7 Immutable Laws of Marketing Campaign Success – Part 3
It has to be a long-term campaign strategy
The vast majority of marketing campaigns we see, has no real strategy and is simply thrown together as a reaction to reduced sales or enquiries.
Or even worse, simply built because there is a new shiny object in the digital marketing landscape, so everyone has to get involved in it, regardless of the campaign structure or audience being targeted.
If your marketing is made up out of a collection of random, unrelated actions, you’ll always spend most of your time undermining your results.
You’ll have so many different bits and pieces on the go, nothing ever gets executed to a high standard, and the leads and prospects you do generate, fall through the cracks.
We see it so often. Business owners running marketing campaigns with offers and deadlines, but they never tell their sales or service staff about the details. When prospects and clients start ringing up, the staff have no idea what is going on, which diminishes the experience and undermines the marketing efforts completely.
This will have a very direct and negative on your ROI.
Your marketing campaigns should have a very direct link to your business goals and what you are trying to achieve, they don’t stand alone like a silo.
If you always take a short-term view of your campaigns, you keep re-inventing the wheel, over and over. On top of that, you are more likely to end up with the wrong types of customers, so any money you made on the front end, you lose on the back end with re-work and problem solving.
In addition, you need to ensure you have a long-term message to go with your front end marketing efforts, ongoing email communication, re-marketing on both Facebook and Google.
How do you fix this?
Create a cohesive strategy between your marketing, sales and service. Ensure that your staff and your systems / processes allow for the influx of new enquiries. Ensure your staff know the details about the campaign, so they can have successful sales conversations when enquiries come in, don’t set them up to fail.
By spending the time to really think about this and train your staff, update your systems etc… you’ll give yourself every chance to succeed. Make sure you squeeze every bit of juice out of the opportunity, short-term and long-term.
You’ll also ensure that you remain “top of mind” with those prospects who are not necessarily ready to buy right away.
Ideally your marketing will produce immediate sales, but always remember to focus on the longer game too. You are aiming to build relationships, not just make a quick sale and run.
Finding a new customer is the hardest and most expensive activity in business. Once you found one, nurture it and work on the relationship.
Are the right customers showing up, predictably and repeatedly?
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”.