9 QUESTIONS YOUR MARKETING CAMPAIGN MUST ANSWER
Most marketing campaigns trend toward the same old channels and tactics with little accountability for business outcomes, hence, lackluster results.
A highly effective marketing campaign begins with the client's needs at the center, and are built with the sole purpose of meeting those client needs as simply and efficiently as possible.
heyMATTER's 9-question discovery process for developing marketing campaigns that matter to your customers. Contact heyMATTER to ensure your next campaign is business aligned and customer-first.
WHAT MAKES THE BEST MARKETING CAMPAIGN?
The best marketing campaign is a simple, clearly-stated promise to meet a specific, well-understood need of a defined, target-customer group, that fully delivers on that promise with as little customer effort as possible.
That definition is loaded. Read it again.
To consistently deliver the best marketing campaigns is not easy, but it can be simple. So, let's be clear. There are no proprietary methodologies or toolsets, no MBA-only secrets. Yes, there are many factors to consider, like multiple customer segments, complex sales cycles, customer empathy, "storybranding," etc., but marketing campaign planning is a defined, repeatable process. The variables change, but the formula remains.
HOW CAN A MARKETING CAMPAIGN GROW MY BUSINESS?
A successful marketing campaign will grow your business if it's built on the foundation of a solid customer-centric marketing strategy and answers the 9 basic questions every marketing campaign must answer:
Who are you selling to?
What does your customer need?
Do you meet that need?
When do they need your solution?
Can they get/do it themselves?
How can you make it easy for them?
How do you close the sale?
How do you gain the customer's loyalty?
What is success?
heyMATTER has invested thousands of hours planning successful marketing campaigns that drive specific, positive business outcomes. Whether your campaigns are monthly, quarterly, or annual ... focused on a product launch, new location opening, or lead generation, heyMATTER will ensure that your marketing campaigns answer all of the critical questions.
Below we outline heyMATTER's ultra-proprietary, super-secret, 9-question approach to marketing campaign planning. Learn how you can achieve your business goals by focusing on what matters most.
9 BASIC QUESTIONS
FOR SUCCESSFUL MARKETING CAMPAIGNS
1. WHO ARE YOU SELLING TO?
Your marketing campaign begins with understanding who you are selling to. You may think you are selling to anyone who will buy your product or service, but your marketing budget is finite, so your efforts must be intentional and precise. This means you want to speak only to the TARGET PROSPECT GROUP aligned to your specific business goals and marketing strategy.
heyMATTER leads your business through the process of defining and/or clarifying your marketing campaign prospect group(s).
2. WHAT DO THEY NEED?
heyMATTER works with you to define the SPECIFIC NEEDS OF YOUR PROSPECT GROUP. Just as you aren't trying to attract ALL prospects, you aren't trying to meet ALL of your prospects needs, ALL at once. The more acutely we can define your target prospect needs, the more helpful and in-demand we can position your offering.
Through a persona development process, heyMATTER will deliver specific target prospect documentation to guide and hold accountable all marketing campaign efforts.
3. DO YOU MEET THE NEED?
Although many organizations begin with "we have to sell what we've got," heyMATTER begins with HOW YOUR OFFERING MEETS THE PROSPECT'S NEED, or maybe it doesn't.
This process can be simple and quick. It can also be intensive, immersive, and result in new value creation and product offering. Either way, the result is the same: your offering clearly meets an acute need of your target group. Now, heyMATTER will work with you to position your offering as the ideal solution to your prospect's need.
4. WHEN DO THEY NEED YOU?
You know precisely who you are selling to and why they want to do business with you, but are your prospects ready to act just because you are? You need to know WHEN YOUR PROSPECT WILL BE MOST RECEPTIVE TO YOUR OFFER.
While keeping your business goals, timing, and marketing strategy in-mind, heyMATTER will help you determine the ideal timing of your marketing campaign, aligned with your prospect's buying cycle - from daily commodity purchases to capital expenditure, long-sales cycle.
