The key to any marketing campaign is having a well-thought-out strategy. This is especially true when planning a multichannel campaign because there are more moving pieces. What information do you need to build an effective campaign strategy? And what’s the best way to organize a successful campaign?
Why does starting with the right information impact success levels?
The right information is the fuel. There’s always a chance a poorly planned (or spray and pray) campaign may yield results. However, like putting regular gasoline in a diesel truck, you may think you are getting somewhere, but it’s just going to blow up in your face. 💥
Not only does starting with the right data and a plan give you a chance for success, but it also allows you to measure that success. Without a strategy, there’s no way to track or judge something’s effectiveness.
There are questions to ask yourself that give you the right information to build a campaign.
- Who are you targeting?
- How are you targeting them?
- What is your message?
- How are you tying your channels together?
- What data are you gathering?
- When and how are you retargeting?
Breakdown of the steps
Step 1: The Who
How do you figure who to target? The easiest way to decide who to target is to figure out what is your buyer persona. Or if you already have buyer personas, which one to use for this campaign.
Here are the questions to ask yourself to find the fundamentals of your “who.”
- What are their basic demographics?
What gender to they identify as? How old are they? Where do they live? What is their relationship status? Are they educated?
- What do they do for work?
What’s their job title and description? But more than that, are they a decision maker? What do they influence at work?
- What are their interests?
Do they have hobbies or interests? What do they do in their free time? Are they part of a community?
- What do they want and why can’t they have?
This a big thing for figuring out what you can do to help them! What are their goals and dreams? What are their pain points? Like, what keeps them up at night?
- Why wouldn’t they buy from you?
What’s stopping them from buying from you? What objections may they have?
- What ways would they prefer to interact with you?
Do they use social media? Do like a particular social media? Is a phone call the best way to reach them?
Step 2: The How
Now that you know who, you probably know what marketing channels are most effective for marketing to them. Then you just need to decide what channels to use for the campaign you are planning.
How do you decide what channels to use? The most important thing is that it what’s your target audience responds to.
Other important factors to consider:
- Your budget
- What step in the sales process is this campaign
- How many channels do you want to use
Step 3: The What
What is your message? How will you modify that message for the different channels?
The What needs to be third because Who you are talking to and How you are talking to them informs the decision about messaging. For example, if you are planning on using social media as a channel, then your tone needs to be more informal and your content to be more entertaining.
Step 4: Integration
How are you going to integrate or tie the channels you are using together? Will customers interact with channels in a specific order? What type of interacts do you want your customers to have with these channels? Is there a path you want your customers to follow?
Step 5: Data gathering
Before your campaign starts, it’s important to know what data you want to learn from it. Do you want to learn data about your customers?
Other important data to track is what are the metrics you are going to use the rack the effectiveness of this campaign. Is this a branding play campaign and impressions are most important? Are email opens relevant data?
Step 6: Retargeting
Retargeting should not be an afterthought of your campaign. Any retargeting or (remarketing) should be planned out and integrated into your original campaign strategy.
Having a strategy for marketing campaigns is extremely important. However, actually planning the campaign doesn’t need to be overwhelming or complicated.
What questions have you found to be important to ask yourself when planning a marketing campaign?