By Kelly Wright
There are many components to successful marketing campaigns but the most important is strategy. To ensure your campaign has the biggest impact, you need a solid foundation. Before you get started with your next campaign, ask yourself these four questions:
Where do we want to end up and why?
Think about what you want to achieve from the campaign. Do you want to increase sales? Capture market share? Improve awareness? Setting well-defined goals will help guide your efforts throughout the entire campaign. Be specific – instead of just ‘increase sales’, how much and by when? Making your goals measurable is vital to track success – we’ll come back to that later.
Who is our audience?
Knowing your target audience is the single most important bit of information you can have. Without it, you are just stabbing in the dark. Who is your ideal customer? ‘Everyone’ is not an option. Are they male/female? What is their age range? What are their interests? What specific problem does your product/service solve for them? Spending time defining your ideal customer will help you figure out the best channels to reach them.
How does our product/service benefit our audience?
One of the biggest mistakes marketers make is to focus on the features of their product/service. You may think a list of technical features sounds clever, but customers don’t care about clever – they just want to know what’s in it for them. Benefits give customers a reason to buy. To change a feature into a benefit, ask yourself ‘so what’? What problem does this feature solve?
How will we know if it works?
Measurement should be a priority to prove success and see where you can improve. If you’re not sure what constitutes success for your campaign, this handy table will point you in the direction of possible metrics for your objectives.