Creating an Effective Marketing Campaign

Want to create a marketing campaign for your company? Take a look at some of the important factors that you should consider before you design your campaign.

·         Don’t forget the emotions

An emotional connection is quite important when it comes to creating a sense of empathy and loyalty towards a brand in the minds of people. For this reason emotions have always been placed at the heart of a marketing campaign. They are quite good at converting leads and creating a positive brand image.

This aspect is often overlooked when creating a marketing campaign for a B2B company. It is difficult to understand why B2B marketing campaigns should be any different from B2C marketing campaigns as both campaigns are directed towards a group of people.

Along with a logical justification there is also statistical evidence to support the theory that adding an emotional quotient to a marketing campaign can do wonders for a company. By emotional connection it is not implied that the person you’re trying to influence should have tears in their eyes. It simply means that it should have a personal connection. It should be in the form of a value or feature that makes the person feel that this is something I share in common with the brand.

There are some studies that have concluded that such kind of emotional connection can be far more effective in a B2B marketing campaign than a B2C marketing campaign. The presence of a personal value makes it eight times more likely for a purchaser to pay a premium for comparable products and services.

·         Less reliance on technicalities

The fastest way to put someone to sleep is to include too many technical details in a marketing campaign. Too much of technical jargon in a marketing campaign increases its chances of failure.

Just think about it, when you come across an advertisement you are already half interested in it because it is intended at promoting a commercial product or service. Technicalities make it further uninteresting for the common public.

However, B2B marketing campaigns can be an exception to this rule since technical know-hows can be the primary reason why a company needs your company’s product. For example if you are a pneumatic component manufacturer pitching your products to an engineering based company they would be interested in the technical details of your product.

In such companies after the initial stage where technical details are important the business decision makers enter into an agreement with a company that feels right for their own company. These types of decisions are often based on simple gut instinct and the rapport they share with the other company. Such decisions are majorly influenced by how the product was pitched, the reliability of the person pitching it and the overall vibe of the company. Thus trust, empathy and loyalty play an important role in such marketing campaigns.

It is an unsaid requirement of governance in corporate world that necessitates the presence of a logical rationale for a procurement decision. Despite this requirement there is a huge emotional value attached to these decisions. Thus beneath every business decision lies an emotional and personable form of brand identity that secretly make things work in a professional environment.

According to a recent study most business leaders admitted to buying a product or service completely on the basis of how the product was placed by the company and how they felt while the product was being pitched to them. Thus a brand with a personal value can go a long way in acquiring business for a company.

·         Laughter is good

There is nothing that works as good as a little comedy in a marketing campaign. It is quite biological actually. Anything we say or do while laughing we tend to remember it for a long time. Thus if you are able to create a campaign that gets a smile on the face of your prospective customer then your campaign is already half successful.

The only thing to remember when trying to put in a good joke is that it should be used at the right time and right place otherwise it can be damaging for your company’s brand image. There are potential pitfalls that should be looked out for while creating a humorous campaign. It should be used in the right context and should not seem forced or overused. When it goes wrong it can make you look immature or juvenile but when it goes right it can create a smart image of your company.

Comedy can be a brilliant way to connect with an audience and it can be achieved by showing your customers that you are not perfect and that you make mistakes like any other brand or person. Showing these vulnerable moments to your audience can not make them laugh but also make them think of you as more of a human than a product.

·         Give a face to your company

When trying to influence other businesses the strategy of advocacy marketing can be a really powerful force. Thus every business is keen to adopt this strategy into their marketing campaign.

A common reason why companies avoid using YouTube to market themselves is because they believe their video will not become viral and therefore it will not serve any purpose. Of course it is true, there are far more entertaining videos on YouTube for a person with 10 idle minutes. But a company should always have a drive to have a rich online presence.

A video on YouTube describing your services and what your customers have to say about you may not achieve the same view count as ‘Gangnam Style’ but it can make a customer believe that you are serious about what you do.

·         Include your vision

A thing that resonates with a lot of people especially those in B2B business that are looking for longer lasting partnerships is your ability to convey your ambitions through your product pitch and professional interactions. There is no better platform to reflect the future plans of your company than your own marketing campaign.

When the general population believes you to be a visionary it can increase the confidence of your shareholders and create a buzz about your company in the market.

These points should enable you to create an effective marketing strategy even if you are looking to create a campaign of marketing for finance company or an engineering company.