Enhancing Your Advertising Campaign

On advertising and marketing blogs in every single place (together with this one), you hear a number of lip-flapping concerning the significance of meticulously planning your advertising and marketing campaigns.

However what many don’t deal with is that advertising and marketing campaigns aren’t particular to product launches – if you wish to obtain measurable outcomes along with your advertising and marketing, it’s essential to deal with each single certainly one of your advertising and marketing actions as an advertising and marketing campaign. 

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So what extra baggage comes with this “campaign mentality”? What’s the ideal order of operations? What extra resources will you need?

Here’s the first part of our step-by-step blueprint for planning and launching your next marketing campaign – with a selection of hand-picked tools that will help you in every step.

1. Ideation, research and goal setting

a. Have an excellent idea

I’m willing to bet that you’ve got more brilliant ideas floating around than you realize – however, are they getting lost within the shuffle?

Organizing your ideas goes a long way in helping to identify the opportunities with the most potential.

Get a Trello board started for your advertising and marketing ideas, with columns for every stage of the planning process. Organizing things in this way helps you prioritize and holds you accountable to your ideas from start to end.

Want to learn more about how you can achieve a successful Advertising Campaign? For more information chat with our partnering Advertising Consultants.

b. Know your audience

When validating ideas, always keep your audience top-of-mind.

Ask yourself:

• Which part of the advertising and marketing funnel are you focusing on? What kind of content material or marketing campaign will resonate with those prospects?
• Which topics are popular with your audience? Which of your campaigns has resonated previously? Which of them has failed miserably?
• What is there a need for? Are the same questions showing in blog comments, on social channels and with your customer support team?

c. Be as specific as possible when setting goals

Ask yourself which key performance indicators matter most to your business and what results you can anticipate.

If you don’t have previous campaigns to confer with, take your best guess. At the very worst, you’ll be way off and may have a more realistic expectation next time.

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2. Building (and testing) your campaign landing page

If you want your campaigns to encourage action, then you’ve got to make the intended goal crystal-clear. After all, your customers deserve a pleasant, seamless advertising and marketing experience, don’t they? Having a dedicated landing page for each advertising and marketing campaign allows you to direct prospects toward the goal in a concise, compelling manner – and allows you to easily track the success of your marketing campaign.

a. Use the 5 elements of a high-converting landing page

That includes talking about benefits, not features – and making sure you supply prospects with all the information they need to make a decision.

An easy method to obtain this is to make sure that your landing page contains the 5 essential elements of a successful landing page.

Notice how all 5 elements appear above the fold?

1. Unique value proposition
2. Hero shot
3. Benefits
4. Social proof
5. Call to action

b. Ask if video can add value

Sometimes, your offer is hard to summarize above the fold. Including a video on your landing page (with the help of a service such as Wistia) could be precisely what you need to counter objections that prospects have when they just don’t get what you do.

If you do go with video, remember that it’s a time-intensive venture that will require lots of sources. Make sure you’re not neglecting the other vital elements on your landing page.

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c. Set up the delivery mechanism

As people fill out the form on your landing page, you want them to be added to a relevant list that you’ve created in your email service provider (such as AWeber). Create a dedicated list or segment for that marketing campaign so you can track sign ups easily and keep up a correspondence.

Then add a follow-up message that delivers the offering, or deliver it on the confirmation page.

3. Setting up goal tracking

If you’re going to invest time and resources into your good ideas, you’ll want to know how your marketing campaign is performing.

a. Go deep with your analytics

Tools like KISSmetrics address some of the frustrations entrepreneurs (particularly SaaS entrepreneurs) have with Google Analytics.

KISSmetrics makes it simpler to tag your marketing campaign data and build a simple custom report to show results. We’ve found it extremely helpful that the tool lets you pull customer data from your billing system so you can accurately monitor their progress all the way down the funnel – and even after they become a customer.

4. Distribution and promo

After you’ve created all the things and set up all the tracking, you’ve gotta devise a game plan for getting it all out there.

Which channels will you utilize to promote your marketing campaign? Email, co-marketing initiatives, social, press releases – perhaps even a contest?

Whichever channels you choose, remember that distribution and promotion should never be an afterthought. All this prep work should run parallel to content material production so that a lot of the legwork is done before your launch date.

a. Announcing the campaign on social media

Your followers on social media have followed you because they’re curious about what you’re doing and what you have to say.

Each marketing campaign needs a corresponding social media marketing campaign to spread the word. At the very least, you should:

• Create a variety of social assets that have design and message match with the landing page you created earlier.
• Tag the URLs you are using to distribute content on social so you’ll be able to measure the outcomes of your marketing campaign
• Schedule promotional messages in advance with tools like Hootsuite to coincide with the launch date and avoid last-minute scrambles.
• Keep your ear to the ground on social media to collect feedback and respond to comments/questions about your marketing campaign.

b. Announcing the marketing campaign in a weblog put up

When you’ve already got a group of engaged readers in your blog, why not use it as a platform to break the news about your marketing campaign?

You could write a post on a related subject to pique your readers’ interest, and then insert a CTA at the bottom of the post for your marketing campaign.

Alternatively, you might decide to write a post that merely announces the launch!

c. Announcing the marketing campaign by e-mail

If you’ve already got an engaged list, announcing your marketing campaign through email is an easy win. In spite of everything, these people have already self-identified as being interested in what you do.

Listed below are some of the best practices to help get you started:

• Make sure your email copy matches that of your landing page.
• Your body copy should be concise, and speak clearly to the benefits of your campaign. Your physique copy’s “job” is to get people to click on the CTA within the email.
• The CTA in your email has to pop and describe what people get when they click the button. Test CTA button copy that answers the question, “I want to…”

5. Lead nurturing

After your marketing campaign is launched, your work isn’t executed. Irrespective of the purpose of your marketing campaign, you need to proceed the connection so you can also make leads into clients and clients into repeat clients. I’m speaking about lead nurturing.

1. Keep delivering value

The more details you have about your leads, the more opportunities you need to send them targeted offers that will make them completely satisfied – and more likely to do business with you. Once we recently launched an ebook marketing campaign, we set up separate email advertising and marketing campaigns to fire based on answers prospects provided in the opt-in form.

If you listen closely enough, you’ll have a good idea of what your prospects want. And that puts you in the unique position to give them exactly what they need.

6. Rinse, lather, repeat

Hold a post-mortem with everyone involved to discuss your successes and shortcomings. For example:

• Did you meet the goals you laid out in step #1?
• What could have been done differently?
• For anything that didn’t work out, what’s your best guess at why it went wrong?
• How can you do things better next time?
• What have you learned about your audience?

Holding meetings like this and preserving the notes on record allows the entire group to be taught from each others’ errors and grow to be higher entrepreneurs. And that will make your next marketing campaign that much more awesome.

For advice chat with our partnering Advertising Consultants, book a free consultation or subscribe to receive the best tips, tools & (local) agencies Or… simply tell us what you need!