{"id":29731,"date":"2022-01-19T06:00:01","date_gmt":"2022-01-19T13:00:01","guid":{"rendered":"https:\/\/www.xpressdocs.com\/s\/?p=29731"},"modified":"2024-02-13T13:36:14","modified_gmt":"2024-02-13T20:36:14","slug":"marketing-campaign-basics","status":"publish","type":"post","link":"https:\/\/www.xpressdocs.com\/s\/blog\/marketing-campaign-basics\/","title":{"rendered":"7 Effective Marketing Strategies to Boost Your Marketing Campaign"},"content":{"rendered":"<p><span style=\"font-size: 14pt;\">In the marketing world, we spend a lot of time compartmentalizing. There\u2019s B2B vs B2C, content marketing vs paid advertising, and many more branches of this forever-changing industry.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">So\u2026let\u2019s talk simplification, shall we? Whether a marketing campaign is digital or direct mail, consumer or company facing, there are fundamental elements they should have in common.&nbsp;<\/span><\/p>\n<h2><span style=\"font-size: 18pt;\"><strong>Business Goals<\/strong><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">Business goals refer to the overarching objectives of your company. They might include:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">Increase sales\/revenue<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Increase average order amount<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Increase customer lifetime value<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Increase customer base<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">The list could go on, but these provide a basic outline. Also, depending on the industry, marketers could have little to no control over how they originate. Despite the disconnect, it\u2019s essential that your marketing goals (read on) provide unwavering support for your business goals.<\/span><\/p>\n<h2><span style=\"font-size: 18pt;\"><strong>Marketing Campaign Goals<\/strong><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">Each campaign should have a distinct set of marketing goals. More than likely, they look something like this:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">Increase foot traffic in X location by Y percent<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Increase website traffic by X percent by end-of-year<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Increase holiday sales by X percent in December<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Increase leads by X percent year-over-year between now and July 30<sup>th<\/sup><\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Sell at least Y amount of product A between May and August<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">If you haven\u2019t set marketing goals before, you might notice these have commonalities. Insiders refer to these as SMART goals. Meaning, they\u2019re <strong>S<\/strong>pecific, <strong>M<\/strong>easurable, <strong>A<\/strong>ssignable, <strong>R<\/strong>ealistic, and <strong>T<\/strong>ime-sensitive. Try to design a marketing campaign around any goal that doesn\u2019t meet each criterion, and you set yourself (and your company) up for disappointment.<\/span><\/p>\n<h2><span style=\"font-size: 18pt;\"><strong>Target Audience<\/strong><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">For the sake of time, we\u2019ll assume you already understand and have (respectfully) entered the brains of your target audience. A demographic breakdown generally includes specifics like age range, gender, and annual household income, but depending on your product or service could include things like home-ownership, kids (Do they have them?), retirement (Have they retired or do they intend to soon?), and many more.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">For B2B folks, <a href=\"https:\/\/www.forbes.com\/sites\/forbesbusinesscouncil\/2021\/07\/26\/must-do-steps-to-better-understand-your-b2b-target-audience\/?sh=3711b2bf5122\" target=\"_blank\" rel=\"noopener\">target audience<\/a> characteristics will look different and should include:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">Business needs (hopefully fulfilled by your product\/service)<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Decision-making ability (Are you speaking to another marketing department, the CEO, the end user?)<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Urgency (How fast do they want their problems solved?)<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Budget (Can they afford you?)<\/span><\/li>\n<\/ul>\n<h2 style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><strong>Marketing Campaign Strategy<\/strong><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">Your marketing campaign strategy is the approach you take to achieve marketing goals. Think of it as the \u2018what,\u2019 or the conceptualization behind the campaign (in the next section, we\u2019ll get to the \u2018how\u2019).<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Let\u2019s take an advertisement for men\u2019s deodorant, for example (think Old Spice\u2026they hit their marketing on the head with <a href=\"https:\/\/www.youtube.com\/watch?v=owGykVbfgUE\" target=\"_blank\" rel=\"noopener\">The Man Your Man Could Smell Like<\/a> commercials). Their business goal was likely to increase sales of this deodorant line over a measurable period. The marketing goal that supported the business goal could have been something like, to increase brand recognition and favorability by X percent.