4 Campaign Stages You Can’t Win Without
Marketing is a matter of getting your message to the right people at the right place at the right time. If you can do that, then you have an opportunity to educate them about their options and to influence them about what best suits their needs. But, where do you begin? Below are four stages that every savvy marketer puts their campaigns through to get the most out of their efforts.
What are you doing, anyway? In this stage, you’ll take a look at other campaigns that are similar to what you have in mind, investigate any conditions or major cultural events that may affect your impact and brush up on any best practices for the type of communication tactics you’ll use. (A step between discovery and launch is production, which is not discussed here, but it’s something we can help you with).
This is the big day. You’ve got all your ducks in a row, all your vendors, and people in place. It’s go time. This is when you’ll release your campaign to the public, whether you are using the air waves, TV frequencies, broadband connections or mobile devices. You’ve lined up all your dominoes and you hit the start button to watch them fall where they may.
And now . . . you wait. If you’re an approachable marketer, the public won’t hesitate to tell you what they think you about your campaign. This can be in the form of comments on YouTube, threads on Reddit and other message forums, or an email to you about your work. This is your opportunity to take hold of what’s good and to see if there are any valid criticisms that you can improve upon. There are also free tools like Social Mention that let you listen to social to gather data from across the web.
It all comes down to this, doesn’t it? How well did you do? Before you get to the analysis stage, you should figure out what a win looks like for you. If you wanted to gain 10 new subscribers and you got 15, you’re winning. If you wanted your website to get 40,000 hits and you got 35,000, you know that you missed your mark. The analysis stage is your chance to put together the stats and the user feedback to improve your next campaign.
You’ll get the most out of your efforts when you optimize your campaign by passing it through each of these four stages. You’d be surprised how many people forget to listen for feedback or overlook evaluating the campaign at its end. It’s not enough to just be saying something or to just get the assets out the door.
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