– Today we're gonna talk
about seven key steps to launching a successful
marketing campaign coming up next. – [Narrator] We help small businesses grow with our marketing and design, talent, technology through our number one marketing platform, Marketing 360. We call marketing and
design mad and we love mad and hopefully these videos will help you fall in love with mad too. So make sure to follow
us to learn tips, tricks and strategies to grow your
business and fuel your brand. – Step number one is begin
with the end in mind.
You can't get where you're going unless you know where you wanna end up. So by identifying these goals, you can really structure
your marketing campaign to help you achieve them. What are you trying to accomplish? Do you want to generate more leads, do you wanna make more sales, are you trying to increase
customer satisfaction or engagement with a certain department? Whatever you define as your goals, that's how you can structure
your marketing campaign. You want more leads, that's
where your focus should be. You want more sales,
you need to focus there. If you have more than one top priority, you have zero top priorities. So narrow in, focus in on exactly what
you're trying to accomplish and that's where you're gonna see success. This is also a great opportunity to do a SWOT analysis on your business.
opportunities and threats. Identify what those are and
find out if there's a way that this new marketing campaign is able to help you overcome those. Do you have a strength that
you really wanna promote? Is there a weakness that you as a business can help to work past? Is there a threat to your
business that you need to focus on and what opportunities do you have to really generate some success? Step number two is to set your timeframe. There's nothing worse than sitting down and planning out what you want
your marketing strategy to be and then never actually
initializing or launching it.
By setting a timeframe, a
start date, a drop dead date, you're able to hold
yourself to that calendar. Now keep in mind, there is an
opportunity for failure here. You never wanna rush yourself to the point to producing mediocre
results, mediocre creative or rushing through the
design and development of your website or ad copy. So keep in mind, you wanna have
a little bit of wiggle room so that when you are
developing this campaign, if you need to delay for whatever reason, you do have the opportunity to do so. Don't rush through this. By identifying when you want to launch, you hold yourself to that, but give yourself some wiggle room so that just in case things
you don't have control over, you're still able to adapt to.
By doing this you're able to ensure that you create a great campaign, you launch it when you need to, but you've also got a little
bit of room just in case. Step number three is to
identify your milestones. Running a marketing campaign is not easy so you wanna make sure that
you've set these milestones and even micro milestones so that you can identify
success as you achieve it. What kind of goals do you have? Can you set a milestone
for making your first sale? You can set a milestone for
the initial launch really. You can set a milestone for the first time that the marketing campaign
becomes profitable. Or another milestone
could be the first time that the campaign pays for
itself with money left over. These are all different ways to identify if you're on the right track. Just launching a marketing
campaign in the very beginning does not equal immediate success so by setting these milestones
you can help encourage yourself and encourage
the people around you to see where your growth is coming from and focus in on that.
Step number four is to
identify your budget. You always wanna make sure you're in control of your financials. So by identifying how much money you want to spend on individual campaigns or on the campaign as a whole, that allows you to focus your energies where they really need to be. If your funds are earmarked
for certain campaigns and you find that other
campaigns are doing better, you can always readjust. But identifying the amount of
money that you wanna spend, the amount of investment
that you're placing in these marketing campaigns really will help you
sleep better at night. You need to ensure that any
money that you're spending is being spent wisely. Small business owners
really need to keep track of where their finances are going so it's not something that
you can just put out there and waste and spend willy nilly. But by identifying the
amount that you wanna spend and how much that spend should result in a return on investment
will help you understand where you're getting the best results and to be able to focus that budget on what makes the most sense.
Step number five is to
choose your channels. You have to choose the channels that you're gonna run your
marketing campaign on. And there are hundreds out there. So focus in on what your actual goals are. Are you going to be selling products? Well maybe you wanna
be on Google Shopping. Or have a shopping feed
connected with Facebook. Are you trying to generate more leads and you can focus on intent
based search or inbound search.
Well in that case maybe
you wanna have a campaign running on Google Adwords. Are you producing DIY information, do it yourself or a lot
great content, copy, images? Well Pinterest or Instagram may be a great opportunity for you. There's a lot of different ways
that you can run a campaign so you have to identify the channels that your consumers are using. Even more so, identify where
in the sales funnel they are when they're using those campaigns. Oftentimes you can use
these different channels to identify the right kind of customer at the right kind of time. And because we've already
decided what our budget is, you know where you can flex
and where you can move funds to achieve the best result. By understanding where you want to go, you can create the path to get there.
By focusing on the correct
marketing channels, you're able to reduce any extraneous spend or superfluous spend
that you want to avoid. So keep your budget in mind, choose your channels
wisely and then optimize. Step number six is to launch. Now it's time to execute. You've already picked your milestones, you know where you're
going, you've got your goal, you planned your budget,
you chose your channels.
Now it's time to turn it on. This can be the scariest
part of launching a campaign. Up until this point everything
has just been on paper. You've been deciding what to do and trying to understand
where you want to go. Educating yourself on different strategies and different channels
that you wanna focus on. Now it's time to turn everything
on and see what happens. If you've done your job right and you've budgeted and
executed effectively, you'll start to see the data coming in. You'll see clicks, conversions,
interactions with your ads, shares, likes, comments, things like that.
Take a look at all of
these, follow up on them, engage with your content and utilize this to execute your marketing
campaigns effectively. Step number seven is to optimize. All the data has come in. You've got all the
clicks, the conversions, all the analytics you can possibly want. So now is the time where you can start to go through and refine your campaign. You can refine the
keywords you're focused on, refine your budget, refine
the channels, change out ads, reduce or remove budget
for certain campaigns and increase or move it over to other campaigns that are doing well. This is your opportunity. This is your time. Take everything that you've learned, everything that you're seeing, this real world data, and apply it. Everything you've done on paper has led you up to this point. We've focused incredibly hard on ensuring that the campaign you built originally is as focused and as quality as it can be. But now is the time where
you use the real information to really optimize. Don't be afraid to pull down ads. Don't be afraid to create
new ones or test new things.
Don't be afraid to
completely abandon channels that are not producing
the results you want. Now is the time to make any
changes that you want to and then continue making
them as you move forward. Find out what works, focus
on that, remove what doesn't and have a fantastic marketing campaign. I wanna thank you guys for watching. Thank you so much for taking
the time to view these videos and I hope that you find that they're really valuable for you. If you like them, like, share and comment and let us know if
there's any other videos you'd like us to produce, any tips or strategies you'd like to hear.
As always, thanks for
watching and happy marketing..