Having a marketing campaign without direction, goals, and proper monitoring is just as good as not having one at all. It's critical to instill top-notch campaign management in your marketing strategy. In many cases, this means hiring a service provider to do it for you. Let's learn why this may be the right decision for you.
There are all sorts of campaigns you can run within your business. But when it comes to marketing, you need a management plan to ensure everything runs smoothly.
This is especially essential given that most organizations are running several campaigns at once. For example, email newsletters, blog content, trade shows, print collateral, ads, and so on.
Keeping an eye on it all can be difficult for business owners and small teams that have to multi-task. This is where campaign management comes into play.
This will ensure your marketing campaigns are carefully planned, executed, and monitored for success. The campaign manager uses tools and methods to identify the performance of each campaign to determine what components are helping or hurting your goals.
Consistent analyses are required for all the data being tracked for each campaign. Connecting all the dots and pinpointing what's broken and needs fixing is vital.
The campaign manager learns everything possible about your business and its customers. And this is all done so the manager can make critical decisions to improve your marketing efforts.
Knowing the problems of your target customers, what their desires are, and the mediums they use will all help make campaign management effective.
At the end of the day, the goal of campaign management services is to develop, monitor, and measure the results of your marketing activities -- both paid and organic.
The end game is to attract and convert customers using various platforms and strategies, such as social media, email, giveaways, surveys, and so on. These tactics can help build recognition and visibility for your brand while also driving more qualified leads.
To be effective at marketing, a clear and consistent roadmap is necessary to ensure goals are achieved.
Let's take a look at what to expect from campaign management services.
What Are the Fundamental Tasks of Campaign Management in Marketing?
There are key workflows and tasks that make campaign management a breeze. Here's a quick overview of some of them.
It's challenging to run a marketing campaign without first knowing your audience. How can you market to customers without knowing they're pain points, desires, and problems?
In this sense, you're talking to a wall.
But even when you do learn your audience, you'll find there are different groups. So one message may resonate with one group, while it may not with another.
In this case, you'll have to develop customer segments. You'll find customer segmentation integrated into just about every type of marketing campaign.
For example, email marketing, content marketing, sales funnels, ad campaigns, and even blog posts are designed around customer segments.
Campaign management includes using customer segmentation to ensure the effectiveness of the campaigns you implement.
Once data is collected about your target customers, your campaign manager will begin the process of content development. This will be the driving force of your marketing campaigns.
The purpose of each piece of content is to educate your audience about your products and services in a way that resonates with them. This means personalizing the material so that it answers their specific questions and helps them resolve their particular problems.
For example, if you offer a software solution that both businesses and consumers can use, then the content you create for companies should differ. The issues they have will be distinctive from those of a stay-at-home mom.
As long as your content is relevant and valuable, then you'll find it easier to attract and convert more leads.
This will require consistent content creation for your blog, email campaigns, social media, and other forms of content. With a campaign management service, all of your content is organized into a calendar and written in advance to ensure a steady flow of content each month.
This will also include the use of automation tools that allow you to upload the content and schedule it for publishing.
Speaking of automation, email marketing uses tools to automate the campaign. If you don't already have an email campaign, you'll most definitely need one to nurture and convert prospects. And it'll also help you to retain more customers.
Email marketing is a valuable tool businesses can use to stay engaged with prospects and customers to gain trust and loyalty. Your customer segmentation will come in handy here, as you'll need segmented emails for each group you're targeting.
For example, you'll need a separate email sequence for prospects than you do for customers. And then you'll need to segment the customers and prospects based on whether they're a business or consumer, and other factors.
Your campaign manager will implement tools that allow you to pre-write emails and schedule them to send at specific intervals. This way, everyone who signs up to your email newsletter will receive the emails based on the segment they're in.
These are known as trigger campaigns. Once a new subscriber signs up, it triggers weekly emails from the campaign they're assigned to based on the form they fill out.
By the end of the campaign's lifecycle, the prospect is urged to take a next step, such as a call to action. You can still continue to deliver regular emails with tips, advice, and deals until they're ready to convert.
It doesn't matter if you have a local store or are strictly online -- you need an omnichannel approach to your marketing. What this means is you need to offer a consistent experience across all channels your prospects interact with you.
This can be in-store, via your website, on social media, or using a mobile device. You need a strong presence in each of these areas, but it needs to be done in a way that's cohesive and connected.
Let's say, for example, you have a promotion on social media for a product that's currently out of stock on your website or in your brick-and-mortar store. This will rub prospects the wrong way and will make them think your business is out of tune with itself.
This is one way to lose the trust and loyalty of a customer or prospect. Campaign management counters these issues using software that ensures your brand is unified on all digital and offline fronts.
Everything's connected to ensure things like this don't happen.
There's no way you can run a marketing campaign without collecting and analyzing data. Marketing analytics is the key to driving success for each of your campaigns. This will provide critical insights into the state of your campaigns and what's needed to enhance them.
