The period of planning before you launch a Marketing Campaign is just as important as the campaign itself. Before you start any marketing campaign, it’s essential to define what you want to achieve.
Without a firm foundation, even the greatest marketing campaign can fail. If you don’t think things through, you can waste your budget, time and resource.
1. Understand your market. Create Buyer Personas!
Marketers are often too keen to get brainstorming; coming up with ideas and concepts for content and planning the channels to get the collateral out to market. Unfortunately, this often means that research doesn’t get the full attention it deserves.
Research on your market and a situational analysis are key to get a better understanding of how your organisation is considered by your audiences, as well as both the internal and external factors affecting your position within the market. Look at external and internal databases, read up online, interview your front line sales people - do as much as you can to get a well-rounded view. It sounds simple right? But you would be surprised how many organisations rest on their assumptions about the marketplace, rather than taking the time to do proper research. Make sure you commit the time and resource so you know about the current market before you dive into it.
Marketing is completely dependent on audience reaction. It doesn’t matter how amazing your content is: if the messaging misses the target audience, it’s pretty worthless.
When you are brainstorming for your marketing campaign, make sure you are always keeping your Buyer Personas in mind - your message and content should speak directly to them. Don’t be afraid to get specific whilst creating your Buyer Personas, as these are the prospects that will be at the core of all your marketing campaigns.
2. Set Goals!
Work out where you are, where you want to be, and what you need to accomplish. Creating a campaign should start with what you want to achieve and then work backwards and find what needs to be done in order to attain this. There are many indicators of success, so ensure you have buy-in from the wider team when you set the specific goals for a campaign.
These could include more awareness in the market, increased sales, greater consumer interaction online or increased conversion rates. Remember to consider how your goals fit into the bigger picture.
By looking at just one metric in isolation, it could appear that your campaign is struggling. For instance, your campaign may significantly increase traffic to your website, but a greater number of visitors may result in decreased conversion rates, even if this means increased awareness. Look at all metrics of success and come up with SMART goals that capture the true goals of your marketing campaign.
3. Create a blueprint process
Create a solid process which should be followed every time you build a marketing campaign, detailing whose responsibility they fall under and a timeframe for completion. This way, nothing will be left in an intermediate state. Your buyer personas should feature as the first step in the process to ensure that they are always at the heart of your marketing efforts. Having this process in place will connect all the moving parts together and confirms that they are all driving in the same direction. At INCo, we have set take-on processes for our campaigns with all the vital steps documented, to ensure the smooth launch of your next marketing campaigns.
Not everything is always going to go to plan (we’re not all perfect!). What’s important is how you respond. Remember to keep looking at the results – react and change to the market.
The last thing you want to do is spend more time and money on a campaign that isn’t generating fast ROI, but remember to give the campaign enough time to succeed.
Why not get a head start on your campaign planning and talk strategy with INCo?