1.) Audience Targeting
Defining the audience is the first step to successful campaign planning.
- Where in the sales funnel is the target?
- What is the goal – to acquire new customers, customer retention or win back former customers?
The messaging itself and the offer will change depending on the targeted audience target. Segmenting the audience correctly makes the messaging more relevant and specific,
2.) Use Clean, Fresh and Accurate Data
A successful data-driven campaign is only as good as the data acquired. In just one year, between 20 and 30 percent of email addresses can wane.
Cleansing data of inaccurate information, including typographical or syntax errors; or adding in other relevant information, such as physical address, phone numbers or social handles, can help make data more precisely targeted and, ultimately, more responsive.
3.) Omni channel Marketing
Get the message out there on a variety of platforms: Social media pages, email campaigns that lead to either content such as landing pages or fill forms to download white papers, case studies or ebooks; as well as targeting/retargeting ads are just the beginning.
4.) Content is King!
Speaking of content, make sure content (no matter the platform) is relevant to the target audience, compelling, easy to read, as well as credible and accurate. Make content, including email campaigns, websites and landing pages, mobile-enabled also will help outreach efforts reach farther and wider! A recent study showed that 69 percent of people polled spent their digital media time on their smartphones! It only makes sense (and dollars) to go after consumers where they spend their time.
5.) Measure Performance: Analytics
Data analysis allows companies to see which platforms were successful in getting the targeted message across to consumers, which allows companies to focus their efforts on strategies proven to works.