In today's world of noisy social media, where everyone is competing for audience attention - where are brands big and small at every turn, a Marketing Director needs constant reminders of what it takes to keep your buyers buying.
Marketing Management - Discipline: Top nine things to do when managing brand marketing campaigns
Know Your Target Buyer:
It all starts with market research to find out your target buyer’s demographics, preferences, and behaviors. Tools that can help you understand who your buyers might be include Qualtrics, Quantilope (an advanced consumer insights dashboard), Survey Monkey (a tried and true survey provider), and Google Trends (you can see what people are searching for every day).
Define Your Campaign Objectives
Are you looking for brand recognition or straight sales? Once you know your goals, find the right creative team. For logo design and brand identity, you can check out SketchDeck. For brand-aware Video Production consider Brainiac Pictures, which provides Product Videos and Lifestyle Videos for brands, Explainer Videos for SAAS and B2B Companies, and Social Media Videos for both organic and Paid advertising campaigns.
Create a Consistent Brand Message
Using insights you now have on your target market and a strong understanding of the features of the products provided by your brands, keep your campaign message consistent. For example, if you are an eco-friendly paper company selling B2B, focus on all topics regarding what it does for their business to work with an eco-friendly company, from compliance to employee loyalty to PR. If you are a B2C Personal Care Company, focus on what that care means to your life outside of the bathroom. Know your audience, and know your product, and then keep both in mind for every video and piece of marketing material.
Leverage Data Analytics
Use data analytics tools to track campaign performance in real time. Some of the tools available include SuperMetrics (providing marketing insights from dozens of data sources), Oracle (a data science company that gives brands a better understanding of their audience), Tableau (data visualization leader) and IBM (considered a topic analytics maker who started as a pioneer in personal computers). Analyzing engagement rates, conversions, and return on investment (ROI) allows marketing directors to adjust their spends for better results.
Communicate With Your Target Buyers
Email Newsletters, Live Events, and Social Media are just a few ways. For newsletters, you can check out companies such as Mail Chimp and Brevo. For Social Media Campaigns, brainiac has a 31-video monthly Social Media Video production program, allowing you to release daily. And for live events, google your local live events planners for best results.
Test Multiple Strategies and Compare
Use A/B testing to compare ads to see which provides better performance. Testing allows you to refine your approach based on actual consumer behavior rather than assumptions.
Be in more than one place
The general rule is consumers need to see an advertisement at least seven times and hopefully, in seven different places, before they make a purchase. At least now, there are so many different outlets, from Broadcast to Programmatic Streaming to Google Ads to Social Media, including TikTok, Instagram, Linkedin, and more.
Monitor Competitors
There are many ways to keep an eye on the competition in order to outperform them. Klue, is a competitive intelligence tool. Crayon transforms complex market data into actionable intelligence. SimilarWeb provides analysis for monitoring traffic, engagement, and growth. SpyFu specializes in analyzing competitors’ search campaigns and SEO strategies.
Allocate Budget Wisely
Know your budget and allocate it wisely. TheCMO.com has developed a fantastic list of the best marketing budget software options. Consistantly track spending against performance metrics to ensure optimal use of funds.
Always Check Your Post-Campaign Performance
If the video isn't performing or the copy isn't working, it is not always a "start from scratch scenario" First, look at placement and timing. Have you researched what times of days your target buyer makes B2B or B2C buys? Have you hit them in more than one place during these times? Have you tried slightly fine-tuning the copy surrounding your creative? Tweak it, test it, and refer to all of the above when doing it!
Reach out to Brainiac when it's time for a great video campaign that features brand videos, product videos, and social videos in one fantastic package.
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