5. CAN THEY DO IT THEMSELVES?
It's not news that buyers across all industries perform the majority of their "pre-search" via Google. For heyMATTER, this means it must be our priority to MAKE IT SIMPLE FOR PROSPECTS TO SELF-EDUCATE AND MEET THEIR OWN NEEDS.
For your business, this means you must know your prospects, what they need, when they need it, AND how they want to get it. This is the era of the "buyer-first experience." heyMATTER makes sure your marketing campaign accounts for the buyer who wants to do it all.
6. HOW CAN YOU MAKE IT EASY?
Many marketing campaigns begin with good intentions, but you aren't paying us for intentions. You're paying us for developing a marketing campaign that drives results and creates new business.
This being so, heyMATTER puts critical emphasis on HOW WE GUIDE PROSPECTS TO CONVERSION. As part of the campaign development process, we focus first on overall customer experience (CX) at the brand level, then on specific user experiences (UX) with all sales and marketing customer touch-points at the campaign level.
7. HOW DO YOU CLOSE?
We've got who, why, what, when, and how. However, if we stop there, we assume that we converted 100% of our target prospects. And that is just not happening. So what about those that show interest, but don't convert?
HOW AND WHEN WE FOLLOW UP WITH ENGAGED PROSPECTS is just as important as how we got their attention in the first place. heyMATTER accounts for this audience in the campaign plan, ensuring that we have intentional, process-driven follow-up to maximize future customer conversions.
8. HOW DO YOU GAIN LOYALTY?
But what about the newly converted customers? Are they happy with your offering, customer service, overall experience? Are they sharing that, good or bad, with their social networks? Not to mention, have you crunched the numbers on the cost of new customer acquisition vs customer retention?
HOW AND WHEN WE FOLLOW UP WITH NEW CUSTOMERS is integral to heyMATTER's marketing campaign planning process. We help you maximize the lifetime value of the customer you just earned.
9. WHAT IS SUCCESS?
HOW WE DEFINE AND MEASURE SUCCESS is tied to one of heyMATTER's founding principles: begin with the end in mind.
As we develop your marketing campaign, we help identify all primary success metrics, at the campaign level. Stated another way, we know precisely where to monitor, in each marketing channel and tactic, to determine if your gaining new prospects; if those prospects are becoming customers; and if your customers are becoming brand loyalists; and how we can do it even better.
DO YOU SELL MARKETING CAMPAIGN TEMPLATES?
We are often asked if we sell marketing campaign templates. Although we use a simple, repeatable, publicly-available process (see the 9 questions above), the specific marketing campaigns are entirely unique to your business and customers. So, no, we do not sell marketing campaign templates.
However, because your business is typically selling into the same industries, geographies, and audiences, what you learn from each marketing campaign can be leveraged for future campaigns. Although not a template in the strictest sense, you will not recreate the wheel with every campaign. In fact, you may find that certain campaign elements (e.g., channels, tactics, messaging, customer experiences) perform so well, that they become core components of your campaign planning process.
CAN YOU HELP OUR MARKETING CAMPAIGNS NOW?
Short answer, yes, we can.
Marketing campaign planning can be overwhelming, especially when scaled to multiple campaigns, with competing priorities, and subject to committee decision making ... or just because you haven't done much of it. But you probably know that, which is why you are on this page. Let us help!
Large or small, established or start-up, heyMATTER can help your business plan its next successful marketing campaign. If you are ready to get started, click Start a Project, and we will get together soon.
Need more time before your next marketing campaign? That's cool. We're here if you want to talk.
WHAT ELSE CAN WE HELP WITH?
Does your marketing strategy fail to deliver the business results you need?
Is your marketing team organized for efficiency, value creation, and productivity?
Do your marketing campaigns create the customer engagement and sales growth you need?
Are your marketing proposals winning you new clients or internal budgets?
Are your marketing projects on time, on budget, and exceeding expectations?
Does your marketing empower your sales team to close more deals?
Do your clients or stakeholders feel like they are an integral part of the marketing process?
Do your marketing processes drive your profitability and visibility?