Marketing campaigns are a great way to increase leads for businesses. They have been proven successful and more and more business are now adopting them.
However, in current times, a marketing campaign isn’t merely about sending emails to large volumes of mail ids, It’s a whole new bunch of activities and innovative ways to attract people to reach your site or try your products. The latest trends and technologies have redefined the way marketing was ever done. In these competitive times, it is imperative to create campaigns that really attract customers and convert to real dollars.
First things first.
Marketing campaigns are not Spam. They are not designed for you to spam anybody and everybody with same message. Proper campaigns are delivered with proper permission using either ‘opt in’ to an email list, or letting them supply their contact details to you.
Marketing campaigns are not easy. The email must be well written. It must be tested properly. It must be edited properly and then tracked properly. These require time and effort.
All these mean that they are not free.
Objectives of the campaign
A successful marketing campaign should
- Increase the visitors on your website by a large number.
- Improve the awareness about your brand.
- Increase your audience with your meaningful content.
- Increase your sales funnel through conversion
- Create a sense of urgency in your customers and prospects
If your campaign is not achieving most of the above objectives, it is not being executed effectively. People should be doing both – reading your messages and acting on them as well. If your campaign doesn’t catch hold of their interest, you wouldn’t be able to hold them too.
Here are a few quick tips to create campaigns that ensure conversions.
Identify your target
This is the first step, much before you even begin the campaign. Identify who you really want to read your message. You need to identify the problem that your product is trying to solve, and who in the world, can your product help. You need to research the buying patterns, related demographics and maybe seasonal information. Club it all together to create a ‘buyer persona’. Who is the most likely person to spend money on your product? People who fit into your buyer persona are your target audience.
State actions to take in your message
The campaign should guide your reader toward the actions or next steps to take.
- Your message needs to tell them where to go, if they want to learn more (about your product or service or industry or the problem etc)
- your message also needs to tell them, what actions they need to take, to get what you are offering.
- Give them your contact information. It should be precise, complete and correct. Do not leave out even the obvious bits.
- Put additional internet links in your message to help them access more information, if they want.
- Re-affirm that they will receive the benefits that you are promising.
- Give them a dead line
Compelling subject line
Like you, your target also gets hundreds of messages a day. Like you, they don’t want to spend time reading all the messages they get. Like you, they read the subject line and decide if that message is worth their time, now or later or not at all. You need to make sure that the subject line of your message is attention grabbing. It should be striking. It should appeal to your target persona. Your message has to stand out in the whole bunch of messages in your target’s inbox. Subject line is the first place where it has to do so. It has to compel your target to open your message and read it. Be Creative. After all, a well-designed, well targeted message is a failure, if it not opened in the first place.
Watch industry trends.
Pay attention to trends. Stay relevant to your audience. Watch where your persona is moving, what is it that they are interested in. It is not that difficult to decipher and understand the current trends, especially in today’s internet world.
- Read newsletters from industry peers and competitors.
- Read online and traditional magazines relevant to your industry.
- Review relevant surveys. Study and interpret the results of the survey.
- Participate in Industry boards and conventions.
- Follow your customers and potential customers on twitter. What are they conversing about?.
- Follow news (online, economic, Industry, sector specific and general), scan for what they are talking about, when it comes to your industry.
The content of your message and the tone it uses will decide if the reader will read it, or just give it a cursory glance and close it. In your message, put only the relevant content. Keep it short, keep it concise. No one wants to read long messages. Use links to web pages. Invite them to read longer content with these links. Don’t waste the precious few seconds that your reader has given you, in bombarding him with lot of content.
Your message should have an informal tone to it. The reader must feel a level of intimacy and a connect with the message. The messages should look and read like they are coming from a friend. They should not be formal or cold. They should create intimacy between you and reader and provide a warmth to them.
Style your message to your reader’s persona, but keep your brand image. Your reader must enjoy reading the message, but should also remember who sent it.
Strong call to action.
This is the most important element of your message. Your reader must take an action after reading your message. Your message must be lucrative enough to make reader take an action. It could be signing up for the newsletter, leaving their details for you to contact them, or directly contact you. Your message must be clear and leave clear in what specific action user should take. The actions should be simple enough to encourage user to take it. It should be quick and fast. Collect only the information that you need. Use social media buttons to subscribe to your social media accounts. Use subscribe button to subscribe to your newsletters. More the information you want, higher the chances that your reader will leave the action, halfway. Keep it simple for the user.Streaming music at the normal, average stream quality for an hour will use up 43 megabytes of your data plan per hour. It may seem insignificant, but it equates to about 1.3 GB of your plan per month if you stream music every day for an hour over your carrier’s cell network. Some streaming services stream music at a lower 64 kbps, which uses up less data.
And if you prefer to stream music in higher quality (at 320 kbps) when you’re not connected to a WiFi network, you’re looking at 144 megabytes per hour. That’s 4.32 GB per month if you stream high quality music every day for an hour over a cellular network.
You may purchase phone plans with more than enough data to cover things like casual web surfing and streaming the occasional song.
If today were the last day of your life, would you want to do what you are about to do today?
But you may not realize that browsing Facebook could be a big hit against your data plan too.
According to Cisco’s online VNI Services Gauge Tool, one hour of browsing through social media can use up 90 megabytes, which is more than twice the amount of data that streaming music uses in the standard “normal” quality per hour.
It means that if you spend an hour a day on social media over a cellular network, you could be using 2.7 GB of data a month. Even half an hour of daily social media browsing could consumer 1.35 GB.
A lot of that usage is likely due to the auto-play video Facebook recently added to its app. The videos appear at different rates for each user based on a variety of factors in Facebook’s news feed algorithm. Twitter is also said to have a similar feature coming to its feed soon.