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.
Amazing teams require all kinds! But having all kinds creates opportunities for members to be misunderstood.
So how do you get different personalities to stay on the same page working toward a common goal? In The Synergist: How to Lead Your Team to Predictable Success, Les McKeown argues that the key to teamwork is having a Synergist. This person is capable of seeing the bigger picture and helping blend different view points.
Let's take a look at some of the tools a Synergist uses to help their team succeed!
Natural Leadership Styles
First, let's take a step back and talk about leadership styles. There are three “natural” categories of leaders: Visionaries, Processors, and Operators.
If we boil it down to its simplest form, the Visionary has the idea, the Operator turns that into actionable tasks and the Processor monitors the system to make sure it is efficient.
When we look at it this way, it’s no wonder people get frustrated with one another! The Visionary loses focus when the Processor asks for details. The Processor is unnerved by the Operator's need to get things done quickly and the Visionary’s need for creative breaks frustrate the Operator.
What's a Synergist?
So how do organizations get past the triangle of diverse view points? Enter the Synergist, an individual capable of putting their own ego aside and interpreting many different working styles to promote what is best for the organization. A natural Synergist is rare but they do exist! Many of the skills they possess are learned from observation, mentors and self-awareness.
So what does the Synergist do?
The Recipe For A Great Team
Great teams require a diverse set of personalities and skill sets to get the job done. What makes some of us tick, frustrates others. The role of the Synergist is to see the entire picture and help the entire team communicate effectively.
The biggest thing to remember is that every single one of us is capable of acting as a Synergist.
We are all unique and posses strengths that can help organizations succeed. When we learn how to harness or strengths and master the skills that help facilitate teamwork, amazing things can happen!
What is your leadership style?