Executing a successful campaign is as detail-oriented and time-intensive as preparing for battle. Knowing the breakdown of successful campaign management can really take the daunting factor out of the equation so that you aren’t afraid to take the first step.
With the many analytics tools and software available to us, it can be hard to know where to start. The best way to start is by focusing on one element at a time instead of being overwhelmed by the bigger picture. The three main elements involved in successful campaign management include:
1. Data for campaign management
Start with acquiring a clear understanding of your customer:
- Who are you talking to?
- How can you effectively market to them?
- What are their needs?
- How is your product or service the solution?
Other customer data includes age, gender, ethnicity, family and marital status, employment status and income level. Also, knowing which customers are your most valuable buyers is important because it helps you further focus your efforts.
The more data you acquire, the better because it paints a greater picture of your customers. Use this data to understand their needs and answer the questions that build the basic buying process:
- What do you do?
- So what about what you do? (build awareness)
- Why are you better than…
- Do I need your product/service?
- How do I get your product/service?
- I got it, I’m on it.
To get these answers, you can look at particular marketing communications to understand where potential customers are in the process and take them from one stage to the next until they become your loyal customers.
No campaign is complete without implementing content. Now that you know who your customers are, you need to focus on what messaging to send them and how to relay that message to your customer base.
How do content and customers come together? If you know that your customer favors a certain organic product and likes discounts, you can share information in that realm that touts you as the industry thought leader. How about a blog post about when to buy organic to get the best deals? You can also share information about sales during peak season for a certain vegetable or fruit.
You now have an idea of what to send to whom and a better sense of your story. Although your messaging is clear, the next step is to determine how to share it in the most effective way possible. Will a push notification be more effective than a direct mail piece?
Communicating your information through effective storytelling is the way to acquire and retain customers. Reach out the wrong way and you risk turning potential customers away.
Taking the right steps toward successful campaign management means making sure you get each step right before taking the next one. Globe Runner can help you turn your campaign ideas into action by walking you through these steps so you better understand your root customers and messaging. Contact us today!