Build an effective marketing campaign
Know your audienceKnow your audience
Define where your audience learnsDefine where your audience learns
Create clear campaign goalsCreate clear campaign goals
content performs best.
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-
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-
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A marketing campaign is a series of promotional activities or marketing tactics aimed at driving your audience to a
desired action or outcome. Before you design your campaign, considering the following best practices:
First, determine the actual buyer versus the purchase influencer. They may be different people within an
organization, and your tactics and calls
-
to
-
action for each group may differ. Ask these evaluation questions to help
you better understand your audience:
How much control does the buyer have over the purchasing decision?
How much influence does the influencer have?
What does the influencer influence?
Do they influence budget or which solution is picked?
Knowing the answers to these questions helps you make decisions about where to invest your sales and marketing
resources.
These days typical customers are most of the way through their journey by the time they visit a marketplace.
Buyers get this far in the decision
-
making process by learning about solutions and assessing options in advance.
You want to design a campaign that aims to be where your buyers and influencers learn about solutions well
before they consider purchasing one.
Every audience for each industry, vertical, or category is different. Does your audience learn online, through email,
at trade shows, through social media, or through conversations with trusted advisors? Depending on where and
how your audience learns, you should design activities and distribute your marketing dollars accordingly. The
combination of these tactics becomes your campaign strategy.
You should define success for your campaign on the marketplace and create clear key performance indicators
(
KPIs
)
. You may run multiple campaigns with different end goals, of course. The ultimate end
-
goal is typically
increased revenue or customer acquisition; however, your marketing campaigns might be tied to goals at other
stages of the buying cycle. Here are a few examples:
You have newly launched your product in the marketplace. In this case, you might find that your marketing
resources are best spent on audience education and lead generation. Success might be defined by the number
of leads generated from your marketplace listing. In this case, your marketing tactics
(
and landing page
)
would
focus on drawing customers to your marketplace listing.
You have a trial set up in the marketplace and your product requires some level of engagement and experience
before purchase. Consider a campaign goal of the number of trials downloaded. In this case, the call
-
to
-
action
for your campaign tactics would focus sharply on encouraging a trial in the marketplace.
Your product or category is well known, and you have purchase capabilities set up in the marketplace. Consider
skipping the trial call
-
to
-
action and direct your audience to your "Get It Now" link in the marketplace.
Your offer is established and mature. Consider focusing your campaign efforts on upselling your customer base
and driving action toward increased purchase in the marketplace. Your messaging would focus on encouraging
customers to purchase through the marketplace. Your KPI could be the revenue generated through the
marketplace.