Boss Lady

Marketing campaigns are lifeblood: how to improve them


All business owners should be finding ways to improve their business. If they do not do this, they will begin to stagnate and fall behind their competitors. A good business owner will have a lot of strategies in place to make their business more effective, and one of these ways is through continual enhancement of their marketing campaigns.

Marketing is the process through which your customers get to know your brand, connect with it, and learn about your products and services with a view to eventually purchasing from you. It is a form of seduction. Without an effective marketing campaign, you will not be able to achieve the kind of reach or sales that your product may deserve.

How to improve your marketing campaigns

So, that means you need to spend considerable time and resources on improving your marketing campaigns so that your business will be able to expand and grow well into the future. Let’s take a look at how you can enhance your marketing campaigns.

Identify your Key Customer

Pretty much all businesses have a specific type of person that will be most interested in their products and services. It is up to you to identify it. Clearly, if you sell children’s toys, then the key customer is the parents of those children. However, it is not always so easy to establish this. That means you need to put in the work.

Use all the resources available to you, like social media, your competitors’ sites, your historical customer information. Create feedback questionnaires, create polls., etc., anything that will help you answer key questions about your customer from their age range, marital status, are they parents, what are their interests and motivations, likes and dislikes.

The more in-depth your key customer analysis, the better you will be able to target your marketing campaigns. Also, this process is likely to help you develop better products too. 

Build your Brand

Branding is essential to your marketing campaign. Your brand should contain a great logo that your customers instantly recognize, but it also needs to have a personality and philosophy that your customers associate with your logo. By doing this, you actually create an emotive response in the mind of your key customer, which helps you build brand loyalty and trust. To do this, you need to consider many aspects, such as the purpose and vision of your company.

What is the reason you went into business for? What is the ethical reason, like sustainability, or social reasons like helping people? Whatever your reason, it would help if you created a brand narrative that starts from the initial conception up to how you are trying to change things in a positive way. Consider what your core values are too.

Once you have developed a brand personality, you can use this in all your marketing material. Your content will have a foundation that you can draw on and will tie all your marketing material together. 

Upgrade Your Website

Your website is fundamental to your success. All your marketing material will be pointing to this ultimate piece of marketing. So, your website needs to be consistent with the messages in your marketing material as well as being well designed, attractive, fast loading, and relevant.

Ensure you have a page dedicated to your brand. That means you can tell your brand’s story, i.e., why and how you came into being. It needs to be consistent with the colors of your brand, too so that when your visitors arrive, they know they are at the right place.

Ensure your content is up to date, concise, and hard-hitting. If you have a shop, ensure that it is fully functional and easy to locate. Consider why people are coming to your site in relation to your marketing material and ensure the purpose is on the home page.

You will also want your site to be supported with relevant keywords to ensure it is loaded with the right Search Engine Optimization. Keywords enable the search engines to find you. Additionally, it helps if you have a blog. This is important because you need constantly updated, fresh and relevant content that the search engine uses to rank you in the listings. The more recent the content, the higher the listing. 

Use Social Media

Social media is how most people communicate these days. Pretty much everyone you know will have one or more social media accounts, and that gives your business a lot of scope to connect with your key customers. From your customer research, you will know which platform is the most used by your key customer, and that means you need to create a strategy for this platform.

Your content can be created for a great many reasons, from enhancing your reach, explaining something, educational purposes, engaging with your community, promoting your brand and products, and you will need to use a variety of content formats for this. That means the written word, images, memes, infographics, etc. Each piece of material you post out can easily be set up against relevant KPIs (key performance indicators) so that you can track the performance and success of each post.

Only by implementing these sorts of metrics will you have the data which will advise you how best to hone your marketing material going forward. The aim is to create better and harder-hitting content every time that resonates with your audience and ultimately leads to clicks on your website and more sales. 

Community engagement 

Community engagement can come in two main forms, in real life and online. Clearly, your social media strategy will have a huge focus on that sort of community engagement, but that leaves the real-life engagement out. Every business needs to be seen in the real world as well as online. Real-life situations give you great opportunities for photos that can be posited online too.

The local community is, therefore, an important factor to your overall success. So, consider reaching out to these people. Perhaps you can get in touch with local events organizers and see if you can join in, or perhaps you can host your own event. Join local community groups and get your name out there. 

About Business Woman Media

Our women don’t want to settle for anything but the best. They understand that success is a journey involving personal growth, savvy optimism and the tenacity to be the best. We believe in pragmatism, having fun, hard-work and sharing inspiration. LinkedIn

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