How to create a marketing campaign? Potential customer, that does not know You will not react for your ask to Buy Now advertisement. Learn six simple steps on how to create a high performing marketing campaign.
Did You know that any potential customer needs to see your brand communication at least 4 do 6 times before they will be ready to trust you enough to make a purchase? How to create a marketing campaign that will drive revenue?
Ads that are aimed only on purchase and buy – even if customers will see them – will not work unless they know you and trust you enough to spend money on your products and services. How to solve this problem and how to counteract this situation? How to create a marketing campaign that will drive revenue? Thankfully there is a campaign creation framework that will increase the conversion ratio of your ads by emphasising the psychological fundaments that drive decision making process. How does it work?
#1 Marketing Campaign – Awareness Building
The first step to create your high performing marketing campaign is to focus on building awareness. Even with Facebook Ads you can select that kind of goal through Campaign Manager but does not suggest what should be inside the ad to achieve this goal.
Meanwhile the answer is really simple: client needs be used to the fact that you actually exist. Do not try to sell at this step! They do not know you enough to make a purchase, time will come. Show yourself, the logo you are using, the catchy slogan and the product itself. Why only those aspects? Because your brand has not deserved for anything more – yet.
Logo (or a person in case of a personal brand) and your brand name. This is sufficient enough. Campaign focused on gaining reach.
Have you ever wondered why the heck companies pay loads of money for the billboards and signboards – well there is your answer. Billboard and signposts do not sell anything but are helping your brand to build awareness. When you will ask your potential customer does he know your brand, he will politely confirm. That is my friend the first step to make a sale.
#2 Marketing Campaign – Assign to a Category
Besides building awareness, there is also the concept of spontaneous brand awareness. Whenever we check this factor we ask the potential customer “Do you know any brands or products from X category?”
How to plan your marketing campaign for this step? Just think. Why people are going for a McDonald? Answer is simple, to eat (inexpensive and with the quality they are expecting). We head out to IKEA to buy furniture. We purchase Dan Brown book to have a light read on a plane. While Your potential customers consider a particular brand they tend to think in specific categories about them.
Become the category
So before you will make a sell, you need a slogan, something that will assign you to a category that already exists in the customers head. You need to keep in mind that this category needs to be useful. If you help to solve a real existing problem – that occurs often – You just nailed it. Luas and bus stops covered with “Carphone Warehouse – The only place to chose your network, phone and plan” are the perfect example of such a campaign.
Find your matching category and stick with it. Be careful with being to specific when matching your category. People who want to “create a website for their business” will hardly know the difference between frontend developer, programmer and a UX expert. It is like with the doctors and consultants, more people will go to a “doctor that will cure cough” rather than a “pulmonologist”.
Repeatable design (logo or person) and adding a relatable category. Regular step 2 ad of your campaign. Designed to maximise reach.
Look at this picture above. The design and fonts are similar to the first step. This way your potential customer gets used to it and his brain is already suggesting familiarity signs – he is ready to spend more time on something that he is already used to. That is why we needed the first step: to increase number of impressions of ads displayed in the second step.
This way your potential customer gets used to it and his brain is already suggesting familiarity signs – he is ready to spend more time on something that he is already used to. That is why we needed the first step: to increase number of impressions of ads displayed in the second step.
#3 Marketing Campaign – Being Liked
A lot of companies think that it is enough to be better from their competition to make the potential customer chose their offering. And you know what? They are absolutely correct! Your customer will continue buying from you if your customer is convinced that your product is superior from other competitive products. But be mindful about few scenarios ahead of you:
- You sell exactly the same, what your competition does. Apples, hammers, english class or crisps. Your product is quite simple or the buyer is not interested in spotting the differences.
- You sell a very complicated and sophisticated product, which not necessarily is superior from your competition, but surely is different. Potential customer can’t compare both. Cars, bank accounts, holidays to Scandinavia – all of them have multiply number of parameters and factors and every one will appreciate something different about them.
- You sell far superior products but understanding the difference takes a lot of attention and time from the potential customer.
People like working with liked people
Potential customer that can’t spot the difference will select a product that they …. like more. The product brands makes him laugh, or made him feel better, more important. Potential customer that feels more appreciated and important will spend more time to understand what is the difference between you and your competition. This is why being liked is an important step in selling and becomes a fundament for the next step of your marketing campaign – Creating preference.
Repeatable design? Check. Funny joke? Check (Dad jokes count double). During this step you are creating the emotional bond with your potential customer. Show this creative only to customers that saw your first and second step ad.
#4 Marketing Campaign – Creating Preference
Primary. One of the definitions of loyalty in marketing indicates that loyalty is a “constant preference”. Your ads needs to create a preference and then make it constant. But how to achieve it? First, you need to understand that any preference origins in comparison. I decide on X instead of Y – potential customer has the awareness of existence of X, even knowledge about some product features of X will be for nothing if the customer is unable to name the differences between X and Y. In this sense are we are compelled for comparison marketing? You need to be aware that for this step of campaign you are. But you can try to trick the customer a little bit. Want to know how?
Become the preference
Secondary. You need to understand that human brain has difficulties while dealing with numbers. For the brain they are meaningless. Brain is desperately seeking for a context for any numbers, and this gives us a space to manipulate a bit.
- Phrases like “Works twice as fast” or “More precisely addresses the source of pain” creates imaginary context (you do not have to be specific on what is the reference point for speed of work, the customer will visualise all he wants).
- Anchoring placing the products specifics (like price) next to to other product feature (like a strikethrough price which is higher). Brain matches those numbers and creates a relationship between them – and relationship (cheaper, quicker, brighter) are much easier to remember.
- Authority transfer is the borrowing the authority from what is more familiar to the potential customer that he already developed trust towards to. Very important clients that you have performed work for or the awards that you have already gained.
We gain authority through the most successful companies that we worked with before. Your customers will be confident that your product is far superior that others. This ad should be aimed at customers that already saw previous ones.
#5 Marketing Campaign – Closing The Sale
Potential customer should know you by now. He knows what you do. He likes you and is able to distinguish the difference between you and your competition. I think it is high time to make the sale?
Advertisement at this step need to be very clearly defined with a obvious call to action (buy now, learn more, register) – remember that “Purchase” does not necessarily mean spending money. Clients currency can be his undivided attention, his personal details, registering a new communication channel…in the end, you need to earn, but remember to think about the sales as a very broad matter.
Call for reinforcements
When will help on this step? Call to Action and sense of urgency.
Call to action? Check. Urgency? Check. This is a standard sales advertisement. Performs better when your customer knows what he can buy and why he should trust you (and we disclosed this information in the previous steps of the campaign).
#6 Marketing Campaign – Recommendation
But how about products that the potential customer are buying very rarely and you can’t influence to speed up the decision making? Imagine yourself selling wedding dresses, driver lessons or apartments. If a client is not getting married he will not need your product. With the driving lessons, the client that you put a lot of effort to gain, will never return. what then?
You can create the campaign in the way your potential customers, that not necessarily want to make a purchase (but already know you, like you an appreciate you) can recommend you and influence the purchase to other people. Starting an “recommendation engine” with a sitewide marketing campaign (for example on facebook) is much more more effective than solely looking for customers that are ready to make a purchase. Let your potential customers become your influencers.
Did your customers already bought from you? Maybe they are not ready to make a purchase? Suggest them a different type of action!
The reason why you are creating a marketing campaign – is hopefully already known. Marketing campaign created with those 6 steps in mind will perform much better than any great looking creatives.