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6 Ways to Improve Your Marketing Campaign

6 Ways to Improve Your Marketing Campaign

Your company might have come up with the best thing since sliced bread, but no one will care if they don't know about it! A thought-out marketing campaign is the perfect way to get the word out. Here's how to improve your marketing campaign and stir up the storm you need to succeed.

Get to Know Your Audience

Far too many campaigns fall flat because companies try to market to everyone. What you should be working on instead is a tailored, on-brand message that will reach fewer people but affect more of them.

Start by profiling your audience. What types of customer personas are you targeting? What are their habits, needs, and problems? If your company or product is new, start gathering info first. Reach out to existing customers directly or on social media. You can also create questionnaires or detailed sign-up forms. You might need to create a freebie like an eBook to turn more visitors into leads, but it’s worth it in the long run.

Define Success Metrics

A marketing campaign should achieve goals that you need to identify beforehand. Goals vary depending on your company’s size, activities, and overall performance, so laying out what needs improving is a systematic and specific endeavour.

Maybe you are starting and need to make people aware of your company’s existence & mission. Or, you could launch a new product and want to generate buzz around it. Define concrete goals and develop a strategy to achieve them. It's best to break overarching goals into manageable milestones and delegate tasks based on your team's strengths.

Identify the Best Marketing Channels

Types Of Marketing Channels

Once you've pinned down whom the campaign is speaking to, it's time to choose your means of communication. Even though social media is the fastest-growing marketing medium, don't assume it's automatically the right fit for your audience.

For example, TV and print media ads are still viable if you target an older audience. Email remains the go-to for B2B marketing. Moreover, email campaigns are still highly effective means of nurturing customer relationships and increasing the number of satisfied repeat customers.

Get the Data You Need to Make the Best Decisions

Knowing your customers is an excellent start. Also, knowing the market will set your campaign up for success! Web scraping is the most efficient and effective way of doing so. Scraping is an automated process that gathers, extracts, and formats vast amounts of information from multiple websites in one or multiple search engines. For example, for scraping Google, you would use a scraper fit for this search engine. It's invaluable in shaping your marketing campaigns on several fronts.

Web scraping lets you collect intel on competitors' pricing strategies and marketing campaigns. It’s excellent for analysing your target audience’s disposition towards your company, products, or field. A timely analysis of thousands of social media posts can uncover trends your marketing campaign can capitalise on before the competition adapts. 

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Optimise Your Content

Content Marketing Metrics

Based on the insights you gain through the above steps, you can optimise your existing content and create a tailored marketing campaign. Start with your website, current email campaigns, and social media presence. Do you need to tweak your website to appeal more to your target audience? Is your brand voice consistent across all channels?

Content marketing is indispensable since it provides value and has a higher chance of turning visitors into customers. Developing good content is challenging since you must present expert knowledge engagingly to stand out.

Many people now search for goods & services from their smartphones by asking their voice assistants. Capturing that audience involves creating content that answers their spoken questions meaningfully. SEO is even more critical for this kind of marketing since the keywords are long-form and often local.

Track Your Progress & Improve Your Marketing

You should start tracking the campaign's impact on sales and customer engagement upon its launch. This will let you calculate the exact ROI and prove its usefulness to company management. More importantly, you'll be able to spot and react to problems that could otherwise derail the campaign or decrease its effectiveness in time.

A/B testing is the most popular method. It involves showing one version of your website, blog posts, email copy, etc., to one group and an alternative one to another. You can then adopt the more successful version going forward. Don’t hesitate to experiment, either. Try sending emails at different times of the day or week or reach out to a different demographic.

The previous steps will minimise the likelihood of failure. Should your campaign not prove as successful as you'd hoped, feel free to cut your losses and try again.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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