Are you planning on launching a holistic marketing campaign for your new brand or already have one in the works? With so many moving parts involved and milestones to reach, it can be easy to overlook a number of vital components to a strategic marketing plan. While these considerations are relatively straightforward to sort out, failing to do so could spell disaster for your campaign or prevent you from getting clear learnings from the data you see. In this article, we’ll share five of the most important things you may be overlooking in your marketing campaign — and how to efficiently fold them into your marketing mix.
1. Creating Clear Goals
One of the first steps to piecing together a well-orchestrated marketing campaign is creating clear goals. This might seem obvious, but an alarming number of marketing campaigns are guided by vague and ultimately unhelpful goals. For example, if you want to attract new visitors to your site, don’t make your goal broad and overly simplistic, such as, “Increase new visitors.” Not only will your marketing team be unclear about which precise results to aim for, but they also won’t have the specificity needed to accurately measure their success.
That’s why it’s crucial to create specific and measurable marketing campaign goals that align with your business objectives. For the utmost clarity, include concrete numbers or percentages as well as a deadline the goal must be achieved by. So instead of providing wishy-washy goals like the one above, aim to set some along the lines of, “Increase new visitors by 250% in four months” or “Achieve at least 2000 new visitors from Twitter and 1000 from Instagram by the end of this marketing campaign.”
2. Setting Up Proper Marketing Tracking
The link between the success of your marketing campaign and effective marketing tracking can’t be overstated. Tracking gives you the insights you need to identify which elements of your campaign are working — and which aren’t. If you haven’t set up any form of it yet, how will you determine if your customers/clients are responding positively or negatively to each component in your campaign? Moreover, how will you know which components are worth keeping and which should be shelved?
Given how much insight marketing tracking provides, it’s imperative that you set everything up before launching your campaign. The way in which you should do so will depend on which marketing channels your campaign involves. For example, you can use Google Analytics to track most data related to your website traffic, but you will need to consult other data sources or platforms to track the success of your social campaigns. If you don’t know where to start, consider implementing these simple marketing tracking metrics and formulas to begin with.
3. Managing Redirects Correctly
One vital consideration that many businesses fail to account for in their marketing campaigns is managing redirects correctly. We understand that when you have countless other tasks to do before launch, redirecting URLs correctly isn’t exactly at the top of your list. However, it is pivotal you do so correctly if you want your marketing campaign to go off without a hitch.
The right URL redirection management will ensure your customers and clients can easily and speedily engage in your marketing campaign. Remember, the success of your campaign is largely dependent on providing these stakeholders with a flawless user experience. So if you want your campaign to boost visits and conversions, it is critical that you don’t make the mistake of redirecting them to the wrong page.
If you do, it will likely cost you your whole campaign. This may sound dramatic, but the fact is that most customers won’t bother to re-engage in your campaign if they can’t even access the page it is hosted on or other parts of your website. Don’t let a 301 error or a bad gateway ruin all the hard work you’ve put into your campaign. Instead, consider taking advantage of a reliable and reputable URL redirection service. A redirection service is designed to make URL redirections efficient and mistake-free, so you can have the peace of mind that all of your URLs are in order.
4. Developing Strong Customer Retention Programs
Without strong customer retention programs or client retention programs in place, your marketing campaign won’t be able to achieve the lasting impact you’re hoping for. Customer and client retention programs are crucial to implement because they simultaneously encourage loyalty and repeat business. Keep in mind that research has found that while the probability of selling to a new prospect is only 5-20 percent, the probability of selling to an existing customer is a whooping 60-70 percent.
In short, well-designed customer and client retention programs will allow you to further capitalize on your campaign and in turn increase your bottom line. If you haven’t implemented one or the other before, we suggest taking a read of HubSpot’s guide. It provides a range of effective strategies — from customer referral programs to client onboarding programs — that you can easily put together to give your campaign the impact it deserves.
5. Coordinating Different Departments
Coordinating all of the different people and departments involved in your marketing campaign is easier said than done. Each person and department has their own approach and goals, so staying on top of who’s doing what and how they’re doing it can feel all but impossible. Without seamless coordination between different departments, your marketing campaign is bound to hit some major obstacles.
For example, if your SEO team is desperately waiting for a developer to deliver a certain asset but the developer doesn’t know how pressing the task is, they may not deliver it in time. Likewise, if your launch is in two weeks time but no one has informed the customer service team, you can expect problems to ensue.
Failure to coordinate can lead to significant delays and disagreements that could potentially derail your campaign. To make coordinating easier, consider investing in project management software that is designed to keep everyone on the same page.
Running a successful marketing campaign requires you to account for a multitude of considerations — some of which you may have overlooked. Fortunately, it’s not too late to attend to them. We’ve outlined 5 of the most major ones that are worth paying particular attention to. If you want your campaign to be remembered for all the right reasons, make sure you find the time to address each of them as soon as possible.