Are you struggling to understand why you’re not getting a return on your marketing campaigns? Here are 5 things you can do to change that.
Let’s set the scene…
You’ve got an amazing new product that could solve the problems of people all across the nation but you’re just not getting the traction you deserve. So, you try a Facebook Ad here and some SEO work there but it’s still not taking off. How can you improve the success of these marketing campaigns?
Creating a marketing campaign from scratch can be daunting and let’s not get started on the pressure to get it right. So, here are our 5 tips for improving the success of your marketing campaigns.
Plan your entire campaign
In order to ensure your campaign runs smoothly, it’s important that you plan everything – from practice run to execution. A good way of doing this is to create a day-by-day plan of everything you need to do and how you’re going to do it.
For example, if you’re carrying out an email newsletter campaign you will need to know:
- The purpose of the email
- How many emails you’re going to send?
- What content is going in the email – subject lines, images, outbound links
- Who the email is going to?
- When you’re going to send the emails
Once you have a detailed plan in place it’s much easier to delegate tasks and ensure you’re covering all areas of the campaign.
Understand your target audience
When it comes to releasing effective marketing campaigns it’s super important to understand the audience you’re targeting. Once you understand the audience, you’ll be able to know information that could make or break your campaign. For example, in a social media campaign it would be useful to know:
- Where they spend their time – Are they part of the older generation that spend most of their time on Facebook or are they much younger and use TikTok more often?
- What stands out to them – Is your target audience more likely to notice a vibrant carousel of graphics or would they prefer to engage with a video?
- How they communicate – The language you use is also important as women are 16% more likely to use emojis than men.
The main area you need to understand about your target audience is their pain points. What product or service do you offer that solves their problem? And why is that problem so frustrating for them? Finding the answers for these questions will allow you to find the core message of your campaigns which is a great starting point.
Tailor your campaign
Attempting to target everybody in your market isn’t going to be effective. Although you might think the more people you target or reach with your campaign the more leads and sales, you’re likely to get. However, targeting such a wide group of people means that you don’t have a specific niche to target them with – meaning that the content of your campaign may not generate as many leads.
So, what’s your unique selling point (USP)? Once you know this, then you’ll know the specific audience you need to target and can tailor your campaign to them. In turn, this makes your campaign more likely to be successful as it’s focusing on a niche audience rather than trying to satisfy everyone in the market.
A topic that David Priestley discusses in his book ‘Oversubscribed‘ explains this perfectly. David says that rather than focusing on supplying the demand in the whole market, make your own market. Your market should be made up of people that value your work and are happy to pay out for it.
Another way to boost the success of your campaigns is by testing them. Prior to the launch of the campaign, carry out some soft tests so that you can see what content people react best to. This works particularly well in paid advertising campaigns.
Let’s say you wanted to put a Google Ad out for the launch of a new product with a budget of £500. Before launching this product, it would be beneficial to use £100 of that budget to test what ad will be more successful. For example, if you put out Test A that is advertising an existing product using an animated GIF and Test B that’s advertising the same product using images you can see which ad brings in more sales. You’ll then be able to see what content your target audience are reacting better to so you can use the remaining £400 to confidently target your market.
Analyse your data
Finally, taking a look at previous marketing campaigns and analysing the results you got from it is a great way to understand what’s worked and what hasn’t.
If you’ve previously used email marketing campaigns and seen no increase in engagement but when you do a social media campaign you get more leads, then you should be thinking about utilising social media marketing more in your campaigns. Or you might find that sharing videos of you and your team generates 100s of likes, comments and shares on a social media post whilst a graphic post will only get 20-25.
After looking at the data you’ll see what works so that you can utilise those strategies again, making it more likely the campaign will be successful!
Hopefully, after you try taking all these steps, you’ll see an increase in the success of your marketing campaigns. If you’re still struggling to set up marketing campaigns then contact us here!