July 16, 2013 | Emily Winsauer

What Makes an Excellent Marketing Campaign?

Marketing Campaign

The right inbound marketing campaign can open doors to rapid growth for your business, but achieving that success isn’t easy!

Marketing today requires campaigns to be integrated across a wide variety of assets and platforms, incorporating social media, traditional advertising, and content marketing without feeling fragmented and chaotic.

Today’s consumers are inundated with information, and know how to research what they need and compare options, making it all the more important that you know your target market and understand their needs.

Intimidated yet? Don’t be!

Here are a few quick tips from our recent e-book, "How to Create an Effective Inbound Marketing Campaign," to help you craft a successful and compelling campaign. And look out for more in this series!

Target Your Marketing Personas

Research shows that carefully crafting marketing personas – essentially, characters that describe who your prospective customers are and what they care about – leads to much more effective marketing campaigns. Know who you’re talking to and vet every marketing decisions through those personas – that way, the people you attract to your offers are the ones who are the most likely to be interested.

Educational and Helpful

An effective inbound marketing campaign addresses a question, need, or concern for your prospective customers (use marketing personas to better understand who your prospective customers are and how to talk to them). Educational content works best when the customer is in “research mode” – learning how to solve a problem, meet a need, or fulfill a desire. “How to” blog posts and step-by-step videos are great examples of this – whether it’s “How to Plan Your Beach Vacation” or “7 Steps to SEO Success.” Because this type of content is focused on the customer’s needs, try to adopt the tone of a consultant or customer service representative.

Timely and Customized

In order for your marketing to be truly helpful to people, it needs to be presented to them at the right time and be as targeted and personalized as possible. For example, if you’ve been investigating Internet marketing packages and you receive a timely, helpful follow-up email at just the right moment from one of the companies you researched, won’t you be grateful for that information? As a business, there are lots of ways to plan these communications so that both you and the customer benefit. Check out our e-book and future posts for more information.

Consistent Language and Message

In order to create effective and exciting inbound marketing campaigns, you need to consider the customer’s experience at four different stages:

  1. The first time they encounter your brand
  2. Their interaction with your website and content
  3. The point of sale
  4. Their long term success and satisfaction as a customer

By keeping your language, look, and message consistent throughout these stages, you help customers feel secure, satisfied, and cared-for, and encourage them to become evangelists for your brand. Obviously, offering high-quality products and services is the foundation, but even a great product can be undercut by confusing, inconsistent messaging and improper or inadequate communication.

Download our e-book to learn more about not only what constitutes an effective marketing campaign, but how to build and implement one!

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E-book content and images based on research and information from HubSpot. VIEO Design, LLC is a HubSpot partner.

Just in case you missed them, here are the other posts in this series:


And download our e-book now to learn everything you need to know to build an effective inbound marketing campaign, from start to finish!

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Emily Winsauer

Emily Winsauer

As VIEO's content director, Emily Winsauer was responsible for content strategy for VIEO and our clients for over 5 years. She recently moved to Seattle where she's still creating compelling content in her new role.

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