You may be wondering how to make a marketing campaign drive your business. It’s an important question, but what you really need to do is take the time to find out what makes a good marketing campaign lead to a great business opportunity. Our goal is to make your marketing campaign a success. So what makes it successful?
Factors that make your marketing campaign successful
- Clarity and value
A key factor in helping your marketing campaign succeed in the long run is to clearly identify your target audience and how you can add value to them.
Of course, a good marketing campaign must create value for the target group that has benefits or meets the needs of that organization or company.
- Right time and target audience
In order to provide useful help, it must be delivered at the right time, at the right stage in the Buyer’s Journey. Because if the time you are delivering is not when the target group needs it the most, it will be difficult for the target group to feel interested in engaging with your marketing campaign.
For example, if your target audience is at a stage where they are ready to pay for a product, they probably won’t be interested in an article or content that discusses the problems of not using the product. Target audience is another important factor besides the right time.
- Consistent with brand image
Marketing campaigns must be in the same direction as the image and direction of the company or organization. The campaign must always be emphasized along with the brand image in the marketing campaign.
- Consistent design throughout
Another thing that marketing campaigners should not neglect is the layout design or even the text used in the campaign must be beautiful and well-coordinated because it is the first impression that will make the target group interested.
How to create an effective marketing campaign?
There are six steps to creating, managing and troubleshooting a marketing campaign from start to finish. Before you get to that step, you need to have a picture in your head of who your target audience is, what they want and how they behave. That’s called creating a Buyer’s Persona. The elements you need to find answers to are:
- Who is the role model of the target audience or prospects in this campaign?
- What problems do they have?
- What are their needs and interests?
- How do you reach your target audience? For example, what channels do they use to find solutions to their problems?
- What type of content reaches the target audience the most?
Even if you have created a Buyer’s Persona, there are still key elements that will help you create an effective marketing campaign. These include:
- Content factors
- Display “Offers” on the website
- E-Mail Marketing Process Using Workflow
- Marketing to existing contact groups
- Promote content through various channels
- Evaluate and resolve any problems that arise
1. Content factors
Content is the heart of Inbound Marketing, no matter what stage of the Buyer’s Journey you’re in. Each type of content has its own power and meaning that can help you reach your goal of changing your role in the Buyer’s Journey.
One thing to keep in mind when creating content is that the experiences of each audience in each role in the Buyer’s Journey are different. Audiences that come to you for the first time have different needs or interests than audiences in other roles. Each stage and role in the Buyer’s Journey has different needs, as follows:
- Awareness Stage Creating awareness of the need for a product or service among the target group.
- Research and Education Providing useful assistance or support to target groups
- Comparison and Validation Presenting advantages and disadvantages to enable the target group to compare and decide to choose our products.
- Purchase Encourage the target group to choose our products or services, which must be done in a gentle, understanding and compassionate manner.
- Satisfaction and Advocacy Once your target audience has decided on your product, you need to keep them satisfied so that they will use it again and eventually tell others.
In this step, you will need to look for weaknesses or gaps in your marketing. You will need to see what the goal of this marketing campaign is, such as changing visitors to leads or turning leads into customers. Different goals will affect the different types of content. If it is in the Top of the Funnel stage where the goal is to change visitors to leads, you may need to create content such as E-Books, Infographics, or general article content.
Once you understand how content is used in your marketing campaign, you should be aware of the following elements of content selection:
- Find the Right Content
Creating content that meets the needs and interests of your target group by exploring which of your contents gets the most attention, which content has the highest viewership, and which content has the highest number of shares. This information will be used as a component in producing new works.
But if you don’t have this information, you can use tools like Google Analytics or search for interest data through the Public Domain to process the data to create content.
- Find the Right Format
Once you have chosen the content topic you want, you will need to think about how your content will be produced in order to get the best response. Deciding what format to present your content in may depend on the channels your target audience is in, such as whether they listen to podcasts, read e-books, or enjoy short videos. Looking at the survey results you have collected earlier can help you figure out what format your content should be in.
Join forces to build a content production team ( Recruit a Team of Content Creator)
One thing you need to know is that content creation shouldn’t be a burden on one person’s shoulders. Everyone on your team, or even your entire company, has a voice to express what your customers need. Here’s how to get feedback from your team:
- Ask for comments on interesting content topics
- Interview to allow him to express his opinions fully
- Invite them to help write content
- Ask for opinions through slide presentations or online seminars (Webinars).
- Gather opinions from various sources
In addition to interviewing your team or everyone in your company, getting feedback from outsiders or other people is another way to create content. The people you interview could be marketers, freelance writers with blogs or eBooks, or even people who write full-time.
