Every day, marketers are pursued by marketing campaigns but they are so involved that they cannot stop for 2 minutes to actually analyse what focal points can turn a normal campaign into a winning campaign. Normally, a marketing campaign involves a series of linked, planned activities and processes that promote a service, brand, or product. Today, the channels that are need to be used to make a marketing campaign truly effective are many and they all need to be coordinated. The best marketing campaigns not only use highly sophisticated tools (such as Evolution Builder for Dynamics 365) but are also supported by detailed planning.
Less successful marketing campaigns are usually planned in a very improvised manner. This implies that the implementation of any marketing campaign requires all the necessary players to help in organizing and coordinating it. There are five points you should always follow if you want to be sure you are creating a winning and profitable marketing campaign.
1. Align the goals of all campaigns
The first step to having a winning central marketing campaign is to have clear goals to associate with each communication channel. This allows you to have a well-aligned campaign in all its components. Every marketer knows that every micro-campaign must be unique, but it is equally true and important that the central marketing plan and its goals are the most important.
2. Verification Test
A winning campaign must understand the audience to which its communications are addressed. The marketing campaign must always have a testing phase, which provides the opportunity to understand who the client is and what they want. This approach must be applied to each campaign that is created in such a way as to allow time to refine and learn how customers interact.
3. Channel Centric Planning
Once the channel has been selected and identified, it is necessary to plan the actions and communications to be undertaken. This planning varies according to the results of previous campaigns. The questions you should ask are the following:
What is the best way to communicate?
When do I have to plan my communication?
What channels should I use?
Usually an email marketing campaign requires a well-defined plan that will turn your customer’s interaction with the company into a real journey.
4. Take advantage of testimonials
Clients are not only the best form of advertising, but also give greater penetration power to marketing messages. Testimonials messages are even more vivid if they are made in video format because the message is assimilated faster and by a larger number of prospects than other forms of communication.
5. Map the Timeline
All the points outlined above are nothing if you do not define a timeline plan and a performance measurement plan. Creating a robust timeline plan and defining a metric metering plan is essential to ensure some flexibility in the event of changes in the course of the work and in case the results are unsatisfactory. You must remember that the performance tuning part is crucial in any marketing strategy.
The great amount of money and time invested in a marketing campaign makes it clear how important it is for a company to avoid the campaign becoming a flop.
It’s important to remember that a non-positive campaign has future implications for brand awareness. Use all the time you need to better organise your marketing campaign and define a solid structure that may be altered based on the changes and scenarios that come up from time to time.
Stay Tuned for the next article.