The world of online business is becoming increasingly connected as technology advances further and we’re able to integrate applications now that could never speak to each other before. The online landscape is significantly different from, just five years ago. Take for example, the sheer number of business opportunities available now that weren’t even an option five years ago. Many of these businesses don’t require a huge startup investment either, empowering the aspiring small business entrepreneur with the tools they need to succeed.
Staggeringly female owned businesses have seen explosive growth over the past few years, seeing a 45% increase in women owned businesses over the past five years alone. This number is absolutely huge and constitutes a changing business landscape that makes for an interesting future. Many women are creating successful home based businesses as the opportunities for online business increase. the advent of businesses that can be built around busy lifestyles has probably made quite a difference to the number of women going into business now.
Coordinating your marketing has never been easier. In a world that has seen drastic changes in the marketing space over the last few years, with the advent of things like marketing automation, coordinated marketing campaigns are a great way to link all your marketing efforts together into one cohesive unit.
95% of marketers say that they understand how important multi-channel marketing is yet only 14% of them are actually running coordinated marketing campaigns. This is data according to CMO.com. This means that marketers are missing out on great opportunities to generate additional leads and sales in their business.
The following steps will help you put together an effective coordinated marketing campaign.
Define What Your Goals Are
The best content marketers, document their marketing strategies. Unfortunately only 32% of B2B marketers do this, according to the 2016 content marketing benchmarks report from Marketingprofs and CMI.
The first thing to do is to define your exact goals for your campaigns.
- Do you want to generate a ton of leads?
- Build brand awareness?
- Boost your social media following?
Knowing exactly what your goals are is the crucial start point to an effective marketing campaign. Keeping things documented is also important so you can maintain a zoomed-out view of the campaign as a whole.
When you’re taking the time to define your goals for your content, social media and email, try to take into account how each channel can work together in unison. Define how you will promote your content through the channels you’re currently utilising.
Set Your Guidelines
Establish the processes that will allow your team to produce great content on a consistent basis. Your messaging should be congruent. You don’t want to be inconsistent with your messaging because this will just raise alarm bells for your prospects.
You can use brand and editorial guidelines to help maintain consistency of messaging for your brand. If you’re self-employed and have your own home based business you just need to make a mental note of the type of messaging you produce for your business and stay consistent with that.
Customise Your Distribution
To run a wildly successful campaign, you need to follow a holistic approach to your marketing.
For example, if you create an e-book, write down how each of your marketing channels will promote that ebook.
Your Blog – Split up your ebook and publish each chapter as a blog post. This is a great way to maximise the value out of the content you produce. You can also include a CTA that requests name and email details if they want access to the full ebook.
Social Media – You can promote the individual blog post chapters on your social media accounts. You most likely have a presence on at least one of the major social media platforms. Create marketing campaigns that are tailored specifically to the social media channels you’re using. You could promote your ebook on Youtube by doing a youtube ad, targeting the niche you’re in, for example.
Email – When it comes to email marketing, you could send out teasers of your e-book through a drip-feed campaign. This will nurture your prospects through your sales cycle. This strategy requires proper list segmentation as not every person on your list will want every email you send. It just depends on how they signed up and what they expressed their interest in.
Measure Your Results
The final step in your coordinated marketing campaign is to ensure that you have the appropriate systems in place that will enable you to measure and track all your results.
Things you want to be tracking include:
- Unique visits
- Average order values
- Conversion rate
To ensure each of your marketing channels is focused on the same result, all your specific goals should work towards the bigger picture of results you’re looking for.
You can take advantage of marketing tools to bring all your data together in one place. Google analytics is a great example of a fantastic piece of tracking software that is packed with so many features that will allow you to track and trace everything to your hearts content. Make sure you attribute your results to specific channels so you know where your results are coming from and what you can improve on.…