Between all the marketers of the world, there are millions of different goals; within the goals that marketers may have in common, there are even more different variations and ideal time frames to complete them in. Despite the variety, there are always common denominators; namely, the things that distinguish successful campaigns from failed campaigns.
No matter what campaign’s niche or ideal endgame may be, following six things are essential for any marketing campaign to have the best chance at producing a strong ROI and developing a loyal customer base.
An Ideal Buyer Profile
Take a survey of all the people within a 100-mile radius who own a business, and ask them who their ideal buyer is. It is likely that a fair amount of the business owners would respond with, “Everyone.”
In concept, it would seem perfectly rational to market to any and every one in order to have the best chance at a high profit; however, designing a campaign with the goal of having it target absolutely everyone, regardless of any personal variables, is virtually the same as having it target no one at all.
Many people are skeptical of things that they haven’t tried or had recommended to them, and developing the confidence in a new brand to give its product or service a try takes a level of affinity. Drafting an ideal buyer persona makes it far easier to get attention where it matters and build affinity.
Consumers need to get the sense that they could see what you offer as an extension of themselves, and that takes a marketing campaign that communicates familiarity with who they are. Your ideal buyer profile should be a detailed description of a specific, hypothetical individual. Determine the age, gender, occupation, education level, and typical buying habits of this person; this is the ideal buyer profile to target.
Valuable, Engaging Content
In addition to knowing who the idea buyer is, it is vital to produce content that they will find relevant, engaging, and valuable. Content that educates and provides value to your ideal buyer will give them more confidence in the business as a benefactor, and not just a selling force.
A Single-Minded Proposition
Just as how many business owners tend to have a bad habit of choosing “everyone” as their ideal buyer group, there is also a widespread bad habit of choosing “everything” as the main propositions presented to potential customers. Too many benefits are distracting. The most effective campaigns need only one strong, defining proposition to the offer; the Single-Minded Proposition. This is a far more streamlined approach and more easily digested by those who view the advertisements.
Counterpart Communication Design said, “Every informative metric should be accurately tracked, measured, and recorded for the best window of insight into the campaign’s progress.” Every engagement metric is a valuable piece of feedback to the campaign’s performance that can be used to develop it further. It may help to set a target cost-per-conversion figure in advance; while surveying the analytics, you can measure how close or far away you are from reaching your ideal cost-per-conversion figure with each campaign adjustment.
An Email List
There is perhaps no truer saying in all marketing lingo than, “The money is in the list.” With an email list, you give your campaign ten times the power to make an impact and provide value. Email lists are flawless for sharing affinity-building value and making additional offers to those who have already converted. Even leads who don’t convert right away might turn out to be some of your loyal promoters down the line after you’ve provided them with a decent amount of value via email.
A Reliable CRM
Marketing campaign management can get very hectic, very quickly. In all of prospecting, analyzing, and value-sharing that you’ll be busy with, it can be frighteningly easy to accidentally let some things fall through the cracks. The right kind of CRM can automate important matters such as lead qualification, contact archival, and follow-ups on invoices.
It isn’t necessary for any marketing campaign to have even one of the six things above, but chances are that a marketing campaign with none of these suggestions will not be one that’s likely to see a return on its investments. Crafting your buyer profile, drawing prospects in with valuable content, whittling down a single-minded proposition, using reliable analytics, opting visitors into an email list, and taking advantages of great CRM solutions will make worlds of difference.