Building Your Advertising Plan

medium_2462457722 (1)A marketing team must work together with the entire organization to help build their brand. To build their brand, many goals and key performance indicators (KPIs) must be met. Keeping an organization’s goals and KPIs in line with each other are critical to building a successful advertising campaign.

Unfortunately, many organizations are working on their campaign without defining their goals and KPIs upfront. In turn, they are not going to meet the organization’s goals or customer’s needs with an effective return on investment (ROI). Here are a few steps in order to build a successful advertising campaign.

Identifying and Tracking Your KPIs

First, you need to identify what primary KPIs you want to establish. This infographic by 3D Issue lists 9 excellent KPIs to track. However, every organization must identify what goal is important for them to reach based on their industry, their business goals, and their budget. Having a solid five or ten KPIs would be a good start for an organization. You don’t want to have too many as they can result to being a distraction.

Safe Marketing Campaigns Hinders You from Growth

Realize that you can’t play it safe anymore. It’s time to think outside of the box and work on campaigns you’ve never touched in the past. Using the same media platforms and implementing the same strategies will keep you in the same place. These methods worked in the past, but you need to grow.

Many times, marketing is about taking risks. According to Adobe’s study of Digital Distress: What Keeps Marketers Up at Night?, 68% of marketers felt pressured to show the ROI on marketing spend. That pressure often sets them into their tunnel vision goals. Being held accountable for new campaigns may seem too much. So if a new campaign is not in line with what they are accustomed to, they are not open towards the idea. So to help combat that, marketers need to clearly define their goals.

Don’t Try To Fill Your Basket with Too Many Sweets

If you recall as a child being in the candy store, you felt overwhelmed with choices. You would grab as much candy as you could in your bag or basket, get home, and eat as much as possible. The consequence afterwards was a serious stomach ache.

Marketers should not fall prey to that same mistake! There are so many marketing and social media platforms available that you may make the mistake and integrate too many campaigns. Doing so could be a disaster, as you may not be prepared to handle your target audience’s demand. Spreading yourself too thin with too few resources is a bad marketing move. So besides defining your goals, you must also define your audience.

Select the Appropriate Marketing Channel

So in order to select the appropriate marketing channel, you must understand your audience. What is it that they like, talk about, and purchase? Each customer is not going to have the exact same interests. So what you must do is create the right marketing mix to maximize your marketing budget. Make sure you can overlap your marketing platforms for the maximum exposure as well.

How to Track Your Goals Successfully

Some of the more recognized goals are building brand identity, generating more leads, converting those leads into sales, and gaining customer loyalty. Generally, these marketing goals will align with your organizational goals as well. You can track this exposure via the number of downloads, purchases, the number of social media followers, inbound calls received, and the increase of subscribers. You can also track it by using analytics tools, various traffic sources, and marketing software.

What Type of Exposure is Your Brand Receiving?

After defining your goals and marketing platforms, you need to analyze what the best type of method of exposure will be. For example, if you decide on a few social media platforms, how will you get the message out? Your message should be definitive and creative, yet speak directly to your target audience. Excellent ways to accomplish this goal is through whitepapers, newsletters, and infographics.

So here, we’ve identified that a marketing team must align the organization’s goals, as well as the KPIs. Being definitive regarding where the organization should end up will mark the path of setting your KPIs. Now, a marketing team will be well on their way of implementing a successful advertising campaign.

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photo credit: Stuck in Customs via photopin cc

Randy Bowden
Randy is a Principal Partner of bowden2bowden llc, a marketing and branding consultancy firm. Specializing in developing targeted marketing solutions, exceptional creative executions and solid branding strategies that give clients a real competitive advantage. Randy writes two posts weekly here, bowden2bowden blog and is the producer and host of the interview series marketer2marketer "a conversation."
Randy Bowden

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