Whether your organization is launching its first campaign or you have had successful campaigns in the past, preparation is as vital as executing the campaign. Developing a clear strategy that supports your resources and engages the community is critical to achieve a successful and cost-effective campaign.
Each campaign is customized to achieve a specific goal and the tactics are modified to what stage of the inbound methodology we are focusing on.
One of the most vital steps in this process is determining your persona, or audience. This profile will drive what kind of content we create, and on which channels we share it. We will define your personality, connect with your role, and share relevant, targeted pieces of content with them.
The campaign strategy facilitates us to identify the stages of the funnel the buyer is in, and provides content related to where they are at in terms of a solution to their problem. This creates a leaner process of ideation, creation, and publishing with some variables to consider.
We create content that is most powerful. By identifying high impact, quality content, we are able to generate ideas to build off and identify visuals to share and engage your audience to drive traffic back to your site.
By visually mapping out all of the pieces of content for the campaign we can effortlessly identify what pieces should be associated and what and where CTA’s should be placed to drive the most conversions.
Scheduling, Benchmarking & Mapping efforts are not a linear scheduling procedure, but by mapping things out properly you are left with a solid guide to plan out your tasks and to benchmark and track each as a result.
With the end goal in mind, we break the process down to fewer, more solid goals that we can control such as: visitors, clicks, conversion rates, etc. Knowing that to hit the end goal, we have to start with the smaller pieces first.
The average person is bombarded with 5,000 ads a day, so creating a general campaign approach and hoping that your message reaches the right audience is not going to be efficacious. Your customer demographic must be explored to specific traits to learn how and where they interact with your business on an individual level. By concentrating on your customers’ engagement and meeting their expectations , audiences will be more accessible to your business or services you have to offer.
For having an efficient campaign, your business must think unique to provide innovative ideas that lead to engaging content for your customers. With new, exciting, channels to engage your target demographic, it is also vital not to lose sight of a campaign’s objectives. You can’t be afraid to be unique in your campaign strategy, but once you have fascinated your customers, you have to ensure to lead them towards actionable outcomes such as an email sign-up, a free trial, or a purchase.
To execute a campaign with results you must take benefit of both online and offline marketing efforts. While you view marketing as separate entities, customers will see both as part of your brand. When having your offline & online channels complement one another in campaign strategy, ensure that your dual marketing effort does not overlap and repeat same messaging. Instead, you want each channel to add a new layer to your overall marketing presence to lead your target audience to a conversion.
Your target audience does not engage with your business exclusively on one of your digital marketing channels. Your ideal customers are at all different points of the conversion funnel, and that determines where they are engaging with your business. Only building a campaign strategy on one platform is not enough. Having a strong brand footprint in a campaign that spans across all of your online marketing efforts, you can reach more of your target audience at different points of the funnel.