What’s the difference between an advertising campaign and a successful advertising campaign? Results.
An advertising campaign is successful when it has reached your target audience and achieved its intended purpose – whether the goal was to increase brand awareness measured in an increase of followers, increase revenue through a sale, create hype for your ecommerce launch that can be seen in website traffic and conversions… The list goes on.
Here are our tips (and secrets) to get the most out of your campaign:
1. Strategy
Every successful marketing campaign starts with a strong strategy foundation.
Get your campaign off on the right foot by having a primary and clear campaign goal with a well thought out plan on how to achieve it. Don’t just think about it, write it all down.
Planning helps determine who your target audience/s are, the kind of message they will most likely interact with, when and where is best to reach your target audience, and how you should allocate your budget for the best ROI (return on investment).
Strategy will also clarify how you should measure the success of your campaign. Don’t just check this once the campaign has ended, this should be looked at regularly and your strategy should be ongoing.
For example, an ecommerce store runs a sale for a key promotional period, let’s say Black Friday – Cyber Monday and wants to see a large increase in sales. The owners have invested in google ads, emailed their database, advertising actively on their socials with videos, pictures of their most popular products, interacting with their audience etc… Looking at the analytics, they can see that most website conversions are coming from their email and particularly Facebook for the social platforms. The owners can decide whether to invest in some Facebook ads to leverage this and whether to send a secondary email out. However, they also notice that whilst they are having an exceptional increase in website traffic, the conversions are not as good as they could be. Which leads to questions such as:
- Is the offer competitive enough?
- Is the CTA (call to action) clear enough?
- Is the website slowing down with the traffic, deterring customers?
- Is the UX (user experience) clear and easy to purchase your products for the user?
- How long after being on the site do they leave? Is it at checkout or are they losing interest after a few seconds?
The owners identify that users are leaving at checkout… Possible reasons being the cost of postage or their limited payment options. They decide to start offering free postage on purchases over ‘x’ amount for the remainder of the sale and add a payment option that allows consumers to pay in smaller instalments. They immediately see an increase in conversions vs traffic and unexpectedly also see an increase in the average spend amount from sales with the payment option they added!
At the end of the promotion, the owners happily had a large increase in sales due to their exceptional and ongoing strategy through the promotion. The percentage of dollars per channel will also help determine where they will spend their money for future campaigns for the best results.
Hope this information can contribute to a super successful campaign for you!….but we aren’t done yet….We have two more invaluable tips coming to you this month!
This week you learnt about the importance of Strategy. Keep a look out next week for our second campaign tip to make your marketing campaign a successful one!
Kind regards,
Ash from the Candid Marketing Team
