For decades, the way marketers have advertised on the web has mostly revolved around traditional banner ads, pop-ups, and GIFs wrapped in links. While those tactics still work, they’re not the only game in town.
The industry has shifted to encompass more than just advertising (just like the rest of the world), and marketers now have the ability to leverage the power of the internet to take their campaigns to a whole new level.
Here, we’ll walk you through the steps to create a successful marketing campaign that will change the way you engage with potential customers, no matter what channel they’re on.
Create a Vision and Strategy
To start, you need to have a clear understanding of what you’re trying to achieve and why. As marketers, our job is to understand our client’s businesses, identify the problems they’re having, and develop a strategy to solve those problems. For example, if you’re trying to grow your email list, you’ll need to have a clear idea of what will help you achieve that goal and why. You should also review the existing marketing strategies and decide if you agree or disagree with them. Sometimes, a plan isn’t as effective as you think it is, and you need to be able to adjust accordingly.
Determine Your Target Personas
Determining your target personas is probably the most crucial step to creating a successful marketing strategy. When we think about marketing, the first thing that comes to mind is “people.” So, it makes sense that we need to find the right audience for our campaigns in order to achieve the best results. In reality, though, it’s not as simple as it seems.
We all want to reach the largest audience possible, but that will usually mean targeting the general population (hence, “people”). However, if you’re looking to make a specific group of people your audience, you should consider creating a persona description that will help you identify who you’re trying to reach. For example, if you’re creating an e-commerce store, you might want to target the millennial generation or Gen Z.
Create Keywords and Memorable Phrases
To expand on the previous point, you also need to focus on building out a keyword list. When someone types a phrase into the Google search bar, their web browser will look for pages that contain those words and phrases. For example, if your product is software and you want to target the keywords “business management software,” you’ll need to include those words in your content in some shape or form.
Creating a keyword list isn’t as difficult as you might think. First, you’ll want to start with a few general phrases that describe your product or service (e.g., “business management software,” “digital marketing agency,” “email list building software,” etc.). Next, you can use a tool like Google Adwords Keyword Planner or Wordtracker to find the specific phrases people are using to find your product. You can also review the content on your website and create phrases that appear frequently (but not exclusively) there. Finally, add in some variations of these phrases (e.g., “business management software,” “digital marketing agency,” and “email list building software”).
Delve Into Audience Research
Now that you have your keywords, you’ll need to dive into audience research. In general, this step involves analyzing different aspects of your target audiences’ behavior, preferences, and circumstances to determine what will make them more or less likely to purchase your product or service. If you don’t have the time to manually go through this step, you can always outsource it to someone who does.
Depending on the nature of your product or service, you might want to consider looking into specific groups of individuals (e.g., millennials, Gen Z, etc.). For example, if you’re an e-commerce store, you might want to look into the purchasing habits of millennials or Gen Z to determine the types of products they love and what will make them more or less likely to purchase your product. You can also look into the geographical area your target audience is coming from (e.g., the United States, Canada, or the United Kingdom) to determine what language they might be accustomed to or prefer.
Formulate Metrics That Matter
Once you have your target personas, you can start to formulate metrics that matter. Different industries will have different metrics that indicate success, but you’ll want to have a general idea of what will make or break your campaign. For example, is your goal to get a certain number of qualified or unqualified leads, followers, or customers?
These are some of the most basic things you’ll need to consider, but you won’t be able to move forward without them. Ideally, you’ll want to have a clear idea of what will constitute a successful campaign. Otherwise, you’re just throwing darts in the dark.
Build Out Content
With a clear idea of your target personas, you can start to build out content. The general process here is simple: you’ll want to determine how you’re going to reach your audience, what you’ll need to say to convince them to purchase your product or service, and you’ll want to create content that is relevant to that audience. If you can do this step effectively, it’ll be much easier for you to implement your strategy and track its results.
So, how do you reach your audience? There are many ways, but you’ll need to consider the type of content your audience is most likely to be interested in. If you’re fortunate, you’ll have some insight into this through your target persona research. If not, you’ll need to do some research on your own. Typically, this will involve looking into what type of content your audience is already consuming (e.g., social media, search engine, or other websites) and determining from there what type of content you should create to be most effective.
Measure Your Results
At the end of the day, you’ll need to be able to measure the results of your campaign to determine whether or not it was a success. To do this, you’ll want to track the number of leads, sales, or registrations your campaign generated. Depending on the industry, you might also want to consider looking into clickthrough rates, conversion rates, or the amount of revenue your campaign generated. (More on this below.)
There are many different tactics you might use to measure the success of your campaign. The most crucial element to keeping track of is “results.” Without them, it’s virtually impossible to know if your campaign was successful or not. Ideally, you’ll want to have a clear idea of what will constitute a successful campaign and be able to measure its results. (And, if you’re new to marketing, you might also want to consider creating a benchmark for yourself. For example, if you’re trying to grow your email list and you know that 1,000 sign-ups in the next 30 days would be a good benchmark to shoot for, you’ll know when you’ve reached that goal.)
With the basics out of the way, it’s time to put all of this into practice. After you create the proper benchmarks, you’ll be able to determine with relative ease if your campaign was a success or not. If you’re looking to grow your business, it might be time to consider adopting a digital marketing strategy that can help you reach your target audiences where they are, attract them to your website, and convert them into paying customers. By taking the steps outlined above, you’ll be able to craft a successful marketing strategy that will allow you to maximize your online presence and grow your business.