Creating the perfect market campaign is actually quite a personal process which, while it might follow a similar set of steps, is actually rather unique to each business. You will need to come up with the campaign with the specific goals of your business and an awareness of who exactly your target audience is. The aim of a marketing campaign is obviously to catch the attention of an audience and, often, to teach them more about the business itself. There are a few things that you might want to highlight in your next marketing campaign, so take a look to learn more.
Your Company’s Values & Vision
Performative activism is on the rise, and a lot of businesses are being criticized for greenwashing their practices or coming out in support of different political parties or people despite evidence to the contrary. This can be, and rightly so, detrimental to a business. However, if you can walk the walk as well as talk the talk, then why not showcase the values and the vision for your business in its next marketing campaign? Is your business genuinely eco-conscious? Maybe you are a black-owned business, or maybe most of your workforce is LGBT. The business might have really humble origins, or it might share profits with local charities or support developing countries. Whatever it is that your business does to give back or demonstrate compassion or understanding would be worth highlighting in a marketing campaign.
Your Company’s History
Selling your business through marketing campaigns is all about forging a connection with the consumers. One of the best ways to do this is to use the history of your business in your marketing campaigns. Now, you might think that this isn’t an option for all businesses, especially new businesses that have only recently been launched, but this simply isn’t the case. Regardless of how long the business has been operating, you can still use its history in your marketing materials. Think about when the idea was first had and the hurdles your business has had to overcome to get to where you are.
Your Company’s Communication Options
Consumers value communication; they like a brand that they can get in touch with and have their queries or concerns dealt with in a timely manner by an actual person. In your next marketing campaign, you might want to demonstrate the avenues that consumers can through to reach you. This might mean webchats, emails or even phone calls. If your business is smaller and you don’t necessarily have the manpower to spare for these endeavors you can outsource. Businesses like Signpost have a number of communication services, including a phone answering service, which you could choose to use.
Customer Testimonials/Awards or Accolades
Convincing a potential customer to make a purchase from you is hard. You have to sell your business to them. That is what marketing is, after all, simply a way to sell your business. Consumers expect to be sold to, but they know that you are obviously going to paint your business in the best possible light. They tend to be somewhat skeptical. This is why you might want to think about showcasing customer testimonials in your next marketing campaign and allow your existing consumers to do the work for you. If you have won awards or accolades, you should also consider using them too. Allow these things to do the talking for you.
Tips to Bear in Mind
Regardless of what areas of your business you choose to highlight, there are a couple of things that you should keep in mind when creating your marketing campaigns. Firstly, consumers can spot inauthenticity a mile away. You only have one chance to make a first impression; try to be real with your consumers. Do not get carried away by an inflated view of your own importance. Remember that building a connection is key. In addition to striving for authenticity, you might also want to think more about what the meaning is behind your campaign. What story are you trying to tell, and why will your consumers care or relate to it? How will this campaign communicate what your business stands for?
Consumers like to be able to relate to a business. Providing context within your marketing campaigns also matters. For example, if you choose to showcase the history of the business and how it was built from the ground up or passed down through generations, you should think about why you are using this and how your consumers will relate to it. Do not shy away from emotion or sentimentality. Building connections is vital. Lastly, your marketing campaign is unlikely to be able to go into every nuance or detail; try to keep it simple. Marketing campaigns are often visual. Can you show your audience as opposed to telling them?
Wrapping it Up
Creating an effective marketing campaign is crucial to attracting new customers as well as encouraging repeat business. There are some elements that are simply more likely to be successful than others in reaching your audience. Highlighting the right areas of your business can help to build a connection between your business and its audience. When creating your next campaign, think about the ideas mentioned above and how you could incorporate them.