TARGETED marketing campaigns 🎯
The truth is that it is quite complex putting together a targeted marketing campaign, one that delivers the right message to the right people at the right time – it takes planning and preparation – and most of all, it takes a good strategy.
We’ve all heard of SMART goals, but this is something not to be pushed aside when planning a campaign – all the points are valid in creating the right results needed for goal achievement and so much more.
Let’s recap on what SMART means:
Specific – who, how, where, when… be specific in what you’re trying to achieve. Who needs to be involved, who are you targeting, how are you going to do it, what needs to take place, how much time do you have? Getting this one right on the outset can impact your results 100% – know and understand the details.
Measurable – what metrics are you going to use to know if you have met the goal? This makes a goal more tangible because it provides a way to measure progress.
Achievable – making the goal something that is attainable, not setting the bar too high but enough to be able to create steps to reach each portion.
Relevant – creating a goal that is in line and applicable to what you are trying to achieve.
Time-bound – we can all set goals but one that is realistic has a sensible and achievable time frame. If you’re going for a long-term goal, perhaps smaller actions and stages can be measured throughout the process.
What is a marketing campaign?
A marketing campaign is a project that consists of multiple events and actions that pull together with a start and end date and a missional goal.
Planning a marketing campaign
This is the most important step, as it defines your goals and vision into actionable steps that can be measured continuously. A plan enables you to work out what you need to do and how you’re going to do it. Spend time on the planning, it will be worth it! We see too often that people jump into marketing campaigns without putting the preparation in place and wonder why they’re not successful. You could have a tiny budget or an open-ended one, the amount you have to spend shouldn’t determine how much planning is needed – PLAN everything first.
What is your marketing campaign looking to achieve?
With the right planning, you can:
- Raise brand awareness
- Communicate a clear and concise message across different channel
- Attract leads and grow your business
Types of marketing campaigns
Obviously different campaigns will have varying outcomes, so always know what type of campaign you are looking for before you begin and then work towards the goals which that campaign will perform best at. What campaign will work best for you and what do you want to achieve?
- Increase sales
- Promote a seasonal offer
- Push a holiday campaign
- New product launch
- Email campaigns
- Social media
- Paid ads
What’s next in your marketing campaign?
Once you know what you’re working towards, brainstorm your ideas! The first thing that comes to your head isn’t necessarily what you have to do. Bounce ideas around with your team, friends or other business owners to establish some great goals and ideas.
Hopefully you’re now at a stage where you know what direction you want to head in, so it’s now time to determine which channel(s) you’ll use for your campaign. Look into the differences between channels and what they each have to offer, could you use more than one? Are there restraints, time restrictions, do you have enough funds, what does historical data tell you? Your strategy can help build strength in this, knowing what’s good or not. Pull everything together and create your campaign based on facts and figures, and with a plan of action.
Targeted marketing starts with defining ‘who’ specifically is a good fit for your product or service. It’s different from starting with ‘what’ the promotional message is and expecting audiences to react to it. It switches it around to determine exactly who it is you are wanting to reach right from the word go, and going straight after them with your advertising and marketing efforts.
Using paid marketing to a target specific audience is a beneficial way to great results with less expenditure than if you were to do an open / broad campaign. Utilising outside help and expertise can also be beneficial to hit the target in the bullseye.
Are you struggling to hit targets this year? It’s not been the normal 12-18 months for many business owners, so thinking outside the box and coming up with strategies that go above and beyond what your competitors are doing will help get you noticed. This is where our creativity and inspiration comes in, creating a plan that is designed and suited to your brand and targeting your ideal audience and potential customers.
Want to chat about what’s possible with a targeted marketing campaign? Get in touch and book your initial free consultation.
In the meantime, download our free Social Media Checklist – don’t forget the basics!