9 Campaign Questions You Must Ask for Effective Marketing

Creating growth through the employment of compelling marketing campaigns requires that you have the answers to nine fundamental questions.

Let’s face it: people always create marketing campaigns without these answers. But, if you want to do it right (and get the desired results), you must set a clear campaign goal. Additionally, defining your campaign objectives is crucial for planning and strategizing before launching your digital advertising campaign.

#1 What do we want?

Before creating a marketing campaign, you need to define your campaign objectives and know what you are trying to achieve. Some typical objectives are:

  1. Increase brand and product awareness
  2. Collect subscribers
  3. Stimulate engagement
  4. Schedule demonstrations
  5. Get webinar signups
  6. Deliver free trials
  7. Etc.

These goals and objectives should be detailed enough to be meaningful and measurable. SMART objectives are a good framework for this:

Specific - Get 100 new subscribers, schedule 12 new demonstrations, sign up for 5 new free trials, etc.

Measurable - How will we measure (in quantitative terms) our results? If the objective is to increase brand awareness, there must be a plan to measure success (like an ongoing brand tracking survey). Some things are easy to measure, and some are not so easy. But you must be able to define a measurable goal.

Achievable - what’s the point of having an objective that can’t be achieved? Ensure that whatever your goal is, it can be achieved within the timeframe and budget that is available.

Relevant - Does the objective matter to the business? If you are trying to grow your revenue, will ebook downloads help? There are many objectives and many ways to achieve them, but you need to be sure that whatever you plan to do will help you accomplish the goal.

Time-Bound - Any objective should have a time component. When will it start? When will it end?


#2 Who Can Give it To Us?

This question addresses the campaign audience. What target audience or ideal customer are we trying to move to action?

The best practice for this question when building effective marketing campaigns is to know the persona, what problem the persona is trying to solve, and where they are on the path to purchase. Knowing these things will help ensure that the campaign is effective in stimulating the desired goal.

This is pretty easy if you send a marketing email to an opted-in list of prospects. However, more attention is needed to define the audience if you use social media, SEO, or paid search.

Using look-alike audiences, demographic targeting, propensity targeting, search advertising, or other more technical approaches to audience definition requires significant effort and know-how to be effective.

#3 What do they need to hear?

This is all about marketing messages. How do we deliver the right message to the target audience that will drive them to take the action we desire?

Messaging requires experience with copywriting, the art of persuasion, the use of action or power words, appropriate images, and good use of calls to action, among other things.

The use of a story to paint a picture of the problem and your product’s ability to solve it can be an especially compelling way to deliver the message.

Remember that every viable prospect understands that they have a need. The need creates a desire to move away from a problem or fear and towards an aspiration. Some products are more problem-oriented, and some are more aspiration-oriented. You should have discovered this reality when you created your value propositions.


#4 Who do they need to hear it from?

All messages come from someone. Sometimes, the messenger can be you, speaking to your prospect personally. Other times, you need someone the audience trusts, such as an influencer.

Choosing the right messenger is crucial for communicating your unique selling points and gaining a competitive advantage.

You must overcome skepticism and doubt regardless of who is delivering the message. Trust icons, certifications, testimonials, or reviews can help with this.

The messenger must be appropriate to the situation. For example, you can’t sell skin cream that will reduce wrinkles if you have a veterinarian delivering the message (unless we’re talking about wrinkles on your cat…).

If the messenger isn’t you or another influential person in your organization, it should be a celebrity, influencer, or someone believable and trustworthy.

Here’s a simple framework for how the messenger might deliver your message:

  1. Hi, I’m Professor Smith.
  2. I’m here to talk about your problem with x…
  3. I know all about x because…
  4. Here’s why you can trust me
  5. So, as I was saying about x…
  6. Please take this action to solve your problem with x

#5 How do we get them to hear it?

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Now, we come to delivery, which is crucial to drive traffic and achieve the goal of increasing the number of visitors to your website. This encompasses things like:

  1. What channel(s) will we use (blog, radio, TV, out-of-home, email, social media, etc.)?
  2. What format will we use?
  3. When will we deliver it (day of the week, time of day, etc.)?
  4. What is our tone of voice?

Delivery is very important to the coherence of the entire campaign. A good message that is poorly delivered will not work. Similarly, you will sound like a con artist if you have a weak proposition but excellent delivery.

Delivery is also important to the ROI of the campaign because some channels work well for one type of goal while not working so well for another. For example, an ebook is very effective for delivering detailed information but not so much for building awareness. Radio works well for brand building and awareness, but you can’t communicate detailed features and benefits. And so on.

So, you must select a channel or a group appropriate to your campaign objective, audience, message, and delivery. Any dissonance here will reduce the campaign's effectiveness.


#6 What have we got?

What are the resources available to us, and what strengths do we have that we can exploit to boost sales and achieve our campaign goals?

Resources include budget, brand assets, samples, events, landing pages, websites, etc. Anything of value that can be marshaled to build a compelling campaign.

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#7 What do we need to develop?

If there are any gaps between what we have available and what we need to succeed, a plan needs to be specifically designed to close them. The campaign must be dropped, adjusted, or delayed if the gap can't be closed on time. There’s no point in kicking off a campaign doomed to fail due to a lack of resources.

If there are challenges that may affect the campaign, these challenges need to be identified and proactive steps to address them developed. Wargaming, brainstorming, mind mapping, and other similar frameworks or tools can help with exploring gaps and challenges and in the development of contingency plans.


#8 How do we begin?

The proverb goes, “A journey of a thousand miles begins with a single step.” And every campaign starts with a first step.

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Moving forward, build a detailed and comprehensive campaign plan that addresses everything you have built using the seven questions above. Ensure you know where you are now, where you want to end up, and how you plan to get there. Not to mention your work to define the resources, gaps, and challenges that make up the campaign environment.


#9 How will we know if our effective marketing campaigns are working?

Since we created SMART objectives in question #1, we have measurable and meaningful components to our campaign performance. Here, we want to think through and prepare the methods for monitoring, measuring, evaluating, and reporting on the results of our work.

Tools like Google Analytics, Ahrefs, Semrush, SpyFu, and Google Search Console can do an excellent job of measuring digital campaigns. For offline or traditional advertising campaigns, insights from market research providers, channel partners, or retail scanner data can help.

No matter where or how you plan to deliver your campaign, you must have the means to measure its performance. Otherwise, you are blindly implementing a campaign that you’ll never know for sure how well it worked.

For complex omni- or multi-channel campaigns, you will need to implement a multi-touch attribution model that considers each touch the prospect had with the campaign.

And most importantly, you will need to be able to generate the Return on Investment (ROI) for the campaign. This is usually pretty straightforward: what I spend is divided by what I earn.

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Use Effective Marketing Campaigns in Your Business

Asymmetric, led by former Army Delta Force operator and corporate executive, Mark Hope, can help you implement these ideas in your business. You can contact Mark by email at mark.hope@asymmetric.pro, or by telephone at +1 866-389-4746, or you can schedule a complimentary strategy discussion by clicking here.  You can read all of his articles on Medium.

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Mark Hope - Asymmetric

Mark Hope

Mark A. Hope is a co-founder and Partner of Asymmetric Marketing – a unique agency specializing in building high-performing sales and marketing systems, campaigns, processes, and strategies for small businesses. Asymmetric has extensive experience with organizations across many industry segments. If you would like some help in implementing ideas like these in this article, feel free to give Mark a call at 844-494-6903 or by email at mark.hope@asymmetric.pro. Read Mark's other work on Medium.

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