Two questions that I get asked is, ” What are the components of a successful marketing campaign?” and “How do you optimize a marketing campaign?”
Optimizing an entire marketing campaign is a high-level skill set. Optimizing marketing campaigns involves optimizing each stage of the sales funnel. For instance, improving the Facebook ad, the landing page, and a sales letter/webinar. Also, it can involve increasing any engagement email campaigns and the type of offer.
In future posts, I will talk about how to optimize each stage of the entire marketing funnel. But for right now, every marketing campaign has three components.
Each component needs to be optimized to ensure the campaign performs to standards.
Now, full disclosure, most marketing campaigns are not a success the first time they launch.
Today, I usually build marketing campaigns in stages. I used to build out entire marketing funnels, but I realized that each step needs to be optimized.
Now, instead of spending months and months building an entire funnel, I develop each step, and then optimize that phase, while I am building the next component. Building online marketing funnels this way leads to faster overall results.
For instance, I may plan and then design the entire marketing funnel. But when I am building the funnel, I start with a lead magnet and landing page. Now, this depends on the stage of the business and assets available. If the company already has a responsive email list, I might write the sales letter first and test the offer. If the offer doesn’t convert with the email list, this can save a lot of time developing a product and then building a complete sales system for a product with little demand.
Keep in mind each scenario is different. Sometimes before you sell a high-end course, you need a low price point product for prospects to purchase first. Once people purchase, they are more likely to ascend and buy higher-priced products.
If it is a new business without an email list, I almost always start with the lead magnet, landing page, and Facebook ad copy. This way, I can build the list and be cultivating a relationship with the list while the sales funnel is being constructed. Plus, with an email list, we can monetize it in other ways, other than just selling our products, such as affiliate products and advertising.
As I mentioned, every marketing campaign is different. The assets available influence how I develop each campaign.
Now, back to the three components of every marketing campaign.
Every direct marketing campaign boils down to these 3 components. Every successful marketing campaign must have these three components.
The audience is the most critical part of any marketing campaign. In traditional direct marketing, the audience makes up forty percent of the success of a campaign. If you make an okay offer to the right audience, then you will have some success. Some people will buy. If you make a fantastic offer to the wrong audience, they will not respond.
The audience and who you are targeting is the most important component of any marketing campaign.
Identifying the right audience often requires research. Research can provide a plethora of information about an audience. The research helps identify the audience, but can also improve the offer and the creative components of a marketing campaign.
The offer includes the product, service, or content you are promoting. The offer can result in up to 40% of the success of a marketing campaign. The offer needs to resonate with your audience for the success of the campaign. For instance, selling ice during the winter in the artic may be a tough sell. It may take a lot of marketing to promote and sell the ice. Whereas promoting ice water in the desert during the summer, doesn’t take much marketing. All you need is a sign that says, “Ice Cold Water.” Chances are you will sell out of your inventory.
If you are promoting a blog post on social media, after a short description of the article, the offer can be something as simple as “Read More” with a link. If you are promoting a product with a long-form sales letter, then the offer can include everything after the first 500-800 words, which is known as the lead of the letter. The offer can consist of the product, the price, any payment options, the guarantee, and any bonuses given for purchasing, and how the sales-letter is closed, etc.
How you present the offer brings us to the last component of every successful marketing campaign
The creative part of the offer includes any copy, graphics, and the presentation of the offer. The creative component consists of the colors, the images, and the visual representation of the campaign. Also, it includes the copy (or text) of the campaign and how you connect with the audience. The creative component can be up to 20% of the success of a marketing campaign. Let’s analyze each part of the creative component in more detail.
As the Internet continues to evolve, graphics are becoming increasingly important. For instance, for Facebook ads, the ad image is the first part of a Facebook ad that is noticed. Next, the Facebook ad’s headline, then the body copy, and then the call to action. Even Facebook recently changed the suggested graphic size for a post or ad from 1200 x 628 to 900 x 900. This new image size appears larger in the news feed.
Furthermore, I recently read a study that revealed people remember content more when there is a graphical image summarizing the content.
The copy is essentially the text of the ad. It is still the most essential part of the creative component. The presentation of the offer and the words used are vitally important. The copywriter needs to connect emotionally with the audience and then provide logical arguments to persuade the person to buy. People purchase with emotions and justify the purchase with logic. Copywriting is a skill that I have studied for almost twenty years, and it is a skill that I am always trying to improve.
For most campaigns, the copy will make a difference in the conversion rate. And even a small percentage increase in conversion can lead to more customers. It can also lead to more customers purchasing higher-priced products. Today, the copywriter is still one of the highest-paid professions in direct and digital marketing.
In conclusion, another way to remember the components of a marketing campaign is market, message, and media. It is the exact same thing as the audience, the offer, and the creative components. Regardless of how you remember these three components, they are essential to every marketing campaign. But remember, to optimize a marketing campaign, you must run tests on each phase of the campaign. Testing each component of the campaign is the only way you can optimize a campaign.
Now you know the three components of every marketing campaign. Happy marketing!
Are you building your email list?
Today, when it comes to building your audience one of the most profitable marketing channels is email.
According to the Direct Marketing Association, email marketing yields a 4,300% return on investment for businesses in the United States.
ExactTarget reports for every $1 spent on email marketing, the average return on investment is $44.25.
One of the most profitable ways to build your audience is to increase the size of your email list.