8 tips to improve marketing campaigns
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It’s no surprise that marketing campaigns are a powerful tool for businesses, used to transform the modern age of marketing all around the world. Ever since the ‘Mad Men’ era, businesses have been finding new and innovative ways of exciting their audiences – but there is no set method on how to improve a campaign.
Luckily, although there isn’t a set script to follow, there are several innovative tips and tricks that we like to use that help to improve marketing campaigns. In this handy guide, we will explore these tips, encouraging you to put them into practice for successful results.
Here at Embryo, our team is made up of some of the best marketing professionals in the business, and we even hear from a few in this piece! We see what others don’t, so when it comes to marketing campaigns, we understand the importance of being different and taking initiative.
So, without further ado, let’s explore the tips that we use to create a successful marketing campaign.
Our 10 successful tips to create a groundbreaking marketing project
Before we dive into our successful tips, it might be beneficial to get a better understanding of what a marketing campaign actually is.
Whether you’re a marketing guru or not, you probably know what we’re talking about when we say ‘Just Do It’ or ‘I’m Lovin’ It’. These iconic slogans make up just some of the successful marketing campaigns in recent years.
However, a great marketing campaign is a lot more than just eye-catching visuals or clever and snappy slogans. Marketing campaigns are organised, strategic efforts, that have been carefully crafted to promote a specific company goal. Some of the key things to be aware of are to understand your target audience, develop a compelling message, and choose the right channels to reach them (more on this, later!)
Think of it like this: strategy is planning, and tactic is doing. Having a strategy without ways to act on it (tactics) is basically daydreaming, and taking actions with no common goal or plan (strategy) wastes your time.
Tips one to three: Omnichannel, goals, and knowing your audience
1. Take your project multi-channel: This first tip is hefty but essential – every single marketing campaign that you create needs to have a presence across multiple channels. The whole point of a campaign is to grab the attention of people, more specifically, your target audience. The best way to do so? Go where they are – which is, everywhere!
Your target audience probably spends multiple hours at a time scrolling through social media, to then checking their emails, before searching for something related to what they want to purchase. Your goal as a marketing campaign is to be present in all of those places.
When deciding what to purchase, customers go through a thing called The Messy Middle – a term used to describe the uneven purchase journey. Customers can be stuck in this ‘Messy Middle’ phase for hours, days, or even weeks, therefore your channel could be the thing that breaks them out of it! Make sure that your campaign acts as the right trigger.
2. Set long-term goals: Just like any campaign or project in your life, structure and objectives are crucial. Whether you’re setting goals for one marketing campaign or for the overall success of the campaign over a long period of time, setting goals allows you to prove how successful your campaigns have been.
When setting goals, as well as time limits, marketers should decide from the start what important KPIs (Key Performance Indicators) they are going to use to judge success over that period of time. Setting long-term goals encourages a focus on sustainable growth rather than short-term gains. A well-thought-out plan helps to build a stronger brand and customer base that can support your business for years to come.
3. Know your audience – and keep them in mind: Everything that you create marketing campaign-wise has to be with the audience at the front of your mind. Without an audience, there is no one to view or interact with your campaign, essentially making it pointless. No matter how amazing an idea might seem, if it’s not something that your audience wants to interact with, you can forget it.
To improve and maintain the success of your marketing campaigns, you need to be super critical of ideas as they are happening. Most of the time, the things that work aren’t the most creative but are the things that provide the greatest value – value doesn’t always have to equal flashy gimmicks.
Try to build strong connections with your audience. Relevant and personalised messaging rings true to people, generating stronger and more genuine relationships.
Discover More:
- A guide to H1, H2 and H3 tags
- Do backlinks need to be “Follow” or “NoFollow”?
- Finding bad backlinks to your site and how to fix them
Tips four to six: Content, calls to action, our exclusive tools, and the importance of feedback
4. Create valuable content: Better known as the ABC rule (Always Be Creating), this tip isn’t necessarily to do with one campaign, but is a top-level approach to marketing in general, hopefully helping to create more campaigns! If you work in marketing, then the ABC rule should be one of your non-negotiables!
