Marketing shouldn't be difficult if you have the right approach to the marketing campaign. Unfortunately, not all marketing campaigns work. You need to be focused, precise and deliberate in your campaign. There is no universal business marketing playbook, but there are effective marketing campaign frameworks. An effective marketing campaign requires a deliberate approach and meets the following three requirements:
- A great marketing team
- A well-designed plan/strategy
- The right marketing tools
We'll look at them in detail below.
1. Hire the right marketing team
A well-rounded marketing team with the right skills is a crucial part of your marketing strategy that can make or break your business. Yet the biggest challenge for many businesses is finding a competent and qualified marketing team.
You don’t need the most qualified or experienced marketers. Experience counts, but it’s not everything. You need a motivated marketing team focused on defining your ideal customers and producing, managing and distributing targeted messages for organic and paid channels. To run an effective marketing campaign, your team must have the following skills:
- Traditional Marketing
- Digital Marketing and Demand Generation
- Creative design (graphic design)
- Search Engine Optimization (SEO)
- Content Marketing and Email Marketing
- Editors
- Announcement specialist
- Social Media Marketing
- Research and analysis
- Project management
- Relationship Marketing
- Account-Based Marketing
2. Develop a Clear Marketing Plan or Strategy
The team needs a plan to run an effective campaign. Your marketing plan will tell the team what the expected results are and how to achieve them. The plan will also show who does what, how, when and by what means. Include the following elements in your marketing plan:
- Design your marketing objective. What message do you want to convey to your audience? This could include attracting leads, promoting brand awareness, collecting feedback, generating revenue, announcing an event, and driving user engagement. Make each message clear to make targeting easier.
- Define your customers and audiences. Each marketing message, product and channel should have a distinct audience.
- Decide on your marketing channels. Where is your audience and how do you want to reach them? Your audience dictates your marketing channel. Clearly define where each audience category spends most of their time and choose the channel that reaches them best. Channels can be email, social media, website, videos, ads, content for organic search, etc.
- Write your marketing message. Create a deliberate marketing message that targets your customers based on your goal, audience, and channel. What immediate solution do you offer to their problem, and how will they find you?
- Determine how you will analyze and measure your campaign. Every marketing campaign should have key performance indicators. These metrics vary depending on your channels, and the answer depends on your goal.
3. Have the right marketing tools
Once you have a team and a plan, your marketing campaign needs the right marketing tools called marketing technology. They need marketing tools to make their jobs easier, including automation. You will need a mix of different tools to perform different marketing functions. Here are some examples of marketing tools you may need:
- Sales and marketing automation tools or CRM tools like HubSpot, Zoho and Salesforce.
- Conversion optimization tools for conversion rate optimization (CRO) like Wordstream’s Landing Page Grader, Unbounce, and Optimizely.
- Search engine optimization (SEO) tools and analytics tools like Streamdal, Ahrefs, SEMRush, WordStrea or ScreamingFrog.
- Creative design tools like Adobe Photoshop, Canva and Scribe.
- Email marketing tools like MailChimp, Constant Contact and Klaviyo.
- Social media marketing automation tools like Buffer and SproutSocial.
- Project management tools like Monday.com, Trello, Notion and Scribe.
Used correctly, these tools can help businesses create effective marketing campaigns and stay ahead of the competition.
4. Endnote
A good, deliberate marketing campaign can help you achieve your business and brand goals. However, your campaign needs the right team, the right tools and the right plan to ensure this goal and the success of your business. Even if your business wants to run a simple local campaign, you need to find the right and effective campaign plan.