Isn’t it great when a plan all comes together? For those of us out there who love a great romantic comedy, we love seeing one romantic gesture all come into play. It does seem a bit unrealistic but then again, it is Hollywood.
When those plans have to come together in real life, however, it can be a bit more difficult to have all of those moving pieces fit together in a perfect puzzle.
Integrating multiple marketing methods into one ad campaign is one of those difficult processes that can still look beautiful when all the pieces come together. Having a great big marketing campaign is a must for many companies and it requires a lot more work than a Hollywood-esque montage of drawing up plans and high fives.
Planning an effective ad campaign is like picking out your domain name. It needs to be easy to understand and something that draws people in.
If you are planning on carrying out a multichannel ad campaign, then check out some crucial tips before you get started.
Target Your Audience
Wouldn’t it be great if your product and business was desired by every man, woman, and child on planet Earth? All you had to do was hang up and “open” sign and people would come running to your door. Unless you’re selling calamine lotion at a poison ivy convention, it’s probably not going to happen.
That’s why you need to be specific about your target-audience. Find out who is likely to use your business, why, and what appeals to them. Researching them through tools such as Google Analytics is a great place to start.
If you’re running an e-commerce store, you can see who is visiting your website and from what device. You can also see what brought them there, whether an ad, organic search, or link.
Google Analytics is free, meaning you can easily track website traffic and campaigns. If you’re not familiar with it, you can sign up for free with the Google Analytics course and learn the basics to help you out.
Optimize Each Channel
If you find out that the majority of your traffic is being driven to you by your social media pages, then you need to make sure you’re optimizing ads for social media.
It’s important to remember that a one-size fits all approach and you may need to divy up how ads are communicated through different channels. This is also important when thinking about mediums, such as phones or computers. An ad made for a desktop PC will not look perfect if someone tries to fit it that same ad onto a mobile phone.
Think about what channels aren’t working. Maybe it’s time to ditch the mobile app, no matter how much work was put in. But if your customers are still using their mobile phones, what about switching to SMS marketing? SMS can offer plenty of “call-to-action” buttons, like click here, go to this link, text to enter, and more. It can be a different way to reach your customers through the same medium.
This might also be the time to branch out with your channels, such as the rise of videos as marketing content.
It may be worth looking into and seeing what you could do with a new channel.
Stay on Point
Even though you’re going through multiple channels, it’s important to remember your original goal and message you’re trying to portray.
That’s why it’s vital to have your storyboard approach before jumping in. All big-time movies start with planning and storyboards, which lay out how each scene will go, including what characters should be doing, certain angles, and more.
Make sure you answer those questions super early, as it’s vital to keeping the entire marketing plan on point. It may be difficult to keep the multiple channels straight, but with plenty of planning it is much easier to do so.
Find an Emotional Connection
Whenever you started your business, you were trying to fill a need instead of giving customers what you thought they wanted.
With your ad campaign, you need to be thinking along the same lines. You need to be thinking about how your campaign and business can fill the needs of the consumer. People are more likely to buy from a place where they felt a certain connection and positive experience. Tap into those emotions and generate your campaign off of those emotions.
Test and Track Your Campaigns
When meteorologists need to finish their weather report, the last thing they go do is walk around outside. What good are all the bells and whistles if their own two eyes show them it’s raining when they’re reporting sunny skies all day?
Be sure to put a tracking tool on any of your digital marketing campaigns to test them. Run them in house first to make sure you’re getting the results you want. This will make it much easier to track consumer info, see your bounce rate, and find out where your customers are coming from.
Perhaps you’re thinking about moving towards more email campaigns, but what do your statistics say? Is it worth continuing to invest in such campaigns?
Speaking of tracking, make sure you’re actually tracking the information. Eventually, you’re going to want to run another marketing campaign and you want to be able to use your past data to help you.
Author: Sarah Saker