To optimize a campaign, you must know your marketing objectives

The success of a marketing campaign depends on several factors. Although you cannot control all of these factors, some of them can be controlled. To maximize your chances of success, we’ve put together 10 key elements you should consider for each of your marketing campaigns . Let’s go !

1. Clearly define your target audience

The first question you need to ask yourself is: who is your target ? You need to make sure that every marketing campaign you create is directed at your ideal consumer or customer. If you want to talk to everyone, you won’t talk to anyone!

How to define your target?

  • First of all , you must ask yourself what is the use of your product or service? What problem is your product or service trying to solve?
  • Next you need to find who your product or service will help. Basically, you need to define your personas , that is, your ideal customer(s). There are no predefined rules for this, you can include as many criteria as you want, as long as they allow you to get a clear idea of ​​the person(s) you are addressing. For example, some criteria you could focus on are: age and gender, occupation, location, financial situation, family status, interests, etc. Tip : To better identify the segments of your audience, collect data on the latter with online tools!
  • Once you have defined your audience, the last question to ask yourself is: would these people be willing to pay for your product or service? If this is not the case… review your offer or your target!

2. Set goals

Before you take the plunge, you need to know what you want from your campaign, what is the goal . Do you want to generate leads, sign new customers, engage your existing customers (and make them interact with your brand), increase your visibility, increase your sales, drive more traffic to your website…?

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You need to set realistic and concrete goals for your marketing campaign before you even start it. In this way, you will be able to assess whether it is a success or not. To judge the success of a campaign, you will need to define key performance indicators (KPIs) related to these objectives. The what? An example speaks louder than words: if your objective is to increase the number of subscribers to your newsletter, your KPI will be to reach the bar of 1,000 subscribers, for example. 

3. Set your budget

To achieve your goals, you need to know how much you’re willing to invest in your marketing efforts . Think in advance about the costs that you will need to include in your budget, for example, the creation of the campaign, the internal and external resources required, time, promotion (we will come back to this later), etc.

4. Create targeted content

Once you have your audience and goals in mind, you can start creating your campaign . Constantly coming up with original campaign ideas is not easy. If you’re running out of imagination, one solution is to identify the successful campaigns of your most popular competitors. This will give you a clear idea of ​​what appeals to your audience. Never copy a competitor’s work! Instead, use it as a starting point for your own marketing campaign and add your own dough, creativity and added value to make yours the best.

5. Engage your audience

Make your audience want to participate in your campaign. The easiest way is to add a price to your campaign , preferably related to your business ( to avoid cheating ). You can also invest in visuals such as images, infographics, videos to grab their attention more. Another solution is to use gamification . Everyone loves to play. The key is to provide moments of fun and interaction for your audience. By offering them to take part in a quiz, a memory, a jackpot or any other fun campaign, you will engage more people and increase your participation rate.

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6. Offer something useful to your audience

Not everyone is going to buy your product or service immediately after seeing one of your campaigns. Use each of your actions to show your product (and how it can solve your audience’s problems) or your expertise and help your prospects get to know you better. Calls-to-action play a major role here. Offer your prospects something free, useful and unique (a video, a case study, an ebook, a free consultation, etc.) to differentiate yourself from your competitors, and also give them the opportunity to ask for more information.

7. Increase your chances of going viral

Make your campaign easy to share! If your campaign isn’t designed to be shared, you’re limiting its potential. Here are some ideas :

  • Your campaign must be easily shareable on all social networks (Facebook, Twitter, Pinterest, LinkedIn, etc.);
  • Encourage your participants to share your campaign on social networks in exchange for a gift or an additional chance to participate in your campaign;
  • Participants should be able to easily share your campaign with their friends and invite them to participate;
  • To generate dialogue around your campaign, let your audience comment, take photos, send videos, vote, etc.

8. Distribute and promote your marketing campaign

Now that you’ve created your marketing campaign, it’s time to promote it. First, you need to choose the right channel to reach your target audience . There’s no point in creating a great campaign if no one sees it. There are several ways to distribute your marketing campaign :

  • Share it on social networks;
  • Send an email to your subscribers to inform them of your campaign or include an image in your newsletter promoting it;
  • Submit a press release ;
  • Spend some money on advertising (Facebook or Linkedin ads, sponsored tweets, Google AdWords, radio ads, etc.);
  • Change your Facebook cover photo or profile picture, add your marketing campaign link in your Instagram bio;
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9. Measure your ROI

As mentioned in point #2, after each of your marketing operations, you must measure its success rate based on a given objective. What’s the point of running campaigns if you don’t measure the results? Ask yourself the right questions according to your objectives: how many new subscribers have you had? How many leads came through your marketing campaign? Did your call-to-action achieve its objectives? Collect, analyze and take into account all your data. This will allow you to create even more relevant campaigns later. Data allows you to test, optimize, learn, and react quickly with objective measurements .

To measure your ROI, you can use built-in measurement tools . A lot of digital platforms today provide you with metrics and numbers related to your campaigns, which is a good place to start. For example, Qualifio offers a powerful statistics module to help you evaluate and track the success of your marketing campaigns.

10. Keep up the momentum

Now that you’ve connected with your prospects, you can start nurturing your leads . Track the channels through which your prospects arrived, send them relevant information, talk about your business, etc. You must continue to collect data in order to get to know your Internet users better in order to be able to provide them with personalized content.

Maintain the dialogue until you become known and reliable . The day they want to buy, they will think of you! Obviously, it is not something that is built overnight, but if you follow these few tips, your results will certainly be positive.

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SAKHRI Mohamed
SAKHRI Mohamed

The blog of a computer enthusiast who shares news, tutorials, tips, online tools and software for Windows, macOS, Linux, Web designer and Video games.

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