Five Proven Methods to Launch Better Marketing Campaigns
Running marketing campaigns is one of the main ways businesses can communicate with their audience and acquire new leads. But putting together a marketing campaign takes time, effort, organization, and creativity to work. On the other side of the spectrum, one misstep or off-taste engagement can lead to a PR nightmare; and a poorly-timed launch can waste thousands of dollars and time.
There are hundreds of articles online teaching you how to launch marketing campaigns. They tell you about setting objectives and budget, creating a message, drafting a media strategy, and measurement. All those are true, but outside of those steps, there’s a lot more behind the scenes that you should consider to ensure that your efforts aren’t wasted.
I’m sharing proven methods that worked for the many disruptive businesses I’ve built and acquired over the years. They are often forgotten or neglected but can impact your marketing campaigns significantly.
Get the right people to hustle
Have the right team members in every step of your plan. Not one phase should be more important than the other. Your planning, execution, measurement, and all the other stages in launching a campaign deserve experts who will give the best of their abilities for the tasks they need to do.
Don’t skimp on hiring people for roles you think aren’t essential or have little contribution to your efforts. Regardless of what they do, they are the backbone of your marketing initiatives that may or may not improve your campaigns.
I’ve also encountered instances that business owners rely so much on the number of certifications when deciding who to include in any project effort. Certifications are undoubtedly valuable at times, but nothing beats hands-on experience when turning ideas into full-blown marketing campaigns.
Improve the “how” of getting things done
Typically, the marketing campaign follows specific steps one after the other to complete. Each step of a marketing campaign is crucial to contribute to the bigger picture. However, gaps in the process can become a hindrance to launching great campaigns.
This is one of the things I remind business owners constantly. I can’t count the number of times I’ve met and coached entrepreneurs with the same mindset. When you’re a business owner, it all comes down to making money no matter what you say. You think a lot about the return on investment and how fast you can get it so your money can circle back to the company.
I constantly say that the quality of marketing campaigns is not only influenced by how great the strategy or the messaging is. The process of getting there is just as valuable as the carrot and the results you get.
Some familiar scenarios you may have encountered:
- Your strategy team have a lot of basic questions because the campaign goal is not clear
This may mean that the company’s objectives weren’t discussed well, or they were not asking the questions to help them better understand. As a result, they produce possibly good strategies, but they aren’t perfect.
In other instances, if they aren’t provided with the right tools and resources to do their work, they may be less informed about finding the best way to market.
- Your creative team may be getting the short end of the stick
If you are working within a timeline and a delay happens, it pushes back the rest of the phases. Your creative team, such as copywriters and designers, may end up rushing the work to meet the deadline that could have been better.
- Your data are inaccurate
Baselines and benchmarks are the bread and butter of campaigns. It lets you know how well you performed based on historical information or how other companies in the same industry are doing. If you compare your business to another business from a totally different company, then your campaign really won’t work.
- If you’re an agency, there’s also the tendency of clients not knowing what they want
Or sometimes, clients want a lot of things at the same time. You need to help them dissect their goals to prioritize. And if you don’t do that, you may end up launching a campaign that they don’t need.
Prioritize the right work and improve team effectiveness
You may have the right people in your team, but are they assigned the right work that complements their abilities? Oftentimes, business owners only look at credentials when hiring. When they involve a team to make campaigns, it’s often the stars within their roles. Sometimes it’s forgotten that marketing is not just technical abilities. Sometimes you need to involve other people to make the whole campaign more effective.
Maybe you have employees that encapsulate the persona of your target market or have bought from a competitor previously when they had the same problem you are trying to solve. Their inputs can be very valuable to your plans.
From a different perspective, if you are running multiple campaigns on top of the regular work that your task force does, they may not be performing and committing their 100%. They may also be delivered just for the sake of delivering because they need to.
Prioritize what they should focus on at a given time, so their attention is not split between five different campaigns, paperwork, and other projects. This also boosts your team effectiveness because you are utilizing the correct people for specific tasks that may require their experience or expertise and getting their dedication 100%.
Personalize and customize marketing processes for greater speed and efficiency
Flawless execution and agility in a complex, fast-paced market are necessary to launch great marketing efforts. When you have personalized and customized marketing processes that make your efforts more efficient, you simplify the whole workflow for everyone.
Imagine marketing automation to help your team do work. You may spend more at the beginning but save a lot of manhours long-term. You can also reduce human errors because tasks are done by technology specifically programmed to fit your needs.
You can benefit from greater speed and efficiency when you have customized marketing processes tailored specifically to how your business functions. This is an investment that is almost always great for organizations, especially those that are growing fast and need to scale accordingly.
Gain the right visibility to deliver consistent brand experiences
There’s value in both having very select platforms to market and to being everywhere you can. Regardless of which you choose, when you meet the right audience and gain the right visibility you need at the right time in their decision-making progress, then you can deliver consistent brand experiences.
Marketing and advertising efforts are not just about inserting yourself before a purchase decision. It’s also the top of mind when they decide to purchase, no matter how far back they saw your campaign.
I’ve said it before, and I’ll repeat it. Marketing campaigns are not just about the most excellent strategy or the best campaign offer. It’s not just about who has the most enormous budget or the best channel to promote. It includes every aspect involved in it—the teams, the effort, the processes to get there.
How does your company launch marketing campaigns? Let’s talk about how to make it even better.
About Jeev
A serial entrepreneur with a rich history of launching disruptive online businesses and taking them to the top, Jeev owns dozens of “go-to” reviews and rankings websites. Jeev has invested more than 20 years researching human behavior and how to leverage different sales methodologies to effectively influence decision-makers.To find out how Jeev can help you, visit jeevtrika.com.