Your business may offer a wide variety of services or products to a generalized category of people, but your message needs to be focused. You may understand what it is you offer, but will your audience? Will your team?
You may serve a wide audience with many different interests but you need to target in your campaigns.
You may have broad overall goal for your business, but you need to specify the goal of each campaign.
Here are 10 questions to help you focus your campaign, content and your message;
What is the goal of this campaign?
What’s in it for your audience?
Why should they care?
What specifically are you promoting at this point in time?
What is the call to action? – NOTE: A single call to action will be more effective than having several in your campaign.
Who should receive this information? – Everyone, or would communication with a segmented list be more effective?
Are there any time lines or dead lines to consider?
When does this information need to be delivered?
How should it be delivered - Email Marketing, Social Media, Traditional Media, via your Sales team, etc?
Where do you want to direct your audience? – Come in to the store, visit your web site, join your email list, visit your social media etc.
Defining your message, audience and specific goal is crucial for each of your marketing campaigns. It will not only help your audience understand your message but it will also help those who are working with you to create the campaigns.
With clear and specific direction your team will have a better idea how to build the campaign and visualize what it is you want to do. Clarity will help your team understand what you are delivering. Specifics will help your team target the best audience. Targeting will clarify the purpose of your marketing.
Generally speaking, being specific will help create the content of your campaign.