Posted to Erik Wagner's blog on May 8th, 2012

10 Secrets to Leading a Successful Marketing Campaign: Part 2

Thanks for tuning back in for part two of 10 Secrets to Leading a Successful Marketing Campaign. For those of you who missed the first part of this blog series, please click here to read part one.

6. Know What a Client is Worth to Your Company

During the launch meeting of every campaign we ask our client “how much is the average client worth to your company?” When we do get an answer, we then follow up with a calculation to determine how many leads and sales need to be generated every month to ensure that the campaign is profitable.

Whether you use a marketing agency or not, as a marketer, you must know how much a new client is worth. Otherwise, you will not be able to make informed decisions on how to spend your marketing budget.

For instance, if the keyword “buy print materials” has a cost per acquisition (CPA) of $100, you may dismiss the keyword at first. However, if you’re able to establish that the average client is worth $1,000 in profit, then you would more then likely rethink spending $100 to acquire that client.

7. Leverage Great Tools

Utilizing tools can help you organize your efforts, analyze data, make you more efficient, and your marketing campaigns more effective.

Here is a list of a few of my favorites:

Project Management:

Google Docs

Market Samurai
Screaming Frog
Google Webmaster Tools
SEO Site Tools Chrome Plugin
SEOMoz Chrome Plugin
Open Site Explorer

Traffic Analysis:
Google Analytics

PPC Management Tools
Adwords Editor
Marin Software

Marketing Automation Tools:

Social Media Management Tools:

What are some of your favorite marketing tools?

8. Create Phenomenal Collateral

By now you know your clients and what makes them tick. Begin producing marketing collateral on a regular basis that addresses your potential client’s needs and desires.

Don’t limit yourself to producing one form of collateral. Some clients may prefer the written word, but others may prefer video blogs, webinars, or interactive demos.

If your company does not have a blog, get one. It opens doors for meaningful conversation, new relationships, and opportunities. Blogs help your company demonstrate its expertise. Blogging should not be optional, make it a mandatory company activity.

Few things are more powerful then a gleaming client testimonial. Create testimonials and case studies detailing your clients’ experiences with your company. Set aside a budget to film customers talking about their experience with your company. Not only are whitepapers fantastic link bait, they are also a great way to prove your knowledge and gather contact information.

9. Nurture Your Leads

In today’s tough economy, buyers are more fickle then they have in the past. Lead nurturing using marketing automation platforms is critical to creating relationships with potential clients.

A good lead nurturing campaign decreases the total number of man-hours needed to create a sale. They also increase your conversion rate for all of your Internet marketing efforts by continually engaging with a potential client and tracking the client’s engagement with your company.

Setting up a lead nurturing campaign can be a daunting task considering the total number of man hours, but once it is up and running smoothly, you will save your company significant amounts of time.

The success of your lead nurturing campaign relies entirely on your ability to create phenomenal collateral. Ensure that you invest enough time and effort into the creation and review process so that your potential clients are blown away by their experience. Additionally, don’t skimp on promoting your own collateral because it doesn’t do anyone any good if there isn’t any viewership.

10. Analyze Your Data and Take Action

Are you using a CRM that integrates with your Web Analytics and can report exactly how much revenue has been generated from your Pay-Per-Click, E-mail Marketing, and Search Engine Optimization campaigns? If the answer is no, then you are not tracking enough data and will not be able to make data-driven decisions.

Make sure that you are regularly reviewing and analyzing data to find trends in your data. If a particular marketing campaign is generating more revenue then another, you should try and understand why that is happening. Market frugally; do not spend money if it is not producing bottom line results.

What commonalities have you noticed between successful marketing campaigns? Is there any particular “secret” that you have found to be most helpful for you in the past?