Running Marketing Campaigns
Do you want to attract new traffic and convert them into loyal customers through marketing campaigns?
Marketing campaign management involves planning, tracking, analysing, and executing marketing campaigns directly.
How does your company handle the influx of traffic generated by your marketing campaigns?
At Munro Agency, we use sophisticated technology to automate tasks efficiently, personalise messaging, and manage the marketing campaigns of small and medium B2B companies in highly competitive markets.
In this article, you’ll:
- Understand the concept of campaigns
- See reasons why your business needs to create a marketing campaign
- Learn our process of setting up marketing campaigns using an automated system
- Learn how our system can help you to manage your marketing campaigns
Understanding the Concept of Campaigns
Traditionally, campaigns can be defined as a series of operations designed to bring about a particular result.
It could also be seen as any marketing initiative, for which you want to track results. Marketing campaigns provide you with a way to track and evaluate what’s actually working.
One of the things that is unique about campaigns is that it is one of the only features in all three phases of our platform – lead generation, marketing, and customer conversion. It also allows you the ability to unite all three aspects of it.
So, ultimately, how do you show that tangible return on investment? How do you understand what’s working?
Well, it’s through the lens of campaigns, and this is essentially why you need to understand how to set up and get the most out of this feature.
Why Should You Run Marketing Campaigns?
If you’re not already running a marketing campaign for your business, you are missing out on a lot of benefits.
With custom reporting, you can generate campaign results in a few different ways, and then you can build those results for all of your clients.
Campaigns represent all channels that people use to connect with you, not just online but offline. They are not just your digital efforts but can encompass any effort that you put into marketing.
With proper campaign management, you can see your revenue, cost-per-lead, and ROI. This will help in proper planning.
Additionally, a marketing campaign automates the process of getting instant ROI analytics and enables you to understand your marketing efforts and results.
How We Set Up Marketing Campaigns in Our Systems
When you are embarking on new marketing, one of the very first things you’re going to want to do is to create a campaign to help document information. Campaigns are the basis of everything else that we do with the app; all the other activities, all the other features kind of build on that.
Setting up a marketing campaign initially requires that you go to the analytics campaigns in our campaigns tool to see the reporting and all the campaigns you have in the system.
If you’re setting up a marketing campaign from scratch, you can just hop over there and select the new campaign option.
Here are a couple of the best practices when setting up a marketing campaign;
- First, you should be looking as granular as possible about the campaigns you’re setting up.
- Secondly, when you are naming your campaigns, it’s best to be as specific and kind of narrowed in as much as possible on the specific agenda and initiative that you’re trying to focus on.
How Our System Helps to Manage Marketing Campaigns
Let’s see how to set up and manage campaigns using our systems. We’ll use Black Friday sales, for example.
First, select Campaigns as the automation process and start your set-up.
This is where you input “Black Friday 2020 physical mailers”. Physical mailers help in tracking who’s coming in, especially if you’re doing something like an expo or a lunch. And then being able to track the success of that and correlating that with everything else going on. Be very specific.
Tags are going to be your best friend if you’re trying to build a cohesive marketing campaign. Parts of that campaign might be the physical part or something like online advertisements. You might be doing a calling campaign as well. Each of those would be their own campaigns, and then the way that you’re able to connect those for the sake of importing is by using a “script tag”.
So with that in mind, we can go ahead and create a tag and call it Black Friday, then create another tag and call it a physical mailer, and so on.
The idea behind this is that when you want to report, you might want to see how all of your Black Friday advertisements or campaigns are working together so you can run a report on that tag. See all that information line by line and maybe compare all the physical mailer campaigns you’ve had as well.
It’s really important, though that you fill these campaigns with those tags because down the line, you’re going to want to be able to correlate everything.
With marketing campaigns, you can set them as ongoing or give a specific time range. This works great for temporary sales. So, going back to that Black Friday example, many times, that time range might be from November 1st to the end of November.
Costs and Goal
This will help you with the actual ROI reporting because, as an agency, one of the things that you’re trying to do is you’re trying to help your clients. If you’re setting up a campaign for a client, you want to be able to show them that you’ve set this goal.
This shows what this campaign is set out to do, and then you’re able to identify all the costs, and it’s going to help you when you’re running those reports.
A big part of campaign management is going to be tracking. A lot of times, marketing campaigns are going to be used to identify that first touch, that primary campaign. You’re able to select one of the domains in our system for anyone that comes to that domain or lands on this page.
You can also use referring URLs. Any of those sites that are providing traffic to your domain, a lot of times, are going to pass UTM parameters, which you can then identify to group meets into campaigns as well.
Social Media Tracking
Any of those social media posts that you create out of our system will automatically attribute to a campaign, and that’s an option you’ll be able to see when you’re making those posts.
How Did You Hear About Us?
When prospects use non-digital marketing tactics, such as trade shows, print ads, or postcard mailings to connect with you, we can track those, too. Based on the ‘how did you hear about us?’ option, if they’re filling out the form, you can always tailor it in a way that allows you to identify which marketing campaign and buyer persona to attribute to them (based on their responses).
The glue holding everything together in a marketing campaign is campaign reports.
The campaign insights give you insight into how your campaigns are working. You can see how many leads are associated with all of your campaigns. You can also see the exact data that you need to be able to measure the success of your campaigns.
This is something that can be grouped by the means associated with the campaigns, but you can also do this on things like the web activity, as well as sales that are going on.
The opportunities in your pipelines can also be reported at a campaign level.
Additionally, the campaign also gives you some analysis that allows you to look at all your campaigns and see comparative analysis. You can look at all of your campaigns to see line by line the costs, how many people have associated with the campaigns, and then go all the way to the revenue curves.
You’re communicating the success of any of your clients’ campaigns. This is also where that tagging comes into play because you can build these reports.
The power of our campaign management system is that you can see the numbers – the quantity numbers and the productivity numbers, and you can also see the actual people. You can do all these with the cohort report.
A campaign cohort report is the ultimate deliverable for an agency to a client. It shows all details on performance, leads, opportunities, sales, and lost opportunities for a particular period or duration.
You can always do manual campaign attribution as well. If you’re doing things like calls, you have a salesperson on the phone with a lead. You can always be speaking with them, identifying that campaign source, and then manually changing the campaign from the lead recording.
I’m Sold, Now What?
Campaigns are an amazing tool, and when leveraged at Munro Agency, they can be a game-changer for both small and medium-sized B2B companies. The beauty of our system is that it automates the processes of identifying leads, nurturing the leads, and ultimately converting the leads. Contact us today, and let’s supercharge your business growth with our latest marketing automation technology.