It’s great to have content and their operating channels. However, how do you proceed from there into a particular marketing programme to help address customers’ issues? And what factors prospects need to consider when exploring your services?
Your objectives and action plans have a significant impact on the marketing programme that you develop. Extending your current services to a larger group of customers is one thing, but launching a completely new service or entering a new territory or vertical sector is something entirely different.
A marketing programme is a collection of measures that work together to achieve the focus of marketing as well as a business goal. As a result, each goal requires its own programme. Hence, it is best not to have a lot of goals on the go at the same time.
Again, each marketing programme requires different campaigns that motivate people to work toward the same goal. A set of activities designed to market a service, or a product is a campaign through specific methods and channels. The content of your campaigns can be customized, including the approach after drilling ideas. Think about a campaign whose theme is a valuable perspective.
Every campaign must include: 1. A campaign goal and its objectives; 2. The results to achieve; 3. The campaign’s focus; 4. The campaign’s duration and its schedule; 5. Who is this campaign aimed at? 6. The assets needed for the campaign, i.e. the primary forms of content needed. 7. Implementation details.
Create your own marketing campaign programme from the smallest details to the implementable stage. However, your programme could hold various campaigns.
Explaining a campaign
Let us explore how a campaign framework works, for example, with a company that specialises in placements services of software professionals in technology firms. So, this is their niche field, and instead of aiming placements of human resources in all fields, this company has to target technology industry, and those firms which need software professionals in other industries as well. They want to aim their services in their city, where a thousand firms are in both technology and other industries. Some technology firms provide software solutions, and some others provide software as s services (SaaS) to different industries.
Now our placement services provider has three targets to choose: i.e. 1) technology firms that provide software solutions, 2) technology firms that provide software as s services (SaaS), and 3) other industries’ firms that need software professionals. Let us assume they have chosen 300 technology firms that provide software solutions as their target for one year, and the rest for the next years. So, their campaign here runs for one year for this segment.
How does the campaign look like?
Their marketing programme and its campaign can look like the following example.
When the placements company gets a requirement from a software solutions provider company, it entrusts the job of searching the candidates to one team, who will do the preliminary work of screening, and arranging his interview with the company HRD manager, and follow up till he is selected. This cycle repeats with every placement.
As per the implementation plan, if they can meet one HRD manager/CEO per day, they may probably end their targeted campaign in one year. It does not mean they will leave this segment. They have to keep nurturing those companies who became their customers to maintain relations for repeat orders. In the repeat cycle of the campaign, they need to target those companies who have not become their customers.
They can next target another segment, i.e. technology firms that provide software as s services (SaaS) for their second campaign. Here also you need to devise a similar strategy with whatever campaign changes needed.
Apart from the channels, such as email marketing, one-to-one meeting, inbound marketing, and advertisements for lead generation, you can promote your content through newsletters, blogs, and articles and so on. Repurpose the content if necessary to adopt to the respective channel.
Depending on the nature of your industry and business requirements, plan each campaign segment wise as shown above. Tweak the campaigns as and when the desired results are not produced. If a campaign does not produce any results for some time, say a month of its operation, discard it and plan anew with new marketing tactics.
Create a marketing calendar with all your campaigns to show all the schedules of your current, upcoming, and planned campaigns later. You can also add other work related to marketing, such as updating your website, and new collateral writing. Reshuffle your calendar to balance your marketing work.
Check to see if you’re being overly ambitious during the planning stage. Running one campaign well is preferable to poorly running three.
Content and collateral creation and management
Today, marketing is developing incredibly advanced and automated methods of delivering your message, and possibly even your services, to the market. To sell effectively, you must have some collateral, not only to persuade a prospect but also to appear professional. The reader must find your content interesting, persuasive, and compelling. Also, know the difference between collateral and content by reading this article.
The content is far more dynamic than the collateral. You need to always create new content to supplement marketing campaigns. Some content will be reused, while others will only be used once.
Marketing could do a lot of good by influencing many sources, like leads from partners. Ensure that it receives credit for its efforts in creating collateral and content, running campaigns, and so on. The leads may have gone directly to sales, but marketing supported.