Small Business Marketing-5 Tips for a Successful Campaign

Here's how to develop a successful marketing campaign. Image: Flickr
Here’s how to develop a successful marketing campaign. Image: Flickr

A marketing campaign is a focused and strategic initiative that seeks to attain a specified marketing goal. Executing the campaign needs a systematic process that centers on implementation and the resources required to attain measurable results successfully.

A marketing campaign begins with learning about your marketplace, target customer, and competitors. Using that information, you’ll then select varied kinds of media and develop your promotions and advertising. These tips will help you create a successful campaign.

1. Set Your KPIs and Goals

Marketing activities can have varied kinds of outcomes: visibility, leads, or visitors.  Therefore, every campaign should focus on a primary purpose. Based on the purpose, you must set specific metrics and goals or key performance indicators that will help you establish the performance of your campaign against that objective.

Furthermore, they’re helpful when refining or creating marketing strategies. Key Performance Indicators or KPIs will help ensure that you’re on the right direction and will reveal the progress of the campaigns. A clear view of these indicators can also help you make well-informed decisions quickly.

2. Establish Target Market

A major decision in any campaign is defining your target market. Bear in mind that different audiences need varied strategies and messages, so target those that are likely to express an interest in what you’re promoting and prioritize depending on the degree of that interest and the target size.

This will allow you to direct your efforts where you’ll profit the most. You might define your target market based on age, income, industry etc. While there are many potential clients in most markets, a small business should study the market and establish the traits of its ideal target customers in order to succeed.

If you discover that you’re spending money and time on marketing but your endeavors aren’t generating enough sales, it’s likely that you haven’t refined the target market enough to be efficient. Remember, the narrower your market is, the more efficient your business will be.

3. Know Your Competition

Most entrepreneurs don’t define their real competition and don’t focus their messages to make a clear differentiation for their customers. Consequently, this frustrates the purchasing decision process, making your marketing endeavors weaker.

Regardless of how original your service or product may be, there’s always competition for your target client’s money. You’ll find that small businesses rarely take the time to study their competition extensively or establish competition that may be outside their industry. Knowing your competitors and their competitive advantage will help you establish the necessary strategies.

4. Maintain Consistency in Customer Experience

The quality of client experience is vital and consistency plays a huge role in the perception of your brand since clients experience the brand holistically. Once you establish your channels, the challenge lies in ensuring that your teams sustain consistency across every campaign though different teams might be managing varied tactics for numerous campaigns.

You’ll find that a collaborative work management platform can help develop a consistent client experience. The platform allows your team to align channels with dates, people, and content, hold external and internal teams accountable for deliverables and dates while creating more focused content that will fit your clients across the board.

You must be consistent in everything, including the appearance of your collateral materials, the message you convey, the product quality, and degree of customer service.

5. Track and Measure Outcomes

It’s important you track your marketing activities to outcomes. Bear in mind that results will depend on your campaign goals. However, in most cases, results are typically in terms of qualified leads or sales. Measuring and tracking results can be complex or simple depending on the nature of your business.

Final Thoughts

A marketing campaign isn’t something you can do fast and attain results. Bear in mind that every initiative requires careful planning before you start otherwise, the campaign will probably fail.

Dailey Bookkeeping Services is a Xero Certified SILVER Partner and a QuickBooks Online Certified Advisor, so if we can help you with your campaign needs, just give us a call, we would love to help you!  The owner, Jacqueline Dailey is a Certified Public Bookkeeper, an Advanced Certified QuickBooks and QuickBooks Online ProAdvisor, a Sleeter Group Certified QuickBooks Consultant and a Xero Certified Silver Partner. We work remotely so we can work with any company located in the U.S. If we can help you with this process or provide you with custom reporting, please give us a call. If we cannot help you, we will refer you to someone who can!  Feel free to visit our website at







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