Running a successful marketing campaign takes planning and plenty of training, in the same way an athlete prepares for a marathon. By slowly introducing your company to customers, and keeping your marketing message consistent, your business won’t be lost to customers and will become a trusted and recognizable brand.
Here are some steps to help you slowly build a brand that will be remembered.
1) Develop a Calendar
Developing an advertising calendar for your business is a good way to start building your marketing strategy. Using the calendar you can plan when you’ll host special promotions that you think will apply to customers. You’ll also be able to figure out what type of campaigns to string together throughout the year. It will give you a sense when you’ll need to increase your advertising budget and which customers you should be targeting.
2) Evergreen Content
While there will be some content you design for specific dates on the calendar, there will be other times where you will need to build a strong campaign just to let customers know you’re available to them. Maybe you include a promotion or a coupon that changes week to week, but the goal of these messages is to keep customers familiar with your brand.
3) Experiment & Take Chances
As you see success with your planned events from the calendar and your general advertising campaign, explore if there are ways for you to expand your plan. If you are advertising a lot in print and on websites, invest in an email marketing campaign that can connect with new customers. Some of these plans may not work, but you know that you have a safety net to continue to build your message if an idea doesn’t connect with an audience.
4) Grow Your Campaign
As your campaign gains traction and your business becomes a trusted part of the community, you can use the calendar, evergreen content, and the knowledge of past experiments to continue to grow your brand. That could be through investing more resources into social media or email marketing.
A successful marketing plan can’t begin immediately. You need people to recognize your brand during the year so when special promotions arise they will feel comfortable turning to your business. By crafting a plan in advance and slowly adding to it, your business will become top of mind with consumers.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, sending facts, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org. If you have any ideas for "Learning The Lingo" please email them.