Did you know that segmented marketing campaigns see as high as a 760% increase in revenue? You are basically throwing away money and resources if you are still executing blanket marketing campaigns.
In this blog, we talk about what marketing campaigns are and how to use them to your advantage in the marketing funnel.
What is a marketing campaign?
A marketing campaign “promotes products through different types of media, such as television, radio, print, and online platforms” (Investopedia).
What are the stages of the marketing funnel?
Funnel stages can vary based on the industry and marketing approach. However, the three primary stages in the funnel are:
- Awareness – Generate attention and education to influence consideration among new audiences.
- Consideration – A person is thinking about which brand to choose. This is an opportunity to target them with personalised (and even time-sensitive) messages to encourage action.
- E.g., offering 10% off for the next 24 hours with a discount code.
- Purchase/Action – Encourage a conversion whether it’s making a purchase, booking a demo, or another action.
Effective tactics for each stage in the funnel
To create a winning marketing strategy, here are some tactics you can implement in your business. Not only can these methods improve performance, but they can also promote sustainable growth.
1. Generate awareness with ads – Video, social media, display ads
To generate awareness of your business, you need to use relevant marketing channels to reach your target audience. Analyse who your main audiences are, which channels are most suitable based on their demographics and other factors, and you’ll be on the way to gaining their attention.
2. Personalised messaging drives consideration
At the consideration stage, focus on driving your lead to think about your brand. An effective way to do this is by sending personalised marketing messages which deliver engaging and informative content based on your leads’ behaviour and interests.
Here’s an example of how personalised messaging can nurture your leads down the funnel:
- A lead sees your ad and is now aware of your business.
- They go to visit your website and fill out your web chat to get further information about a specific product.
- You have captured this lead’s details – name, email and/or phone number.
- With this, you can target the lead with personalised communications to help them along the sales journey with nurturing messages and campaigns.
Let’s leave unsegmented marketing campaigns in 2021. Why do we say this? Email blasts (or any blanketed marketing messages) means that you can’t track interactions with customers.
Now, what if we told you that your customer’s campaign experience could be automatically changed based on the interactions they have with you? Your marketing messaging changes based on the link that they click within the email.
- Ready to buy?
- Not ready yet?
3. One last push to close the lead
Some customers might be on the edge of converting, but they just need one final push. Aim to target customers who are further in your sales funnels with relevant offers and vouchers, speeding up conversions while keeping ROI down.
Transform and automate your campaigns with LANA
While 91% of marketing automation users think it’s very important to their overall online marketing efforts, it’s no wonder why automated campaigns are all the rage. Consider the hours’ that automation can save you from manually sending out communications!
LANA is your lead capture and nurture automation machine that helps guide your leads down the marketing funnel. And it gets even better…. with LANA you can set up reactivation or recall messages that target cold customers with a few clicks.
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