Single tactic marketing is rarely useful. If you've launched tactics before only to watch them shrivel up and die from disinterest, you may be using too many single-tactic approaches.
Shifting to a comprehensive and interconnected inbound marketing effort is the answer, of course, but how do you keep up with all those moving parts? You need a structure for it all to make sense, and that structure is a campaign-based approach.
What is a campaign based approach?
Using the campaign as your structure helps you understand how each component connects to drive conversions. You must understand the role each component plays.
Using a single-tactic approach silos your efforts, making it much harder to see what is working and what isn't. Everything becomes about the quick wins, with each department working mostly separately. You may miss critical insights that help move the needle.
When organizations decide to take a comprehensive approach, many combine all these single tactics into one year-long data capture. While this may show some patterns at first, it's not much of an improvement. It doesn't highlight the buyer journey, and it can't establish the deeper connections of each component.
A campaign approach breaks up the yearly marketing effort into a series of campaigns, each with different components meant to drive conversions and boost revenue. It's far more manageable than a yearly look and allows you to pivot based on how the campaign does in the short and long term.
How does a campaign-based approach work?
A marketing campaign highlights one feature, value proposition or selling point. For example, if you own a pest control company, your campaign could highlight that your company offers reliable, green solutions to pest control. Since "green" pest control is a selling point for your target audience, your marketing campaign leads your audience through the Cyclonic Buyer's Journey.
- Theme: Green Pest Control
- Keywords: Green pest control, pest control + location, green pest control residential
- Messaging: Quality green pest control for residential buildings
- Free report: 8 Ways Green Pest Control Can Safely Eradicate 3 Common Pests (And Keep Your Family Safe)
- Webinar: Choosing the right pest control (including green options) for your (location) home
- Web page: Create a page on your website outlining your green pest control options and how this solves a problem that safety and environmentally conscious homeowners have.
- Call to action: Create clear call-to-actions for all your components and set up tracing to determine which ones convert the best.
- Blog: Create three months' worth of content focused on certain area pests and green pest control choices. Watch your keyword rankings carefully.
- Social media: Share valuable content such as top methods for green pest control, environmental impacts of green pest control and options for environmentally conscious homeowners through various social media channels.
- Targeted outreach: Take well-performing content to local groups, forums and trade websites.
- Sales integration: Ensure sales has access to the materials for sharing both physically and virtually. Each sales component should offer consistent messaging and call to action.
- Press release: Highlight your position as the only green pest control option in your immediate area and how that can help homeowners balance pest control with environmental care.
This campaign offers a variety of tactics with a well-designed plan of content coverage. You can track and keep up with how each component performs and build your next campaign from what worked.
Building And Measuring Your Campaign
Launching a handful of these campaigns per year helps you understand the buyer's cycle and provide real value that drives conversions. Keep these things in mind as you're crafting your campaign.
- Be specific - You must target a particular goal and audience, or your campaign will end up too broad to be effective.
- Build-in SMART goals — You must have a plan for defining and measuring success within a campaign and the overall campaign itself.
- Consider your conversion path — Everything you do within the campaign should lead to a specific conversion outcome. At minimum, you need a CTA, landing page with information form, a thank you email and a followup to seal the lead.
- Segment your leads — a big part of your campaign will be how you segment your leads and what workflows you build within the campaign to convert those different leads.
- Research your keywords — Your keywords, including long-tail keywords, will help form the foundation for your content and your traffic. Do your research to find out which ones are most relevant for your campaign theme.
- Analyze, adjust and pivot — Take an Agile mindset and pivot iterations based on your data. Look at your SMART goals plus your benchmarks and experiment to find your next campaign process.
By breaking up your marketing into campaigns and building a logical conversion path for each campaign, you may be able to improve outcomes in nearly every area. It's time you took control over your inbound marketing by focusing on efforts at the campaign level and never let anything slip through the cracks again.