Take Aim with your Marketing Munitions
Any campaign, whether it’s a military objective or a new marketing plan has to start with knowing who your customers or adversaries are, along with clear goals or objectives in mind. Knowing who you want to reach, were you want to go, and the time that this will take, is the first leg in any marketing venture. Only when specific goals are outlined, can you then begin to plan on how to attack and obtain your objective. In both of these types of campaigns, the lack of specific goals can negatively affect the overall success of the campaign. Strategies that are attached to specific personas and goals, when they are realistic, are the benchmarks of a sound marketing campaign. Unlike in a military campaign, where the outcomes can re-write history and cause the loss of life, marketing objectives, although a bit more reserved, are still essential. Without a clear and measurable starting and end target clearly defined, one can easily get lost and not see any real improvement. What can be far worse is actually gaining in market share but not being able to measure your achievements. If you are unable to define the metrics of your campaign with their respected gains or losses, then it is impossible to know what is working and more importantly what is not.
Start by Defining your Target Market
Define your Buyer
Determine who your ideal customer is and speak directly to them. Create a detailed buyer persona for each type of customer that you have. These personas are a fictional representation of these ideal customers and can help you refine your marketing strategies.
Most companies will have between 1 – 5 personas. To make things a bit more manageable, just concentrate on one or two personas to start. Buyer personas will help in all aspects of your marketing and they should be considered when writing or creating the following:
- Keyword Strategy - Website, blogs, s.e.o, etc.
- Blog Post - Write in the language of your persona
- Offers - What is your persona looking for
- CTAs - Calls-to action, their sole purpose is drive traffic
- Landing Pages - Pages that speak to your persona
- Thank You Pages - Good places to feature additional or new offers
- Lead Nurturing - Leads that match your ideal customers will drive sales
- New Services - Will these help your persona's pain points
Buyer personas focus your activities. A well researched and defined persona will help in getting the right traffic and leads to your website or landing pages.
Common FAQs on Buyer Personas
- They help every company, regardless of the type of business
- They are mostly created through research
- Most companies have between 1 – 5 personas
- They take time and effort to complete and can evolve over time
Clearly Develop and Write your Goals for the Upcoming Campaign
- Develop a True and Smart Marketing Goal – Every marketing campaign needs a goal to judge its success.
- Be Specific – Visits to a website, increase in leads or customers
- Measurable – Provide numbers, start to finish
- Attainable – Understand Benchmarks (time, money, length)
- Relevant – Relates back to overall goals and the persona that you are trying to reach
- Timely – Include a time-frame but also be precise
Smart Goal Example – Increase website visits by 50% (5,000 per month to 7,500 per month) by September 30TH, 2014
Marketing campaigns can be a complicated adventure and a coordinating nightmare with all of its various parts but the end results can be well worth the effort. Hippoface can help you create a killer campaign and start turning those prospects to leads and ultimately into sales.
How to Integrate your Inbound Marketing Strategies with Traditional Direct Mail.
It is not surprising that you have spent a considerable amount of time designing and testing your landing page for your next marketing campaign but if nobody lands on it then we have"If a tree falls in a forest and no one is around to hear it, does it make a sound", scenario. Not to take away from this philosophical thought experiment that raises questions regarding observation and knowledge of reality but if no one sees your landing page, it’s clearly not going to work. Driving traffic or precisely Marketing Qualified Leads (MQL) to your landing pages is what in turn increases sales. Don’t be resistant to publish the landing page’s URL in print media or a well designed and targeted mail piece.
The amount of information that is available though purchased data bases is staggering. Whether your targets are Businesses or individual consumers, these lists are extremely accurate and economical to purchase or rent when compared to list that offer e-mails. E-mail list are notorious for being outdated and extremely expensive. Add this to 30% or greater attrition rate per year for e-mails and it becomes obvious that purchasing an e-mail list is clearly a tree falling in a remote forest. Captured e-mails from your Calls-to-Action via your landing pages will fair better than a purchased list. This stands to reason since they are being supplied by your customer at the time of action. It is however important to keep all e-mails, even the ones captured by your offers up to date, purging those that are no longer valid or have been hard bounced.
The same best practices that are used for your e-mail, blogs, social media and landing pages still need to be followed when creating these offers and exposing them through direct mail. Segment and categorize your list by personas and speak to them in their language. You will have to be a little creative when assigning personas to a purchased list but with the amount of information that is available for each household or business, a rough persona can be gleamed from the data.
When creating your mail piece use some of the same best practices that you used for the landing page.
- The offer must provide value. Be aware of the different stages of the buying process. Since most of the leads that you will purchase are probably in the initial stage of the buying process make sure that the landing page and offer associated with it, reflects this.
- Convey the offer clearly
- What is being offered
- What the benefits are
- Why they need it
- How to get this offer. More than likely, this is going to be through the landing page’s URL, so be cognoscente of this when creating the URL. Create a URL that is not too long and is easily remembered when typing in a browser. If using a page that is already published and its associated URL is unimaginably long, think about shorting it though “Tinyurl” or another like application
- Convey the offer in 3 ways
- Use a header to show what you will receive and how to get that amazing offer
- Clearly explain the offer in 1–3 sentences and keep the offers to one idea
- Visually communicate the offer with stunning images that have a clear and precise impact relating to the offer.
Creating that unique mail piece that features and compliments your landing page not only opens the door to new prospects but can also be used to pound your message home in a hard and hold able piece to all of your contacts. The more exposure any marketing campaign can gain, whether through on-line clicks or via conventional mail pieces, will only serve to increase awareness.