So many factors go into a successful marketing campaign, but you’ll be marketing people and products like a pro once you find the right mix of strategies. Even marketing and public relations professionals are subject to the consumer end of various campaigns. Consider billboards, social media, ads on television, and more. Look into your own life and experience to find inspiration for your upcoming campaign. How are people and products marketed to you on social media? Where do you typically see ads for these goods or services? What can you do to break the mold of traditional marketing? Below is a brief marketing checklist to help you maximize the effects of your next campaign:
Pre-launch marketing tactics
Marketing starts long before you launch your product or service. Things like market research, planning, and preparation are some of the most critical first steps in any marketing strategy. One thing you can do to prepare is to make a list of competitors that you or your company are up against. Make a document that includes a link to their website, popular buzzwords and tag lines, pricing and business model, links to social media accounts, and identify critical employees on social media if possible. Keep in the know about what your competitors are up to by subscribing to competitors’ blogs’ RSS feeds and following relevant social media accounts. You’ll also need to check back to their website from time to time to ensure you haven’t missed out on any critical updates that could impact how you plan for your marketing campaign.
Prepare your PR team
Some simple PR activities can be completed ahead of the marketing campaign. Be sure to create a list of tech, startup, and industry blogs, local small business journals, and local bloggers and journalists in your specific industry. Find ways to contact these people and publications to pitch to once your marketing campaign goes live. You’ll need to set up an email for the person or product you are promoting for this to happen. Once the email is developed, you should consider drafting a standard email template that should be used across your brand to foster a feeling of continuity. Boost the benefit of your marketing campaign by creating transactional emails for when new users sign up for updates or purchase a product.
Once your marketing campaign has launched, the real fun can begin! Whether you decide to go out with a bang or gradually grow your userbase over months, getting customer feedback is essential for building a successful product. To get this feedback, you can utilize free promotion channels to do many things like write and distribute an eBook, white paper, and a press release. These promotion channels can also grant you access to influential bloggers in your industry who may be compelled to write about your product. Though free promotional channels are void of entry barriers, investing in paid promotional channels could be worthwhile. Paid opportunities can be worth their weight in gold, but you have to do your research to ensure that the pay-for-play option you’re signing up for will help promote your product to the right people.
So much of marketing relies on consistency over time. Take the time to post regularly on your blog. Repurposing previously used content for a new blog post is a smart and efficient way to keep these pages active and full of helpful thought leadership. Here, a good rule of thumb is to refresh old blog posts every 6 to 12 months. You can even offer some of these refreshed articles as an exclusive to freelance writers or journalists to further your marketing mission. Keeping active social media accounts is also essential. People and potential customers want to see you have a lively and active social account and dont log in every few months to announce a new press release or product update. Interact with your followers and get creative with your social media by using a mixture of photos, videos, gifs, and other unique factors like polls or stories. Drive social media buzz by dreaming up a quirky hashtag that people can use when posting about your product.
Optimize your marketing campaign for success
Now that your campaign has had time to wind down thoroughly, you can look back and see what you can improve on. A few examples are using a website grader to pinpoint website improvement, create and tracking weekly traffic and growth goals, auditing and improving your conversion rate, and setting up automatic analytic reports to be emailed each week. Remember that no marketing campaign was created equal, but you can learn one or two things from each campaign you develop. The more you experiment with your marketing process, the better your campaigns will perform.