How to design your marketing campaign strategy in three easy steps
The Six Percent Entrepreneur
How to design your marketing campaign strategy in three easy steps
August 18, 2021
In this episode, we talk about the series of actions you need to take into consideration when setting up your marketing campaign.
In the previous two episodes, we talked about how to track your traffic from all of your startup marketing campaigns. And then we also talked about demystifying UTM Tracking Parameters. So you know the technical aspect of being able to track the flow of traffic through your sales funnels. And in today's episode, we're actually going to be talking about how do we set up this campaign. 

So when we were talking about you t on tracking parameters we learned that there are five different parameters. And I talked about really just having three which were your source, your medium. and your campaign. So really quick recap your sources where is the link displayed. Like where what's the source of the link? Where is the link being displayed? So it could be on Facebook, LinkedIn etcetera. Then the medium is how is the link displayed. So is it in a pop-up? Was it in the chat? How was the link displayed? And then third the campaign. So this is what we're gonna be talking about. And then also really quickly the last two parameters that we didn't mention. Our keyword and content. So keywords will come in handy when you start running Google search ads and you want to track what links people are clicking on based on the keyword. 

And then for content, if you're doing an A/B test for example and you want to see if you know you're getting traffic from one version of a website compared to another version of the website that doesn't even have the versions let's say it's posted on your blog and you want to see if it's coming from post a post posts see posey, you can specify that in the content section. Whatever actually learned is when you're building out your UTM Tracking sheet is actually really helpful just to put in some null value. So I literally write n-u-l-l In those values just so I have uniformity. So I'm not getting all these different tracking links that are actually missing something and you know, I figure it'll be later on when I want to analyze this. It'll just be more useful. It can't hurt. All right. 

So now we are going to be talking about how do we set up this marketing campaign? If you look at the definition of what a marketing campaign is on Google, you'll get something like this. It will say a marketing campaign is a series of actions to take your target market to the desired result. So it could be a series of actions, a series of operations, a series of functions. So we can think about, we can think about it in terms of a series of actions. The way that I have marketing campaigns really easily set up for my business. I'm gonna share this with you. And this is gonna be like really really simple, really easy. 

But we're going to be talking about the setup, the series of actions, and then the desired result, right? If you have a setup series of actions, the desired result then you will have everything you need for your marketing campaign. For the setup, here's what you need to know for the setup. You need to know who the target market is and you need to know the awareness stage of the target market. So if you don't know who you're marketing to, you're gonna be marketing to no one, we have to have a very specific person that we are marketing to and even that very specific person based on where they are in their awareness stage. And I probably have an episode about awareness stages. So go ahead and search for that but where they are in their awareness stage it's gonna be a totally different person for the setup, you want the target market and the awareness stage. 

And then, for the series of actions, here are the series of actions that you need to know. We want to be able to attract, capture, nurture, and then convert. So those four series of actions really, the conversion part is your desire results. So let's just focus on the three right? Which is to attract, capture, and nurture, and for attraction essentially what you're thinking about is what kind of value are you giving out for you to be able to attract this target customer? Right? 

So you're going out into your different traffic sources, you're providing some kind of value that brings this person in. So this is like what you want to put in the attract section. Then, in the capture section. This is your landing page. So this is like where you're collecting the information um whether it's like from a tracking pixel, from email etcetera, but you're sending traffic out. Traffic could be from a Facebook group, communities, ads etcetera. And then you're directing them to your capture system which is your landing page. And then after you captured them, there's still a lot more work to do, right? Because you have to nurture your leads because they don't know who you are. They don't trust you. You have to be able to increase that know, likeability, and trust. And for you to be able to do that,  you have to nurture them. 

So ways to nurture to right off the bat, you can nurture through an email sequence or you can nurture through a retargeting campaign. So if you know someone is coming through your site, they might not buy the first time, but you can start nurturing them over ads. And it could be an omnipresent Ad system where you're nurturing through ads in their email inbox, through youtube, Facebook wherever your target customers hanging out. That's where you can start nurturing them. So you write down all your nurture strategies in that box. 

And then finally the conversion stage, which is your desire result. This is probably something that you probably have to start working on first before you think about any marketing campaign, you have to think about what desire result you want your customer to take. So when you're thinking about the desired result, it could be, I want my customer to give me their email address and phone number. That could be the desired result. And that would be the objective for that campaign. And then another desired result could be I want my customer to book a product demo or another desired result could be I want my customer to actually convert into a sale meaning they're giving you money for your service, your product, or your offer, right? 

So whatever your conversion objective is, you put it in that box, and then that will give you a marketing campaign. Now you know who your target customer is. You know what awareness stage that they're in. You know the series of actions that you have to take for them to get to your desired result, which is to attract, capture, then nurture and then the conversion stage brings them to that result. So I hope that helps if this sounds a little confusing. The last three episodes. Well, this episode will be the third episode, but the other two episodes earlier might be a little bit of a good review and we'll see you in the next episode. This is Robin Copernicus. Boom bam. I'm out.

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