Market, Measure and Meet: The Golden Keys to Campaign Strategy Success
Every business needs a solid marketing campaign to gain new customers and keep current ones interested in the brand. Without constant campaigns, you will quickly find your business trailing the competition.
But what makes a good marketing campaign? There are several tried-and-true points that every successful marketing foray uses to ensure that the message will reach your clientele with the focus that you want. While books have been written about the many strategies and tactics for successful marketing, here are just a few pointers that you should think about before starting your next campaign.
Narrow Your Market
If you aren’t already aware of this simple fact, drill this into your head: you can’t please everyone all of the time. It’s impossible. Even the most successful companies in the world have detractors…it can’t be helped.
But that’s a good thing!
Once you realize that the entire world is not your audience, then you can focus on the portion of the people who are. The most important thing you can do is to know your customers and what they want. In fact, if there is only one thing you do correctly, it should be this. When you know your customers, you can narrow your focus to them and other potential customers who are like them, growing your base without wasting time and money on something that will not appeal to them.
Set Measurable Goals
For a marketing campaign to work, you must set goals that are definable and measurable. You don’t want abstract goals such as, “gain new leads.” You need to say, “I want 100 new leads each week for the next quarter.” This way, you can easily see if you are meeting your goals and adjust accordingly.
Once you have defined marketing goals, you need to find the best marketing plan software so you can stay on task and plan ahead. Marketing software allows you to have a 30,000-foot view of all of your strategies within different departments, helping you to coordinate efforts. Then, all you have to worry about is meeting the goals you set rather than fretting over important dates.
Review and Revise
When it comes down to it, a marketing campaign is more of a process than a plan set in stone: you have to constantly evaluate and rethink small chunks of the campaign and sometimes even start again from scratch if it’s a real miss.
By constantly reviewing the efficacy of your campaign, you can stay ahead of any missteps that may occur in the future. Using your measurable goals, you can see how your customers are responding and whether you’re gaining new customers or not. After all, that is the entire point of marketing.
If something’s not working, change it. If something is wildly successful, try to emulate it. Don’t be afraid to change direction because of previous time put in: a bad plan is a bad plan, no matter how long it took to come up with.
Remember these three tips and you’re next marketing campaign should be a success.
Finlay North writes about marketing topics for a selection of small business blogs. He works as a business consultant and enjoys sharing his knowledge with the wider world online.