While an extraordinary marketing campaign can go a long way, a bad one can leave a dent in your brand's image, as well as a dent in your company’s finances. That's why though most companies want to run a solid marketing campaign, they’re often unsure of how to run one.
Though great marketing campaigns are often run by companies with significant budgets, you don't necessarily need to have a huge budget to achieve marketing success.
High-converting marketing campaigns aren't just about investing a bunch of money into a campaign and hoping it works out. With the right strategic planning, you can make good returns even with a small investment.
How can you create a campaign that brings in customers and revenue? How do you do this without losing money?
Firstly, everyone involved in creating the campaign must know your business and your brand inside out. Here's how to design a marketing campaign that generates results:
Don't know where to start? Well, begin by setting a goal and carefully selecting your target audience. If you don't specify these things before you start, it's likely that your marketing campaign won't have a focus or a sense of direction.
Here's an easy example: Let's say your company is selling children's apparel. In this case, what's your goal? It might be to achieve a certain amount of sales.
Who is your primary target in this case? Moms. With these two things in mind, you can start planning and designing your marketing campaign.
You'll find that starting with a specific goal and audience will actually help you think of bigger and broader ideas.
Once you've solidified the main aspects of your campaign, you can then branch out. If you need even more guidance on how to get your campaign going, follow the SMART goal structure.
Especially if you have a large marketing budget, make sure you're allocating it meticulously. When you have a big budget to work with, it can be easy to just throw money around without being meticulous about it. But what is the most cost-efficient way to reach your audience? Never lose sight of that.
Something you can do is set a daily advertising spend before you actually start. With that estimate, you should also try to project an ideal reach and see how close you're getting to your targets.
Outside of just looking into advertising spend, make sure you're allocating enough copywriting budget for your ads and content marketing. Doing so will make sure you have everything you need to execute your plan.
It's important to pinpoint a goal and target audience when you're in the creating phase of the process, but it's a different story when you're in the campaigning phase.
With that said, you do want to reach a more diverse range of people. Don't restrict yourself to only one platform. If you're planning on using digital marketing strategies, leverage different types of ads.
You want to generate as much traffic as possible because more views means a higher chance that you'll make sales.
Put yourself in the shoes of a consumer. You're watching a YouTube video, and an ad pops up. After a few seconds, the "skip ad" button pops up. Obviously, you skip the ad.
But there are those rare instances where the ad is so interesting or entertaining that you don't press the "skip ad" button. This is your goal, as an advertiser.
Regardless of what method of advertising you choose, you need to design it in a way that'll get people to actually read, watch or look at it. It needs a great hook.
It's also important to keep in mind that to appeal to today's audience, you need to be familiar with relevant trends in society. Know what your audience likes and incorporate it into your campaign. Remember, the success of your marketing campaign depends pretty much entirely on consumers.
In our tech-savvy society, there are many ways to attract consumers, and you have a lot of room for creativity. Think of ways to present your business in the most accurate and interesting way possible.
Anti-marketing is creative because ads don’t at first seem like ads.
What else can you do to be creative? Partner with other organizations. Have an interactive marketing campaign, which includes things such as polls, quizzes, and contests. Use experiential marketing strategies, as these allow consumers to experience your business in a tangible, physical way.
The best part about experiential marketing is that you can make it an online and offline thing.
Sure, you'll have an impact on the people who actually participate in the events, but you can also turn the experiences into a video, which can then reach even more people. Just take the Lean Cuisine and Always campaign videos, for example.
A part of every marketing campaign is the copy that goes along with it. After all, making sure your message actually influences your audience should be a top priority.
That's where a great copywriter can help. Fortunately, you can hire a great copywriter today to help take your marketing campaign to the next level.
Steven Li is the founder of The Rising, a publication that covers how changes in the environment impact business, politics, and technology. He is also a contributing writer at Entrepreneur Magazine and Forbes.Hire Steven