It’s crucial for any business to have a clear and well-thought-out marketing strategy in place before any ads are aired or blog posts written. It should be based on the unique advantages of the product or service a business provides, focusing on its target audience. This doesn’t mean that every aspect of a marketing campaign needs to be predetermined – there’s always room for improvement and adjustment of the campaign.
Using multiple channels
The goal should always be to reach the widest possible audience and to communicate the benefits of the products in great detail. The role of social media in this effort cannot be overstated, but it’s also important not to rely solely on this channel. Traditional media, billboards, gift coupons, and face-to-face campaigns still have a lot to offer. Also, online media is changing rapidly and a new social network seems to emerge on a daily basis. An effective marketing strategy will try to encompass all of these channels and shape its message around the specificities of every channel individually.
A dedicated marketing team is the core of a good content strategy. Treat the team according to their importance and value they bring to the company. This must go beyond decent pay and the possibility of promotion. Creative process requires additional validation. Meet with the team on a regular basis and allow for a free and open exchange of ideas. Meetings should also be used to discuss the content created in the meantime, as well as evaluate the work of your competitors and how it relates to your campaign. These brainstorming sessions are more than just a ritual they are a way to come up with new and original ideas.
Marketing isn’t an exact science and campaigns often get scattered and disorganised. It’s important to set clear goals and objectives early on and follow through on how the campaign is progressing on every level. Sometimes something as simple as personalized Sticky Notes provides a better way to keep track of your achievements and keep yourself motivated to carry on with the plan. It’s also important not to overdo it and spend more time reviewing your work than actually working.
Focus on the buyers
There’s a lot of talk about the importance of building a community around the product and the brand. A lot of time, effort, and content are dedicated to these tasks, and it isn’t always lucrative (at least, not immediately). Sometimes a more direct focus on the buyers and their needs can shake up the campaign and make it seem more direct and more impactful. This can be accomplished by paying attention to the site analytics and forming a clear idea of who the buyers are and how they should be motivated to make the purchase.
Knowing what metrics to care about
The results of marketing campaigns should be closely (almost religiously) followed and studied. Almost everything can be measured and quantified, but focusing on the right metrics makes all the difference. Consumption metrics focus on the number of page views, downloads or visits to the site. Sharing metrics give information about the level of engagement your content creates on social media. Lead generation metrics are a way to know how many visitors contact your business directly, asking about the product or a price. And in the end, sales metrics are just about the revenue. Using this data and focusing on specific parts will rapidly change the campaign and move it in the particular direction, thus making it more efficient.
With all the focus oriented toward consumers and clients, the importance of marketing efforts dedicated to the industry itself is often neglected. The appearances at professional conferences and the articles written for specialised publications won’t actually bring you money right away, but they help build relationships and reputation within a professional community. Writing guest posts on the blogs of prominent companies and influential individuals accomplishes the same effect, but it costs significantly less. This rounded campaign also appears to be more professional and all-encompassing.
The key to improving a marketing campaign is singling out the clients and customers that you want to attract and constantly refining the content to suit their needs. This requires a team that’s both analytical and creative.
Also published on Medium.