7 Immutable Laws of Marketing Campaign Success – A 7 – Part Series
Through our years of working with business and creating successful and more importantly, profitable marketing campaigns and strategies, we’ve found 7 items which are crucial to creating successful marketing campaigns.
I’ll outline these in a series of 7 articles over the next few days, and then give you an example of how these seven steps have transformed the marketing for one of our clients.
It has to be targeted
This might seem obvious at first, but we see so many marketing campaigns with no real focus or target in mind.
What problems will you experience if your campaigns are not sufficiently targeted?
Many campaigns are simply ad-hoc. Thrown together without a great deal of thought or any real consideration for who the target audience actually is.
The main downside to this is that your budget will be wasted. If you are placing your Facebook Ads, Google AdWords, Landing Pages, Email Marketing etc in front of the wrong types of prospects, you may get some results, but you will soon realise that the vast majority of people who see your ads, won’t take action. Those who do take the first action of clicking on your ads, will then take no further action.
This is to be expected really. If you are not placing the right content in front of the right audience, your response rate will be diminished, and so will your ROI (Return On Investment).
Many marketers make the mistake of using a shotgun approach when creating their marketing campaigns. A far better approach would be the sniper’s approach. One gun, one type of bullet for one type of prey.
The reality of this is that your campaigns will deliver fewer initial leads, but those leads will provide a much higher conversion rate and sales, which is ultimately what your marketing campaign is for; deliver customers to your business.
By being properly targeted with your campaigns, you’ll learn to focus on the quality of the leads your campaigns generate, instead of the vanity that comes with focussing on quantity.
Don’t be all things to all men
By taking the sniper’s approach and having real focus on who you want as leads, prospects and customers will mean that some people will choose not to do business with you. Make peace with that now. You can not serve everyone. Even if your product can, you need to ensure that you create multiple marketing campaigns, each of which targets a very specific audience.
Look at a company like Sky TV. They have something for every household, programs for every age group and interest. However, they don’t try and run a single ad to try and talk to everyone at the same time. (Although they do have some ads making the point that they have something for everyone.)
What they do is develop multiple ads, for different audiences. One ad will focus on all the sporting channels, another on the movies they have, or all the box-sets we con binge on, with another highlighting the history channel or natural geographic.
All of these ads sell the same service at the end of the day, satellite TV, but they are very specific in the audience they are reaching out to.
When your campaigns are not properly targeted, like a sniper’s rifle, you’ll also have no clarity on who you actually serve. Who is your ideal customer?
You’ll also find it very hard to measure the success of your campaigns. You might look at a campaign and feel it did not deliver results, or even go so far as to say that not many people actually want the product or service you offer. When, in reality, it is simply a case of not having the right message to the right people.
Your product is fine, but you need to change the way you talk about it.
How do you do that?
When we work with our clients, we spend a disproportionate amount of time looking at who their target market really is. We help them determine a suitable target audience, and then create a suitable message and campaign. Never start building or designing your campaigns until you have real clarity on who you are looking to attract.
There are some key elements to doing this. Mainly a series of questions that need to be answered in order to get a clearer picture of the ideal target audience.
Demographics – How old are they? Male or Female? What jobs do they do?
Remember, your audience could cover multiple age groups and genders, but you’ll want to create specific messages for each group.
Psychographics – What other brands/products do they buy? Where do they go on holiday? What type of car do they drive?
These are much more about lifestyle, and what you can learn from that information.
For instance, if you were selling expensive designer handbags, you’ll want to target people who already buy expensive products. They’ve shown a willingness and importantly, an ability to afford your product.
ABC Customer Audit – Spend some time going through your list of existing customers. Identify the ones you love dealing with and those who make you the highest ROI. They’ll normally be the same group of people.
What do they have in common? Analyse their demographic and psychographic profile.
By investing the time to truly focus on who you want as customers, identifying their key characteristics and then creating your campaigns specifically for them, you’ll see a marked upward trend in all your results.
A clearer, more relevant message, which will in turn give you much higher conversion rates and an increased ROI.
This will allow you to generate the same results, for a much reduced budget, freeing up your cash flow to invest in further, more successful marketing campaigns.
In addition to having more successful marketing campaigns, you’ll also be in a position to deliver a much better service, as you’ll be focussed on your ideal customers, tailoring your service specifically for them.
All this will lead to you building lasting relationships with customers, who come back to buy again and again, because you are able to provide them with targeted offers, specifically meeting their needs.
Do you have clarity on who your ideal customer is?
Author: Pieter K de Villiers
Pieter K de Villiers is slightly obsessed with systems. The systems and process automation he builds for small businesses are transformative, to say the least. Pieter is a Co-Founder of Barefoot Digital and the Amazon best-selling author of “Barefoot Business: 3 key systems to attract more leads, win more sales and delight more customers without your business killing you”.