In this video, I share actionable steps to use audience insights to inform your marketing campaign plan. Once you have your insights, it’s time to use them to inform your marketing campaign plan. First, however, there are a few things to consider:
Target Audience: What audience segments of people should you be targeting? Are there particular demographics that respond better to specific messages? Utilize the data from customer research to build audience insights so you can craft a campaign specifically tailored to them. Doing so will ensure your marketing campaign plan is as relevant as possible.
Campaign Messaging: Once you’ve documented your target, you can use the audience insights gathered from the research to determine what messaging will be most effective in reaching and engaging with them. More importantly, you want to ensure that your messaging causes action, i.e., click, conversion, or sale.
Marketing Channels: Identity which channels are best for targeting your desired customers based on their preferences and behavior. Use the data from previous campaigns to inform which channels are most likely to produce successful outcomes. Using past performance data is a best practice for informing future conversational marketing campaign plans.
Marketing Goals: With an understanding of the target audience and how best to reach them, identify specific objectives for each campaign or project and develop tactics to meet those goals. You’ll want to ensure that your integrated marketing campaign plan encompasses the PESO model.
By considering the data insights gathered from data and research when developing your marketing campaign plan, you can increase your chances of success by reaching customers more effectively. To create an effective marketing strategy, utilize data to understand who they are, what they need, and how best to communicate with them.
With a clear understanding of your target audience and the right tactics, you’ll be well on your way to achieving desired results. You may want to do a social media competitor audit to get a clearer picture of the landscape.