Once you have a content topic that you want, you need to think about the topic, the title, the writing style and the target audience that you want the content to reach. Creating content may not be something you have to do yourself, but you can find free content from websites like Zerys WriterAccess or even Hubspot. You can also hire bloggers or even partners to help you create content.
Repurpose content in old content to make it more interesting ( Repurpose Content)
One thing you should realize as a content creator is that any content you create can be adapted, reused, or even repurposed, and can be distributed in different channels. Here are some examples:
- Combine text content with video files to create a multimedia e-book.
- Convert videos or webinars into blogs, eBooks, or even convert blogs into videos.
- Collect questions, answers, and comments from online seminars (Webinars) and create a blog or e-book.
- Create infographics, videos or blog posts.
The key to repurposing or reposting old content is to make sure that the content is updated. You don’t have to present outdated information. You also have to make sure that you adapt the content to be available in as many formats as possible, such as uploading a video file to YouTube, etc.
2. Display “Content Offer” through the website.
When you create your “ Content Offer ”, it’s time to focus on the right people to generate new and effective leads. There are 2 tools that will help your Content Offer succeed, which are “CTAs” and “Landing Pages”.
Call to Action (CTAs) are the primary tools used to motivate website visitors to take action, such as downloading or participating in a content offering. They can be thought of as landing pages. CTAs are often placed in strategic locations on website pages and drive traffic to the landing page, helping convert visitors into leads.
“CTAs” should be placed on the homepage of the website, blog page, or any page that has a high number of visitors or is relevant to the main content of the website to help visitors decide where to go next.
Call to Action: is an advertisement and marketing plan, a command or direction to take action. Often the action after the Call to Action is to have the customer buy a service or product.
However, CTAs don’t work alone. Your content offering needs to be on your website where you can measure visitor engagement, conversions, and bounce rates. The mainstay of CTAs is your landing page.
How to Make Effective Landing Pages
In case you don’t know about Landing Pages, simply put, Landing Pages are pages on your website that are created to exchange your Content Offering with visitor information and then convert them into Leads. It’s a win-win situation for both parties (but if it’s not a win-win situation for both parties, then that’s a problem).
Tips for Creating Landing Pages
- Make your “Content Offer” clear and easy to understand.
- Make your content offering into bullet points.
- Use attractive images
- The form must be brief and concise.
Landing pages are actually pretty simple. Just describe your “Content Offer”, add an image, and include a form that gets people to take action. You don’t need to add too much because it will distract visitors from clicking “Submit” and converting to a Lead.
There are many ways to improve your landing pages and convert them into leads, but the most important ones are the headline, the content of the page, and the form you use to get them to fill out your form.
- heading
People’s attention spans are short, especially online, so you need to make your headlines as simple as possible in the blink of an eye. Is it possible to make your content offering and what you want them to do in less than five seconds? Your headline needs to make your content offering simple and instantly understandable, and it needs to echo the message of your CTAs to reassure visitors they’re getting what they expect.
- Content
The content of your landing page should clearly and specifically describe your content offering and tell why visitors should participate. Breaking it up into bullet points or points makes the content offer quick and easy to understand and helps demonstrate the value of your content offering. Bold, italic, or different styles all make an impact.
- Images
Landing pages need images to help communicate your content offering. Whether that image is the cover of an ebook or the opening shot of a webinar, images are essential to capture the attention of visitors and help you demonstrate your benefits and credibility.
- Form
The rest of your landing page is meaningless if the form is too complicated and may turn potential leads away. So make sure that your form is immediately visible when you open it, and that it asks for the information needed to evaluate and follow up. Typically, you should keep it to no more than four or five questions or fields, but if there are more, make it optional.
Data that should be entered like name and email and contact information of the Leads can be entered into Workflows and saved for future use. As for the people who entered data like number of employees, title, you have the right to consider that information because there is a high chance that those people will become customers.
Of course, if you’re a Hubspot customer, you can use Smarts Forms to capture new data from your Leads every time they enter new information.
The unavoidable length of your forms is often related to having to make a trade-off between the quantity and quality of leads you generate. While people tend to fill out shorter forms, higher quality leads come when visitors are ready to fill out information about themselves and their interests.
When you’re designing a killer marketing content offering and you’re going to put it on your website, before you start driving visitors to your site, you should consider how you’re going to nurture new leads. As you create new content offerings, how will you educate them about your company, products or services so that they’re interested?
- What are workflows?
Workflows are automated email responses sent to leads that you deem high-quality. Workflows help you take specific actions, like downloading an ebook or signing up for a webinar. Workflows are designed to generate more new leads. Workflows may also be known by other names, such as ultimate lead nurturing, marketing automation, drip marketing, or automated engagement.
