How to Create an Effective Marketing Campaign

In my webinar about Strategic Planning I urged you to start thinking about your marketing in the form of campaigns and not promotion based.

Many of you came back and asked me if I could give you more tips in how to think about your campaigns.

As you know, I’m a great believer in asking the RIGHT questions. I believe that asking the right questions would lead you to your success. If you are not reaching what you wish start looking at the questions you are asking and ask different ones…

So here are 7 questions that you need to ask yourself (and your team) that would lead to a remarkable effective marketing campaign.

1) What do I want my customer to do 30 days after the purchase?

This is such a great place to start because it starts with the end in mind.

Many of you believe that the process is finished once the sale is done.

NO! You need a client that would be happy and get results not just another sale.

This question forces you to think about how you get the result, the next sale or the referral and puts the emphasis squarely on creating a total customer experience.

2) What message will create the most interest?

Here’s a newsflash for you – no one really wants to buy what you offer.

What they want is to achieve a result, save money, overcome a problem, make money and feel more in control.

How will you tell the story that helps them understand that this is what you’re offering them? Get your messaging right, focus it on a narrowly defined ideal customer and start the process of education.

3) How many formats and channels would you use to communicate your message? Would your message benefit from a series of supporting video messages, an eBook, blog posts, an online seminar?

These days’ prospects have grown to expect a full suite of educational information to accompany a sales message.

How will you let your prospect experience the results or the process they are considering?

4) What ways will you interconnect your message with your prospects?

Now it’s time to put your message in front of the prospect.

How will you engage advertising, public relations, referral generation, email, partners and social networks to create the greatest amount of awareness, repetition and consistency of message aimed at your ideal target customer?

5) What would be your customer journey like from prospect to customer?

Go through the precise “ideal” way you want a prospect to become aware of your campaign and then design how you intend them to move from know, like and trust to try and buy.

What small steps do you intend them to take to move closer to the decision to buy.

6) What is your call to action method at each point along the way?

How are you going to motivate your prospects to take the next step?

What words, buttons, links and value exchanges will you use to keep your prospect engaged?

7) What is the next thing you intend to offer?

You might think that this last step is a bit insensitive at this point, but if you do you are forgetting your role as a leader in being a business owner.

As a leader you need to remember that your job is to inspire and empower your clients to become more than what they think they are possible of being, having or doing.

You want to show them that there is more to who they are and more to life.

If your products and services deliver a positive result, you should always be thinking about the next step on their process.

Your campaigns should always have an integrated product or service suite element that automatically upsells, introduces additional options and even downsells when a prospect decides they aren’t ready to

For example, as you offer a new consulting service, you could either offer some additional “done for you” add ons for those that decide to buy or a €79 DIY program for those that pass on your initial offer.

I think the point here is that you adopt a routine and process that makes you stop and consider this holistic approach to campaign design. Often, by simply stopping for moment to consider these powerful questions you’ll find ways to make any offer much stronger and much more customer focused.

Now I’m curious…

What questions would you need to focus on in order to create an effective campaign?

Share it with us in the comment box below - What tips, suggestions and experience you had with campaigns?

As a thank-you gift I will send you a special invitation to my next webinar called “How to Create Your Own Unique Message”

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Have a magical week! Vered