12 Tips to Boost the Success of Your Marketing Campaign Strategy
- Always start with the big picture – What’s the business problem you’re trying to solve?
- What does success look like? Create a pointy financial model that shows your hypotheses around the estimate reach, prospect and/or buyer response rates, financial insights (sales, margin, budget) and cost per acquisition or contribution per sale by audience segment and by channel. This is also the place to document assumptions around any test activity.
- Whose the best fit for your product and/or service? What does the ideal buyer look like? Consider demographics, location, preferences and behaviours? Give them a name and personality to bring them to life.
- Explore the likely motivations for each audience segment that you have identified – what problems are they looking to solve? What is the value proposition based on what their needs are likely to be?
- Consider how to best engage your ideal buyers where they are? e.g. print media, digital media, partner databases, industry associations, social channels, internal database, events, face-to-face, peer groups, influencers etc.
- Consider a relevant sweetener (offer / value-add ) that is likely to encourage prospective buyers to engage with you and your product and/or service, even if it’s just some relevant helpful content for starters. Check that every element has a strong ‘CTA’ (call to action) so your audience knows what you want them to do after seeing your campaign.
- Create personal, helpful and engaging communications – your goal here is to add real value to the prospective buyers journey, over and above what they could find on their own.
- Be clear about any limitations or restrictions around your offer, product or service so your buyers don’t feel misled or disappointed if they are not eligible or if they miss out for some reason. Consult a lawyer and get promotional terms and conditions as relevant.
- Brief all stakeholders and staff on the campaign details. Arm them with a written brief that they can refer back to for easy reference. This is particularly important for anyone who has a customer-facing role and in my experience where many companies drop the ball.
- Ensure that any support aspects for the campaign provide a positive experience for the prospective buyer e.g. links work, websites are live, telephone numbers go to the right people, offer codes work etc.
- Where possible create tracking links and campaign reports for all aspects of the campaign to help you to understand the reach, engagement and ROI by audience segment, content piece and by channel.
- Analyse the campaign results, discuss the results with all stakeholders, document insights and apply these to continually optimise and refine campaigns in the future.
See the case study on how this approach helped Australian Geographic to generate higher quality subscribers while significantly reducing their acquisition costs.