Many companies believe that successful marketing is a short-lived, shot-of-adrenaline kind of campaign to drive in as much traffic as possible to their page through paid searches and dry newsfeed blasts. This method will typically reach the wrong traffic and soil the marketing budget.
A solid marketing campaign, like a tasty entree, is composed of several key ingredients. Defining these ingredients and knowing how to use them is what brings in traffic and blossoms a company’s reputation. If a campaign is done right, it doesn’t have to end; it can change depending on feedback and improve into something fresh and exciting to make what was thought to be a killer campaign even better. Below goes more in depth of these “ingredients” to building a successful marketing campaign.
1. Who Would Want to Buy This?
Spending direct effort to reach out to those that are more likely to purchase the product will definitely create more revenue. If someone were in the business of selling sledgehammers, reaching out to as many people as possible, like those in online yoga groups and culinary artisan subscribers, would be a complete waste of time. Seeking out independent construction contractors or online DIY groups will prove much more profitable and will generate the beginning steps to a successful marketing campaign. In other words, find the target audience.
If the product can be aimed to just about everyone — say, chocolate candy — it is still a better marketing strategy to target a certain group. There are so many groups online that there is surely something related to the product. For chocolate candy, find a group, like mom bloggers or people that are looking for holiday gift ideas that can vouch for how good the product is, and let them do the marketing. This will come off as a more reliable source than the business itself anyways.
2. Do the Research
What do customers want? And if the product isn’t directly related to what customers want, how can it be? Nowadays, it’s unnecessary to put together in-person appointments with customers to get an idea of what they want; research and staying connected with the target audience through social media is the quickest way to forecast future trends.
Thorough research also means taking a look at the competition. What marketing campaigns have competitors succeeded with, and how could they be modified for improvement? There is nothing wrong with using competitor marketing tactics as inspiration, so long as it’s not painfully similar. Also study what didn’t work, or where they received unpopular backlash. Using this research, recent trends, and emerging technologies will help build a solid marketing foundation to determine the placement, development and value of the product.
The marketing world is opening to a wider multicultural audience too — with more millennials, 42 percent identifying with a demographic group other than “white,” influencing the workforce. According to Washington State University, “marketers know the power of connecting with a young, prosperous buyer who is in the beginning stage of the consumer cycle, this demographic becomes one of the most important to target.”
3. Search Engine Marketing
A website can be refined a thousand times over until it is perfect on all platform standards, but it won’t be seen until the search engine visibility is enhanced. Ensure that the entire digital marketing campaign is aligned with what the target consumer is searching for, including keywords, colloquial sentences, and keyword-phrases. Optimizing all marketing campaign efforts and local searches can assist in leading a consumer directly to the landing page.
Search engine marketing consists of many components of paid and unpaid searches through SEO (search engine optimization), PPC (pay-per-click) and social media. Many marketers argue which is the best form of SEM. Some will say organic SEO only, but others may find that all of them are capable of complementing one another.
Anyone who has studied marketing in school knows that there isn’t one successful avenue to take when creating a marketing campaign. Some of the best marketers must work with a low budget to develop promotional materials and advertising strategies in a timely manner. A successful marketing campaign, however, doesn’t need a lot of money to be successful. Some creativity and the willingness to take a risk is what divides a great campaign where consumers may not even realize that they’re being sold and a poor campaign where consumers are stepping over it like it’s a thorn.
Avery T. Phillips is a freelance human being with too much to say. She loves nature and examining human interactions with the world. Comment or tweet her with any questions or suggestions.