There's an old saying that goes: "Measure twice, cut once." The point is, it requires planning to enjoy a successful, streamlined project. And that same principle applies with equal force to the world of marketing.
If you're getting ready to launch a new marketing campaign, then no doubt you're feeling a certain level of excitement. However, you need to ask yourself an important question before you begin: "Have I invested enough planning into this campaign to make it a success?" If you are uncertain, then please read the following information. We'll discuss eight key questions that you should be able to answer before starting a campaign.
1. Who are You Trying to Reach?
One of the most meaningful and fundamental questions you need to answer involves your target audience. Who is your ideal customer? Which segments of your audience are you trying to reach with your advertising?
Your team may have developed the most creative, most informative, most engaging ad campaign on the planet — but if it's only reaching people that aren't really interested in your product or service, how much good is it doing?
2. Where Can They Be Found?
This point is a natural follow-up to the question mentioned above. You need to understand where to find your target audience. For example, do they watch traditional TV, or do they use OTT services like Netflix or Hulu? Are they active on social media? If so, which platforms do they use? Account for all of these factors before launching your campaign.
3. What are the Most Popular Platforms and Times to Reach Your Audience?
To cut down on advertising costs and increase ROI, you should investigate which platforms are most popular among your target audience and which times your consumers are most likely to use them. For example, a B2C company may invest in Facebook or Instagram marketing more heavily than other platforms, whereas a B2B organization may highlight LinkedIn.
When it comes to timing, think about this example: advertising during daytime TV versus primetime. If your company is primarily targeting the working-class, 9 to 5 demographic, then it's obvious which time slots you should be aiming for.
4. What's the Desired End Goal of Your Campaign?
Not all campaigns have the same end goals in sight. Some are specifically designed to boost brand awareness; others are focused on generating more leads, and yet others have the objective of driving sales.
Whatever your campaign's end goal is, you should be able to identify it moving forward. Setting SMART goals for your campaign is one way to keep your team focused and effectively measure the results afterward.
5. What Has (and Has Not) Worked in the Past?
It's said that "those who forget history are doomed to repeat it." It's also said that one definition of insanity is: "Doing the same thing over and over again and expecting different results."
What's the point? Document all of your tests. If you've tried something in a past marketing campaign that fell short of expectations, don't repeat your mistake. Analyze previous results to identify tactics that worked and tactics that misfired. Only then will you be able to learn from history and avoid repeating the mistakes of the past.
6. How Long Should the Campaign Run to See Results?
The answer to this question will largely depend on the answer to question 4: what's your desired end goal? Some marketers believe that a campaign should last 45 days, on average. However, if your main objective is to increase brand awareness, then you may want your campaign to run for several months before pulling the plug.
If it’s a more measurable campaign such as an A/B test, use an A/B Testing Significance Calculator to determine whether or not you’re ready to end the campaign and make decisions.
In any event, you want to have a well-defined timeline in place before launching your new initiative. Overall, campaign length will depend on many factors, including budget, objectives, strategy, and other aspects.
7. Which KPIs are You Tracking?
Once again, the answer to this question will depend on the specific goal of the campaign. You want to track the key performance indicators (KPIs) that most directly relate to the campaign's overall objective. For example, if your campaign goal is to drive traffic to your website, then you'll likely want to track site traffic, clicks, and bounce rate.
8. How Will You Nurture New Business?
This commonly overlooked question is nevertheless crucial in terms of a campaign's ultimate success. Suppose your campaign results in a considerable influx of new business. Still, you don't have the infrastructure to support your customers; then you could be setting yourself up for a significant dent in your reputation. A solid plan to help maintain forward motion and success as you nurture new relationships is valuable to your brand’s repute.
Your company should be able to answer at least these eight key questions before launching your next marketing campaign. If you can do so, then you'll be in a position to achieve the highest possible ROI from your efforts and continue improving your performance moving forward.
