*Brand Partner Content*
Behind the billion-dollar launches, the 6-figure salaries, and the 8-figure business deals, there is a dedicated marketing team working tirelessly with a top-notch plan in hand. Many budding entrepreneurs yearn for these sorts of mind-blowing results in their businesses, but they lack the right techniques and strategies that can take their marketing efforts from sub-par to high-achieving.
Thankfully, I had the chance to hear from Alfred E. Nickson, a multi-millionaire earner about the key characteristics of a successful marketing campaign. Here are his 3 tips for success.
Just like your business itself depends on customers to succeed, whether your marketing campaign will hit or flop also relies heavily on the audience you are creating it for. The first thing you must consider in marketing is who you are selling to, and you must figure this out before you write a single material. Why? Because everything else you design; whether that is your marketing funnel, your offer, your pitch- will all be based on this foundation.
There are some basic activities you can conduct to figure out who your marketing audience is;
Look at your problem statement
Go back to your business plan and see what exact problem this new product or service is trying to solve. Once you have determined this, then consider who exactly is most likely to have this problem and what demographic this person might fall in.
When you have identified your target market like this, then you must go into validating your offer. You can do this by conducting polls that target your potential customers, opening a pre-order list, and evaluating the response.
Check out your existing market
This method will work if you have an existing business and are considering launching a new product or service. You can analyze your website traffic or CRM system to see what kind of people are already buying from you.
Your campaign content
Crafting the campaign is always the most fun part, and also the part most business owners tend to get wrong. Some potential problems include creating the wrong content for your audience, using spammy or controversial words, developing content in the wrong format, or for the wrong channel. Let us fig deeper into these problems and how you should avoid them.
Creating the wrong content
This all comes down to really studying your audience and knowing what resonates with them. For example, if you are a real estate agent targeting middle-income earners, you can not write a blog post about luxury home fittings. Your audience can not afford it and your campaign will fall flat.
Using spammy/ controversial words
Your marketing campaign must delicately toe the line between selling and providing real value for your customers. You might also be tempted to jump on current trends in the hope of going viral. Incorporating trends into your campaign is an artful process and has a very high chance of backfiring. If you are inexperienced, it is better to keep things simple and direct.
Developing content in the wrong format/ for the wrong channel
This is where you go back to your audience definition. You must know exactly how to reach them on the internet and what form of content they like to consume. Do they like videos? Try YouTube. Skits and memes? Get on TikTok. Long-form written words? Write blog posts. Visually pleasing pictures? Post on Instagram. This is very crucial because the format and channel is the vehicle for all your hard work. Don’t send the right parcel to the wrong address.
Your follow up
This is a part that many business owners do not pay enough attention to, or just skip altogether. Once you have delivered your message to the right people, they will begin to engage with you. What you do after that could really impact your campaign bottom-line.
Here are some good practices for a post-campaign follow-up;
If you collected emails, use a welcome series to build trust with your new audience before making the final sale
If you use social media, remember it is a two-way street. Engage, comment, and show your audience there is a real person behind your account
Remember your offer. If you promised people content, continue to deliver content. If you promised deals, deliver the best deals you can.
A marketing campaign is vast, and there are several components that can make or break it, whether big or small. However, these three factors are the key strategies that drive the complete mechanism, and implementing them correctly will go a long way.