Ready for Prime Time: A Guide to Marketing Campaign Success

We all value different things—and the same holds true for marketing. As a marketing professional, you value the importance of brand awareness, while your CFO may place a higher importance on ROI. They are all important—but when introducing a campaign or delivering results, knowing what your audience values is paramount to your ability to communicate and build trust. 

So how can you ensure your next campaign is ready for prime time? Here are a few tips to get and keep you on the right track.

Create a Plan

When planning a campaign make sure you’re not in a vacuum. You can avoid future issues by beginning your project by engaging any relevant constituent groups in your planning process. 

For example, if you’re developing a campaign to launch a new medical device, be sure to talk with sales, production, and customer support. Let them know about the initiative and get any feedback they may have on the current sales or fulfillment process. 

This fact-finding mission can help you identify pain points, or even aspects of the process or people that might make good topics for future content.  Plus, it builds goodwill and ensures that everyone is aware of the efforts being taken to move the product forward.

Set Your Goals

According to a survey by CoSchedule, goal setters are 377% more successful than their peers who don’t set goals. That’s a pretty staggering statistic but it's important to note that just having a goal doesn’t guarantee success. Be sure to plan your work around those goals and identify key objectives or milestones to chart a clear path to success. 

You need to define your goals with clear, measurable objectives. But sorting out the metrics isn’t always easy. In fact, 30% of marketing leaders say measuring the ROI of marketing activities is one of their biggest challenges. 

So when you’re setting goals and defining your metrics, be sure to include things that will matter to your C-Suite. Metrics like Cost per Acquisition (CPA), Return on Ad Spend (ROAS) and Conversion Rates (CVR) can be meaningful to your audience and to the success of your campaign. 

If you’re using video in your campaign be sure you're aligning your video player with your Customer Relationship Management (CRM) system. Video is a powerful tool for driving engagement and conversions. And if your video player is aligned with your CRM you can quickly and effectively track the impact of your video. In fact, with the right set-up you can even track the moment a Marketing Qualified Lead (MQL) becomes a Sales Qualified Lead (SQL) - and that’s a great metric to be able to report. 

If you need help getting your video player aligned or would like to learn more, WireBuzz has a team of experts that can help you get set up for success. 

Share Your Success

When the day comes to share your results there are a few things to keep in mind.  

First, stay out of the weeds. Details are good, but your audience has a very short attention span and most likely does not have a marketing background, so stick to the metrics.  A good rule of thumb is to focus on outcomes and budget - here’s what happened and here’s how it impacted revenue.  

Embrace visual aids, they can help the results really resonate. How did your campaign increase patients, or drive leads? Use visual aids to show improvements and trends. 

Consider creating a video version of your presentation for any leaders who weren’t able to attend. It’s a great way to keep everyone informed and encourages wider sharing of your results.

So before jumping into your next campaign - be sure to start with a well-rounded plan, measurable goals and a clear understanding of what your marketing efforts will deliver. Then engage your peers and build an understanding of what they value. Together, these steps can  help ensure that your next campaign is a success from start to finish.