Every marketing campaign should have a strategic goal. It seems pretty straightforward, but far too often we do not define objectives before beginning a campaign. Not setting clear goals hinders our ability to distribute resources, capitalize on opportunities, adjust strategies and define success. Here are five questions you should ask before planning your next marketing campaign.
1. What is our goal?
What is the primary business objective of this campaign? Do you need to improve your sales? Bring in more qualified leads? Or maybe you’d like attract qualified employees. Whatever your goal is, write it down and make it SMART (Specific, Measurable, Attainable, Relevant, Time Bound). Keep this objective in mind as you create all of the materials associated with the campaign.
2. How will we measure success?
If you don't identify a KPIs, how will you determine if the campaign is successful? Be specific and define these metrics explicitly. Consider things like cost of acquisition, conversion rate or email subscriptions while you are determining these metrics. Remember, if you have a longer purchasing decision process, the long-term benefit might mean more than the short-term win.
3. Do I have the right audience?
Buyer personas! You’ve heard the word but do you have the demographics written down? If you do, it's never a bad idea to revisit these from time to time. If you don't, it could really help you create a focused message! Think about your ideal customer holistically. What problems are they facing, what types of media do they enjoy, what kind of language resonates with them and where are they hanging out?
4. Do we have the right messaging and where should we promote it?
See why buyer personas are so important? Every single piece of content you produce and where you promote it should be influenced by these semi-fictional representations of your ideal customers. Why spend the money on a LinkedIn ad if your demographic is hanging out on Instagram? You can create the most amazing campaign, but if you aren't speaking to the right crowd, it could flop!
5. Is my call to action clear?
Is it 110% clear what action you want your potential customer to take? Start Your Free Trial, Follow Us On Twitter, Buy Now; these are examples of CTA's with clear and concise actions. Don't forget about the relevance of a CTA to your campaign. If your goal is to sell 10 new products, asking someone to "Leave Us A Review," may not help you reach your goal effectively.
Creating marketing campaigns is a challenge! Creating campaigns that work is even more challenging! When we spend a little time setting goals and a solid foundation to work from, we create a road map to success.
Not sure how to get started? Drop me a line, i'd love to help! Or check out HubSpot's Free Marketing Plan Generator to help you get started.