After attending an lunch event yesterday, I have started to come to the realisation of how to build a successful marketing campaign. Although not groundbreaking, I thought I would share my thoughts with you on the 3 R's of developing a successful marketing campaign:
The 3 R's for any successful strategy are:
Reliability - Regular communication is key to growing your audience especially as your audience can look to expect content on a daily, weekly or monthly basis. By building a regular narrative your audience will trust that what they sign up for is exactly what they will get - As opposed to a random collective of content at different times.
Being reliable and building your users trust is key to growing your audience.
Relevancy – without relevancy you will not drive the right traffic. It’s one thing to talk about making the perfect pancake, but when you are a website development agency the type of users that will read the post would not necessarily want to delve deeper into your site. If your content is relevant to your target user then your brand can then start to be seen as a trusted source - Which could lead to your brand being seen as an influencer in your market. A prime example of this is with News Jacking: If relevant, News Jacking can be a great tool to driving engaged traffic. However, if not then the pool of traffic will struggle to be achieve your overarching business goals.
Be clear of your objectives and do not delve into irrelevant markets.
Reward – This is not to reward your users financially, with a cuddly toy or even a whitepaper. This is to make sure that whatever content you publish is insightful for your users and create some form of conversation. Without a conversation, content stagnates and is utterly useless to everyone. However, by creating that narrative you will be able to help your audience consider avenues that they have never thought of, or even encourage innovative thinking from your associated peers.
Your audiences time comes at a price, make sure they see value in your content.
In essence, as long as the end goal is always considered, marketing to defined personas with these three principles in mind should amount to a successful marketing strategy.
If you find relevance or reward to what I have mentioned, please feel free to share. Alternatively, I would love to hear anyones thoughts on this in the comments below.