Marketing Campaign Management 101: Effectively Earn Sales
Marketing is the engine that drives your business' success. It's how you spread the word about your products and services. It's how you convince your customers to spend their money with you instead of your competition.
Marketing is only as effective as its management, however. You're just shooting blindly into the dark, otherwise.
Marketing campaign management is essential for effective marketing campaigns. It lets you identify your goals so you can work towards them efficiently.
Keep reading to learn how marketing campaign management can help you increase sales.
Your Guide to Marketing Campaign Management to Increase Sales
There's no such thing as an 'out of the box' marketing strategy. Effective marketing campaign management depends on what you're trying to achieve. It also depends on your customers and where they are in their buying cycle.
There are some universal best practices for marketing campaign management that can serve as a blueprint to guide you on your journey, however.
What Is Marketing Campaign Management?
If you're just now focusing on taking your marketing more seriously, you might be wondering "What is marketing campaign management?"
Managing a marketing campaign is essentially project management specifically for your marketing team. Marketing managers are in charge of every stage of the marketing cycle. This includes generating advertising and marketing messaging, and overseeing the marketing teams who will tackle each task.
Why Marketing Management Is Important
It's not uncommon for everyone to fancy themselves a marketer in the digital age. This causes marketing to be undervalued in many organizations.
That's like comparing legendary landscape photographer Ansel Adams to some tourist with an iPhone. It's not to say they can't take good photos, but it's unlikely they've spent the time to master the unique chemistry of capturing light on film.
Just having access to Hootsuite and MailChimp doesn't make someone a marketer. A marketing campaign requires a solid understanding of traditional business rules to be profitable and effective.
Marketing Campaign Management Helps Your Company:
- Understand what your customer wants
- Improve products with customer feedback
- Reach potential new customers
- Understand marketing tools and techniques
- Optimize resources and marketing efforts
When a marketing campaign is run effectively, it improves every stage of an enterprise.
Now let's look at how to increase sales by effectively managing your marketing campaign.
How to Increase Sales with Effective Marketing Campaign Management
Digital marketing is still an emerging industry. We've all been ecstatic at digital marketing's ability to reach a wide, global audience. Many digital marketers are uncertain how to leverage that audience into actual sales, however.
80% of marketers feel unable to measure their ROI, according to the Harvard Business Review. Having a very clear marketing mission automatically reduces this uncertainty, which will help you make the most of your marketing campaign.
Determine Your Goals
In this instance, we're focusing simply on the goal of increasing sales. How to market your product or service still isn't cut and dry, however. It all depends on the individual marketing campaign.
For instance, are you trying to market a product that's been on the market for a while? That will look a lot different than a brand new offering that needs to be promoted.
For older products, you might consider creating a promotion to entice new customers. For new products, offer special incentives for your customers to leave reviews or spread the word.
Create Buyer Personas
Let's pause for a moment to extol the virtues of classic marketing psychology before we go further. Understanding your customers and clients is the true heart of your marketing campaign.
Make sure to construct thorough buyer personas for your customers. Understand their pain points to an almost molecular level. This will inform all of your marketing messaging.
Establish A Timeline And Budget
Determining your ROI becomes impossible if certain metrics aren't measured. You need to know exactly how much you're going to spend and over what span of time.
You might allocate $10,000 for promoting a new software suite that's hitting the marketplace. You set your goal for 6 months, which breaks down to $1,666 a month.
Your marketing campaign manager decides how to spend that money. Perhaps you'll look into affiliating with a social media influencer? Or maybe hire a writer to create content for an inbound marketing campaign?
Defining your metrics lets your marketing team experiment and evaluate objectively. It's necessary for effective A/B testing and reporting back to your investors.
KPIs To Monitor
To help you focus on your marketing campaign management, these are the most mandatory KPIs to let you know how your marketing is working.
Email marketing remains one of the most effective digital marketing tools. 60% of marketers report an ROI via email marketing.
Email Marketing Metrics To Monitor:
- Click-through rate
- Open rate
- Bounce rate
Social Media Marketing
Social media cannot be overlooked in the digital marketing toolkit. It's essential for spreading the word about your company. It's also the easiest, most effective way to entice your customers to promote your product or service.
Social Media Metrics To Monitor:
- Click-through rate
- Bounce rate
Digital advertisements are important to have in your arsenal, with the decline of organic reach on social media and the competitiveness of search engine marketing.
Ad campaigns are necessary, in many instances. They can also be highly useful for constructing marketing campaigns. They can even yield a higher ROI than traditional marketing and advertising.
Digital Advertising Metrics:
- Ad impressions
- Click-through rate
Following these principles and monitoring these metrics will help you to create the most earth-shattering marketing campaigns your imagination can dream of. Not even the sky's the limit when your marketing's focused and everybody's on the same page!
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