Wondering how to plan an effective marketing campaign? Read on….
Mark leads a prosperous business that makes quarter million in annual revenue, but struggles with resource-management. Everything seems perfect, yet Mark’s company can’t make any further progress on the market. His finances stagnate. The strain on his employees is reaching its breaking point.
Mark tried hard.
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He set up social network ads. He then tried posting content on Linkedin. Before that he hosted webinars. Afterwards he recruited SEO consultants. After that-branding experts.
He switched his marketing campaigns every now and then. Nothing worked.
To make matter worse, everything turned up being reactive instead of proactive.
Mark is desperate.
Mark needs help.
Are you familiar with this story?
Stay awhile and listen.
Why planning your marketing makes all the difference
Really, why is that so important in the first place?
Well, let’s tackle the consequences of not planning:
1. SOS – Shiny Object Syndrome
Heard of this?
We’ll brief you in if you haven’t.
Shiny object syndrome is the plague of eager entrepreneurs. It turns their greatest asset into a potential weakness–their bright brains and curious nature.
To be a successful entrepreneur, you have to always look for better methods, sharper wits, contemporary technology, and generally fresher stuff.
But that’s where the trap lies.
Not settling on a single, viable plan leaves you chasing the wind, and sacrificing stability for uncertain promise of improvement.
What do you get in the end? Nothing. You’re where you started.
And that’s definitely not your goal.
2. Sticking to the wrong thing
The other side of the spectrum, of course, is perhaps even worse than SOS.
You’ve found your thing.
You hired that expert to manage your Facebook page.
You spent hours to perfect your webinar presentation.
Diverting your profit into all-out expansion seems like a hell-yeah idea.
It looks promising. It will work. Just a bit more time/funds/hours. It is bound to give some results.
Put your feet down on the ground.
Trying for a while and it still doesn’t work?
Back to the drawing board until you get some real results.
3. Getting lost in possibilities (or lack of them)
Nietzsche said: ‘For when you gaze long into the abyss–the abyss gazes also into you.’
You won’t notice how your business falls into rubble while you wait for the right opportunity, or while you’re picking your ‘perfect method’.
Once you see you’ve been idle for too long, it will be way past the point of no return.
Focus. Stay in action.
Nurture your inner tinker, and it’ll reward you for sure.
And finally, don’t be ashamed to ask for help or advice.
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The benefits of planning a marketing campaign
Where can we even start?
- Planning means having control.
- Planning means seeing your goal and the path towards it.
- When you sum up your situation completely, you’ll find out all the traits of your business, the good ones, and the bad ones. Check the cards you’ve been dealt–and plan accordingly. Marketing planned is half a step towards marketing successful. Once you’ve set your eyes on the obstacles towards a bountiful marketing opportunity, you’ll pass them over in a blink.
- In business, time equals money, and planning saves time, which basically means it earns money. Coordinate your tasks, resources, and people into a more efficient business entity–a united marketing image trumps fledgling isolated attempts.
- Planning minimizes the necessary risks. Plan your marketing campaign to ensure greater chances of success.
Okay, but then what?
Act upon the situation.
Seeking more leads? Create events, competitions, webinars!
Improve your revenue by increasing attraction towards your work — create blogs, articles, audio, video, digital assets — make yourself, seen, heard, and noticed!
Secure deals on your products/services before you release/provide them.
Share your experience with eager entrepreneurs, and learn from the more experienced than yourself. It’s vital in the marketing business.
Once you have a plan, the opportunities become clear and simple. Yours is only to seize them and implement into your company strategy.
What makes a good marketing campaign?
We’re going to teach you the methodology of a campaign driven enterprise.
It comes from a wisdom-filled book, “Oversubscribed”, by Daniel Priestley.
Transforming the mindset of your business into a one of strategically important key points should shift the focus from abstract goals to tangible results. It’s how most of the industry giants (e.g. Apple, Nike, and Virgin) function like.
How do you do that?
You do that by challenging the linear way of approaching business.
Although it seems logical and ‘natural’, that is not the most effective method.
By approaching your customers one-at-a-time, you’re bound to eventually put unbearable pressure on yourself and your resources.
Doing your marketing linearly isn’t scalable, and sooner or later it’ll stop giving results, and eventually start draining them.
What you need to do is to adopt the seemingly hectic and wild method of ‘group targeting’.
It works like this: you target 20 customers, and offer them your products/services. Choose them carefully, do your research on them, and provide them with top-quality result for their investment.
Then they go and get you 100 more.
Simple as that! And it does magic.Plan your marketing campaign to ensure greater chances of success. Here's how. Click To Tweet
How to make your marketing campaign work like that?
The idea is attractive, yes. But don’t be lulled into too much comfort and spontaneous tests.
The key is, as always, good marketing planning. Work on your marketing plan and stick to it.
Which is the actual first step on your mission.
Step 1. – Plan
Analyze your business, and find out your capacity. Determine the point where you become oversubscribed.
Then make a 12-month campaign schedule.
Step 2. – Signal
Tell people what you’re going to do. Preparing people means preparing the market.
Bear in mind that you don’t look for the sale yet, but for the signal.
Being open about your business also makes other people’s interest visible to even more people, which is how you’ll get progressively more customers. That is one of the key features of oversubscribing.
Step 3. – Release
You release the product/service when you have more customers than merchandise you can deliver. That is when you are oversubscribed.
Being oversubscribed allows you to be selective of whom you want to sell to. You then select the most appropriate customers. They spread the word to more potential customers.
After that – it’s like an avalanche.
Step 4. – Delivery
In the era of information, a carefully placed word ripples through the society, and one displeased customer acts as a beacon of bad publicity to thousands of other potential buyers.
Do you know of any bad publicity having been spread like fire through Facebook or Twitter?
Yes, we do too. It maims your business.
Work on your delivery. Focusing on the product itself can have disastrous results.
Step 5. – Innovate
Observe your actions and learn. Refine your process, and repeat the improved cycle.
Watch as your business literally multiplies itself through Campaign Driven Enterprise.
Spread the tale of success along with your satisfied customers.
Spring into action, now
So, Mark has decided to take proactive planning instead of reactive attempts.
Mark is going to plan, create signal, build-up until he releases his product, and watch as his assets quadruple in no time.
You can do that yourself.
Nothing stops you.
Develop your marketing plan according to this guide.
Go oversubscribed. Be campaign-driven.
You’ll see your company flourish in a flash.
Want help to create your next marketing campaign? Book in a complimentary 15-min Marketing Blastoff call with an experienced marketing consultant today.
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Originally posted 2017-09-01 00:51:53.