Every business depends on a powerful advertising base in order to keep profit margins stable and acquire new customers.
When you are crafting a marketing campaign of any kind, however, it’s important to understand your motives for advertising. Marketing campaigns with clear strategies and intent are more likely to pay off in the long run.
In this post, we’ll look closely at the reasons you may be marketing to your customers–and what you can do to improve these reasons!
The Intent of Your Marketing Campaigns
No matter its size or channel, every marketing campaign depends on its intent.
Honing your marketing intent can help you create actionable steps for achieving that aim. Actionable steps can mean faster results.
Whether you’re launching a campaign through social media or thinking about an email marketing push, let’s analyze your intent with these advertising efforts.
1. Spreading the Word
Advertising, in a nutshell, is all about spreading the word. If you’re just launching your business, you may be eager to share the good news with anyone and everyone.
Maybe you’re hosting launch parties or reaching out to other startups in your area. Perhaps you’re printing off posters and business cards like there’s no tomorrow.
Any startup or first-time small business should prioritize getting the word out in the first stages of its life cycle. People have to hear about your brand in order to know about it, after all.
However, simply “spreading the word” may not be specific enough when it comes to marketing campaigns.
For one thing, it suggests blanket advertising. Blanket advertising is a desperate kind of marketing that aims to reach the largest market possible.
But that’s the issue with blanket advertising–it aims for a messy, undefined market.
If you do need to get the word out about your new product or startup, make sure your intent is to spread the news to a specific market. Target recent college graduates living in Des Moines, for example.
Maybe you want to reach out to working single mothers of a specific income bracket.
Whatever the case, choose a specific market and craft your content for this audience when you launch spread-the-word campaigns.
2. Getting More Followers
Social media is a valuable digital marketing tool for all businesses. Seven out of ten Americans rely on social media for some purpose.
Launching social media marketing campaigns on Facebook, Twitter, LinkedIn, and Instagram can help you tap into new markets. It can also increase your digital visibility and influence SEO campaigns.
A lot of businesses launch social media advertising efforts in order to acquire more followers. Getting more followers on Instagram, after all, can be the pathway to acquiring more down the road.
More followers mean more conversions, right?
Building your online following is an important part of your digital marketing. However, it’s important to define this intent further and take steps to make it truly pay off.
Choose one social media channel if you aim to boost digital visibility. This gives you a reason to flesh out an impressive Facebook business profile, for example, and time to build worthy content.
Know why you want more followers or likes. Do you want this to lead to more email subscribers? Do you want a higher following to impact your conversion rate?
“Getting more followers” is almost always a secondary goal of a larger intent. In fact, a social media following should act as your foundation for other, more concrete aims.
These include generating online reviews, gathering customer feedback, and boosting monthly organic web traffic.
Lastly, a lot of social media campaigns try to lure customers to your website itself. Your website has to be in tip-top shape in order to capture these leads and turn them into conversions.
3. Boosting a Google Ranking
Search Engine Optimization (SEO) has taken the digital marketing world by storm–and for good reason!
The right SEO marketing campaigns can drive organic traffic to your website. They can also impact user experience and your social media following.
After all, a higher Google ranking indicates higher online authority. Many businesses launch a campaign designed to boost their Google ranking for this reason alone.
This is a noble intent, particularly because Google rankings have a proportionate relationship to online visibility.
But, once again, it needs a little more crafting in order to generate a truly effective marketing campaign.
For one, it requires an in-depth knowledge of all that SEO has to offer. Most importantly, it has to keep in mind the fluidity of SEO and Google rankings themselves.
Google’s algorithms are constantly changing; what’s more, customers’ preferences are always changing. A high Google ranking one day may be a second-page ranking the next.
Marketing campaigns aimed at boosting Google rankings should have a reason why they want a high ranking. Are they actually aiming for a lower bounce rate, for example? Will a high Google ranking for a certain keyword boost local traffic?
Understand why you want a high Google ranking. And then craft actionable steps that can help maintain a high Google ranking.
Keeping rankings high may involve outsourcing SEO services. It may mean monitoring data at all times via advanced web analytics and varying keywords constantly.
A better intent for this campaign, overall, is to maintain a top-tier ranking for a trending industry keyword.
The Intent of Your Marketing Campaigns
Advertising can be the nexus of your corporate success, especially if your marketing campaigns hinge on meaningful, actionable intents.
Whether you’re spreading the word, aiming for a high Google ranking, or trying to attract more social media followers, hone your intent as much as possible. Realize that some initial intents are just second-tier aims for a larger goal.
What’s more, always address a highly specific audience. Don’t let your website, content, or other campaigns falter for the sake of another campaign’s push.
At the end of the day, you can uncover your true marketing savvy by collaborating with industry professionals. At Mind and Metrics, we pride ourselves on our ability to do it all when it comes to effective marketing.
Check out examples of our past work before starting a conversation with us today!