In a previous article, we gave you five steps for developing a good marketing strategy. Now it's time to implement what we've learned and develop an actual campaign. Here are the five basic steps to getting your campaign off the ground.
#1-Define your goals.
What is it that you want to see happen as a result of your campaign? Marketing campaigns have different goals. Some are designed to advertise specific services. Some are designed to drive traffic to your website. Some are designed to go directly after the sale and increase conversions. So what is it that you want to do here? Clearly define all the objectives before you start developing content.
#2-Speak directly to your buyer persona.
Remember that a good marketing strategy is focused on a specific demographic. It doesn't try to be all things to all customers. Who are you trying to sell to in this campaign? Whose attention are you trying to get? What do you want them to do? It's important to sort all of this out ahead of time so that when you start generating content (and we're talking about everything from visuals to website copy to emails and everything in between) it doesn't fall flat because it's being marketed to the wrong audience.
#3-Know where your customers are consuming your content.
Before embarking on your next marketing campaign, it is vital to know where people are viewing and responding to your content, and channel your effort into those places. Do your research and figure out where you should be marketing different services. Younger demos, for example, are consuming their content almost exclusively on mobile devices these days, while older demos are more apt to still rely more on desktops and laptops. Optimize content to cater to the people you expect to engage with it.
#4-Clearly define the offer.
Make the prospect of doing business with you as attractive as possible. Provide a low-cost incentive for booking with you that has a high enough perceived value to be taken seriously, then build your campaign around your offer. You can even split test two or more offers and see which one gets the best response. When you've narrowed that down, you can then apply what you learn to later campaigns and possibly get better results right out of the gate.
#5-Keep up with the numbers.
Don't get so caught up in running the campaign that you forget to analyze what's working and what isn't. Be diligent about crunching numbers and make whatever adjustments are necessary to keep things moving forward.
Launch your campaign with these steps in mind and you will find that it is easier to stay focused and organized. You'll also get to know your market better, which will only help you build stronger campaigns in the future.
The DriveProfit Advantage
The senior marketing team at DriveProfit has the limo marketing experience and knowledge necessary to help you develop effective limousine marketing programs geared specifically toward the chauffeured ground transportation industry. If you are launching a new limousine marketing campaign, or are not satisfied with the results you are getting from your current efforts, our team is here to help. To learn more, please contact Pat at DriveProfit today at 203-426-7780, or email us at firstname.lastname@example.org.
Posted on Jan 21 2016
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