You need a marketing campaign. But where do you start? And what tools should you use? There are so many options available to marketers today it can be hard to know which way to turn and which will work for your company. What’s the best marketing tactic to use?
I know the first thoughts that jumped into your mind. They were:
- What tools do we use?
- How can we get the most out of what we already have?
- How do we measure it?
What is Marketing Success?
Before everyone starts enthusiastically yelling, “Social media!” “Ads!” “Brochures!” let’s back up and start with creating a marketing strategy. What are your objectives and goals? Think about your goals in terms of campaigns. This will help you understand how to assign your budget to each tool and tactic you’re considering.
The next choice you’ll need to make is messaging. You’ll need to ensure that the messages you deliver in your marketing campaigns address the customer’s viewpoint of “What’s in it for me?” (Otherwise known as WIIFM.) Do your marketing materials talk about features and benefits or do they talk about the value you provide customers? I sincerely hope they discuss the value!
After you’ve got your messaging nailed down, you’ll need to decide from where and/or whom the content will come. Will you use posters, white papers, publications, or subject matter experts to produce the content for your marketing campaigns?
The final (and key) question when thinking about marketing campaigns is: What results do you want? You’ll need to decide how you’re going to measure performance before deciding what tactics you’re going to use.
Say you’re trying to drive sales leads. What does success look like to you? Are you going to measure registered downloads of a white paper or webinar? Will you measure landing page visits? Or click rates for an ad?
Understanding what your goals are and how you can measure them gives you a head start on choosing the tools you need for your campaign.
What Marketing Tools and Tactics Are Right for Your Campaign?
The short answer to that question is: Everything that will work for your audience and your business that is within your budget.
You should start with the question: What does your audience read? This will help identify specific tools and tactics to use. For example, if your prospect or customer base doesn’t read trade journals (not very likely!) then you wouldn’t use print ads or article development.
You have a multitude of tactics and tools to use. A short list includes:
- Public Relations – press releases, speaking opportunities, press interviews, article development
- Conferences – pre-show direct mail, pre-show e-blasts, educational seminars, show graphics, booth development
- eMarketing – eNewsletters, products/services e-blasts, banner ads, webinars, podcasts
- Advertising – print and digital ads
- Social Media – strategy development, blogs, social channels, video
- Collateral – brochures, sell sheets, case studies, tech notes, white papers
Remember to always integrate as many marketing elements as possible to ensure that your campaign is everywhere your customer is. Keep in mind that people still need to see your message a minimum of 6 – 8 times before they remember or recognize it.
How to Integrate the Tactics Targeted to Your Audience
The most important step in using these marketing elements is proper integration. As I mentioned above, your customer needs to see your messaging a number of times before they act. And they need to see that same message in multiple places. Using only one tactic may not deliver the results you need.
How do you integrate your tools and tactics?
Here are 6 tips for integrating your marketing campaign.
Know what you want the customer to do. Only use urls or links that go to the next step towards your goal. This may mean a landing page or a sign up for a download or a registration for a webinar – not the Home page of your website or a product or service page.
Keep your message simple and consistent. Make sure you’ve delivered the WIIFM value. Don’t make the customer guess what your message is. They won’t come up with the same answer as you!
Your website is the hub of all your marketing efforts. Make certain it is responsive design, that all your activities drive traffic to your site and you use landing pages to finish your marketing message.
Tell stories so customers can see how your product or service will fit into their work environment.
Ensure your gated downloadable content is high value. Your customer is giving you a valuable piece of information (their email address) so you need to make sure that you are delivering value to them. A simple rule of thumb is: marketing brochures, case studies and sell sheets are all free. White papers, reports, eBooks have deeper content, are more valuable and should be gated for lead gen.
Develop and reuse content in multiple formats. For example the same content can be rewritten or reformatted for use on social media, eBlasts, advertising, landing pages, and display ads. It’s critical to ensure that ads in your campaign are all related – having the same look, feel and message whether they are print ads or digital ads.
Measure Your Results & Reassess Your Tools
Marketing success depends on measuring results. If the tool is working, keep it. But if the results don’t meet your goals then you need to reassess and change tactics. Doing the same thing that doesn’t work over and over simply because it fits within your budget will not suddenly create a marketing success. You’ll need to identify what does work and either ramp up that tactic – or change your campaign tools and test something new.
What Does This Look Like in Practice?
Let’s take one of our clients, MeMed for an example. MeMed is a diagnostics company dedicated to reducing the use of antibiotics. The company had a peer-reviewed and validated study scheduled for release in PLOS One and wanted to reach a larger audience in the healthcare community.
We developed a media plan specific to MeMed’s goal and market segment for both North American and international audiences. We started with a press release to provide trade media and researchers detailed information and to drive traffic to the PLOS One article.
The press release was both sent on a wire service and embargoed on EurekAlert for scientific writers and reporters one week before the PLOS One article was released. We worked with PLOS One to obtain permission for this strategy and to delay their article release in order to maximize MeMed’s exposure.
What were the results? We achieved:
- more than 10 interviews and articles from trade and popular publications – both print and online
- website press release pickup on more than 39 sites
- articles in Time and BBC News Health
- an interview on BBC Germany
- an invitation to be part of a documentary on antibiotic usage
- a story on Select Science ranking in the Top 10 most read news stories for 2015 (No. 6)
- and more than 100 requests/orders for their ImmunoXpert product.
Choosing the right tools and tactics for your marketing campaign is based on your overall strategy, budget and goals as well as what your audience reads. Marketing success depends on ensuring you integrate all of your tactics properly. Have questions on how you can enhance your marketing campaigns? Give us a call!
Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.