The very 1st thing for any marketing campaign to be successful is a well crafted marketing strategy, with all of the key components defined, such as avatars, compelling message, the advertising media defined and researched.

For this to be effective you’ll need well defined goals and realistic objectives, remember this is not going to happen over night.

So you’ve mapped out your campaign strategy and now for the adverts themselves. You will need professionally designed ads with a well crafted message and a strong call to action. You will need a clearly defined budget to allow sufficient ads sets to be created for the different media platforms that you will be using to drive the traffic you require. You may need to consider different types of ads for the various media, so consider simple image / text ads for Facebook, Google and Bing, video ads for YouTube, Instagram  and Facebook, physical hard copy ad material such as flyers, postcards and newsletters and also never forget the power of print media such as newspapers, magazines and local media.

Now you need to consider what happens after they have seen your advert and click, called, registered or did nothing at all.

If the CTA was to clicked to see something, get a freemium, download a white paper, register for a webinar, get a promo code or whatever. The landing page  must have a similar message, look and feel to the ads they have seen or they will think they are in the wrong place and exit.

In order to build these assets you must have understood your avatars needs, hopes, desires or pains. Your headline ad sub headline should address these issues and concerns. Always run a 5 second test on any page before it goes live as you have on average less than 5 seconds to grab there attention. If they did nothing at all when they saw the ad make sure you have re-targeting in place.

OK your perfect customer has taken the action you wished them to, now what?

Where do you want to take them and what do you want them to do?

• Visit a sales page
• Watch a video series
• Join a membership program
• Receive your newsletter
• Booked an appointment
• Visited your store

Time to think about what next – you should have a well written e-mail sequence to let them know you have not forgotten about them, you are interested in them and you want them to interact with you on social media etc. So consider links to your various social media pages, and follow up with them about how they have found what ever you provided them. Ask for feed back and never forget referrals.

You will need to consider your value ladder and how you intend to take your ideal prospect on the ultimate customer journey that you have designed. You should seriously think about this aspect of your strategy when you have gone through all the hassle and stress of attracting new prospects. Not every business can easily identify their value ladder but most can it can just take some real brainstorming to get there. You can always ask prospects what they want or desire…