One aspect of marketing that scares business owners, marketers and entrepreneurs is the marketing campaign. The thought of creating a marketing campaign can be overwhelming. Marketing campaign effectiveness is really not that hard. You just need to keep a couple items in mind when creating your marketing campaigns.
What Is A Marketing Campaign?
Let’s first make sure that we are on the same page before we jump into marketing campaign effectiveness.
A marketing campaign is a set of marketing tactics that support an overarching goal. The goal of your campaign can be as easy as increasing website traffic or doubling revenue for a specific month.
By setting the marketing campaign goal, you are going to be able to develop a consistent message for the right audience. The goal and message alignment will increase the chance your marketing campaign will be effective.
Marketing campaigns tend to be over thought and overcomplicated. The truth of the matter is your marketing campaign can be as simple or as complicated as you want. In fact, many times the simplest marketing campaign can be the most effective.
How to Create Effective Marketing Campaigns
You are still reading so I figure that marketing campaigns are not that intimidating anymore. So, how do we create more effective marketing campaigns that drive business results?
Define Your Messaging Distribution Channels
First, you need to determine how you are going to get the word out. Is your marketing campaign going to use social media, email marketing, blogging, tradeshows, public relations, or a combination of all the above?
Defining the needed messaging distribution channels is going to align your marketing campaign with your goals. For example, if your marketing campaign goal is to increase website traffic, then you are going to want to focus on blogging, pay per click, or social media. A tradeshow is probably not going to pay off.
Increase the effectiveness of your next marketing campaign by defining your message distribution channel or channels. Also, if you are going to use a particular channel, ensure that there is a valid reason. Make sure that your customer is that reason.
A Clear Call-To-Action
Your marketing campaign is coming together. You know the distribution channel or channels you are going to use. It is now time to define your call-to-action.
A call-to-action is the action you want your potential customer to take. Your call-to-action needs to align with your marketing campaign goal. The call-to-action needs to align with your customers. When your call-to-action and your customer are aligned, the conversion rate will increase. This will increase your marketing campaign effectiveness.
A call-to-action can be anything from “Download Our Whitepaper” to “Schedule Your Free Marketing Assessment”.
Your Campaign Plan
Your campaign needs definition and structure. I have seen many possible marketing campaigns go down in flames because of the lack of structure. Your campaign needs a solid plan to take the campaign strategy to campaign execution. The plan will be your guide to effective marketing campaigns.
Your campaign plan will help you be more effective and efficient as you take your campaign live. Using a project management system will help you keep your marketing campaign on track and moving.
The execution of your marketing campaign is the most important part of the entire thing. Without putting the campaign in place, there will be no results, turning your campaign into another wasted opportunity.
Building a solid marketing campaign plan will give you the ability to execute your campaign like crazy.
Your Marketing Campaign Message
There are millions of dollars wasted on marketing every year in companies around the world. The reason for this is simple. Your marketing campaigns are too complicated. Your customer base is not able to see value in the offer being presented.
I saved this point for last on purpose because I believe that your marketing campaign message is the most important piece to ensuring your marketing campaign is effective. All the tactics that you use need to revolve around the story of your customer.
How To Measure Effectiveness of Marketing Campaigns
Your marketing campaign effectiveness is only as good as the results it creates. Understanding the metrics of your marketing campaign is critical. When you measure and analyze your marketing campaigns, you are able to improve future marketing initiatives.
So how do you go about measuring and analyzing your marketing campaigns?
Start With A Clear Goal
The only way to measure and analyze your marketing campaign effectiveness is to start with a clear, measurable goal. Start by understanding what you are trying to accomplish. Start by defining your goal in terms that are achievable and measurable.
Your goals do not need to be revenue-based goals to be effective. If your goal is to get more signups for your newsletter then make that your goal. If your business is struggling with traffic to your website, make your goal to increase web traffic 10%.
By defining your goals, you are going to be able to create an effective marketing campaign and know what is working. Setting your goal is the fastest way to creating future effective marketing campaigns.
Set Up To Track Your Goal
This step in the marketing campaign is often overlooked. As we get ready to drive traffic, leads, and conversions we often forget to set up campaign tracking.
I have found that setting your marketing up on a solid marketing platform is the best step to ensuring that your marketing campaigns are effective. There are tons of solid marketing platforms out there.
Ensure that your marketing platform is able to track campaigns in terms of clicks, leads, and revenue. Starting with the basics is going to help set your marketing up for success.
Learn From Your Campaign
How often do you do a campaign post-mortem? How often does your company look back at the performance of your marketing campaigns? In order to increase the effectiveness of your marketing campaigns, you need to learn from your past.
Use the data from your marketing campaign to drive future marketing initiatives. Effective marketers understand the difference between a successful campaign and an unsuccessful campaign.
Marketing Campaign Effectiveness Final Thoughts
Marketing campaign effectiveness is nothing to be scared of, it just takes the right planning and measurement to be successful. Set yourself up for success and start seeing results. The hard part in many cases is doing the work, executing your marketing campaign. Stop planning and start executing your next marketing campaign.
Is your marketing heading in the right direction? Find out with a free marketing assessment. During your marketing assessment, we will schedule a free 30-minute phone call to discuss your current marketing activities and provide you with a tailored marketing plan to help you get more out of your marketing activities. Get started by clicking the link below.