Posted to Erik Wagner's blog on May 2nd, 2012

10 Secrets to Leading a Successful Marketing Campaign: Part 1

Having been involved on many marketing campaigns, I have found that there are commonalities between all successful marketing campaigns. While this list could be much larger, I limited it to 10 then decided to split the original blog post into two for the sake of brevity. I attempted to organize these tips in sequential order so that it is more logical. Without further ado, let’s start with number one.

1. Know Your Target Market

When I say know your target market, I don’t mean what their names are, but know what makes them tick.

What motivates your target market? Do they have an innate need for recognition and respect? Are they highly motivated and A-Type personalities? Now tie that in with their demographics. Are they 20-somethings? Are they Baby Boomers?  Technophiles? Do they have a large amount of purchasing power? Own a home? Have a family? What is important to them? What do they do to relax?

Create a document that describes your target market and distribute it amongst your co-workers. Ensure that they understand the importance of knowing the company’s target market and incorporate this knowledge into everything that they produce that is customer facing.

2. Address Your Client’s Needs

Now that you know your target market, review your product or service. Does every aspect of that product help satisfy your target market? Does every official piece of communication from your company somehow address your client’s needs and gives them a warm, fuzzy feeling?

If not, take a step back and rethink your strategy. Your client’s are your biggest piece of “marketing collateral” and if they’re not having an amazing experience, then they’re not going to refer your company to their friends and family.

3. Write a Marketing Plan

A great marketing campaign starts with a great plan, though the planning stage is frequently overlooked. If you’re not sure where to start, Volacci offers a free Internet marketing plan template.

After writing your marketing plan, make sure that you get buy-in from all parties. Ensure that they know what parts of the plan that they are responsible for. Finally, prepare for deviations to your plan. No matter how much time and effort that you put into your plan there will be changes that you could not predict.

4. Don’t Put All Your Eggs in One Basket

The idiom holds true in marketing as well as most things in life. All too often I see companies unwilling to commit to multiple forms of marketing. Instead, they put all of their proverbial eggs in one basket and commit only to SEO or PPC, for example. That’s like saying I am going to take my life savings and invest only in General Motors. It may serve me well for awhile, but when the auto industry hits a funk, you’re up the creek without a paddle (excuse the abuse of idioms).

As important as it is to diversify your stock portfolio, it is equally important to diversify your marketing efforts. Fully commit to all of your marketing efforts, to ensure that you are giving yourself the best opportunity to create success.

5. Set Goals and Track Progress

After you have finished your marketing plan, set weekly, monthly, and quarterly goals for you and your team for every aspect of your campaign. You cannot do it alone. Make sure that your team is comprised of people you can trust and depend on. Delegate the work that needs to be done between your team based on their individual strengths. Have someone who is a whiz with PowerPoint? Put them in charge of creating the PowerPoint template for your new sales presentations.

Hold your team accountable for progress. Create 15-minute weekly standup meetings that are basically a round-robin of the progress that has been made with a particular campaign.


Click here to read the part two of this blog.