Creation of Strong Marketing Campaigns

Before diving into tips for targeted marketing and personalized campaigns, it’s important to reflect on your marketing objectives, desired KPIs, and the emotional response you want to evoke from your customers. Having a clear vision and mission statement for your brand lays the foundation for a well-defined marketing roadmap. Additionally, it's crucial to conduct pre and post studies for your campaigns to analyze brand lift. This is a recommended practice at BC Web Wise.

Step 1: Know thy audience

As mentioned earlier, it is important to understand who your audience is and what benefit they will get from using your product. Identify how you want your customers to feel once they purchase / use your product? As a process at our agency, we always have in- person conversations with a pool of end consumers. This first hand information not just helps us to fine tune our communication but also opens up very effective messaging or marketing channels we may have not originally considered. I also personally look for buzzwords that we can use in our communications.

Step 2: Know the personas

Segment your potential audiences into various personas based on their preferences, pain points, usage patterns, and content consumption habits. Craft unique purchase journeys and tailored communication for each segment.

We recommend you also utilize data from previous campaigns and analyze purchase patterns, earlier successful offers, and other influential factors. Analyzing previous purchases occurred and if there were any external factors like a celebrity endorsing your brand, etc. is also key.

Step 3: Look at your current infrastructure and ensure support / tracking is implemented and ready

After studying the marketing objectives its important to ensure your website / product portal can sustain the amount of traffic you aim to drive, tracking elements are in place to help build insights for future campaigns and proper testing is done via all browsers as well as all login devices - mobile, tablets, laptops, desktops tv enabled browsers and so on. Customer experience is key!

Step 4: Leverage marketing automation tools

Explore automated marketing tools which will help streamline your personalized campaigns. These tools can help send targeted ads and also help personalize website experiences. Creation of trigger based Edms can further help you engage with prospects at regular intervals and ensure that your brand remains top of line. These can also be connected with the lead generation forms on your website to help bring back customers who showed an interest but never bought your products.

Step 5: Test different avenues as well as give time for your campaign to optimize

Try different methods of advertising to the audience personas created and give the campaign at least 2 months to help optimize spends and start seeing sustainable conversations. Use the benchmarks created with the help of analytics to track key metrics.

Step 6: Pre Sale Awareness / Selling is good, but Post is equally important

Many of us face poor after-sales service when purchasing products. To build strong customer relationships, it's vital to reduce wait times, communicate transparently, and listen to customer concerns. This fosters brand loyalty and increases chances of repeat purchases.

Step 7: Testimonials / Reviews & Ratings

It's important to curate real world examples of how your product / service has impacted the end audience. Have them share their experiences and ensure that others find relatable content through this means.

When gathering customer data, it is crucial to prioritize cybersecurity measures to safeguard against attacks.

The article is Authored by Varun Parkash, Assistant Vice President - Client Servicing at BC Web Wise