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">If you analyze the commercials, you can plainly see the strategy was to target female audiences, probably because studies have shown <a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/09\/24\/among-u-s-couples-women-do-more-cooking-and-grocery-shopping-than-men\/\" target=\"_blank\" rel=\"noopener\">women do most of the household shopping<\/a>.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Like this example, your marketing strategies will generally revolve around what you want to sell and who you want to sell it to. &nbsp;<\/span><\/p>\n<h2><span style=\"font-size: 18pt;\"><strong>Marketing Campaign Tactics<\/strong><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">It\u2019s easy to confuse strategy and tactics because they\u2019re closely related, but while strategy nails down what you will do, your tactics break down how you will get it done.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Going back to Old Spice, their commercials target women (strategy) by using attractive men speaking directly to them (tactics).<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Other common tactic examples include:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">Sending targeted emails<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Using direct mail<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Placing adverts on social media, billboards, or yard signs<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Publishing content on certain websites<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Exhibiting at trade shows and other events<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">Note: Messaging is one of the most crucial tactics you have at your disposal, and <a href=\"https:\/\/www.xpressdocs.com\/s\/blog\/write-less-sell-more\/\" target=\"_blank\" rel=\"noopener\">effectively communicating<\/a> your brand position at the right time to the right audience is a marketing superpower.<\/span><\/p>\n<h2><span style=\"font-size: 18pt;\"><strong>Budget<\/strong><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">Of course, you must always establish a firm and realistic budget for making all this magic happen, said financing being eternally dependent on your business, the size of your marketing team, and a zillion other factors.<\/span><\/p>\n<h2><span style=\"font-size: 18pt;\"><strong>Marketing Campaign Timing<\/strong><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">When you plan to run the marketing campaign will probably be one of the first elements you nail down, and there\u2019s also how long the efforts (and measurements) will last. Some questions to consider:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">Is the product or service seasonal?<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Will the campaign align with major company events (store opening, product launch, business anniversary)?<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Will the campaign align with cultural events (super bowl, national holiday, local festival)?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">A great campaign will reflect a timeline that has been thoughtfully set out.<\/span><\/p>\n<p><span style=\"font-size: 18pt;\"><strong>Closing Arguments<\/strong><\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Whether you\u2019ve been a marketer for years or weeks, filling your knowledge bucket is key to long-term success. For more tips and tricks, check out the <a href=\"https:\/\/www.xpressdocs.com\/s\/blog\/\" target=\"_blank\" rel=\"noopener\">Xpressdocs blog<\/a>. Whether you need concrete guidance or fun inspiration, we have lots of wisdom to choose from.<\/span><\/p>\n<p style=\"text-align: center;\"><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium\" style=\"background-color: #123161; color: #ffffff;\" href=\"https:\/\/www.xpressdocs.com\/s\/contacts\/\">Contact Us<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the marketing world, we spend a lot of time compartmentalizing. There\u2019s B2B vs B2C, content marketing vs paid advertising, (&#8230;)<\/p>\n","protected":false},"author":9,"featured_media":29732,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1,265],"tags":[299,121,327,118],"class_list":["post-29731","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-knowledge-base","category-tips","tag-franchise-marketing","tag-marketing-strategy","tag-marketing-tips","tag-real-estate"],"_links":{"self":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/29731","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/comments?post=29731"}],"version-history":[{"count":10,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/29731\/revisions"}],"predecessor-version":[{"id":33693,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/29731\/revisions\/33693"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/media\/29732"}],"wp:attachment":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/media?parent=29731"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/categories?post=29731"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/tags?post=29731"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}