April 4, 2020
Planning And Launching A Successful Marketing Campaign | 5 Key Steps

Planning And Launching A Successful Marketing Campaign | 5 Key Steps

– The great war strategist Sun Tzu once wrote, every battle is
won before it’s ever fought. Now he wasn’t talking about marketing but that doesn’t make this
lesson any less important. Because in marketing, in business, and pretty much anything
you wanna be successful at a little bit of preparation
goes a long, long way. And that’s why in this video we’re talking about the five key steps to planning and launching a
successful marketing campaign so you can give yourself the
greatest chance of success, right out of the gate. Let’s get to it. (upbeat rock music) Hey there my name is Adam Erhart, and welcome to the Modern Marketing Show where we help you grow your business by making better marketing. So if you’re interested in learning about the latest and greatest
marketing strategies, tools, tips, tricks, and tactics, well, you may wanna consider subscribing. Over the years as a marketing strategist, I’ve spent a lot of time learning, and experimenting, and
testing, and applying what works and what doesn’t
when it comes to launching a really successful marketing campaign. And where things get interesting is that well, pretty
much anything can work, whether we’re talking
about content marketing or email marketing, online advertising, or even good old fashioned direct mail. So what separates the
winners from the losers isn’t the tactic then, but the underlying
strategy behind the method. This is why it’s so important to set yourself up for
success right from the start by spending a few extra
hours ahead of time really mapping out and planning your campaign
from start to finish. I promise, the little bit
of extra effort this takes can save you a ton of
headaches, a ton of money, and really prevent a train
wreck of a marketing campaign from even happening in the first place. Alright so with all that said, let’s dive into the five steps to planning and launching a
successful marketing campaign. Step number one is the why. One of the craziest things I see, and on a pretty regular basis too, is the creation of a marketing
campaign just because. What I mean by that is marketing, simply for the sake of marketing, or in other words,
random acts of marketing where you go out there and
just do some random marketing without any clear goal, or
objective behind the campaign. It’s probably not hard to
believe that when this happens you’re pretty much doomed from the start. A campaign will get launched, it’ll fail, and then the business owner
will blame the tactic, or channel, or strategy,
or marketing in general. Madness I tell you, madness. See, in the real world, it’s rare that a campaign gets launched and has any chance of being successful without really clearly articulating
where you want it to go and what success would look like. So here are some questions to
ask yourself at this stage. Why are we doing this? What are we hoping to achieve? What’s the end goal? How will we know if
we’re successful, or not? Step number two is the what. Alright so now that you’ve got
your reasons all sorted out, it’s time to take a look at
what you’re about to promote. One of the biggest
mistakes I see people make and one of the surest ways to have complete marketing failure is to market something that you want rather than what the market wants. Basically, at this stage, you
wanna get absolutely clear about what the best thing to focus on promoting is right now. If you’re marketing to a
brand new cold audience who has absolutely no idea who you are, well, then you may wanna
start with something that has a low-barrier,
and high perceived value. It’ll make it easier to
market and easier to sell. If you’re marketing to
a warm audience of say, people who already know
you or repeat customers, well, you can start to move
further up the customer ladder and market something maybe
a little more expensive and a little more niche down. Regardless, some of the key questions you want to ask yourself at this stage are what are we trying to promote? Is this the thing we should be promoting? Do we think people want this? What might they want more instead? This takes us to step three, the who. Okay, so you’ve got your
why, you’ve got your what, it’s time to dial in the who. It’s at this stage we want to deep dive into the what you’re marketing,
we’ll call this your offer, as well as the who you’re marketing to, we’ll call them your customers. The reason you wanna do this is because you wanna find the overlap between your offer and your customers and find a way to match them together in a way that uniquely
solves their problems. This part’s really important so let me say that again
in a different way. The goal at this stage is to uncover your customers’ miracles
and miseries, their wants, their dreams, their fears,
their desires, their needs, their problems, their frustrations, whatever it is that they’re going through and then find a way that your business or your offer uniquely
solves this problem for them and then demonstrate how
you can bridge the gap to get them from where they
are to where they wanna go. Questions to ask yourself
at this stage are who are we trying to serve? Do we know their basic details like age, gender, occupation, and where they live? What about the deeper stuff like attitudes, interests, and beliefs? Step four is the where. By this stage, you should have
a pretty clear understanding of why you’re running your campaign, what you’re gonna be promoting, and who you’re promoting it to. So it’s in step four that
we begin what most consider the actual marketing part,
because this is where we’re gonna begin actually
putting your message directly in front of your customers. But to do that, we first need to find out where they are so we can meet them there. Fortunately, armed with
all the information that you’ve just collected by going through the previous steps, finding out this information
is really pretty easy. It just takes a quick Google search on which demographics tend to be using which social media platforms, and you’ll have a really good
baseline on where to start. Some good questions to ask
yourself at this stage are where do my customers spend
their time, online and offline? What social media networks do they use? How do they prefer to
engage with online content? And what kind of content do they prefer? Step five is the how. Finally we get to the how. Now mistakenly, this is
where most people start and it often leads to haphazard campaigns that are built on shaky foundations and no real strategy at all. After all, how can you
possibly know the best how until you’ve clearly identified the goals, the customer, the offer, and where you’re gonna
be running the campaign? The answer as you know is you can’t, which is why most marketing fails. The key then is to go through the steps that we’ve just covered, and then by the time
you get to this stage, well, you just need to decide
on what tactic to execute on. As an example, let’s say
that you’ve determined your market is on
Facebook and Facebook Ads are gonna be the best
way to reach them there. Well the how really just comes down to then figuring out
how to run Facebook ads or finding someone that knows. Or, if you’ve determined that
your audience is on YouTube and so the best way to reach them there is a YouTube content strategy. Well, the how then just
becomes researching, what’s the best way to run
a YouTube content strategy? Or should you be running YouTube ads to put a little gas on the fire? In most cases, some good
questions to ask yourself at this stage are how
are we gonna do this? Should we do it ourselves
or find someone to help? What do we need to know,
have, or do to make this work? Bonus tip, the when. No strategy that covers the
why, what, who, where, and how would be complete without at
least addressing the when. But I didn’t want to include the when in the main five parts because
one of the biggest mistakes I see businesses owners making is putting off marketing until. Until the business generates more revenue, until the business declines and needs to, until next month, until next
quarter, until next year, until we get our staffing issue sorted, until we hire an intern,
until, until, until. And well, as you can imagine, nothing ever ends up happening. As the Chinese proverb says, the best time to plant
a tree was 20 years ago, the second best time is now. So the when is now. Alright so thanks so much for watching, I hope you enjoyed the episode. If so, make sure to give it a thumbs up, subscribe to the channel, and say hello in the
comment section below. For more great marketing strategies, tools, tips, tricks, and tactics, make sure to head over to adamerhart.com which is packed full of
resources of articles, videos all designed to help
you take your marketing and your business to the next
level and way beyond that. So thanks so much for watching and I’ll catch you next time
on the Modern Marketing Show.

5 thoughts on “Planning And Launching A Successful Marketing Campaign | 5 Key Steps

  1. Hey Adam, thanks for another great video. I do video marketing for a winery in Southern California. We just started a youtube channel and are still working out our content niche. Your videos have been very helpful for me to develop a marketing stragety.

  2. this helped me so much omg. I have a new job interview for marketing campaigns and this just helped me so much. I have a great start into knowing how to launch s successful marketing campaign so thank you. The company is OUI

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