It’s a new year, which means your company’s marketing strategy for 2024 will likely include fresh approaches and ideas. In our dynamic world, where everything from the digital realm to business is an ever-changing landscape, a well-crafted, targeted marketing campaign can be the catalyst for success whether you’re aiming to boost brand awareness, sell products or procure more customers. In fact, according to HubSpot, 50% of marketers consider lead generation to be a top priority in their campaigns.
But, with any campaign, there are many factors that need to be considered – it’s not simply a plan to develop eye-catching creative or emailing a trusted media contact with a half-baked story pitch. At Grapevine, marketing campaigns are our team’s specialty, and a lot happens behind the scenes before we, and our clients, smash the “launch” button. Here are four things to keep in mind when crafting your marketing campaign, so you and your business can get the best possible return on investment.
Establish the Goal of Your Campaign
Setting a clear, measurable goal: it’s the cornerstone of any well-executed campaign. What’re you looking to achieve with your marketing push? It could be as simple as lead generation, capturing an ambitious yet attainable number of potential clients each month, driving more traffic to your e-commerce website, promoting a new office opening or raising your e-newsletter subscription list by “X” percent by the end of the next fiscal quarter. To create a clear objective, you’ll need to set S.M.A.R.T. goals – strategic, measurable, achievable, realistic and timely targets – and MailChimp has produced an incredibly insightful guide for getting started.
What’s just as important is pinpointing your campaign’s target audience, establishing the specific demographic of people who you’re aiming to attract through your marketing efforts. Defining who fits – and who doesn’t fit – your “buyer” persona matters at every step in the campaign process, especially at the copywriting and design phase.
Set a Budget and Pick Your Channels
Your goal is set, and now it’s time to determine how much and where you’re willing to invest not just in the campaign itself but also its execution. Keep in mind that many businesses opt to utilize the expertise of full-service creative agencies – like ours – that have years of experience in copywriting, design, web development, digital marketing, social media and public relations.
With regard to marketing avenues for implementation, there’s a wide range of options for tapping into your target audience. Here are a few to consider when budgeting and setting your goals:
- Traditional Media (print, direct mail, radio, commercials and billboards)
- Search Engine Optimization (SEO)
- Content (like blog posts, white papers, videos and infographics)
- Public Relations
- Social Media (like Facebook, LinkedIn, Instagram, TikTok and X)
- Paid Advertising
Have a Look and Feel… and An Offer
The channels you choose and the amount of content you use play a role in the performance of your campaign. In fact, the phrase “less is more” goes a long way when creating a look, feel and an enticing offer for everyday people with short attention spans. Your message may get lost in a print ad with paragraphs of text or a lengthy blog post, which is why selecting the right type of content for your needs is important. And make sure your offer, whether it’s a free consultation or discount, is persuasive and clearly defined.
Create a Compelling CTA
Have you thought about your CTA? This is your call to action – the prompt for how you want your target audience to respond. Calls to action can be found on everything from web banners to landing pages, emails to print ads and videos. It could be as simple as, “Get started,” or “Swipe up to learn more,” or a small paragraph that makes a final, clear, compelling pitch to your leads.
There are a number of insightful statistics regarding the impact of a well-worded CTA – and even the color button you choose can matter. For example, CXL, an experiential agency, looked at several studies, including data from VWO and HubSpot, and found that a red CTA button consistently outperforms a green one. HubSpot also notes that personalized CTAs, tailored to each visitor, convert 202% better than basic CTAs.
About Grapevine Communications
Grapevine Communications is a full-service creative marketing agency celebrating 21 years of success on the Suncoast of Florida. To learn more about what we do, visit our services page or call us at 941-351-0024.