Running a marketing campaign is an effective way to promote a product or service or just to better understand your intended audience. Marketing campaigns can have a multi-channel approach and can ensure you engage with your desired audience in real and measurable ways. Here are our top 5 tips for developing campaigns:
1. Set clear objectives
It’s important to start a campaign by knowing what you hope to achieve. This ensures the messaging and call to action lead the user to the right place and helps increase conversion. Initially laid out objectives also ensure successful measurement of your campaign at the end.
2. Understand your audience
Adverts are only likely to be remembered if they are relevant to the user. For this reason, all campaigns should be targeted by segment. By completing user journeys and other planning activity the content can be tailored to your segments, meaning it is more likely to succeed.
3. Develop clear and consistent messaging and creative
Users are bombarded with content online. If you make your message and creative clear and relevant your audience are more likely to engage. It’s also worth ensuring the call to action has pride of place and is in the correct position to grab as much attention as possible.
4. Determine what success looks like
The make-up of a campaign will differ significantly if your goal is to gather data rather than to encourage people to purchase something. It’s important to be clear what is a ‘positive’ outcome is. It might be the case that a campaign isn’t as successful as you’d hoped, but you will better understand your audience and what works for them as a result.
5. Review and set next goals
Once a campaign has come to an end (or part way through if you want to optimise), it’s a valuable exercise to review the results. It’s worth having a template or process in place to consistently measure campaigns so they can be equally as successful next time or amended appropriately.
Then measure and optimise, measure and optimise, measure and optimise.
Want to see how H&A can help you formulate campaigns? View our Campaign Planning & Management service for more information.