- The right time
Email engagement rates continue to decline as leads age. Hubspots Social Media Scientist Dan Zarrella has data to back up how visitors engage via email and the number of clicks they receive on their ad divided by the number of times their ad is shown (CTR).
As you start creating Workflows and new leads come in, emails are automatically sent out at the times you set. You might let a campaign go and forget about it, but emails are still useful to you. They help you narrow down your leads and get them into the sales funnel faster.
- Target audience
Another way to demonstrate the power of email marketing is to target specific lead segments. Lead nurturing allows you to tie email series to special activities or events. For example, someone who signs up for an ebook might get a better response than someone who signs up for a webinar. Similarly, a business owner might be more interested in your product or service than a sales team.
Marketing Automation is the use of existing software to deliver effective marketing across a variety of channels, such as email, social media, websites, and repetitive actions like responding to emails.
- Grouping
Not every contact you have on your list has the same needs and goals, even when you have a specific Buyer Persona. In order to create effective marketing audiences, you need to break your contacts down into smaller groups, or segment them.
By creating smaller groups, you can group them by interests, professions, job titles, industries, geographies, and more, and then create experiences and messages specific to each group. This can increase engagement and help your contacts move on to the next sales funnel. If you’re pressed for time, you can group your leads by the following criteria:
- Contact characteristics such as company name, city, size, business, lead quality, interaction level.
- Channels that fill in information, such as downloading e-books, applying for online seminars, etc.
- Integrate with existing groups
Once you have created your sub-segments, you will need to help them move into your sales funnel or marketing funnel. While you are pitching your specific needs, you will need to create nurturing campaigns that resonate with each sub-segment and ensure that these contact lists are new people who actually want to pitch.
Now that your prospects have entered your pitch process, it’s time to engage them and keep them with you.
First, think about how you are going to present your content offering. Email is one of the most effective channels for reaching out to prospects. So how do you present your content offering through email?
- Product or information presentation via email ( Dedicated Email Blasts)
Dedicated Email is a great way to introduce your content offering to prospects and get them into the CTA referral funnel, which is a great way to get your prospects interested. However, remember to separate your content offerings into categories.
- Tips for Presenting Information via Email
The main trick is to keep things simple, like email newsletters, and there are some principles you need to learn and practice:
- There is only one CTA
Remember that your email should have only one CTA. Don’t put it at the end or refer to other messages. Keep your prospects focused on the most compelling email. It’s also important to focus on creating one conversion.
- Deliver personalized emails with skill
You can send a warning signal that your prospects know you but do it in a simple way, without being too forward-thinking or intrusive, which will increase your email open rate.
- Design emails for mobile display
You also need to make sure that the emails you design are mobile-friendly across a variety of screen sizes (according to HubSpot, 25% of internet users access information via mobile).
- Create Social Media and SEO Friendly Emails
When you send out an email to promote a sale, make it as easy as possible for recipients to include a share button to share the content offer on their social media pages. Also, make sure that your email tool looks like a web page, also known as an HTML email, to help boost SEO.
- Reuse the original template
Once you have an existing email template that provides you with the information you need, you can modify it and continue using it, such as changing the email subject line to make it more appealing.
- Collect measurement data
Collect CTR (Click Though Rate), Landing Page Conversions, etc. data for processing.
Now that you have the basic structure of a good marketing campaign, whether it’s a good Content Offer, a Landing Page or a Workflow that helps nurture incoming Leads, it’s time to present your Content Offer on social media and blogs.
Blogging and social media can help increase the reach of your content and help convert visitors into leads. Try blogging about short excerpts from your content or posting quotes on your social media. Just remember to add a CTA that links to a landing page for your content offering.
- How to use blogs in campaigns?
When you include your Content Offering on your blog, you should write appropriate copy that will make readers remember the content and use appropriate keywords to rank well in search. Don’t forget to include a clear CTA to generate leads for your Content Offering.
Let’s see some tips!
- Use attractive images
Readers naturally love beautiful images, so include images on your blog that tell a story, whether it’s in the blog post or shared on social media. Images, graphics, clips, or even infographics, all tell a story better than text.
- Write an attractive headline
Titles are one of the most important components of a blog, as they are what draws visitors to your blog. While there are many elements that go into creating a successful blog, one of the best things you can do to grab the attention of your readers and entice them to read your blog is to come up with good titles that are clear, accurate, catchy and SEO friendly by thinking about what keywords people will be searching for to find your blog.
