When you begin planning your holistic marketing campaigns, start with the end in mind—what are you hoping to achieve? Though you should certainly have specific trackable goals with your KPI’s (Key Performance Indicators) such as leads, revenue, and engagement, also think about things you can’t track such as building awareness, establishing credibility, and creating a personable identity. When thinking about the end result, also think about what actions (CTA’s or call-to-actions) that you would like your audience to take.
When you have your end goal firmly in mind, then you can start the creative process. Get with your team and start brainstorming the stories, messaging, and imagery that would excite your users and pique their interest in you. Find a few keywords that can be short enough for billboard ads. Then expand the message of these keywords in your longer content pieces. If you have historical data, use this in the conversation to better understand what has worked in the past.
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The better you understand your audience and make relevant, human-centric messaging, the more likely it is that your ads will stick in your customer’s minds. Some questions you may want to ask yourself are: Where does my audience spend a lot of their time? What do they find passion around? How do we solve their problems? And lastly, what kind of things resonate with this group?
The infamous rule of 7 is still alive and well in the marketing world. The rule of 7 is the idea that your customers have to be exposed to your company or products 7 times before they feel comfortable making a purchase. Though the number 7 can be debated and is surely different for different industries, the concept of multiple touch points is valid. You need to build trust piece-by-piece through multiple messages in multiple places. Thinking about where your audience is both on- and off-line is a great starting point when mapping out your campaign plan and the customer journey. Off-line channels are awesome for expanding your top of funnel lead flow. Billboards, radio, tv, podcasts, and other mass media marketing channels cast a wide net for your audience to initially learn who you are (and most importantly that you exist!) These people who enter the top of your funnel can be reached later and encouraged through video, email, FB, Google, and other social media platforms that act as additional meaningful touchpoints and are lower on your campaign funnel.
As your campaigns run, track the pulse and success of your campaigns with the different goals you set originally. For specific lower-funnel marketing channels, use the correlated KPI’s to gauge your success and check them over daily, weekly, and monthly increments. For your top-of-funnel marketing channels, give sufficient time to learn about the reach and awareness that has resulted from your campaigns. With all of your campaigns, remember to listen to your customers and to speak with them in mind. As you understand what your community of customers and potential customers need, want, and have passion around, you will be able to continually refine and develop a creative strategy that yields meaningful long-term results.