If you are in business and have ever used any sort of technique that makes the public – more importantly, your ideal audience – aware of your products and services, chances are you were performing a marketing activity for your company.
Essentially, “marketing activities” are daily activities that allow you to get your business in front of your ideal customers so you will be able to keep your business operating in a healthy condition throughout this year and all the years to come.
When you think of the marketing activities you do for your business, what comes to mind? Google Adwords? Facebook Ads? Twitter Ads? Instagram Ads?
While paid advertising does count as a marketing activity, most marketing activities do not always have to be some form of paid advertising online.
In fact, the world of marketing is a vast space and can include:
- Meeting people at a networking event (relationship marketing)
- Creating a social media page for your company whether it be Facebook, Twitter and LinkedIn to name a few (online marketing)
- Hosting an event or exhibiting at a trade show (event marketing)
- Giving promotional items away to incentivize your audience to take action (promotional marketing)
- Securing a TV or Radio spot or renting out a billboard (traditional marketing)
As these are only a few of the ways you can market your company, there are many other things you can do to get your brand in front of your ideal audience.
But, what if I told you going through the motion of performing these activities isn’t enough?
What if I told you that the key to the success of your marketing activities is creating a campaign around each activity so you can not only generate more leads and sales, but you can also track how well the activity is performing and also the amount of money each activity is bringing in for your company?
Doesn’t that sound like creating a campaign would be extremely helpful to your bottom line?
Of course it does! Because creating a campaign around your marketing activities is super important to the success of your company.
Let’s take a look at what would happen if you didn’t create a campaign around your marketing activities.
Scenario #1: You create a Facebook page for your business, push publish and wait for people to “like” your page.
How will they know to like it if they do not know it even exists?
Scenario #2: You spend thousands of dollars to exhibit at a trade show and you do not create a strategic campaign of how you will promote your presence before the show, you simply set up your booth the day of the show to sit in a chair and play with your phone and even if you did collect leads, you don’t even follow up.
Why would you expect attendees to choose you over the sea of competitors around you they have to choose from?
Scenario #3: You purchase a box of promotional items and put them in a storage closet because you “plan to give them away to people”, you forget you have the products and then when you realize you still “have these things” you shake your head as you think about how you wasted your marketing dollars.
Why would you purchase something (anything, really) without a game plan as to how you are going to get rid of them before you forget about owning them?
With these three scenarios, the solution to achieving your goals boils down to the same concept: to be able to produce measurable results that will give you a good indicator if you are making money or losing money, and if it is worth it or not to keep doing the marketing activities you are doing.
You do this by creating a marketing campaign. Here’s how:
The following 7 steps will help you create a campaign that will give you measurable results for all your marketing activities:
- Specific goals so you will be able to figure out how you will measure your results.
- An Ideal Audience that will be interested in your products and services.
- A compelling message that drives your audience to take action.
- Determine your budget.
- An Action Plan that puts numbers 2-4 together in a way that will hep you meet your goals.
- Track and measure data to see progress toward your goals.
- Analyze your data to see what needs improvement on your next run.
Moral of the story is: whenever you are taking on any marketing activity – whether it is big or small – you should treat it like a campaign to ensure the success of your business.