09 Things to keep in mind before any Marketing Campaign

09 Things to keep in mind before any Marketing Campaign

Marketing Campaigns can be a powerful weapon for any Organization (B2B or B2C), Marketing Agency, or Marketing Person. but if you don't have a good plan and strategy for your marketing campaigns then it can be a headache for you and for your organization.

It can be harmful results such as more junk value, huge wastage of money, huge wastage of time, and no deserving result for Marketers.

Here we are discussing 09 important points, which can make your marketing campaigns very meaningful -

Product or Service/Domain Knowledge

Before starting any marketing campaign you must have deep knowledge about the product, service, or domain that you are going to pitch in your marketing campaigns. If you don't have good knowledge about your product then you can't engage well with your prospects.

E.g. If you don't know about the features, and requirements of a luxury car, then you can pitch anyone, and you don't know what information you need to share with them, who can be your customers, where you can get them, etc.

Market Research

Market Research is extremely important, not only for a marketing campaign, but also it is important for any new business or project. Until you do better market research, you can't know the status of the market, you can't know the interest of people, and you can't know the value of your product or services.

There are many ways to do Market Research you can start telemarketing, you can use marketing survey campaigns, you can start promotional and feedback campaigns, you can start opinion polls, etc.

Yes, It can be costly for any organization, but the cost depends on the level of survey and research.

ICP

Ideal Customer Profile, this term is very important especially for a B2B segment, after the research and survey, you must have some understanding of your ICP. This process can help to reach out to the relevant audience. If your ICP isn't clear to you, then I am sorry, you are going to survive a lot with your campaigns and you must have big-big funding support. Despite it can waste your time and efforts, and there is less probability of better results. So work smartly, find your ICP then go to the next step.

E.g. An EdTech or an E-commerce company in the USA can be an ICP for a web development company. 

Persona

From the above ICP example, you can know the better personas to reach out to. A persona is a profile of an employee who is part of any organization (ICP).

If you found better personas from your ICPs, then congratulations, you are very close to qualified customer leads using your campaigns.

E.g. A C-level and VP-level person from a small size enterprise, and a Director and Head level person from a medium size enterprise.

A most earning person or a decision maker of a family for B2C personas.

Content

Now, you have personas from your ICPs, again congrats, you are clear about your target prospects. After market research and product knowledge, you must have an idea about the client's problem and where your service/product best fits.

With amazing touchy content and pitch, you can get the attention of your prospects who are already filtered through your previous steps. It's time to hit using the best suitable pitch and content, maybe it will be required some trendy vocabulary, and current affairs knowledge for that, or you can have the requirement of a well-polished content writer. But trust me, any content writer also needs information from your previous steps to make the best content for you.

You must add some case studies or relatable examples in your content so that prospects can relate that solution to their problem, or they can share that information with their friends or colleagues. You can share some links as well in the content so that you can track your prospect's activity on your content, and campaigns.

Platform

Now you have everything, but you need to know where you can get your ICPs with better responses. If you can't recognize the best platform to find your ICPs then it can be challenging for you.

E.g. Often B2B ICPs you can get through professional platforms like LinkedIn, Twitter, Bing, Yahoo, Business Magazines, Business Events, etc.

Similarly, often B2C ICPs you can get through other platforms, like Facebook, Instagram, Google, YouTube, Roadshows, Television, etc.

Timing

Timing is a very important parameter everywhere, without the best timing everything looks faded. you have to pitch the right things at right time. In B2B, often organizations don't prefer to get into any buying activity in financial ending or closing time. But in B2C people like to purchase at salary time.

E.g. Marketing the winter collection isn't sufficient in the summer, similarly, it's not a good idea to contact enterprises on weekends.

Follow-up

When you are aware of all previous steps, especially for the best time to reach out. you must set a sequence to follow your prospects, who respond or didn't respond to your campaign yet.

Even you can set some rules with the sequences with some tools like Apollo.io or Salesnady.

E.g. Sequence - Step 1: Pitch First Time (Day-One), Step 2: Follow-up (Day 03), Step 3: Follow-up (Day 07)...

You must know and track some factors as we can see in the next steps, accordingly you have to take the decision for the next phase.

Important KPIs

You have to collect information from your campaigns in a special format so that you can take decisions accordingly, based on a few KPIs (Key Performance Indicators), you can know and make decisions for your campaigns -

Outreach

You need to know, "how many prospects" tried to touch via your campaigns, with the locations, ICPs, and Personas.

Delivery

You need to know, "how many prospects" successfully received your message through your campaigns, with the locations, ICPs, and Personas.

Checked/Opened/Duration

You must know how many people were interested to listen to or read your content and pitch, and how much time they spent with that. 

Clicked/Viewed

Now you must know, out of the previous KPI, how many people looked into that, they are more interested to know and close to being converted into business.

Negative Response/Unsubscribed/Blocked/Spam 

Such KPIs can help you to choose your ICP and Personas, and you can make impacted decisions for your upcoming campaigns for the same domain.

Interest/Reply/Inquiry/Positive Feedback

This analytics can give beauty to your campaigns, it can become your referral, survey, feedback, or conversion. This is very important for any marketing campaign.

Business

This is the conversion phase, where your sales team can report about the ROI (Return On The Investment), Accordingly, you can make decisions for your further campaigns. This can be a conclusion of your campaigns and efforts. All the best.