As a business owner or a fledgling entrepreneur, you have a variety of responsibilities pulling you in many directions throughout your day. When trying to plan and implement ongoing marketing with many moving parts, you may find processes start to quickly fall apart. Sometimes what you need to stay on track are some quick tips to put your workflow ideas into action. So, without further ado, here are a few of those tips to help you build an efficient marketing campaign workflow.
Start with an Outline
Bring all your notes, resources, and research together into a single location (personally I like Evernote). Once you have your inventory of ideas and half-baked strategies begin to organize them into an outline. This will help you structure your ideas into a very rough, but more understandable plan of what you would like to accomplish.
Write Down Your Objectives for this Campaign
A campaign can range from the simple act of writing monthly blog posts to a multi-faceted, cross channel strategy addressing online and offline efforts. Whatever your campaign, be sure your objectives are measurable. For example a bad objective for writing blog posts is “increase subscribers.” Whereas an example of a good objective for writing blog posts is “increase subscribers by 50%” or “gain 100 new subscribers.”
Write Down What You are Selling
Instead of selling just your product or service as is, think of a way you can add more value to your offering. For example, can you add a limited time gift with every purchase? Can you offer a limited time discount to the first 20 people who buy? Do you have a product that is limited in availability? Think of your product or service in terms of what value it offers to your audience, and how to communicate that value in order to position your campaign to sell.
Write Down Who is The One Person You are Trying to Reach
Instead of taking the time to develop a traditional or “textbook” buyer persona that includes details that you can’t emotionally relate to, think of a person that you actually know. By using someone that you actually know (and who represents your ideal customer) you will be able to have much more detail and insight into how this person thinks and acts towards your business, products, and services. Being able to visualize a real person that you are trying to reach will go a long way in helping you better position your product or service, write copy, and develop calls to action that work.
Define The Call to Action
Speaking of calls to action. Once you know your objective, what you are selling, and who you are trying to reach, write down your call to action. This is both the action you want your audience to take and the language you’ll use to encourage engagement. For example, deciding whether you’ll say “Shop Now” or “Buy Now.” You may also have multiple calls to action depending on your objectives. Typically, you’ll start with one call to action that will aimed at serving your primary objective, which can be used throughout your content and advertisements.
Identify Creative Needs – Both Graphics and Copy
Revisit that outline you created in the beginning. Now that you are further along in your process you can start defining the creative needs to fulfill the campaign. First, associate strategic activities and tactics (like blog posts, emails etc…) for each part of the campaign. Then determine how to what align those tactics with your objective and call to action. From there you’ll be able to identify what resources you need including graphics and written content. If you have a team behind you, now is the time to communicate your objectives and begin to assign tasks to build your content library for your campaign.
Set Time Frames
Keep your campaigns close ended. Whether you have a 1 day, 1 week, or 1 year timeframe be sure to align your goals and strategy with a time frame. Not only will this help you plan and budget accordingly, but it will also add a sense of urgency to the project.
Execute, Analyze, Revise
Did you think I was going to say you are done? Nope! Your campaign is an ever evolving process. Once you’ve put your campaign into motion and given it time to gain some results (whether positive or negative), analyze your data. Identify what is working, what is not working, where your traffic coming from, and whether or not you are attracting your ideal customer. All this information will help you improve your campaign moving forward. For example, if you’re not attracting your ideal customer but you have great customers, maybe it is time to revise who you think your ideal customers is. And with that, make revisions as necessary. After analyzing your data you can continue to adapt your strategy to better align with your objectives long term.
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