Marketing is all around us wherever we look. Both big brands and independents are trying to get our attention 24/7. But what makes a marketing campaign different to just ‘marketing’?
Today’s #MarketingJems will give you a definition of a marketing campaign and talk about the 8 typical themes too.
Definition of a marketing campaign
A marketing campaign is a series of marketing activities that contribute to a defined business goal.
Here are 8 typical business goals and examples of marketing campaigns.
No.1 Generate leads
This is one of the most common marketing campaign themes. All businesses want to attract attention and attract leads. To generate leads using a marketing campaign the call to action might be to subscribe to a mailing list or text alerts or even become a fan of a social media page.
No.2 Qualify leads
You might have leads in your database that you want to convert to sales but perhaps you feel you don’t know enough about them to make that happen. Well, a marketing campaign can be used to qualify leads further.
For example, you could create a quiz to share on social media that is fun and interactive and within the quiz you are asking key questions that will help you to define those leads further.
No.3 Nurture leads
Nobody likes to be sold to anymore so you have to give away value. To nurture leads in a marketing campaign you might want to send them free content that will provide them with value.
For example, if you have ever downloaded a guide on a website you will have probably been added to a mailing list and received subsequent emails with both offers to buy but also additional content that you might find useful based on the first piece you downloaded.
No.4 Buy now
Sometimes a marketing campaign is used to drive direct sales. For example, if you have a new product or service available. I used the example in the video above about a business owner who has just finished writing a book. That would lend itself nicely to a direct sales marketing campaign.
No.5 Brand awareness
If you are in a profession or niche market then a marketing campaign is a great way to raise brand awareness.
No.6 Cross or upsell
You might have sold a product or service but have other things to sell that are related so a marketing campaign can be used to cross sell. Alternatively, a marketing campaign can be used to upsell to the next level product or service.
For example, if someone bought the bronze package then upsell them to the silver or gold.
No.7 Nurture customers
Too many businesses forget or ignore customers after their first purchase when what they should be doing is nurturing them. By creating a marketing campaign designed to nurture customers you will actively improve the amount of referrals you are likely to get.
Check out the #FollowtheRabbit campaign from o2 that is encouraging customers to take advantage of their added value products.
Finally, a marketing campaign might be used to train customers on your product or service. Again, too many businesses take a customer’s money and don’t look back. But if you help your customer use your product or service in the right way so it solves the problem you want to solve then you will have an advocate and referrer on your hands.
The best scenario you want is a customer who is satisfied and happy to shout about you from the rooftops.
So, once you have defined the business goal you want your marketing campaign to address then you need to choose your messages and method to market. Then create an action plan of the key stages and what measures you will use to define success.
Has this given you some creative ideas for your own business? I’d love to get your feedback so tweet me or post on Facebook and share your thoughts.