Online Marketing Blueprint For Local Businesses
A large amount of our business network at Technik Creative residing in the Edmonton area. Because of this, we thought it would be wise and beneficial for our audience to do a post for local based businesses looking for a process on how they can effectively execute on local online marketing.
Why Market Online Locally If You Are A Small or Large Business?
When a successful or small business has a set marketing strategy that focuses on direct marketing in comparison to online that they have been using for years on end, it can be daunting for them to think about making a transition over to digital advertising as a means of growing their business.
Often Business owners say "We've tried Facebook ads before and got no luck", or they say "We had a PPC campaign once and our click cost was not producing an ROI for our business". While both of those points may be true, we find the majority of the time with the businesses work with, is that they haven't fully utilized the potential of these platforms from a campaign, audience, and copy point of view. They claim they have run ads before, but what they don't know is that they: weren't structure and set up properly, the audience targeting was far too broad to deliver targeted traffic, the landing page lacked conversion optimization, the content or ad copy is irrelevant, or the messaging or call to action isn't enticing for a consumer action to take place. Having even one of these variables under-performing without awareness can cause destruction to the results of your marketing campaigns.
If you are a business owner and you feel like you have said some of these points or felt this way on certain aspects of social and PPC marketing, then this post is for you. If your current social promotions are strategized simply by 'boosting posts', then please stop your campaigns now before you waste any more of your budget. Restructure your online campaigns in an A-Z format by reverse engineering the user purchase so that you have a fully functioning marketing campaign that can be tracked, monitored, and optimized in a very easy, and direct method. This is what makes our 'blue-print' for any marketing campaign we take on with a client here at Technik Creative.
Let's Start With The Blue Print
Building a foundation for the strategy behind your campaign will result in a more streamlined, efficient, and optimized structure from top to bottom. When we begin working on a marketing campaign for a client, we start by asking the following questions:
What is the product/service we are offering?
What is the offer and messaging for the campaign?
What features of the product/service do we want to highlight in the ad?
Who is our target audience?
a) What is their age?
b) What is their gender?
c) Is this B2B or B2C targeted?
d) What job roles, interests, behaviours, lifestyles do this demographic possess?
e) What pain points does this customer currently face?
f) What solutions can X company provide and convey in a visual, verbal, and targeted approach for this user's pain point?
g) MOST IMPORTANT: What platforms do the users most often use when finding this product/service?
From this, we can start on our campaign & marketing our blueprint. These questions list all of the information we need as marketers to execute on creating and strategizing the campaign. Without knowing the target audience, our ad targeting may be off effecting performance metrics. Without knowing what platforms these use, we may be promoting a product or service to a placement medium that has no relevance for an action conversion to take place. Without getting the offer or messaging right, we may lose on conversion metrics. By having all the information laid out first, we can segment portions of the campaign into variables, with each variable playing a pivotal role in the overall performance.
Planning The Campaign
So we have the information, now what do we do with it? This step involves creating the skeleton of the campaign. From taking the above points, we formulate our campaigns using the following process:
What ad content will we run that solves the consumer's pain points, effectively gets across the messaging behind the offer, and matches the demographic mock-up of our target consumers?
Does our ad content have to match an older or younger audience? (Ex. Older want fewer graphics, more information. Younger audiences seek shorter cuts, more visual appeal, and minimal text focus).
Length of ad: If we are using a platform (Facebook for example), that users typically spend no longer than 2-seconds per post-viewing, then we have to accommodate our ad length for that (typically under 30-seconds), along with a heavy focus engagement on the first 5-seconds of the video ad.
If this is a B2C campaign, what mediums will be most effective and relevant to the end-user?
What are the audiences we will target?
Cold audience: interest / behaviour / demographic targeted
Warm audience: people who have engaged with your brand online and socially
Hot audience: brand advocates, customers, look-alike audiences, hyper-targeted users
What ad copy will drive user conversion?
There is no doubt why companies in the modern-day age are focusing their marketing attention on social media. Having a platform where you can use hyper-targeted filtering to get your message in front of nearly 30% of the world is a capability that any strategic marketer would focus on. For us here at Technik Creative, it is still to this day our cheapest cost per conversion medium, as well as our cheapest cost per impression on new users. What does this mean for our clients? More conversions and people seeing their ads, at a conversion cost cheaper than any other form of advertising.
From this, we have a basic structure for the campaign that we can run with. At this point, we have the following completed:
Ad copy drafts (including variations for A/B split testing)
Ad content (video shots, graphic animations, communication & messaging being used)
Audience groups (filtered into our 3 segments: cold, warm, and hot)
Campaign Placement (Facebook, Instagram, LinkedIn, Adwords, YouTube, etc.)
Campaign Objective (Drive traffic to a landing page to convert to lead, Drive to product purchase, Drive brand awareness)
Landing Page Drafted
Conversion Tracking Planned
At this point, its execution time. Here at Technik, we divide campaign tasks accordingly to our team. Our marketers, videographers, and designers will meet at this stage to draft up what the video ad will contain. The marketing team provides their feedback on what will impact conversions and performance, the video team provides feedback on what shots can convey the messaging and drive engagement, and the graphic design team ensures that the entire campaign from start to finish has a professional, brand aligning look that synthesizes the campaign to meet the objective desired. The success behind a campaign involves the collaboration and creativity amongst all of our departments to fully execute a clients campaign and achieve our target KPI's.
Now, it's time to get to work.
Executing Your Marketing Campaign Blue Print
From here we have our blue-print, and the steps and tasks assigned to our team to do work. At this stage, we let our departments handle the work, which transitions into our drafting stage. Once our ad content, copy, and campaigns are set up, we begin the review process. This starts from the basics ensuring that all text and grammar are refined. Then we ensure the production of the content meets our expectations, as well as our clients. At this point, we do a final review internally and submit our campaign for approval for our client. If there are any last-minute revisions to be made, those are set at our highest priority level internally to ensure ad campaigns are set to launch for our planned dates.
With this, we hope you learned about the process behind making a structured campaign and executing on it. Our next marketing blog will focus on optimizing campaigns after creating your marketing campaign 'blue-print', and ways to troubleshoot poor performing campaigns by tweaking the variables within our A-Z strategy.
We hope you got value from this week's post at Technik. If you have any questions about marketing or want to talk more about working with Technik as one of our clients, simply e-mail me at firstname.lastname@example.org and I will get back to you as soon as possible!