An effective marketing campaign strategy is essential to growing your company and staying competitive. But what truly makes a campaign successful? Ultimately, it's all about generating measurable results.
Devoting the time to correctly researching the campaign with a focus on your individual brand and keeping your target audience top-of-mind will ensure that your final campaign is relevant to the group you want to reach. Every time you begin to craft a new marketing campaign, ensure you're asking these 6 questions:
1. Who is your target audience?
Your target audience should always be the first factor you consider when starting any marketing campaign. Why? Because regardless of the nature of your business, the one-size-fits-all approach to marketing is unlikely to be effective. Always begin by identifying who you’re targeting so that you can narrow your message for that particular market segment.
Think about your experience here: is there a marketing campaign or message you've seen that is memorable? Think about why it stand out. Be it humor, tone, or overall concept you will want to mimic this same kind of process for your own company.
2. Are you reaching your target audience?
The next step is to identify all the marketing channels your audience enjoys, ensure you're targeting your audience there, and understand the relationship between them. According to Statista, 78% of U.S. Americans now have a social media profile. But don't assume your target audience uses this platform to find information without first surveying them.
Another important consideration is the differences between social media. By far, the largest percentage of social media users are on Facebook, but if your message appeals to information junkies, for example, Twitter could be a better choice. If your demographic is younger, it’s likely your ads will be more effective on YouTube.
Don't forget traditional media either. Print and radio ads remain effective for certain audiences, and TV ads can reach most audiences if targeted properly. And most importantly, be sure you are reviewing the channels you decide to use to determine the effectiveness and ROI.
3. Does your marketing campaign strategy appeal to your target audience?
Ultimately, your goal is to consider how your brand fits into your target audience's lives. Make sure you are listing benefits that are relevant to them, solving problems that they face. By marketing to your target audience the way they want to be marketed to, you can better focus your efforts, save time and money (because these resources are not being wasted on people who won’t respond to the message), and grow your return on investment.
4. Does the campaign strategy fit your brand?
Just because your marketing campaign strategy speaks to your target audience doesn't necessarily mean that it aligns with your brand. If done correctly, you've spent a lot of time deciding how to brand your business. It's also important to remember that your brand is more than your logo, name, or tagline, it is the experience your customers have with your company. Don't ignore this in your marketing campaign but instead, make sure that your strategy is properly aligned for your brand as well.
5. Will you be able to track ROI or success of the campaign?
It is extremely difficult to know if your marketing campaign is driving sales if you don’t have a way to track the ROI. Some of the benefits of your marketing — brand awareness, for example — may not be trackable, but it’s important to measure everything that can be measured.
How can you do this? Including trackable links when you promote online or a unique URL for each specific channel is one way to start. It's also important to define what success looks like before you set out to create your campaign. By focusing on one objective you'll certainly able to identify success.
6. Have you established a strategic timeline to review the campaign?
It’s important to set aside time to assess the results of your campaign at an appropriate interval or intervals. This will allow you to make strategic adjustments to ensure your campaign is on track to achieve your goals. By reviewing and analyzing the results at set intervals, you'll be able to restructure the campaign or message if you aren't achieving the results you desired.
Before you begin to strategize any marketing campaign ensure you are properly identifying and reaching your target audience to create an effective marketing campaign that fits both the needs of your market as well as your brand strategy can yield positive results and help you grow your profits. By knowing what to measure and making adjustments at strategic points in the campaign, you can effectively allocate your resources and improve ROI.