Are you about to start a new campaign? These are the top-recommended practices of marketing experts to plan successful campaigns.
“SMART” campaign goals
SMART stands for Specific, Measurable, Achievable, Relevant and Time-bound. Your campaign's goals will determine everything else, so they should always be the first step, the base of your strategy.
Learn more: Alternative definitions of SMART goals.
Saying “we want to reach more clients” is not a SMART goal. It isn’t specific, it’s hard to know exactly what to measure or how, and there are no target dates. “We want to increase our web traffic by 15% this month” is quite simple, but far better as a goal. At least, it sounds achievable, it’s specific, easy to measure, and we know the deadline.
But choosing on-point goals can be difficult for a first step. As a start, it could be better to write a clear summary describing how you plan to achieve your goals. Assess the following:
- What is your organisation’s context at the moment?
- What’s the purpose of this campaign?
- Which are your priorities?
- What are your strengths and what obstacles may you encounter?
With this summary, you should have a solid background to start working on specific goals.
In order to keep your campaign focused and deliver the right message, one should know exactly who the campaign is addressing. A strategy without a clear target has high chances to be a waste of effort and money. You'll need to tailor the content of your campaign to appeal to your specific audience, after all.
Buyer personas are a practical exercise that advertisers use in order to solve this problem. They are an abstraction of your ideal buyers, which you create by answering to questions about their career, their personality, their problems and goals, etc. If you already have quality information about your clients, go ahead and use it. Otherwise, it will be up to your sensibility and imagination. In both cases, keep your buyer personas updated and work on them as you gather new info. They should be as accurate and realistic as possible to be truly helpful.
Once you've got your buyer personas ready, it's time to start working on the campaign while keeping them close. When in doubt, check the persona's card and ask yourself what would that person want.
Read more: "Why creating buyer personas is the 1st step in sales enablement" (IMPACT blog).
Once you have “smart” goals and a target audience to focus on, it’s time to start creating content that will serve the purposes of the campaign. That can be adverts, infographics, videos, or photos of products shot by customers. There are more things that could be done, such as fostering relationships with influencers, but you know that you will always have to prepare some engaging content aside from other strategies.
You should already have established your audience’s preferences for this matter. Do they often read blog posts? Do they prefer visual, quick content? Which are their favourite websites? Tailor your message to your audience and run A/B tests to know exactly what works and what doesn’t. Remember the format is as important as the content.
- How to tailor your social media messages. (CoSchedule blog)
- Guide on creating content in formats your audience loves. (Content Marketing Institute)
Here's an example: A Facebook ad is made of one or several images, some copy, and a call-to-action (CTA) button. Before running your Facebook campaign, prepare some great photos that your clients will like, write different messages to go along with each picture, and start testing them. Change just one thing at a time, even the CTA. If you change both the text and the photo on an A/B test you won’t be able to tell what made the difference if one add works better than the other.
More about Facebook product ads.
Example of a landing page by the same team who wrote this excellent book on high-converting landing pages.
Great! A potential customer clicked on a CTA and found your page. What happens next?
Just like the rest of your content, landing pages should be designed specifically to appeal to your ideal buyers and make the conversion from stranger to client smooth and easy.
Landing pages are critical points in the buyer’s journey, and you should pay special attention to them. Run A/B tests here as well to know what works best, changing one thing at a time.
When creating a landing page, keep in mind how the buyer got there. Think about the information that they already have about your business and product, and provide them with just enough new information to continue to the next step.
A landing page needs to be extremely easy to use and understand. It’s about the first impression. If your client doesn’t know what to do next in the first few seconds, or even if the page takes too long to load, they’ll leave. If you can, ask another person to tell you what the page is about after watching it for just five or ten seconds.
Tracking & analytics
Finally, find your favourite tools to collect reliable data to measure the real impact of your efforts.
On a survey conducted by ZS Associates, 72% of respondents “reported that their salespeople do not spend enough time on the company’s CRM (Customer Relationship Management) platform”. You need to know where your traffic is coming from in order to adjust your strategy and learn what works for each persona.
The most important parameter you should be tracking is your ROI (Return of Investment). This is a versatile metric that serves to know the profitability of an investment.
In simple terms, the formula is: (Gain from investment - Cost of investment) / Cost of investment = ROI. Yet, it can be complex to calculate. The trickiest part can be defining what’s your “gain of investment”, and assessing all the variables on both gain and cost sides.
Learn more at Marketingmo.
Your CRM software will depend on the needs and experience of your team, as well as on your company’s size. Take this quiz to find the right CRM software for you, or get more information about this topic at Software Advice.