There are five steps that CX strategies should take to ensure a successful marketing campaign launch. And we’re going to show you what each looks like and how to do it.
Step #1. Revisit What Worked/Didn’t for Last Campaign Launch
Consider the following scenarios and see if any speak to your current situation:
- Your last campaign was wildly successful, though you’re not really sure why
- Although you’ve tried many tactics, from thoughtfully tailored posts and visually stunning imagery to videos, your efforts continue to fall flat
- You have no idea how your campaigns are actually doing as you can’t sort out social media ROI and just hope no one asks for that data
- None of it worked/didn’t work, but the root cause for that is still not easy to pin down
Although wildly different, each scenario above requires the same thing: a plan moving forward.
Understanding what worked/didn’t work during your last campaign doesn’t have to be challenging to recreate now. You can develop a level of understanding around your own channel activity (social channels and domains that your brand owns online, like a Facebook page, Instagram, YouTube, Twitter and so on) by linking your accounts to NetBase for analysis.
Once connected, you can search back in your data up to 27 months (even as far back as 51 months to capture past events) and learn:
- Improve your customer focus to deliver more personal and relevant customer experiences
- Identify opportunities throughout the customer journey to increase engagement and improve satisfaction
- Effectively track brand sentiment and passion over time to measure your progress
And if that doesn’t get you rethinking your target audience then . . . well, then this next step will!
Step #2. Rethink That Target Audience
Your target audience for widget #1 is not necessarily the same audience for widget #2. Have you been marketing to the same folks, ad nauseam? You can bet they’re not listening, if so.
There might be an entirely separate subset that you need to speak to, and getting that wrong can be fatal.
Brands must capture all sources of customer feedback, including short phrases on social media, long-winded reviews on digital forums, sarcastic survey responses, and other sources of customer service feedback. When pooled together and analyzed, it offers insight around who your segments are personally and professionally:
And where their interests lie:
If that’s not matching up to what you thought it was, it’s time to rethink (or to throw out) those personas and get hip to niche segment marketing ahead of your next campaign launch.
Step #3. Fully Vet Any Influencers
Working with influencers is tricky. There are some that are obviously influential in your space – and in high demand. But is their influence focused on the topics and ideas that you want your brand associated with? And does this influencer actually generate meaningful engagement, or is it all vanity metrics?
Creating a topic search will reveal folks driving conversation – and you can see precisely what is resonating:
Armed with influencer intel, brands can:
- Develop brand ambassador programs based on the influencers they discover
- Create marketing content based on user-generated content that influencers create
- Position a new product based on what you learn from influencer conversation
And then, looping back to the topics and ideas they’re expressing for a word of warning (more incentive to fully vet these folks). Brands need to know who these influencers are on a personal level as that is what they’re selling – influencers are their brand. And in this politically charged climate, it’s something to consider carefully, as your brand will be associated with whatever controversy they become wrapped up in.
Step #4. Master Meaningful Campaign Launch Metrics
Have you been benchmarking your data and comparing it as your campaigns progress? You should be, as you really must base ongoing efforts on something. If you’ve been successful sans measurement up till now, may your luck never run out. And may your marketing budget never require supporting metrics for its continued funding.
We all know that ROI conversation is headed your way sooner or later. So isn’t it time to make sure you have insight to back up claim that your campaign launches are big contributors to monthly sales? It is. It’s the CX Strategist way, and you want to emulate these pros’ best practices.
For your ROI measures, you’ll want to create a brand analysis to have an overall view of volume and sentiment. There are so many ways to slice and dice the data. For example, this compares mention counts for positive/negative emotions and behaviors for three fast food restaurants:
And this compares net sentiment scores before, during, and after a crisis:
Or, here’s an analysis of potential impression counts for five brand attributes in three geographical areas:
Being ready to answer questions the following questions is important. Social analytics gets you there:
- Where are people talking about my product or service—on which channels, sources, and in which geographical areas?
- Why do people buy my product or service? What need are they satisfying with their purchase?
- How much are people talking about my brand and how much they are talking about competitors’ brands?
- What is my competitive share of voice—overall and in key markets?
- What is the range of sentiment around my brand over time? How does sentiment for my brand compare to sentiment for my competitors’ brands?
- What are the underlying reasons for positive or negative brand sentiment—what is driving emotions, behaviors, and other attributes emerging from conversations about my brand?
Step #5. Tracks Trends & Develop Expert Understanding of Audience Lifestyle
Tracking trends isn’t an occasional habit of successful marketers. These folks check in with their segments every day. How else can they possess and expert understanding of audience lifestyle and create campaign launches that speak to these consumers? They can’t.
And how else would a pickle juice company ever consider a partnership with lemons? It wouldn’t. Though, it should:
If it used social listening, the pickle juice seller would possess a deep understanding of its audience’s needs and working hard to make a pickle/lemon juice combo happen. Twist your face up at that, if you like – the thought of it makes us do it too.
And then reach out for a demo so we can show you odd, though wonderfully lucrative adjacencies that brands have discovered. Don’t worry – they’re not always weird. The unexpected insights, even every day connections, are differentiators that every brand needs to craft incredible campaign launches that consumers can’t resist.