No matter how great the product or the service you provide is, people need more than just colorful features and detailed how-tos to feel moved to make the decision of buying what you have to offer.
A coordinated effort between different media channels and a strong message must exist. One that is both quick and easy to understand, and also connects your brands’ story to how your customers see themselves, how they relate to the world around them and what truly matters to them.
More than marketing a product or a service, marketing campaigns are about what your brand stands for and what it does not stand for. Campaigns should reflect the values the company upholds, the principles it supports and the type of journey it has endured, while also transmitting this value to its audience’s lives.
Between too much information and a wide range of similar options – convincing strangers to become customers takes a lot of work. But with a great marketing campaign, almost anything is possible.
THIS IS WHAT A MARKETING CAMPAIGN IS AND WHY YOU SHOULD CARE
A marketing campaign is a set of planned activities that must follow a specific order in a given timeframe to help promote a new or changed product or service. It starts with understanding where your product or service is at the moment and how it identifies itself. It ends with a step-by-step plan of how to bring this novelty to your audience in a relatable and easy to comprehend way.
It entails multi-channel marketing strategies (that can be already a part of your major marketing plan or an effort that will happen outside of your marketing team’s routine because of a specific emerging need). That will involve several marketing channels being covered and can be helped by any other resources your marketing team has available such as:
- Your social media channels,
- Your website and some new landing pages with catchy calls to actions to get people to subscribe and learn more about the news,
- Email marketing and lead nurturing,
- And even, if necessary for the reach you’d like to have in a given marketing campaign, the implementation of new tools for marketing automation and campaign management itself.
Whether these changes – or innovations – come from a product point of view (a new feature that was developed and needs to be released), from a brand point of view (the whole company is taking its efforts to another direction and, in doing so, it needs to decide how the market will receive the new brand positioning)… Or anywhere else in the company, successful marketing campaigns can either increase sales/amount of new revenue (sale conversion rates) or enhance customer interaction (customer activation and retention rates).
But, just like marketing campaigns can make your brand rise to a new level both in terms of brand awareness and revenue, they can also bring it down pretty quickly. So making sure your campaign management process is in place, not only in the creating and planning your campaign part but in alignment with both your brands’ principles and social standards, is key to ensure success. Here’s our three main points to look after:
1. KNOW WHO YOUR BRAND IS AND WHO IT SPEAKS TO
No matter how much planning a marketing campaign has, there’s no way you’ll be able to launch a successful one if you do not know your audience and how your brand connects to them specifically.
Making sure you’ve got a precise set of buyer personas will be key to decide which kind of content will be around your campaign and what tone of voice you’ll be using. Mainly if you’re looking to promote something that will resonate with your audience and make them want to support you.
A common mistake marketers do is thinking that the marketing campaign is something that can be separated from the brand. That mistake starts with the thinking that a marketing campaign can align itself to current pop culture trends, meaningful happenstances and social media hype just for the sake of momentum and rising popularity. Even if that might be a tempting way to score followers, don’t rush in that quick. Always keep in mind the things your brand stands for.
2. CHOOSE YOUR MARKETING CAMPAIGN GOAL – ONE AT A TIME
Having a clear goal in mind will help you decide which marketing strategies and tools will enable you to achieve that. What is it that your team is trying to achieve: an increase in sales by 10%? Enhance lead generation in 5.5%? Boost the conversion rates across your sales funnel? Or drive your visitors and customers to interact with your brand on social media?
The more specific your marketing campaign goal is, the better. Some marketers like to try to conquer the world all at once, creating a “main” goal to the marketing campaign and also trying to push other KPIs to the equation. While the idea of being able to succeed in more than one thing at once is appealing, not being able to have a clear view of what is working and what isn’t won’t help you in the long term.
More important than actually hitting your goals, marketing campaigns are perfect mediums to understand what encourages your users to actually interact with your product and brand as well as what resonates the most with them. Not just to build campaign guidelines for your brand, but to get honest insights on how other marketing-related projects should also communicate themselves to guarantee adherence. Focusing your efforts on only one goal at a time will empower you to build a much stronger concept to your campaign.
3. GET YOUR DATA TOGETHER. SERIOUSLY.
There’s a lot of great content on data analytics and the importance of making sure you’re able to track how your performance has been going. These articles and blogs posts explain why A/B testing is important in measuring the effectiveness of your hypothesis in marketing, as well as growth hacking and about how you can build experiments through most of your marketing decisions to make sure you’re conducting them as effectively as possible.
But in order to deploy those concepts to your marketing decisions, including another set of wild possibilities in terms of leveraging your current marketing-related resources to the best of their ability, you need to track everything that happens. From how many views you have in a given ad in a specific channel of the marketing campaign to how many leads are signing-up to know more about what your campaign is announcing: every single number matters.
You don’t need to fail across all of the channels you’ve set to hit during your campaign to decide you could’ve done better. You can keep a close look at their ROI, so you can make your improvements right away if necessary!
CAMPAIGN MANAGEMENT AT ITS FINEST A CLICK AWAY
Right after getting all of the information on who your audience is, choosing one goal for your marketing campaign to focus on and making sure you have a clear view of all of the data related to performance, will ensure that you’ll be ready to create amazing marketing campaigns. One awesome example of a marketing decision that created something that spoke right to the lifelong values of its audience and had huge success was Chipotle’s “Back to the Start” one.
Since creating great things is hard (and a whole set of marketing campaigns is even harder!), registering everything that has worked so far can be one of your biggest business advantages. Through Lean, Pipefy grants marketing and communication teams the ability to take control of all of their projects and processes and continuously build campaigns, content and strategies that matter. We firmly believe that the key to great execution (and valuable results) is to empower do-ers to do exactly what they do best: bring innovation and positive change.
Our Marketing Campaign Management Template will help you take a hold of all of the campaigns that are live, on standby and completed so you can make accurate and strategic decisions on which projects your team should focus given your current marketing goals, while enabling you to record all the details in a quick yet intuitive way.