant social media platforms.
Understand the proper strategy to accomplish each objective.
Set up a marketing funnel to put that strategy into action.
Have a “no-brainer” offer with a strong guarantee.
Follow up on the people you bring into your business and give them value.
Have great products or services!
Have the appropriate ad copy for each step of the campaign.
Test and track each of these steps.
Tweak and improve where necessary.
Scale-up profitable and successful marketing campaigns.
I’m sure that you have figured out by now, that a good copywriter will ensure that you have effective and compliant ad copy every step of the way.
In order to be compliant, you need to understand the rules and regulations that are acceptable for each social media platform across the board. Whether paid or unpaid, you will not avoid social media if you want to have successful marketing campaigns.
A landing page that is promoted on Facebook has different guidelines than a landing page promoted on YouTube. Do you understand the differences in these formulas? A good copywriter knows!
If you are looking for a good copywriter, you are in the right place. Let us create successful marketing campaigns for your company that will keep your business compliant and help you to scale your revenue.
Debbie Landry resides on the Mississippi Gulf Coast. With a background in sales and business, she has a BS in psychology. She has several marketing certifications in copywriting, freelancing, masterminds, course creation, consulting, life coaching, Facebook advertising, funnel building, and more. Her focus is on the big picture of copywriting and content marketing, as well as personal growth and development.Hire Deborah