Marketing Campaign strategy

Transcription

1 Marketing Campaign strategy

2 Why Should I Use An Marketing Planning Tool? is one of the most effective and easily accessible means of communication today and is part of most people s everyday workflow. Combined with a well-crafted call to action, has the powerful ability to create awareness, generate sales and build relationships. Successful marketing requires more than writing a few paragraphs of copy and sending it to a distribution list. campaigns require careful planning, production; testing, delivery and the right follow up. 60% of marketers believe marketing produces positive ROI and called Marketing the most powerful advertising channel We created this tool with you in mind. We want to help make it easy for you to plan an marketing campaign and mea-sure the performance of your efforts. ITBOXKENYA has easy to use tools you need to generate action with powerful messages, newsletters, surveys and mobile messaging. If you want to learn more about ITBOXKENYA, take it for a test drive before choosing your marketing solution.

3 TACTICS CONSIDERATIONS THE PROCESS PLAN PRODUCE TEST DELIVER MEASURE The What The How The Reviewing The Doing The Evaluation What am I seeking to Accomplish? What lists do I have or need to create? Is my design solid enough? What is my campaign quality? How do I know my campaign was successful? Who am I trying to reach and influence? What is my call to action? What type of campaign I have to create? What are target content considerations? What structure or template will I use? What are the design considerations for mobile delivery? Are changes going to make a difference to the call to action response? Have you checked for Spam triggers? Have you considered A/B split test? What is my sender reputation? How often should I send s? When is the best time of day to send s? What adjustments should I make? How do I track conversions? What is my campaign timeframe? Objectives, deliverables and benefits defined Identify target audiences Establish an enticing call to action Timing identified Lists and segmentation structure and Templates Landing pages Mobile and social integration Browsers Mobile devices Variables, content Spam Checker Deliverability Content quality Sender reputation Lead generation Frequency Time of delivery Open Rate Bounce Rate Click-Through Rate (CTR) Click to Action (CTA ) Social Shares Unsubscribes Decide on campaign type Conversions

4 1. PLAN Good planning will create the results you want from your marketing campaigns. During this phase you define the objectives of your campaign and identify your target audience. Also, brain-storm your call to action, as it is critical to completing your objectives. And lastly if your campaign stretches over more than one delivery put together a content plan and schedule. campaign objectives fall into one of three categories: Create awareness Drive sales Build loyalty Use this matrix to plan your campaign: Determine which is your ultimate goal and then follow these tips: Be specific Choose words carefully, do not offer more than 1 primary call to action per message Create a sense of urgency in your message Beware of hard sell tactics Make responding easy Choose images that are relevant to your call to action Leverage the subject line as your hook Create the plan for tracking behaviors so you can segment future lists for better engagement Planning Questions Consider Our stated Goals What am I seeking to accomplish? Create Awareness Generate Sales Build Loyalty Grow Subscriber List Who am I trying to reach and influence? What is my call to action? Customers Prospective Customers Fans/Followers Website Visits Partnership Request Make a Sale Announce a Product Influencers Business Partners Attend an Event Take a Survey Share on Social What type of campaign do I have to create? Newsletter, sales, greeting, invitation, triggered What is the campaign timeframe? One time event, weekly, monthly, quarterly, yearly

5 Managing your lists should be a top priority for your company. Your contact lists should be permission based, with a double opt-in choice for the subscriber. If the contact has not given you permission, then your campaign will be viewed as SPAM and they will either ignore your message or report you as a spammer. Never buy a list of addresses. Any of these practices can damage your business reputation and campaign delivery results. 2. PRODUCE Once you have a list established, create segments within your lists to send more relevant messages. You want to inspire your subscribers to respond to your call to action. Even the simplest of segmentation efforts will result in lower unsubscribe rates. When your list and segments are taken care of, you should really spend some time on crafting a great subject line and template design. Production Questions Considerations Production Tactics What lists do I have? What lists do I need to start building? Current lists, Creating new segments of current lists, Building a new list What customer segments am I targeting? Demographics, Geography, Size of business, Type of purchaser, Gender, Language, Interests What are the target content considerations? Call to action specific, Device optimized, Single click conversions What structure, graphics and/or template will I use? From Field, Subject Line, View in Browsers, Header, Call to Action, Content, Tone, Buttons, Social integrations What are the design considerations for mobile delivery? Multiple mobile device viewers, Responsive design, Mobile template

