Successful marketing means getting in front of the right audience, with the right message, at the right time. Learn six fool proof ways to provide value to your target audience.
Written by Lisa Cassidy, November 13, 2020
While there is no one sure-fire formula for creating successful marketing campaigns, there are campaigns that tend to stand out from the rest. You know the ones I'm talking about. The email that reminds you to order flowers for your Mom in April or the one that sends you a webinar on the topic you have been googling. That's what I'm talking about.
The reason these emails are effective is because they are appropriate, timely and relevant to the reader. In order to create value for your audience, you need to know your audience. Listed below are six fool proof methods for maximizing the impact of your next B2B campaign.
#1 Know your audience
In order to connect with your audience, you need to be honest about who your audience is and what their preferences are. Start by getting answers to these not so simple questions.
#2 Focus on channels that yield results
Not every business needs to have a presence on Facebook to be successful. Before spending too much time trying to be everywhere, focus on the places your prospects go to get information. Then spend a few months measuring the value of the leads coming from each channel.
If Facebook leads turn into customers, put more money into Facebook posts and ads. If Google Adwords yields better leads, invest there. Just make sure to put enough time and effort into each channel before pulling the plug. Adwords, in particular, takes several months for ads to show up consistently.
#3 Be clear, compelling and concise with your message
Resist the urge to be wordy or to use lots of industry jargon. Your message must be clear and compelling. It should be of value to your audience and memorable. If your message can be easily repeated by the recipient, you nailed it.
#4 Have a consistent look and feel
Create a visual connection with your audience. Everything should look like it is coming from the same company. The overall design should have the same look and feel whether it is the style of photography, font types or color combinations. The visual theme should be repeated across all channels. Visual consistency will help prospects remember you and is the key to looking organized and professional.
#5 Create content for all the stages of the buyer’s journey
All content is not the same. In the early stages, a prospect may not yet be aware that they need your product or service, so creating awareness is more valuable to them than pricing, for example. Google is often the first place buyers go to research topics they are interested in learning more about, so it is important to have blogs, videos, ebooks and social media posts available for discovery on relevant key words.
Once a buyer is aware and ready to evaluate their options, they will most likely want pricing or comparison information. It is at this point that they may click on google ads, landing pages or your web site to get more information. If they are serious about learning more, they will be eager to connect with you and provide their email address.
#6 Track everything
The most important aspect of any campaign is to make sure that you understand whether you are achieving the results you intended. The best way to know this is by identifying your goals up front, then tracking against these goals. There are many tools for tracking and evaluating campaigns. Marketing platforms, like Hubspot, can make tracking leads from multiple sources a.k.a web site, email, online ads, landing pages, forms, social media posts and more, seamless and easy, not to mention informative thanks to their real-time reporting dashboards.
Whatever way you choose to move forward, as long as you make it a habit to stick to these six methods for implementing and managing your campaigns, you will find that you get better, more reliable, cost-effective results that align with your company’s marketing goals.
For nearly 20 years, Lisa has consulted a range of b2b organizations from high-tech startups to Fortune 500 companies. Lisa is adept at developing breakthrough marketing and communication strategies that build brands and long-term equity.