One of the biggest challenges that small marketing teams face is finding a repeatable marketing campaign process that they can stick with. Standardization can streamline your marketing efforts but there should also be some room for flexibility. Finding that perfect balance between the two can sometimes seem impossible. These guidelines will walk you through creating a consistent marketing campaign process that your team can use every time.
Don’t Reinvent the Wheel
This is one of the most common mistakes that marketing teams make. With each new campaign they begin entirely from scratch. They reinvent the wheel over and over and over – and they waste a lot of time.
When you find elements that work, incorporate them into your master marketing blueprint to create a repeatable marketing campaign process. Sure, you will add different elements to some campaigns, but for the most part, this blueprint will be a consistent process that you can use with each campaign by simply inserting the relevant information. The more you can standardize your process, the more time you will save and the less pull you will have on your resources.
Get the Lay of the Land
Regardless of the focus of your marketing campaign, you will need to do three things before you get started:
- Know where you are starting.
- Know where you are going.
- Set some benchmarks along the way.
While goal setting is important, you also need to know where you are starting. What does your marketing landscape look like at the beginning of your campaign? This should include a traffic analysis and customer profile. What is your current conversion rate? What elements of your current marketing efforts are working to drive traffic?
Once you know where you are, it is easier to define your goals and set benchmarks to help you get there. These goals will typically be determined by the campaign and may be focused on driving traffic, attracting a certain audience, raising brand awareness, or any number of other areas of concentration.
Get Acquainted with your Customer
Know your customer; that’s what everyone says, right? That isn’t enough though, you have to go deeper. It is more than just identifying a target demographic, much more. Building a buyer persona allows you to get up close and personal with your perfect customer. You can see what they do, how they live, what they dream about, and the worries that keep them up at night. Within all that you can identify your marketing opportunities.
Next, use your buyer persona to map out your buyer’s journey. This will allow you to see where your product or service fits into their lives, what needs it fills, and what questions it answers. You want a well-rounded view of your customer so that you can structure your campaign to speak directly to them.
Create a Cozy, Conversion-Centric Place for your Traffic to Land
Before you can start driving traffic to your site it must be optimized and ready to convert. This is could be a post in and of itself; it is that important. However, to hit the high points, it should be optimized and mobile friendly.
One of the most important things to remember is that a website should never be static. It should be a living entity that is constantly growing, evolving, moving. It should be updated on a regular basis with fresh content. Part of this should be in response to your analysis and monitoring.
You want your website to work for you which means it is equipped to convert and move your visitors through the sales funnel. Focus on user experience and the latest search engine strategies to stay competitive in today’s demanding digital marketplace.
Develop your Schedule with an Editorial Calendar
How are you organizing your social media posts, content creation, and the other elements of your marketing strategy? An editorial calendar can pull it all together, allowing you to schedule every part of your marketing campaign and keeping all the members of your team on the same page.
It can be as simple or as complex as you like, just as long as it works for you! The most cost effective option for this is to use a spreadsheet like MS Excel or Google Docs. Despite more expensive options, these basics are some of the best at helping to organize campaigns.
There are Some Great Tools out There, Use Them
Small marketing teams often have small marketing budgets, but there are plenty of great low cost or even free marketing tools that will really help you step up your game.
- Google Analytics – This tried and true suite of free marketing tools is great for small teams that want to make a big impact.
- Google Alerts – This is another free tool, courtesy of Google, that should be part of your monitoring efforts. Set alerts for specific terms or phrases and you will get a notice in your email when they are found on blog posts and other web sites.
- Asana – This extremely affordable project management tool helps teams stay on track and on the same page through every step of your marketing campaign.
- Moz – The free SEO tools through Moz will help you find the perfect keywords, find opportunities for link building, and analyze your marketing efforts.
- Wistia – Everything you need to market with video and they even have a free membership level.
- HootSuite - Streamline your social media posting and schedule posts for optimal times. There is a free plan, but even the Professional plan is very affordable.
- MailChimp – This service allows you to create gorgeous newsletters but you also get A/B monitoring so you can see what’s working and what isn’t. The free plan is great, but even the next step up is pretty inexpensive.
- Editorial Calendar Templates – If you aren’t reading HubSpot, you’re missing out – they have some great stuff. Their free editorial calendar templates will help you keep your campaigns running smoothly.
Get the most out of your marketing campaigns with our new ebook How to Have a Successful Inbound Campaign Even with a Small Marketing Team. Drive more traffic to your site, get more social shares, streamline your marketing process, and much more. Get your free copy today - and contact Underground Creative Group if you need help putting together a repeatable marketing campaign process that your small team can stick with.