Creating a successful marketing campaign is a little like magic. You mix some of this and a little of that and — presto! You have a successful campaign.
Okay, it’s not quite that simple (or mysterious), as there are definite steps you can take to maximize your success and create a solid marketing plan.
Describe Your Business
Do a quick outline of what you do and what products you sell or services you perform.
Your Target Market
What type of customers do you want to sell to? Outline your target market by listing characteristics such as age, income, education level, lifestyle, hobbies, and interests. This will help you pinpoint the most effective media to use.
Who’s Your Competition?
It’s important to know other businesses in your industry and what they offer. List competitors, both online and brick-and-mortar, and what tactics they use to reach customers. This will help you develop your marketing strategies.
Analyzing Your Strengths and Weaknesses
You’ll want to run a SWOT analysis — Strengths, Weaknesses, Opportunities, and Threats. Strengths could include your staff’s expertise and physical assets, while weaknesses could include budget constraints or a poor location. Opportunities could be your position in the local market as an industry leader, and Threats might include competitors or changing market trends.
Goals and Tactics
What do you want to achieve and how do you achieve it? Your business goals will help drive the tactics you use to advertise your business. Maybe it’s an in-store event, social media activity, creating a contest, or exploring a new email campaign.
The Bottom Line: Budget
Achieving your marketing and business goals requires a budget. You can utilize marketing funds in a variety of ways, including splitting your budget between online and print advertising, trade shows and direct marketing. Your marketing budget should outline what percentage of your profits, or overall business budget, you plan to dedicate to funding marketing activities.
Now let’s look a few other important factors.
To reach your target audience, you need to pick the right delivery method. Is it print? Digital? Direct marketing? Go for techniques that appeal most to your target market. Millennials, for example, respond to engaging content. So use social media, blogs or email campaigns to reach those customers.
Call to Action
You never want to leave dead ends in your marketing engagements. Getting the customer to DO something is imperative. Whether it’s clicking on a link, calling a number, or returning a form, you want to keep your prospects actively engaged. You can even sneak a subtle call to action in an email, like encouraging the reader to visit your website or take advantage of a discount.
Marketing Strategies for Different Sectors
While all business can benefit from the marketing tips we’ve listed, different industries might use different strategies. For example:
- A fitness company should engage and motivate their audience
- Food and drink companies can benefit from social media activity and campaigns
- Salons could use loyalty programs and bonuses for customer referrals
- Retailers should focus on discounts and mobile-driven strategies as well as print and direct mail
There are many elements to consider when devising your marketing campaign, but when it all comes together, it’s magic.
Farmhouse Creative is here to help with all your marketing needs. Feel free to contact us (not-so-sneaky call to action).