Many small businesses think they’re done after a few ads, a website, or a Facebook page. It’s like fishing on dry land—you can cast all you want but won’t catch anything because you aren’t near the pond.
Profitable marketing requires meticulous planning. A successful marketing campaign follows these steps.
Know Your Campaign’s Fit
Ideally, you should have a marketing strategy in place before launching a campaign. This plan outlines the overall marketing objectives and strategies to attract your target market. A marketing campaign, on the other hand, is a marketing action designed to achieve a specific goal.
Knowing where your marketing campaign fits into your overall strategy helps you identify your target demographic.
Setting of Goals and parameters for your campaign
What do you hope to achieve? The campaign’s goal should be clear. “More sales” is too broad. A specific metric—a specific number of sales for a specific product or service—is required. Why? So you can focus your campaign’s parameters and track its progress.
What will be achieved plus how long will the marketing campaign run?
“Sales of face beauty masks will double in three months.” “Travel services sales will increase 15% over the next eight weeks.”
Deciding on Your Success Metrics
What metrics will you use? Less is more in marketing. If not, metrics will help you determine if continuing the campaign is worthwhile.
Assemble the tools necessary to track your metrics. Google Analytics can help you increase brand awareness or improve your website’s search engine ranking.
Before you can track your progress, you must first establish a baseline for your chosen metric.
Plan Your Marketing Budget
The marketing strategies you choose will be heavily influenced by your budget. A Super Bowl TV ad costs much more than a local TV or social media ad.
Don’t rely on free marketing for your small business. Not all free marketing strategies are bad, but marketing always has a cost, even if it’s just your time. The most effective way to reach your customers may not be the cheapest.
Channels of Communication
How will you communicate? Email? Mail? PPC online marketing? Some communication channels will be more effective with your target demographic. Place radio ads only if your target market regularly listens. Consider your audience’s habits. Where are they most likely to see or hear about your products or services? In a mag? A bus? Their phones?
Execute Your Plans
Make an ad copy. Set your dates. Set up ads. Find and approach a spokesperson for your online marketing campaign. Execute your campaign’s actions.
Revisit your action plan timeline and mark completed items. It will keep you motivated.
Measure Your Results
After the campaign, evaluate its success. When did you sell the most bike seats per week or month? How many are post-campaign? If your goal was to double bike seat sales in four months, compare sales in May, June, July, August, and September.
Why are metrics vital? You can improve your marketing strategies once you know the results. Assume your bike seat marketing campaign increased sales by 41%. You’d probably run again next year.
But you may also learn how to improve future campaigns. If your Twitter and Facebook campaigns only increased sales by 2%, you may decide to drop them from next year’s campaign.
Any marketing campaign is better than none, right? Planning and metric use are the best ways to get the most bang for your money.