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Starting a Marketing Campaign 101

August 21, 2016

Every savvy web designer and developer understands the importance of launching a successful marketing campaign. But before arbitrarily starting a campaign, it’s important to implement a solid strategy before setting it into motion.

Planning

First things first: pinpointing a marketing goal needs to be done before getting the ball rolling. Ask yourself certain questions. Who is your target audience? How will you be generating leads? How will you be building brand awareness?

Determine how long the project itself will take, and how much work will be involved. Identify the resources that you’ll be using, and pinpoint what types of content your target audience will be interested in. Identify performance indicators to see how well your marketing campaign is doing, and determine what types of results you can expect.

Distribution

There are plenty of avenues you can take to market your website, including:

Social Media – Choose the platforms you want to use, and target relevant users and threads. Share your landing pages on your social media profiles, and consider paying for services to increase the number of shares you get.

Content Marketing – Start a blog to which you continually update and contribute to, and create infographics that will be shared. Generate podcasts that relate to your campaign, and host webinars that naturally relate to what you’re marketing.

Email Marketing – Once you’ve generated a list of email addresses, ensure that the copy of your email matches your landing page. Make sure to include a call to action that is easily seen and is right to the point.

Pay-Per-Click – Find out what people are searching for, and use that information to determine the right keywords to use in your campaign. Identify the keywords that your competition is using that is garnering them lots of attention via pay-per-click.

Landing Page

Your landing page should include a clear and concise message, and closely relate to your brand. Every marketing campaign you launch should have its own dedicated landing page. Instead of focusing on the features, discuss the benefits for users, and make them understand what’s in it for them.

A high-converting landing page should include the following:

  1. A headline that matches the content clicked on. Also include a subhead for additional information, a photo or video, a unique value proposition, customer testimonials, and a clear call to action.
  2. A reinforced statement that continues to peak visitors’ interests. List the benefits for users, and reiterate you unique value proposition.

A closing argument statement.

Be sure to make good use of contrast, directional cues, and plenty of white space when designing your landing page.
By including the above tactics in your strategy, you can expect a marketing campaign to deliver the results you’re looking for.

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