6 3. TEST Testing the design in multiple browsers can be very difficult. During the testing phase, we focus on removing errors in design and content that will limit your deliverability. Testing Questions Consideration Testing Results and Decisions Is my design solid enough? Test your in multiple browsers and programs. Make sure to include mobile devices. Test your with blocked images, make sure to include image alternative text. Test for broken images, formatting issues, broken links and browser compatibility. Are changes going to make a difference to the call to action response? Review Subject line, does it hook you to open the ? Review the Header, does it inspire you to read the message? Review message for multiple calls to action Have you checked for Spam triggers? Run your through our Spam check. Make the appropriate adjustments. How you considered A/B Split test campaign? Test Subject, From Name, Content & Colors, Sending Time

7 4. DELIVER Getting campaigns delivered requires careful design and filtering to ensure your content does not trigger filters. Not always 100% of your s will reach your recipients inbox as Spam filters are set up by ISPs to determine if should be delivered to your account or if the should be marked as spam and delivered, or if the should not be delivered at all. Delivery Questions Considerations Delivery checklist and tactics What is the campaign quality? Check SpamScore and spam words in the content Make sure image size (600px) and proportion to content 50/50 is followed. Double check your text links are not phishy and not marked as Scam. What is my sender reputation? Check your reputation at senderscore.com Track your engagement Consider list hygiene to remove inactive subscribers How often should I send s? When is the best time of day to send s? Test s at different intervals and analyze results, e.g. open rates, click rates and most importantly conversion rates to determine frequency. Start with less is more and then work up to a greater frequency based on measurable results. Test volume of messages at different times of day to measure delivery. Take subscriber time zones into account when scheduling delivery.

8 5. MEASURE marketing provides real time result tracking. Measuring your results will allow you to consistently improve your campaign effectiveness and will help you keep your lists healthy. As you continue to refine your lists and messaging by segment you will see your measures improve incrementally. Keep making small adjustments to your message variables and you will see improvement. Measurement Question Considerations Measurement Tactics How do I know my campaign was successful? Open Rate Bounce Rate Click-Through Rate (CTR) Click to Action (CTA ) Shares Unsubscribes Retention What results based adjustments need to be made to my contact list? Review customer behaviors and create segmented lists for the next campaign. Use segmentation based on activity. What results based adjustments need to be made to timing? Review Open and Click Through Rates by the day of the week or time of the day to determine if any adjustments need to be made to timing. How do I track conversions? Google Analytics Social Media E-commerce Platform

9 OUR PACKAGES ksh 5,000 pm Personality or a small business that has an above average understanding of E-marketing but has a limited budget to engage target audience. Dedicated E- Media Manager Advice on relevant template of choice depending time / day / season Content / Template Creation of your choice Weekly posting: 2 times a week Custom Analytic Reporting Sharing on Social Platforms of your choice: 2 ksh 7,000pm Small Business that needs an marketing boost to engage target audience Dedicated E- Media Manager Advice on relevant template of choice depending time / day / season Content / Template Creation of your choice Weekly posting: 2 times a week Custom Analytic Reporting Sharing on Social Platforms of your choice: 4 Database of 5000 Clients 13,000pm Small to medium sized business that wants to outsource E-marketing and online marketing channels. Dedicated E- Media Manager Advice on relevant template of choice depending time / day / season Content / Templates Creation of your choice Weekly posting: 2 times a week Custom Analytic Reporting Sharing on Social Platforms of your choice: 6 Database of 15,000 Clients Gold 20,000pm Medium sized/ big business that wants to completely outsource E-marketing and online marketing channels. Dedicated E- Media Manager Advice on relevant template of choice depending time / day / season Content / Template Creation of your choice Weekly posting: 2 times a week Custom Analytic Reporting Sharing on Social Platforms of your choice: 6-8 Database of 20,000+ Clients About us Itboxkenya is an and integrated marketing management system that provides full spectrum marketing services for small to large size companies and individuals. We provides an easy-to-use and powerful tool to enhance communication with your existing and potential clients. Itboxkenya allows using contemporary tools such as personalizing, list management and segmentation, auto responders. Itboxkenya offers contemporary designs and sign-up forms as well as online surveys and SMS marketing. Itboxkenya offers one of the best price/quality services in mailing list management. s sent by itboxkenya automatically include everything necessary in order to comply with spam laws, for example, the option to unsubscribe, and the sender s contact information. Our other services include Online Presence Management, social media marketing, Webdesign, Mobile Apps Design, Search Engine Optimization More information - Contact: Phone: (+254) / info@itboxkenya.com