But fortunately for brands of all kinds, when it comes to marketing, keeping a handful of key fundamental elements in mind when building campaigns can significantly boost the chances of success. It’s all about connecting with your audience and delivering results in the most cost-effective way.
Remember: You have one shot to make that first impression as a brand. Read on for some tried-and-true tips on making sure you get it right!
6 steps to success
To meet your campaign goals and objectives — and ultimately to increase your brand’s ROI, ROAS, revenues and profits — be sure to keep these critical factors in mind:
1. Leverage data in your decision-making
Use data to help you better understand your target audience, your competitors, existing market trends and your business goals.
A pair of important tools can be particularly helpful in harnessing the data needed to make informed decisions:
- Google Analytics: Available for use free of charge, this powerful tool can deliver invaluable insights on the demographics of your brand’s website traffic, along with details on where visitors are coming from. By capturing and analyzing this information, you can develop a better understanding of your audience by segment and by channel — then invest more in the consumers and tactics that are delivering the best results.
- Customer research: By performing consumer surveys and user testing, your brand can gain powerful, business-building insights directly from the people who play the biggest role in your success — your customers. Leverage it to uncover actionable information regarding things like your website’s user-friendliness, the messaging tactics that resonate most with your target consumers, the product features they’re seeking, and more.
2. Understand and outline what you’re trying to achieve
Each marketing campaign should be custom-built to serve its own unique purpose, which should do its part to drive an overarching brand strategy. Typically, the ultimate goal of any campaign will be to move consumers along to the next step in the marketing funnel — but how this is best achieved (and how success is measured) will vary depending on present circumstances and the target consumer’s current funnel stage.
So, before developing your plan of attack, be sure to clearly define your campaign-specific goals, objectives and KPIs. Engage your entire team to develop clear direction for the campaign, and ensure you have buy-in from all stakeholders. Once that’s done, develop a detailed project brief that outlines the full range of campaign details and goals so that all involved team members are adequately informed on their role in the campaign, a key to success.
3. Maintain consistent campaign direction
As your campaign begins to take shape and your brand’s plan is being put into action, make sure that you are actively using the above-mentioned data and campaign objectives to drive all campaign creative and messaging. (And as always, stay mindful of a key goal among all marketers: creating content that’s authentic.) If well-constructed, the project brief can play an outsized role along the way in keeping all participating team members informed and on track regarding the strategic direction of all campaign assets as they’re being created and distributed.
4. Make your objective clear to consumers
All of your outdoor brand’s marketing campaigns should be created with the intention of spurring a specific consumer action. And whether this desired action is for consumers to visit the company website, sign up for the company newsletter, follow your brand on social media, purchase a specific product or something else, it’s critical that you deliver a clear and simple call to action (CTA) telling consumers exactly what it is that you’re seeking. (Otherwise, they’re much less likely to actually perform the desired action.)
When constructing your CTA, be careful not overcomplicate your message — it’s best to be as straightforward and to the point as possible. Further, ensure that your CTA offers the consumer a clear and direct route to completing the desired action, whether that’s via a web address, a phone number, a download link or another actionable avenue.
5. Articulate the advantages
Don’t take for granted that all of the consumers your campaign messaging reaches will understand the inherent advantages of your offer. Somewhere in your campaign, be sure to clearly convey how taking the step urged in your CTA will benefit the consumer and deliver the outcome(s) he or she is seeking. By providing a straightforward reason to take the desired action, you will greatly increase the likelihood that interested consumers will consider and actually take the action your brand is asking of them.
6. Ensure smooth sailing for customers
Once you’ve successfully directed the consumer to take the next step along his or her path to purchase, you’ll want to make sure the entire customer journey is an easy one with minimal hurdles to completion — across all touchpoints. For example, smoothing an online purchase journey can involve a range of important areas beyond just your business’s website, including brand creative and messaging, social media, email marketing, and paid media. So make sure your campaign takes into consideration not just the call to action, but the entire customer journey, making it is as easy as possible for consumers to complete your desired results.
How TBAO can support your brand’s success
By taking all the steps mentioned above, your brand can increase the ROI, ROAS, revenue and profits of all of its marketing campaigns — but you don’t have to go it alone. Should you need any expert guidance or assistance along the way, TBA Outdoors is always glad to help!
Among the assistance our team of data-driven experts can offer for your brand’s marketing campaigns:
- Customer research — Our team can help your brand determine the top shared characteristics of its current customers — so you can then target lookalike audiences and grow your customer base.
- Customer profile analysis — TBA Outdoors can provide an analysis of your customer base that includes, among other things, customer demographics and an economic overview of your customers.
- Data capture — Our Analytics team can help ensure that all of your customer data is captured correctly.
- Strategic account management — We can analyze the data and develop marketing strategies that will help your brand meet its business goals.
- Content development — The TBA Outdoors Content team can help you generate topics of interest to your customers and potential customers, then generate compelling and interest-grabbing content related to those topics.
- Creative — Our highly experienced storytellers and designers — the most awarded in the Carolinas over the past decade — can produce an array of creative assets to help your brand accomplish its marketing goals.
- Website development — We can help your brand improve its entire online shopping experience and path to purchase with services such as:
- E-commerce platform selection (Certified Agency)
- Theme design and development
- Landing page strategy
- Media planning strategy
- Email marketing
- CRO (conversion rate optimization)
- SEO strategy and implementation
Looking to improve the ROI on your brand’s marketing campaigns and enhance the eCommerce experience for your customers? As a fully integrated marketing firm, TBA Outdoors can cover these bases — and lots more — for your brand. Reach out to our team of marketing professionals today to see how we can help your outdoor brand with its marketing campaigns and more.