This is a guide to help you design an integrated marketing campaign. By following these steps you will be able to:
- Raise the profile of your firm
- Win new business
- Grow your pipeline
- Avoid the famine and feast approach to marketing
- Continuously clean your data
Before you start you will need to understand who your target audience is and how it is segmented. Have another read of your marketing plan and update if necessary.
What is a campaign?
A campaign is a simply a series of activities used when marketing a service. It is a coordinated series of steps that can promote a service using activities such as social media, PR, thought leadership, sponsorships and tie-ups. It is focused and goes beyond your day-to-day marketing activities.
Sell holes, not drill-bits.
To paraphrase Peter Drucker, clients don’t buy what you sell, they buy what has value to them. So rather just talking about how great your service is, explain what problem you are going to solve. How can you help them save money? What peace of mind can you provide? What sort of lifestyle can you give them? Do you understand the vision for their business?
Similarly to your marketing plan, the campaign strategy has a clear and specific meaning. The campaign strategy combines the core properties of your In this case it is a little more specific. What is the hook for the client, what is it that will make them interested in our service?
When we design a campaign we will include measurable objectives. They are usually around communication, positioning, and new business development. Imagine your firm has launched a new service or would like to develop a current one. It is likely there would be two or three objectives, each with a specific set of tactics and actions:
Objective one: Win five pieces of work over an 18 month period
- Run promotional events with referrers such as accountants, solicitors, and banks
- Establish formal or informal referrer programmes
- Measure outgoing / incoming referrals and adapt activities accordingly
- Undertake joint knowledge sharing events with referrers
Objective two. Build relationships with 4 key media contacts
- Find 3-5 relevant publications and key media contacts
- Share content on blogs
- Create press releases / write articles / draft report or survey etc. and send directly to key media targets
- Meet with journalists/media contacts, provide quotes, discuss content, invite to events etc.
Objective three. Increase referrals by 20%
- Drive traffic to website encouraging prospects to sign up to newsletter
- Email the requested information, invite to events etc.
- Call the prospect; qualify the prospect further and determine next steps.
Tactics and actions
Successful campaigns are usually integrated campaigns. Integration means using a range of connected marketing activities across a variety of channels.
The idea is to use a range of activities such as social media, partnerships and tie-ups, press coverage, a microsite, and events to promote your service. We’re aiming for maximum penetration across the breadth of your target audience so these activities should be in addition or alongside your usual marketing and promotion, not separate or stand alone.
Messaging and consistency is key for the success for any campaign. It is not the job of an individual but the entire firm. Everyone must be completely clear on what the campaign is in support of. Once the campaign is endorsed and budget has been approved, the tactics can take form.
Campaigns are one of the easiest things to measure. You can start with budget. What did the campaign cost as a whole in terms of marketing support and fee earner input? Make some reasonable estimates to use as a benchmark. Add design, print and sponsorship costs too.
You can look at conversion rates. What percentage of targets became leads? How many of these leads became clients? Were some segments easier to convert at others? How did the campaign to compare to previous campaign?
Set KPIs (Key Performance Indicators) and targets so you can celebrate milestones or amend your campaign should it be needed. Your targets should be realistic yet ambitious and you should always be looking to improve upon previous campaign statistics.
When planning your next campaign, think about what you want to achieve – profile raising, lead generation or new business. What value are you offering to clients? What problems can you solve? Good execution of the campaign will guarantee clarity and consistency helping to achieve your objectives. Finally, no matter how strong you think your campaign is, the effectiveness is ultimately determined by measuring its success. Set your own metrics – you can measure anything from reputation and awareness to market penetration and market share through to conversion rates, referrals and new business.
Tom Horigan, Founder and Managing Director
Contact us to talk about what goals you have.