“A goal without a plan is just a wish.” – Antoine de Saint-Exupéry
Every campaign needs strategy and defined goals. So, you have a challenging idea on your mind? Make sure to follow at least six simple steps to get the best out of your ideas and the most of your resources.
Step One: Research and Goal setting
Identify your goals and think about your target audience.
Step Two: Identify the Stakeholders
And collaborate with partners to build a network.
Step Three: Audience Research – who is your target audience?
Identify your target audience and customers. Do research and make surveys to get your audience to know. Analyze website analytics and social media stats of your channels and those of your competitors.
Step Four: Strategy Development and Project Management
Plan your strategies and online activities and then create and test the campaign.
Step Five: Implementation
Create a campaign plan and schedule your marketing activities.
Step Six: Monitoring, Reporting and Optimization
Monitor your progress, make changes as needed and keep all stakeholders in the loop as the campaign rolls out. Document and report what you learned with the field. You should use insights of social media and track your website with analytics tools such as Google Analytics – for ads use UTM parameters.
FOCUS ON YOUR TARGET AUDIENCE
Understanding the type of people who visit your site is a very important task because you can use that information to enhance your site to suit them. As a result, you will gain more loyal returning visitors that come back again and again for more.
What is the age level and what kind of knowledge does your audience have? A layman might linger around a general site on gardening, but a professional botanist might turn his nose at the very same site. Similarly, a regular person will leave a site filled with astronomy abstracts but a well educated university graduate will find that site interesting.
Take your audience’s emotional state into consideration when building your site. If a very irritated visitor searches for a solution and comes across your site, you will want to make sure you offer the solution right up front and sell or promote your product to him second. In this way, the visitor will put his trust in you for offering the solution to his problems and is more likely to buy your product when you offer it to him after that.
When you design the layout for your site, you have to take into account the characteristics of your audience. Are they old or young people? Are they looking for trends or are they just looking for information served without any icing on the cake? For example, introducing a new, exciting game with a simple, straightforward black text against white background page will definitely turn prospects away. Make sure your design suits your site’s general theme.
Try to sprinkle colloquial language in your sites sparingly where you see fit and you will create a sense that your audience is on common ground with you. This in turn builds a trusting relationship between you and your audience, which will come in useful should you want to market a product to your audience.
Criteria to define a target audience
In the B2C section you have to focus on demographic criteria to define your target audience such as age, gender, income, eduction, job and geographical information like country, city or region. In the B2B area the company size, branch and finances are important aspects you have to understand to get your campaign recognized.
Additional links to define your target audiences and ensure proper project management:
Trello helps you to organize tasks and milestones.
Google Trends shows globally what people like to click.
SurveyMonkey makes it easy to interview your customers.
Statista.com offers representative statistics.
Analyze the insights of your social media channels and the online stats of your website, talk to people, make surveys and try to understand your target audience as good as possible.