Writing a marketing strategy that works is a step-by-step process. You need to first work out what you want to offer, and then plan everything that’s going to go into your offer.
The next part is production – the actual writing or making of the campaign. This is where you need to work out the structure of your offer in detail. For an e-book, organise your information into chapters or sections. For a video or podcast series, work out how many videos or podcasts you’re going to have and the content for each one. Then it’s time to create your PDF’s, film your videos or record your podcasts. This is also the time to create some promotional images and graphics to use in emails, blogs, on social media and your website.
And remember to test your campaign! Do a mock sign up and make sure all your automation emails work, that your offer actually downloads and everything looks great.
Launching your campaign is an exciting time and you might think you’re done. But no one is going to know about your campaign unless you tell them about it. This is where you need to focus on promotion.
Yes, you can send an email to your subscribers and write some posts on social media, but the best way to get sustained value out of your campaign is through Search Engine Optimisation. Your campaign’s landing page should be the focus of the majority of your SEO efforts, with effort also going into optimising the blog posts that link to your landing page. Paid advertisements on social media and through Google work well also, but only whilst you are paying for the ad. A better long-term approach is to focus on SEO and organic searches, and through engaging your visitors on social media.
Have you got any tips for production and promotion of a marketing campaign? Let us know what works for you.
Want to know more about online marketing campaigns? You can download our free eBook here.