- Use interesting formats
When blogging it is very important to break down your content into short and easy to understand sections. Reading content on a web page is not like reading a book. Online readers want to scroll through entire blog pages and quickly assess the content. Using subheadings, bolding and bullet points adds value to your blog.
43 % of readers admit to skimming to explore content; HubSpot, 2016.
- Share via social media
Make sure your blog has social media sharing buttons (such as a LinkedIn “Like” or “Share” button, or a “Tweet” button) on every blog. Social media allows fans to share your content on their personal social media, which helps spread your reach beyond your own connections.
- How to use social media in your campaign?
Here are some tips to help promote your content offering across social media channels.
- Plan your posting frequency and timing.
You’ll want to plan how often you share your content so that it doesn’t overwhelm your fans’ feeds. How often you post will depend on the channels you post on, your industry, and the content you’re presenting. For example, recruiting companies often post the same job repeatedly to increase the chances of being found, but it’s not a good idea to keep reminding your fans to download the same document over and over again.
Additionally, timing analysis reveals that people on different social media spend different amounts of time reading during the day and at different times of the week, and that different Buyer Personas use different social networks differently, so it’s important to look at the data you have available as well.
- Choose the best channel for your posts
There are so many different social networks available to marketers, which one do you want to use to promote your content offering? It’s impossible to use them all, so look at old marketing reports and analytics from your social networks to see which ones are right for you.
- Choose posts that are appropriate for different types of social media.
Different types of social networks have different effects on the effectiveness of promoting different types of content. You need to find the most effective social network for the content offering you create and adapt the components of your content offering to suit those networks.
- Use Hastag
When you promote your campaign on Twitter, Instagram, Google+ or any other social network, Hastag # is the answer to increase your reach. A research tool called Hastagify helps you find and compare the popularity of related Hastags.
If you are launching a big campaign, you can create a new hashtag to promote the campaign (but make sure it is a new hashtag that no one has used before). Choose one that is relevant to the campaign and promote it on your landing page, in emails or even on social media. This will improve your campaign content offering and help you see how the campaign is performing.
6. Evaluate results and solve problems that occur.
Now that you have created a marketing campaign from start to finish, you will want to go back and review the different components of the campaign and evaluate how they performed on their own or as part of the whole.
There are actually a number of metrics you can use to evaluate the success of your campaign, and if you’re trying to sneak a peek at the entire campaign, start by analyzing the landing page that hosts your Content Offer campaign.
What if the display is bad?
Different metrics tell different stories. If your Content Offer campaign isn’t performing as well as you’d hoped, you’ll need to identify which metrics need improvement.
- If your Landing Page traffic is quite low , then what you need to do is to try to promote your Content Offer more.
- If your landing page conversion rate is low, then you may need to focus on creating a more engaging content offering, improving your landing page, or making sure you are delivering the right content to the right people.
- If the number of new leads coming from your campaign is low, you will not be able to reach new leads. If your content offering is good only to your existing audience, you will need to expand your reach with blogs, social media, hashtags or other channels through your existing audience to get them to share your content offering with new audiences.
- If the number of leads coming from your campaigns is not very high , it may mean that your workflow is not good enough to convert quality leads into customers. You may need to review your workflow and make it more efficient. If the leads you have are not efficient, you will need to think about which content offering will get you the right customers.
The same applies to the rest of the marketing materials used in your campaigns. You might be using it to find out how many new leads and customers you’re generating from different channels, and you should have access to real performance indicators that will give you a rough idea of where you can improve to make your campaign more effective.
For example, there are actually two indicators you can watch to improve the performance of your CTAs.
- If your CTA clicks are low, you may need to redesign your CTA and redesign its presentation to make it more appealing, which will make people want to click on it more. Also, the location where visitors will see your CTA will help increase its appeal.
- If your click-to-submissions are low, focus on tweaking your landing page to make it aesthetically pleasing and aligned with your CTA and Buyer Persona.
- If your email open rates are low, it’s possible that your email subject line or content offer isn’t appealing enough to your recipients, or that your email delivery isn’t resonating with your targeted audience. You can start by tweaking your email subject line and message, or take the time to re-engage your target audience.
When it comes to blogging and social media marketing, here are some of the components you’ll want to keep an eye on: Blog Post Analytics
- ยอดผู้เข้าชม (Page Views
- Inbound Links
- CTA Total
- Social Media Analytics
- Link CTR
- Total shares
- Comments/ Replies
Each of these indicators will help you identify strengths and weaknesses in your marketing campaign, but don’t forget to look at the big picture. You’ll want to focus on how many new leads and customers your campaign (including new audiences from each channel) needs to generate.