You may find that there are campaigns that are doing poorly and needs scrapping altogether. Trying to do all of this manually is time-consuming, frustrating, and expensive. For instance, using spreadsheets to manage the enormous amounts of data pouring is unsustainable and redundant.
Your team should focus on more essential tasks like using the insights to implement improvements.
This is possible when you're using campaign management services. This includes the use of software tools that gather and measure data so you can optimize your campaigns to perform the better.
It's crucial to keep watch on the analytics of your campaigns, so you don't waste more money than you have to on low-performing strategies.
Why Use a Marketing Campaign Management Service?
The success of your marketing campaign relies heavily on the strategies and tools you implement. Plus, you need a way to monitor, analyze, and optimize your campaigns consistently. But it can be challenging to achieve this when you have a business to run. This is what makes campaign management services worthwhile.
In turn, your company can witness several benefits. For instance, it can help with:
Boosting your profits and sales
Raising product awareness
Creating a brand image
Developing a brand experience
Minimizing the impact of negative publicity
Gathering new customers
And this can work whether you're introducing a new product, launching a new business, or simply trying to grow an already established company.
CEO and Founder
To get the most out of your marketing campaign, you need a roadmap. This should include all your business goals, budget, time table, and available tools and strategies to achieve them.
Let's take a quick look at what's involved in the campaign management process.
Defining Goals for Your Business
It doesn't make sense to start a marketing campaign without knowing your goals. This is what you'll use to develop strategies to achieve them. For instance, you may want to get more customers or retain more customers.
In this case, you want to have specific goals -- like increasing your customer acquisition by 15%. The more specific, the easier it'll be to measure the effectiveness of your marketing strategies.
Now, when it comes to deciding your goals, you should focus on what your business needs. For instance, building brand awareness and customer loyalty. You can easily measure this by looking at customer retention rates.
Then if you're aiming for higher customer acquisition rates, you can look at the average number of leads it takes to convert one. This will give you an idea of how many leads you must attract monthly to reach your goals.
With clear goals in place, you can develop a campaign, measure its results, and make improvements as needed. Here's a quick look at some examples of goals:
Building awareness for your brand or products/services
Finding out how many direct sales (units sold) to identify profit or net revenue
Qualifying leads so teams can follow up with those with a higher likelihood of making a purchase soon
Nurturing current leads to help them along the sales funnel faster
Encouraging existing customers to buy products/services related to their purchase history
Encouraging existing customers to upgrade their product, buy more products, or buy products more frequently
Defining Your Core Audience
The next step in the campaign management process is to identify your audience. To reach the goals you set, you have to know who it is you're speaking to in your marketing collateral.
This is where segmented campaigns come in. You can develop customer personas so you can create messages specifically related to them. And, in turn, this will help to boost your response rate and conversions.
At this stage, you can develop your funnel or buyer's journey map to ensure you have content that relates to prospects at every step of the funnel.
Here's a look at what that funnel looks like:
Awareness: When prospects learn of their problem and your product or service
Interest: Prospects are showing interest in obtaining your product or service
Desire: Prospects aspire to buy your product or align with your brand
Action: Prospects turn into paying customers
Now, there are different ways you can personalize your campaign to target different customer groups. One option is to use demographics. This includes their age, gender, race, location, income, employment, education level, and homeownership.
You may want to take it a step further with learning about prospects' lifestyles and hobbies.
It's ideal for building customer profiles using the data you collect. But how do you obtain it in the first place? You can use various tools, such as quizzes, surveys, purchase history, behaviors, and interests.
With these details, you can tailor your messages to each group accordingly. For instance, how you market to millennials would be different than how you would to gen X.
These customer profiles will come in handy throughout your campaign management process.
Identifying Marketing Campaign Tools
At this point in your marketing campaign, you need to identify which tools you'll use to deliver your message to your core audience. There is a sleuth of options available.
For instance, you can use brochures, social media, blog posts, and other mediums. Depending on your marketing budget, you may even be able to use offline methods like billboards and radio ads.
But if not, you can find several online methods that are equally (if not better) effective as TV and magazine ads. In the end, it's about diversifying so you're not stuck on only one platform.
Of course, you should go with the platforms that relate to your brand and the audience you're targeting. Here's a quick look at some of the tools you can use include:
Print: This includes catalogs, newsletters, flyers, brochures, and ads in magazines and newspapers.
TV: Regional and local ads that are visually stimulating and creative.
Radio: Lacks visual element, but it's repetitive and local.
Events/Trade Shows: Connect with prospects using exhibits and displays to showcase your product or service.
Inbound Marketing: Uses campaigns to drive people to your business to purchase your product or service. It also builds awareness for your brand, using events, blog posts, social media, and other forms of content marketing.
Outdoor Media: This includes campaigns using ads on park benches, buses, billboards, subway cars, newspaper racks, trucks, cars, taxis, and other external mediums.
