5 Marketing Campaign Elements for the New Year
1. Goals
Setting SMART (Specific, Measurable, Attainable, Realistic, & Time-bound) goals keeps a business focused, moving in one direction, and ultimately improves the overall effectiveness of any marketing campaign. Having a clear understanding of the purpose of the campaign along with measurable goals is the key to success.
2. Understanding Your Customer — Solve Needs
Clearly understanding and knowing what your customers want and need is at the center of any successful business. Knowing who your customers are, what they buy, and where they search for solutions, will aid in effectively marketing your product/solution to them.
3. Quality Content About the Need
After you understand the client’s needs, you can then provide a variety of potential solutions for the customer through quality content. When a customer is in the beginning phases of the buying journey, they don’t want to be bombarded with sales pitches; they want basic questions answered. Make sure you have this type of information readily available (blogs, ebooks, how-to guides etc.). As they move further down the funnel, they will likely want more detailed information (white papers, research studies). Providing quality content every step along the way and nurturing them through the buying process will help them see you as a leader in your industry and a resource that they turn to when they need answers.
4. Promotion of Content
Creating good content is a must. But, the content will only help your cause if people are reading it. Find out where your customers are getting their information. Do they go to social media – Twitter, Facebook, LinkedIn, or are they reading your emails and newsletters? Do they watch videos? Not sure of the answer? Research, test, and track what works best and continuously promote, promote, promote.
5. Call to Action
Don’t forget to include a Call To Action (CTA). What do you want them to do? Maybe it’s asking them to sign up for your newsletter, or attend an event. When creating the CTA, keep in mind that it should be created with one single stage of the buying cycle in mind. The CTA is a first step that the prospect is stepping towards you as a solution source for their needs. The CTA must be a positive experience to the prospect.
