How to Start Making Effective, Lovable Campaigns
by Barbra Bannon, originally posted at SparkEvolution.com
Now that we’ve covered the key characteristics of marketing that people love, let’s discuss how you can adopt these features in your marketing practices. In this ebook, we will walk you through the process of running a holistic marketing campaign and show you ways in which you can make each part of this campaign educational, helpful, timely, customized, consistent–in other words, lovable!
From industry best practices and our own experience, there are some key components of a successful marketing campaign:
- Produce a compelling marketing offer
- Place the offer on your website
- Attach the offer to automated workflows
- Promote it via email, blog & social media channels
- Measure results
TIP #1 How to Develop a Stellar Marketing Offer
Constantly coming up with new content ideas can be overwhelming. To handle the demands of content creation, marketers have been told again and again to “think like a publisher.” it’s great advice, but what exactly does that mean? Just how do you think like a publisher?
Like publishers, inbound marketers must have a detailed picture of their target audience in order to create optimal content for them. Who are your ideal customers and prospects? What are their biggest concerns, needs, and interests? Where can you reach them – on search engines, social media, or blogs – and what kinds of content do they prefer? These questions will help you develop buyer personas.
Focus on the right stage
Content plays a critical role in every stage of the inbound marketing process, from generating awareness about your company to helping convert leads into customers. But the types of content you should use to achieve each of these goals are often very different from each other.
The prospect gets acquainted with your brand or realizes they have a need for your product/service.
The prospect identifies the problem and researches potential solutions, including your product/service.
The prospect examines the options and begins narrowing the list of vendors
The prospect decides from whom to buy.
What Content Attracts Traffic & Leads?
For the purposes of launching a powerful marketing campaign, you will focus on the first stage–creating awareness through your marketing content. This means your marketing offer needs to attract a ton of traffic and generate new leads for your business. There are different types of content formats and topics that you can pursue to achieve this goal. Continue reading
Barbra Bannon is a neuromarketing enthusiast, social marketer, and online ecology adventurer. She is the author of “How to be an Online Marketing Rock Star”, published February 2012. She was granted the 2008 American Express’s Make Mine a Million Dollar Business award; she is a national columnist, an online marketing maven, a social entrepreneur, philosopher, writer, and idea addict. She has presented topics on branding ranging from “the modern media ecology and what it means for your brand” to “using social media to explode event engagement”. Her work has appeared in many places such as Sports Illustrated, MTV, Boston Globe, Wide-Format-Imaging, Elevator World Magazine, and Media Life Magazine.