The marketing campaign is one of the first elements to be taken into account in the process of attracting new customers and business growth. In this article we will summarize the steps you should follow in order to carry out a successful marketing campaign. We will also go over a few common mistakes that should never be made.
What are the steps to follow to carry out a good marketing campaign?
Define clear and reasonable objectives
In order to carry out a good marketing campaign, it is essential, first of all, to define the objectives we want to reach with our campaign. Obviously, the final objective of this type of campaign will be to attract new customers. However, we must ask ourselves several questions to establish the essential framework of the marketing campaign:
- Do you want to conquer new customers?
- Do you want to resume certain strategies that you had abandoned?
- Do you want to increase your customer loyalty rate?
The organization of your campaign and the way you communicate will vary depending on the objective you want to give to your commercial strategy.
In addition, it is important to define the volume of business you want to achieve with this campaign and how many sales you want to achieve with it.
If you have not defined these objectives beforehand, you will not know when your campaign has been successful. Your campaign may not be as successful as you expected. This means that you will not be able to make the right decisions to continue formulating new strategies.
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Choosing the best channels for customer acquisition
There are many ways to contact your customers. Depending on your objectives and your client’s profile, you should choose communication channels that suit both:
Telephone communication: This is one of the most effective channels. To achieve customer acquisition by telephone, the ideal solution is to install a call centre software to efficiently manage your outgoing calls. In addition, this software has many functions that will help you carry out your marketing campaign successfully: call recording, listening, whispering, transcribing emails and many others. This will also make it easier for your agents to make customer acquisition calls, as well as for the supervisor.
Emailing: Email marketing is also a good communication channel. However, it is a less direct way to communicate compared to phone calls. This is largely due to the fact that customers can choose whether or not to read the email. And therefore, by being less direct, it may be less convincing to customers. To encourage customers to open and read your emails, you need to work on their content. Make sure they are well-organized, mistake-free, engaging, and can provide value to people. If you don`t have your own marketing specialists who can work on this type of content, it can be outsourced to such services as SupremeDissertarion.
Postal mail: Postal mail is in decline. Newer methods of communication include telephone calls or e-mail. It would be an ideal method of communication if your target market is elders who do not use cellphones or email.
Social Media Marketing: Creating a marketing campaign for social media is currently a very effective method to attract a large number of customers. Above anything else, it is the ideal communication channel for reaching a rather young audience. In addition, you should take into account that depending on your objectives, you should select the social network that best suits your target market, as the audience may vary from one to another. For example, Linkedin for professional campaigns, or Instagram for campaigns focused on a younger audience.
Consolidate your information into a clear and understandable database
In order not to get lost during the marketing campaign and end up making a mess, it is important to gather all the information collected in a database to which all your agents have access. That way, each agent will have access to customer information, allowing them to work more efficiently.
If you use a CRM to collect client data for your marketing campaigns, then ideally you should integrate your CRM with your business phone network in order to manage your calls more efficiently. This allows you to make calls from the CRM while viewing your customer’s profile, or when someone calls you you can identify the caller easier.
Establish an acquisition program
Depending on your objectives, establish a “recruitment” schedule to carry out your marketing campaign. For example, define precise deadlines or daily objectives to be achieved, etc. Without organizing your time efficiently, you will not know at what time you should post advertising to attract the right customers, or when to finish the campaign, etc. This will make it more difficult to organize yourself and carry out other tasks.
What are the mistakes that should never be made?
Focusing efforts on the wrong audience
Often, some marketing campaigns can lead to failure because they target customers who do not agree with the objectives we want. To avoid this, it is very important to define the type of profile you are trying to achieve and stick to it.
Not listening to your customers’ needs
During a marketing campaign, we are usually so motivated by sales that we often forget the real needs of our potential customers.
It is important to remember that the product we are trying to sell does not always correspond to the needs of the person we are addressing. However, if we listen to their needs, we may realize that a different product we offer would better correspond to their expectations and we may end up turning them into a customer. If you remain focused on the one product you are trying to sell, you may lose many potential customers.
Not using the right sales vectors
As we have seen before, it is necessary to adapt the tools you will use in your campaign to your target audience. If you are looking to sell a product aimed at young teenagers or older people, email will not be the appropriate way to achieve this. Instead, use social networks for younger audiences and postal mail for older audiences.
Without this, your marketing campaign may fail.
In conclusion, installing a call center software in your company will allow you to carry out all your marketing campaigns, whatever their objectives are.
To install the call center software, contact us and our agents will be able to answer all your questions!