Developing your online marketing campaign should clearly answer and solve the problems of your target market.
Any campaign should touch the pain points of your market and provide an easily achieved solution for them.
Your campaigns should be:
- Targeted - clearly focused on your ideal market. Develop your target market (or persona) to clarify who your ideal clients are, likes, dislikes, hobbies etc.
- Differentiate - how are you setting yourself apart from your opposition.
- Segment - move your prospects through your pipeline depending on the stage they are in the sales cycle.
- Results - set the results you want to achieve with your campaigns.
To build your campaign there are 3 Key Steps:
- USP or UVP
What is your unique selling proposition or unique value proposition?
What sets you apart from your competition? What differentiates you from your opposition?
When developing your UVP focus on what you are doing for the customer. The majority of companies focus on themselves and they forget about the customer.
Focus on what value you are providing or problem you are solving.
Here are some examples:
- We help retailers increase their online sales conversion rates up to 58% and their average order size by 25%.
- We help distributors reduce their order-to-cash processing costs by an average of 67.2% at the same time they increase customer satisfaction.
- We help companies crack into big accounts and shorten sales cycles. One of our recent clients had an 87% success rate in getting into the largest companies in the US.
- A Marketing Funnel.
Think about the different stages and questions clients have as they interact with your company.
Your marketing funnel needs to convert visitors into qualified leads who are ready and willing to buy.
Your marketing funnel needs to be educational. It needs to provide answers to the key questions of your clientele.
It needs to allow the prospect to know you, like you and trust you.
Simply sending someone to your website and asking them to fill in a form with their name and email won’t work.
- Stage 1 Offer an Introductory Educational Response.
This is typically called a lead magnet. You send the prospect to a landing page where they enter their details.
You can offer a variety a lead magnets such as an ebook, video series.
Depending on your target market your ebook may be titled:
7 Questions to ask when buying an investment property
7 Things You Need to Know When Investing in Australia
5 Alternative Ways to Finance Your First Home
By having a clear focus on your target market will help you develop your educational marketing campaign.
- Stage 2 Offer In-Depth Educational Resource
Here we move to qualify the client further with a webinar where you explain and show different concepts and how the client can achieve their goal.
A good idea is to have a client complete a questionnaire because someone looking to invest in apartments has different questions to someone looking to acquire a house.
So you can tailor different offers for different markets.
Then you send them to a 45-minute evergreen webinar that takes then through the process or they are sent 3 x 15-minute webinars that they can easily watch at home.
- Stage 3: 1 on 1 Meeting
This is where you propose a one on one meeting to discuss their situation and how you can help them achieve their goals.
Each stage requires different messages and email campaigns to keep the prospect moving.
3. Traffic Generation
Where does your target market hang out? Where are the involved so you can place your message in front of them
Some alternatives are:
Google Adwords: develop a campaign to send prospects to a designated landing page
Facebook Ads: develop a campaign to send prospects to a designated landing page
LinkedIn Ads: if your clientele are in the B2B market then LinkedIn is a good alternative
Twitter Ads: tailor a campaign to target the followers of your opposition.
SEO: Improve your website to drive organic traffic
Instagram Ads; maybe a younger audience is your target.
1 Do Nothing - continue as you are. If it is working for you then stay as you are.
2 Do It Yourself - spend the time, money researching and learning about online marketing and then implement.
3 Appoint Internally - recruit a staff member to do it or add the task to the current duties do a staff member. This takes time, money and other resources to get your staff up to speed.
4 Work with a Business Partner
Work with a business partner who has your success as a driving point.
By developing a systematic marketing campaign will give you the time to focus on serving your clients and building your business.