Forms and Surveys: Engage your audience, and at the same time learn key details to help improve your campaigns.
User-Generated Content: Using content created by your customers to promote your brand or product/service. This includes testimonials, social media posts, shared photos, and videos.
Email: Delivering regular messages straight to the inbox of prospects is a way to engage with your audience and keep your brand top of mind.
Direct Mail: Although an older method, it can still help engage audiences that prefer this form of marketing.
Interactive Ads and Banners: Digital ads are engaging and have a call to action that makes it easier to keep track of prospects, where they come from, and what they buy.
Search Engine Optimization: This uses search engine algorithms to help drive visibility and traffic to businesses. The more relevant and engaging, the higher your ranking in search engines.
Paid Search: Also known as pay-per-click (PPC) ads, which are placed on search engine results pages. They only show when the keywords you're bidding on are searched for.
Determining Your Resources and Responses
Not all businesses have multiple departments to rely on to operate their marketing campaigns. For instance, if you're running an email newsletter, then you need the resources to manage the writing and monitoring of the campaign.
With campaign management, you can worry less about how your marketing initiatives will thrive.
Deciding On Your Budget
It's impossible to create a marketing campaign without knowing your budget. If you're going to use PPC ads, then you need to know how much you can afford to spend daily to keep your ads posted.
But it's not just the actual campaign cost you have to worry about. Other expenses to consider include the tools you pay for, staff salaries, content creation, website hosting, and so on.
You'll have to add up everything to get an idea of what you can afford. The key is to align your budget with your business goals. There are several ways you can do this:
1. Managers determine the budget based on what's believed to be affordable or what they think should be spent on marketing.
The advantage of this is that managers can implement their expertise and experiences to select the budget. But the disadvantage is that it relies on the decision-making skills of your team.
2. The budget may be set based on a percentage of sales (e.g., 15% of revenue goes towards marketing).
The advantage is that it's easy to calculate your marketing budget for the year. But on the downside, it can be hard to predict this without access to previous data.
3. After identifying the objectives and tasks, the budget is set according to the costs for each one.
The advantage is that you're spending money on the tasks and objectives that are important to your business. But this works best if you have tons of data on your processes since you need to connect objectives with tasks and the priorities of your business.
4. Set your budget based on what your competitors are spending.
This is a good idea if you're not sure what to spend on marketing and need a guideline to help you figure it out. The downside is that it's not simple obtaining data on how much competitors spend on marketing.
Creating Marketing Content
Standing out from all the noise your audience must browse through daily is critical to your campaign's success. So the content you create should grab the attention of the right people.
There are several ways to do this:
Use content that resonates with your audience.
Provide valuable content to your audience.
Plan your content calendar well in advance.
Create personalized content.
Make it easy to find your content.
Developing and Monitoring Your Timetable and Workflow
It's critical to assign accountability for each step in your campaign. This way, there are no loose ends, and everyone does what's needed to make the campaign succeed.
For example, you'll need to know who are your writers, designers, project managers, social media experts, and so on. There needs to be a workflow in place that outlines who does what, when projects are due, who signs off on completed tasks, and a way to quickly deliver feedback to make improvements.
Once projects are done, there needs to be a way to monitor it all to ensure everything's performing well.
Testing and Evaluating Your Campaigns
There are many variables within a marketing campaign that can perform better once tweaked. But to identify this, you need to actively test and evaluate your strategies.
You may find one of the headlines in your ads perform better than another. Or that you should use video instead of text-based content in one area of your funnel.
Consistent testing and experimentation is key to identifying what's working and what's not.
Map Out the Customer Journey
Knowing how customers interact with your brand on all channels can help you to improve your marketing campaigns. For instance, if you see a lot of your top funnel prospects come from social media and blog posts, then it'd be a good idea to invest in these areas.
Most customers want brands to have an omnipresence. You'll need a way to track all mediums, which you can do using unique URLs for your social media posts and web content to see where clicks and traffic stem from.
When your marketing campaigns are run by experts, you don't have to worry about your strategies falling apart. You have a team to manage the planning and execution of your campaigns.
Lead generation is a significant part of sustaining your business and growing it. This becomes easier when you have a campaign management service to input the right strategies to drive qualified leads to your website.
A part of campaign management is helping to grow your business. By implementing marketing strategies correctly, you can boost your brand's visibility.
Businesses are wasting money on marketing strategies that either don't work or are low-performing. You don't have to go through this when you have a campaign management service.
With the help of campaign management services, you can create a strategy that's thorough and resonates with both your brand and target customers.
It's a lot easier to market your business when you have experts on your team. With campaign management, you can rest easy knowing you don't have to do marketing all on your own.
Marketing is all about helping your business reach its goals. With campaign management, you can get a strategy created to ensure your tactics are geared specifically to meet your company's needs.