Campaign Management

Campaign Management

6 Marketing Strategies to Improve Your Campaigns

Want to improve the performance of your marketing campaigns? Here are six marketing strategies you can use to improve your marketing efforts across channels, messaging, and execution.

1. Improve campaigns with targeting.

Targeting your marketing efforts is like finding a collection of qualified leads for your campaign. Before you do any work – messaging, channel-development, etc. – you do some pre-work and resolve which market segment you want to reach.

A strategic way to think about targeting is to create marketing or “buyer” personas to describe these various groups of people. With each persona, determine the qualities of this subset. What do they like, and not like? Where do they hang out? What are their common challenges or trouble spots? You’re looking to describe the attributes of several sub-groups of your audience so you can more accurately aim your marketing at them.

2. Improve campaigns by tailoring.

A marketing strategy related to creating personas is tailoring campaigns. This can require both customizing your actual marketing campaign messaging, as well as researching the channels in which you send these messages. Make appropriate variety for your audience.

For instance, in your research, you may discover one collection of your customers eschew print media; for them, you’ll want to develop digital-only campaign materials. Another group may prefer print ads only. You need to know this stuff before you spray a wide swath of marketing into the ether. You want to make sure it’s going to land correctly.


3. Leverage trigger marketing.

If you can meet customers with your campaign at the absolute moment in the buyer’s journey – you’ll likely see more success. This is the concept of “right message at the right time.”

Trigger marketing– sending emails or campaigns at specific points in a customer’s engagement lifecycle – can significantly increase your chance of success.

To set up a trigger campaign, you first need to identify the key points in your customer’s journey, such as discovery, enrollment, first purchase, and/or renewal. Then add additional layers and next steps. For example, after discovery, assuming you can know the customer looked for you and visited your website, you can send them a follow-up: “See anything you like? Come back and visit us.” Or, if you have an existing customer who’s just made a purchase, follow up 30 days later with a reminder.

Marketing automation can help with that (more on that in a moment), but as you can also see, a robust CRM system can be an beneficial tool in trigger marketing.

4. Measure your marketing strategy results – track success.

So, let’s say you’ve conceived, created, and launched your campaign. You’re up and running. Great!

How’s it going? Do you know?

To find out, you must keep tabs on your efforts and properly track them.

This might look like a simple chart (think Excel tables) or a fancier dashboard. Whatever the case, you need to be sure to record what you’re doing – pull the info out of databases and your head – to document it for the future and share with colleagues.

I advise you to limit the pool of info you’re tracking to the few key barometers – KPIs – that really tell the story of your campaign. Endless data is available these days, but make sure you’re keeping an eye on the right data and checking it over and over (apples to apples) regularly.

And write it down! Our memories wane. If you don’t track and document information, it’s like that conventional tree that falls in the forest … no one will know. (They can guess, but they won’t know for sure.)

5. Test to see how well your marketing campaign is performing.

Another key part of concepting and marketing is testing. Don’t forget to build tests into your campaign plans.

You require to measure what is working – and what isn’t.

Tests can be trying and tiring, but they’re also very precious. There are myriad things you can evaluate:

You can test what channel works best. You can test how your web pages are doing, or see how your emails are performing.You can test time of day you publish content – or day of the week.

Tactically, this can look like A/B testing, such as trying different headlines, page designs, or subject lines if email is part of a campaign. It can also look like trying different or new channels or even targeting a new collection of potential customers.

One word of caution: Try to control your tests so there aren’t too many things being evaluated at one time. Just like high school science class, you need to limit the number of constants and variables to glean true insight.

Also, testing isn’t a one-and-done affair. Testing should be done continuously. Don’t rest too long on those laurels. Keep testing – and tracking – to be sure you know what’s working.

6. Toss what doesn’t work.

Once you’ve started testing and tracking, it’s time to take stock. Step back and assess: Is it working? If so, bravo and great job. Time to rinse and repeat.

But, if not, you need to be confident enough to toss it. It’s OK to ditch things that aren’t working and try something new. Remember, you can learn from failure almost as much as – if not more than – success.

Campaign Management

5 Must-Haves in a Campaign Management Software

What is campaign management?
Campaign management is the process of organizing, segmenting, targeting, and managing multichannel marketing messages. The act of a campaign manager is to integrate data on the purpose market with existing data about customers to actively drive impressive marketing campaigns. Some campaign manager duties include writing and editing campaign copy, managing implementation, ensuring brand identity is consistent in messaging, and providing results and analytics after the campaign is run. But don’t get caught up on the definition, the roles and rules of campaign management are constantly evolving.
So, before you close this tab and start researching the best campaign management tools, keep these necessary factors in your back pocket during evaluation.

1. Easy to Adopt for Team Members

Unless you are studying up on how to become a campaign manager, you need to search a tool that will be easy to train and use for your marketing team. Some tools have all the bells and whistles but require hours and hours of training. Test drive a tool with your team and see how they like it. If they can’t set up a easy campaign after an hour or two of training, continue your search.

2. Lead Management

Tools that offer lead management allow you to value your prospects based on their readiness to buy so sales can focus their attempts on the best opportunities. Lead scores are given based on their activity within the campaign. Which links did they click? How much time did they spend reading an email? Did they subscribe to the newsletter? A great campaign management software does the leg work for you, so you can certify which leads have the highest propensity to buy, and tailor your marketing messaging accordingly. 

3. Multichannel Marketing Automation

Gone are the days of juicy email subject lines and obscure, attention-grabbing messages. Customers are no longer falling for the “Is a hippo chasing you?” line and with a click of a button, your thought-out email is routed straight into their spam folder. You need a campaign management system that allows you to interact with prospects and customers on multiple channels. Whether it’s texting, social media, or live chat—you want to be at the top of your customers’ minds. This way, the buying process is more controlled by the customer than the marketer.

4. Content Marketing Functionalities

Companies need resources to develop compelling content that will drive people to their websites through all various channels. Look for a campaign management software that allows you to develop and reuse content across several campaigns. This allows you to create landing pages where you can drive personalized content to audience segments and direct them back to your website.

5. Easy-to-Use Analytics

These features are nothing without measurement and analysis. It’s extremely important to be able to evaluate the success of your campaigns and learn more about your audience. Analytics tell you what messaging is working and how your customers are responding to your campaigns. This data is especially necessary for sales, as they need to work in tandem with marketing to make sure all messaging is consistent and on brand. 
Researching and testing several tools in comparison will help you understand which qualities are more necessary than others. In the end, you need to evaluate what tool is going to work best for you and your marketing needs.


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