Learning how to develop a powerful marketing campaign
No matter what you are selling to customers, you need to understand how to develop a good marketing campaign. Before they purchase your products, you must realize that your customers have to pass several stages. It is once in a blue moon that they straightly push the buy button.
Thinking about your customers’ shopping habits is one important step in building a successful marketing campaign. However, there are a bunch of steps to do! And here are the full-packaged guide on how to launch a marketing campaign range from small business to a big corporate.
A guide to creating an effective marketing campaign
1. Do research!
So, what kind of product do you sell? What are the functions of your products? Before selling your product, make sure you wholeheartedly understand your product, so you can smoothly make a speech about it.
Any details in your product should be listed to answer customers in the future.
If you sell a product, just like when you input data in the marketplace, try to answer common questions like the color, size, price, and weight. If you sell a service, understand how long it will take to finish and the price.
Most importantly, create a brand perception. What your customers will recognize in your brand and what perception you want to build in your audience’s mind are the most important questions about brand perception.
For example, Apple is well-known for its high price and exclusivity. It is the result of how marketers have shaped people’s minds that only certain people can afford it. But, it is a very high-class brand, so if you want to look sophisticated, buy Apple products. That is how Apple wants you to know about the brand.
Whether you sell your products to Millenials or Boomer generation, you must first identify which market is suitable for your products. Understanding the niche will help you to craft a memorable and relevant marketing campaign.
Consider these main elements like gender, age, location, marital status, location, and income level to assist you in deciding content, language style, and social media. For example, in Indonesia, people mostly use Instagram, while in Western countries, the inhabitants frequently open Facebook.
Take a look at how competitors “hook” their customers. Then, you can think about what factors that make you unique.
2. Decide an end goal
A marketing campaign is dynamic, and it does follow trends in society. Consequently, decide your end goal for each campaign because the next campaign can be distinct!
Answer why you are running this particular marketing campaign. Some answers may vary since it depends on your business background. You can start a marketing campaign to increase brand awareness, promote a new product, persuade people to attend your event, gather your audiences’ feedback, or increase the profit.
3. Create a funnel to Enhance your Marketing Campaign
There are three categorizations of sales and marketing funnel that help you decide what kind of content to create.
Tofu (Top of the Funnel)
Tofu has the widest audience compared to the other two levels since the main goals of it are still to generate leads and create awareness. In this stage, you have to introduce your brand to visitors.
Contents that are suitable for Tofu are blogs and social media posts like Instagram and Facebook.
Mofu (Middle of the Funnel)
Mofu is aimed to convert leads to prospects since the audiences become more specific than Tofu.
You can categorize people into Mofu when they start to consider buying your product. How do you know? People who are in this category attempt to register their emails or follow your Instagram account.
Contents for Tofu will be Webinars, an online meeting via the Internet in real-time, and a landing page that contains Call to Action (CTA) to direct them to buy.
Bofu (Bottom of the Funnel)
Here, you have a high probability to convert them into a buyer!
The prospects who are listed in your email campaigns have a strong desire, but they usually need a final evaluation. So, it is time to send them product demos and free trials. Let them glimpse your services and products and crave for your full package.
4. Design content
After knowing your audiences and how to classify them, let us start thinking about designing the content.
Which social media should you use for your marketing campaign?
You have known your target market, right? Based on your research, match them with the current trends and demographics.
Facebook remains to be the most used social media in the US. Pew Research Center reported people on Facebook are more likely to visit the website rather than Instagram of Snapchat users.
The highest percentage of people who use Facebook is at the age of 25 to 30 years old with 84 percent. Next, 79 percent of 30 to 49 year-olds also use Facebook. Even though Instagram ranks in the second position, 35 percent of the US teens rate it as their favorite social media.
Therefore, consider your target market before focussing on the content sharing platform.
Should you create an article, photo or video?
During May 2016 and May 2017, famous media publishers such as Time and People Magazine increased their video output on Instagram. Their average engagements on photos were higher than videos, but the engagement for videos had increased by 53 percent!
These audiovisual outputs do pretty much everything. You can put words, images, and audio at the same time. Therefore, people are more engaged with videos.
However, calculate every function of each content. If you want to be the number one search on Google, you should start with blogs containing a good Search Engine Optimization (SEO) rate.
You can use photos to draw people’s attention directly because when you use videos you have to capture them in 10 seconds! Otherwise, their engagement will drastically decrease. Understand how to develop a marketing campaign can be challenging especially when you do this for the first time. The key point of creating this is to deeply recognize who your audiences are. By solving this prime problem, you can easily do research related to relevant content and its sharing platform.