Content should be produced by your business every single day, whether that’s blogs, social media posts, reports, or videos. Embrace the talent that is around you and thrive on creating content that will help to yield many marketing campaigns. Not only will you have more content to use in campaigns, but you will also get into the habit of creating, which makes digital marketing campaigns run much more smoothly.
Give your audience something to engage and interact with, whether that’s a short video to watch or a handy blog post to read, just like this one.
5. Call to action effectively: If you’re spending crucial time creating content, you want people to reach out to you, whether that’s to enquire, buy, or convert. One of the fastest ways to do so is by having as many calls to action as possible. You don’t want to miss out on consumers leaving whatever content they’re engaging with and not getting in touch – in some ways, it defeats the whole point.
There are plenty of ways to get your audience to get in touch. Chatbots, QR codes, and phone numbers should all be on offer – when you put these CTAs in there, make sure that you respond to them as quickly as possible. If people have taken the time to get in touch, then your marketing campaign has worked – the least you can do is get in touch!
6. Use exclusive tools, created by Embryo: At Embryo, we see what others don’t, so innovation is in our nature. That’s just one of the reasons why we offer our clients industry-leading tools that provide incredible insights, showing you exactly where you sit within your sector, what needs to change, and how you can move the needle (literally!). Two of these tools are Needle and Intermingle.
Needle, created by our very own Chief Innovation Officer, James Welch, is an in-house tool that does everything we mentioned above, and more. This tool gives you clarity on what your competitors are doing to hold their position in the market, and what we can do for you to beat them.
“Needle is very useful to the teams at Embryo because it allows us to look at an industry as a whole, rather than just one website. By looking at just one website, the whole story is not told, and many strategy decisions are the poorer for it.” – James Welch, Chief Innovation Officer at Embryo.
Another one of our exclusive tools, Intermingle accurately shows you the top 10 search results for any search term, giving our team an idea of what’s on your audience’s mind – and what we should be doing to get you there.
If you’re eager to get access to these revolutionary tools, then book a discovery call with a member of our team today!
Tips seven and eight: Review, ask for feedback, and optimise for search engines
7. Review Your Projects and Ask For Feedback: The review stage is crucial, but it is often an overlooked part of the digital marketing process. Once your campaign has been launched and enough time has passed for you to see the effects, book time with colleagues to look at what worked and what didn’t work.
Don’t worry about being too critical, and involve people from your business who perhaps weren’t a part of the campaign – a fresh set of eyes can be very important.
However, make sure to involve all parties, including sales, content writers, and directors for their useful insights about how the campaign has impacted their conversations with potential targets.
“As someone who has worked in both the delivery and client services team, I would say that collaboration across teams is vital to understand the following:
- What the client’s focus areas and needs are from a commercial perspective
- How we can create a comprehensive marketing campaign that is going to move the needle for performance
Having regular performance check-ins with the team enables you to anticipate and problem-solve any hurdles.” – Martha Peters, Client Service Executive at Embryo.
8. Optimise for search engines: Optimising for for search engines (SEO) is a crucial aspect of marketing campaigns because it directly impacts your visibility and reach online. If you haven’t got to grips with SEO, we have plenty of guides within our blog that can tell you more.
When your web pages are ranking higher in search engine result pages (SERPs), you’re more likely to attract organic, targeted traffic. This traffic comes from people actively searching for products or services related to your business, making them more likely to turn into your customers.
As well as this, optimising search engines can enhance the user experience. SEO often involves creating high-quality, informative content that addresses users’ needs.
Up Your Marketing Campaign with The Experts From Embryo!
There you have it, a comprehensive round-up of how to improve marketing campaigns!
Hopefully, those top tips have been helpful and you now have what it takes to smash your next marketing campaign. Here at Embryo, these tips have greatly improved the way we approach marketing campaigns – we hope they will for you, too!
At Embryo, we’re constantly creating and executing marketing campaigns, whether that’s for ourselves or are wide range of clients. Need more info or interested in the work we do? Please get in touch with us, today! We’d be more than happy to help.
