Getting ready to launch your company’s marketing campaign? Marketing is crucial to every business, but it’s easy to make mistakes that cost time and money when you hit go too soon. Here are 5 steps to take before you launch any campaign, whether it’s your first or fortieth!
Create the shortest, most impactful messaging. A message that is clear, concise, and compelling is vital to a successful campaign. If your message isn’t easy to communicate, then your entire marketing campaign will fall flat. Can you sum up your business in just one sentence? How many words can you cull your message down to? What language can you substitute to make a bigger impact? A great example to take inspiration from is Preciate, a virtual meeting platform. Here’s just a few of their taglines: “Break past Zoom and build healthier relationships.” “Accelerate business in hybrid environments.” “Design the perfect space for every meeting.”
Lean hard into the problem that you are solving with your product or service. Before starting any marketing campaign, do you know what problem you’re solving? When you can speak to customers directly like this, you stand out from the competition and engage potential customers who may not even know they need your product! Take Curricula as a company who is direct about the problem they are solving: cybersecurity awareness, and specifically, the boring options out there that case employees to resent security instead of embracing it. Their behavioral science approach trains employees using short, memorable stories based on real-world cyberattacks. Plus, companies can create their own custom eLearning training. Problem solved!
Know your target market. Before launching any marketing campaign, you need to know what your target market wants. This means understanding who they are, where they live, how old they are, what kind of things they like, etc. Once you’ve determined your message, you’ll need to figure out who you’re talking to. Who is your target market? Are they men or women? Young or old? Rich or poor? Educated or uneducated? This information will help you decide which channels to use to reach them. A company who has done an excellent job of defining their target market is The Lash Professional. These pros offer video tutorials, social media updates across all major platforms, weekly blog posts, email newsletter options, and more, and every channel’s content targets the same market: Gen Z professionals interested in the beauty and wellness sector, who are looking for training and flexible work options.
Make sure your website is both informative and easy to navigate…. There’s no way around it: a poorly designed or confusing website will make people think twice about working with you. Websites are often the first impression you make on a potential client, and a well-designed one should help them find what they are looking for quickly and easily. For example, Best Companies AZ offers a hub to explore award-winning employers in Arizona, browse jobs, and get expert advice on important career questions. Their website breaks down different business sectors but also companies that are both diversity and veteran committed, with clear links to Arizona’s best employers.
… but be especially sure that your interactive components work! All your marketing efforts mean nothing if your potential customer can’t take the next step, whether that be scheduling an appointment or purchasing a product! Test, test, and test again when it comes your interactive components to ensure that they work correctly, and that users interact with them in the way you want them to, so scheduling becomes a breeze for your potential customers! Take a company like Cruise America, which operates RV rental centers across the United States, Canada, and Alaska. Not only do they offer clear and categorized search options on their website for location to buy or rent RVs, but they also developed the Cruise America RV App, the only RV travel app dedicated to RV travelers and Cruise America customers. This double approach to easing the customer journey has paid off with their 127 locations!
Marketing is a complex process that requires careful planning and execution, but by checking these five areas off your list, your campaign will be off to a successful launch!