Guiding a client to the right campaign can seem like a vague, speculative task.
However, when the right tools and techniques are used, creating a campaign can actually be clear, distinct, and certain.
Guiding a Client: How to Create the Right Digital Marketing Strategy
Define the Specific Goals
It’s important that all campaigns have a goal. This goes for political campaigns, military campaigns, and marketing campaigns; if you don’t have a clear goal, you won’t know if you succeeded.
At 602, we start by defining the goals of our campaigns, and lay these out in a clear, well-organized manner. Once the goals are defined, whether it’s landing page visits, increased conversion rates, or bounce-rate reduction, we then set out to create a strategy that is uniquely tailored to meet these goals.
Guiding a Client to the Right Campaign Requires “Buyer Personas”
Perhaps the most important step to creating content that will deliver results, the concept of “buyer personas” is essential to the content you create and the topics you choose. Buyer personas are highly generalized fictional profiles of someone who might use your products or services. To give the personas a sense of individualism (each customer is, after all, an individual), personas are given names like Blue Collar Bill or Lilly the Landlord. These personas represent the ideal customer, allowing marketers to identify the types of people your business wants to attract.
The real challenge, however, is actually defining the personas. Hubspot provides some excellent resources for creating personas, including surveys and interview templates that you or your digital marketing team can distribute to customers and clients.
You can also look at your current contacts to uncover trends in occupations, market sectors, and geographical locations. For example, you might find that many of your customers work in office management positions and live in suburban towns. That might not seem extremely profound, but compile enough small details, and you’ll start to see well-defined personas.
One of the best techniques is to redefine your contact forms to provide information you need for personas. If you are attracting managers and business leaders, you could ask for information related to company or team size. Do they lead 5 people or 5,000? That information could help you define personas and in turn develop a content strategy.
Content with a Purpose
Now that we have the buyer personas, we can start to create content with a purpose. There is an important principle to remember: create content about your industry or area of expertise, not about yourself. Remember that the content produced is intended to draw people in, so answer common questions, discuss issues, and think outward. In other words, don’t talk about your business. Talk about your line of business.
Analyze and Repeat
At the end of a football season, a coach will take a step back, look at the tape, and analyze the results. He’ll use this information to make adjustments, hopefully enhancing the chances of a championship in the upcoming season. In the military, there is a task called an After Action Report, or AAR. This is designed to identify problems and gain insight from potential lessons.
Our analysis serves much the same purpose. We use tracking and measurements to see what worked, what didn’t, and where we can improve. With our analysis, we are able to gain insights into the most effective steps and provide world-class, accurate recommendations based on real-world data – not speculations or theories, but cold hard facts. When guiding a client to the right campaign, our analysis is an important step.
With the right techniques, the right information, and the ability to adapt, we are guiding clients to the right campaign on a regular basis.
The 602 Team is Ready to Create Your Campaign
Contact the experts at 602 Creative Studio to learn more about our effective digital marketing strategies.