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Step #1 is to begin with the end in mind.
You can’t get where you’re going unless you know where you wanna end up. So by identifying these goals, you can really structure your marketing campaign to help you achieve them. What are you trying to accomplish? Do you want to generate more leads, do you wanna make more sales, are you trying to increase customer satisfaction or engagement with a certain department? Whatever you define as your goals, that’s how you can structure your marketing campaign.
You want more leads, that’s where your focus should be. You want more sales, you need to focus there. If you have more than one top priority, you have zero top priorities. So narrow in, focus in on exactly what you’re trying to accomplish and that’s where you’re gonna see success. This is also a great opportunity to do a SWOT analysis on your business.
Strengths, weaknesses, opportunities and threats. Identify what those are and find out if there’s a way that this new marketing campaign is able to help you overcome those. Do you have a strength that you really wanna promote? Is there a weakness that you as a business can help to work past? Is there a threat to your business that you need to focus on and what opportunities do you have to really generate some success?
Step #2 is to set your timeframe.
There’s nothing worse than sitting down and planning out what you want your marketing strategy to be and then never actually initializing or launching it. By setting a timeframe, a start date, a drop-dead date, you’re able to hold yourself to that calendar. Now keep in mind, there is an opportunity for failure here. You never wanna rush yourself to the point to producing mediocre results, mediocre creative or rushing through the design and development of your website or ad copy.
So keep in mind, you wanna have a little bit of wiggle room so that when you are developing this campaign, if you need to delay for whatever reason, you do have the opportunity to do so. Don’t rush through this. By identifying when you want to launch, you hold yourself to that, but give yourself some wiggle room so that just in case things you don’t have control over, you’re still able to adapt to. By doing this you’re able to ensure that you create a great campaign, you launch it when you need to, but you’ve also got a little bit of room just in case.
Step # 3 is to identify your milestones.
Running a marketing campaign is not easy so you wanna make sure that you’ve set these milestones and even micro milestones so that you can identify success as you achieve it. What kind of goals do you have? Can you set a milestone for making your first sale? You can set a milestone for the initial launch really. You can set a milestone for the first time that the marketing campaign becomes profitable.
Or another milestone could be the first time that the campaign pays for itself with money left over. These are all different ways to identify if you’re on the right track. Just launching a marketing campaign in the very beginning does not equal immediate success so by setting these milestones you can help encourage yourself and encourage the people around you to see where your growth is coming from and focus on that.
Step # 4 is to identify your budget.
You always wanna make sure you’re in control of your financials. So by identifying how much money you want to spend on individual campaigns or on the campaign as a whole, that allows you to focus your energies where they really need to be. If your funds are earmarked for certain campaigns and you find that other campaigns are doing better, you can always readjust. But identifying the amount of money that you wanna spend, the amount of investment that you’re placing in these marketing campaigns really will help you sleep better at night. You need to ensure that any money that you’re spending is being spent wisely. Small business owners really need to keep track of where their finances are going so it’s not something that you can just put out there and waste and spend willy nilly.
But by identifying the amount that you wanna spend and how much that spending should result in a return on investment will help you understand where you’re getting the best results and to be able to focus that budget on what makes the most sense.
Step #6 is to choose your channels.
You have to choose the channels that you’re gonna run your marketing campaign on. And there are hundreds out there. So focus on what your actual goals are.
Are you going to be selling products? Well, maybe you wanna be on Google Shopping. Or have a shopping feed connected with Facebook. Are you trying to generate more leads and you can focus on intent-based search or inbound search. Well in that case maybe you wanna have a campaign running on Google Adwords.
Are you producing DIY information, do it yourself, or a lot of great content, copy, images? Well, Pinterest or Instagram may be a great opportunity for you. There’s a lot of different ways that you can run a campaign so you have to identify the channels that your consumers are using. Even more so, identify where in the sales funnel they are when they’re using those campaigns. Oftentimes you can use these different channels to identify the right kind of customer at the right kind of time.
And because we’ve already decided what our budget is, you know where you can flex and where you can move funds to achieve the best result.
By understanding where you want to go, you can create the path to get there. By focusing on the correct marketing channels, you’re able to reduce any extraneous spending or superfluous spend that you want to avoid. So keep your budget in mind, choose your channels wisely and then optimize. Step number six is to launch.
Step # 6. Now it’s time to execute.
You’ve already picked your milestones, you know where you’re going, you’ve got your goal, you planned your budget, you chose your channels. Now it’s time to turn it on. This can be the scariest part of launching a campaign. Up until this point everything has just been on paper.
You’ve been deciding what to do and trying to understand where you want to go. Educating yourself on different strategies and different channels that you wanna focus on. Now it’s time to turn everything on and see what happens. If you’ve done your job right and you’ve budgeted and executed effectively, you’ll start to see the data coming in. You’ll see clicks, conversions, interactions with your ads, shares, likes, comments, things like that.
Take a look at all of these, follow up on them, engage with your content and utilize this to execute your marketing campaigns effectively.
Step # 7 is to optimize.
All the data has come in. You’ve got all the clicks, the conversions, all the analytics you can possibly want. So now is the time where you can start to go through and refine your campaign.
You can refine the keywords you’re focused on, refine your budget, refine the channels, change out ads, reduce or remove budget for certain campaigns and increase or move it over to other campaigns that are doing well. This is your opportunity. This is your time.
Take everything that you’ve learned, everything that you’re seeing, this real-world data, and apply it. Everything you’ve done on paper has led you up to this point.
We’ve focused incredibly hard on ensuring that the campaign you built originally is as focused and as quality as it can be. But now is the time where you use the real information to really optimize. Don’t be afraid to pull down ads. Don’t be afraid to create new ones or test new things. Don’t be afraid to completely abandon channels that are not producing the results you want.
Now is the time to make any changes that you want to and then continue making them as you move forward. Find out what works, focus on that, remove what doesn’t, and have a fantastic marketing campaign.