To win market share and grow your business, it’s important to understand different types of marketing campaigns and how they can help your business succeed in reaching its goals. Different campaign strategies address different goals and work for different stages in the buyer’s journey.
We’ve put together a list of five types of marketing strategies every business should understand and consider.
1. Branding and Awareness Campaigns
These types of campaigns typically run year-round are often flighted around the windows or flights for promotional campaigns to help you consistently reach current and potential customers, keeping your brand top of mind. Branding and awareness campaigns generally run ads at a lower frequency than an action campaign would, over a longer period of time. These campaigns help make your message and your brand enduring, allowing people to become familiar with who you are and what you do. Promoting your message, being found and staying engaged can ensure that your consumer won’t forget about you.
2. Promotional Campaigns
Promotional campaigns are campaigns that entice customers to take some form of action. These action-oriented campaigns are typically shorter in length and feature higher frequency advertising. Depending on your industry, seasonal promotional campaigns may be necessary to beat the competition. Some examples include sales, new product offerings or events. It’s important that action campaigns include a strong, specific call to action that aligns with your marketing goals, as timing is critical. These campaigns can be effective across channels via TV, radio, direct mail or a strategic combination of these elements.
3. Community or Cause Campaigns
All brands can benefit from demonstrating corporate responsibility, by aligning with causes that make a positive impact in their community or building philanthropy into their core business model. Opportunities might not be immediately obvious to every organization, but this can involve anything from running an annual fundraiser to weaving a social cause directly into your mission statement.
Employees can volunteer or help organize events around a cause they’re passionate about. Businesses can host blood drives or clothing collections at brick and mortar locations. You can ask for donations at the point of sale, or help spread the word through your social channels—the opportunities to tie your brand with a good cause are endless. In an era when consumers have more options to meet their needs, they’re making purchase decisions based on what feels good, making corporate social responsibility more and more necessary.
4. Educational Campaigns
If your product or service is complex, building educational campaigns can be effective, either as a follow up to an overall marketing push or as evergreen content to orient new customers. By taking the time to develop creative (e.g., videos, infographics, articles and other content) that educates your consumers, it helps them understand the problem or need for which your product or service is the solution while showing your care. Examples of educational campaign elements include how-to videos, or a series of tips on owned channels such as email or social media.
5. Customer Retention Campaigns
A common marketing mistake is to make the focus of your campaigns exclusively on attracting new customers, ignoring the value of retaining and engaging existing customers. Retaining customers goes beyond great customer service. It’s important to target existing or past customers with marketing (or oftentimes, remarketing) campaigns.
Use existing customer lists to share “feel good” campaigns that make them feel part of the “in crowd” because they already know about and use your products or services. Thank them for being customers and foster relationships so they become (or stay) loyal fans and brand advocates—encourage them to leave online reviews, make referrals and participate on social media. When appropriate, reach out if it’s been a while since they last engaged with your brand or made a purchase.
Choose with Care
Sporadic marketing will provide sporadic and inconsistent results. Consistency is key to a successful marketing strategy. However, your marketing campaigns must change as your needs and goals change, and your messaging must align with your goals as well as where your customer is in their buyer’s journey. Understand what you want to achieve with your marketing campaign, then consider the different types of campaigns that can help you best achieve those goals. Determine when each will be the most effective to help you create a media plan for the year.
TEGNA has made our business an actual brand, not just a startup. It’s driven people to see we’re a real company with quality products.
I’m averaging 5 to 10 phone calls a day with people calling for more information about our school. They say they were searching online and saw our ads — our internet marketing is working very well.