Before you plan your next marketing campaign, stop for a second. Ask yourself, “what do I want to achieve with this campaign?”. Are you trying to get more people to know about your new company? Are you trying to get more sales?
The best marketing does not just look good, it is guided by a plan that connects creativity to real goals.
If your goal is platform sign ups for your SaaS you need to give them all the information they need to feel safe to take that next step. The same counts for a sale on an ecommerce shop or a business service. What this information is and how it looks depends on your offer. But, you have to build trust and connect with the audience to be successful.
So, before you pour time, money, and energy into your next campaign, consider these three things.
Know the why behind your campaign
What’s the real goal here? More leads? Faster conversions? Reaching a new audience segment? Pick one. Campaigns work best when they focus on doing one thing really well.
Get laser clear on who you’re talking to
If your audience description starts with “everyone”, you might already be missing your mark. Know exactly who you’re trying to reach. This will determine your messaging, creative and which platforms you should focus on. Make sure to look at their pain points, motivations, and current behaviours and highlight this in the marketing.
Map the journey before you post
What happens after someone clicks on your ad or opens your email? Do they have a clear next step, or do they get lost in a messy funnel? Design the path before you launch.
This week's action steps: If you are thinking of launching a marketing campaign, start by answering this checklist:
My goal is to [specific, measurable outcome].
I’m targeting [specific audience or segment].
The main platform(s) will be [insert platforms].
The key message is [main promise or hook].
The next step for them is [clear call-to-action or journey step].
Once you can fill in those blanks, then you’re ready to start planning out all the details. Good luck!