Let’s be honest, if you want your marketing to work, you have to have ALL of the components of a marketing campaign. Not “some”. ALL. There are 5 to be exact. If you leave even one of these out, you’ll find your marketing campaign underperforms.
- Marketing Materials: This is all of the stuff you need to produce. Your landing pages, logos, graphics, the swipe copy, the social media graphics, the signs. All the things you need in order to create the marketing campaign. I consider this my construction list. Everything I need to make gets though through and planned out from the very beginning. This helps to make sure I don’t forget something and find myself scrambling to get some average copy written in the middle of a campaign.
- Visibility Strategy: Once you have the stuff, how will anyone see it? You’ve got to have a plan to get your target audience seeing what you’ve created. This could be social media. It could be podcast interviews. It could be paid FB ads. It could be dancing on the side of the road with a sign. And you’ll need a lot more people seeing your stuff than you’d like to admit. So be creative and get some visibility!
Lead Capture: The first blog post I ever wrote was my most successful blog post to date. It was on a site I no longer run and was about how to talk to your kids about sex and intimacy. It got over 30,000 readers in about 2 weeks and I was ecstatic. Until I realized that there was no lead capture on the blog post. That blog did not generate a single lead. Lesson learned, now I’m always asking for contact info. A name and email, maybe a phone number, but something so we can continue the conversation.- Lead Nurture: It takes time to build a relationship with a potential customer. This new lead might be ready to purchase right away. But they might need some time. What do you have in place to keep the conversation going and nurture those leads? I’ve been writing weekly articles like this for 6 and a half years because it nurtures my relationships with you. Same reason I post on social media! Do you have a plan in place.
- Sales Experience: Are you asking for the sale? Are you asking for it too infrequently? If you want sales to come from your marketing, there must be a sales conversation. It could be a webinar, a sales email, a phone call or a live event. Be proactive about selling your product or service!
Lead Capture: The first blog post I ever wrote was my most successful blog post to date. It was on a site I no longer run and was about how to talk to your kids about sex and intimacy. It got over 30,000 readers in about 2 weeks and I was ecstatic. Until I realized that there was no lead capture on the blog post. That blog did not generate a single lead. Lesson learned, now I’m always asking for contact info. A name and email, maybe a phone number, but something so we can continue the conversation.If any of these 5 components of a marketing campaign are left out, you’ll be frustrated with your marketing results. One more word of advice before I sign off for today. Make sure that you are testing and tweaking your marketing campaigns. Very rarely do you hit a home run the first time you launch a campaign. Instead of moving on to the next idea. Stick with this one. Test it. Revise it. See what the data shows you.
Let me know if these 5 components of a marketing campaign are helping you see why your campaigns have left you less than thrilled.
