When Spring has sprung – is your marketing still in winter hibernation mode?
Don’t worry. This post will inspire you to create fresh, spring-themed content that generates real marketing results.
I tapped the collective expertise of the SnapApp marketing team to bring you their best tips for successful spring marketing campaigns. Read on to make 2017 the year your business blooms.
Select a Single Call to Action Based on Your Goal
What do you want to achieve with your spring marketing campaign? Do you want to drive traffic to your website? Capture leads? Grow your email list? Let this goal be your guide as you plan your campaign.
Based on that goal, what is the one thing you want the audience to do? Click a link to go to your website? Call a sales rep? Give you their name and email address? This one thing will be your call-to-action (CTA) in each piece of content within the campaign.
For example, in the campaign for our Spring Marketing Campaign Planning Worksheet, our CTA is “Download the Worksheet.” This points people to a form to fill out to download this awesome resource.
Pick Your Date
A campaign based around a holiday should start at least 2 weeks before the holiday date. So the first thing you need to do is pick your date!
There are a few obvious ones to consider, such as Saint Patrick’s Day, April Fool’s Day, Easter, and Mother’s Day. But here are a few more to inspire you:
- Employee Appreciation Day, March 3 (first Friday of March each year)
- International Women’s Day, March 8
- Spring Equinox, March 20
- Tax Day, April 15
- Earth Day, April 22
- Kentucky Derby, May 1
- Star Wars Day, May 4
- Cinco de Mayo, May 5
- Memorial Day, March 29 (last Monday of May each year)
Choose Your Theme
The holiday you choose to base your campaign around will guide your theme. Spring is full of celebrations, however, that don’t necessarily have specific dates. So if you weren’t inspired by the list of holidays in the section above, don’t despair. There are plenty more themes to consider!
Here are a few more springtime theme ideas:
- March Madness, mid-March
- Passover, early April
- Baseball Opening Day, first week of April
- Graduation, month of May
- Spring cleaning
- Spring break
Plan Your Schedule
Now that you have your date or timeframe chosen, you can work backward from that point to plan your schedule.
Get out your calendar and plan out each piece of content, when it will be delivered, and how it will be delivered.
Interactive content opens up a whole new world of possibilities for your spring marketing campaign. When you’re thinking through your content assets, consider creating things like:
Not only will this content stand out from the stuff your competition is putting out this time of year, it’ll also engage your audience more. And I don’t just mean the type of engagement that we marketers talk about endlessly. Content that encourages the reader to interact in some way will quite literally engage the user’s brain in the content at hand. Your audience can’t just mindlessly scroll through interactive content – they have to pay attention to it to participate in it.
Don’t Drop That Ball Just Yet – Plan Post-Holiday Content and Follow Up
Where many marketers go wrong is they stop their springtime campaign too early. Don’t give up on your audience in the final stretch! Keep some campaign elements going in the week or so after the holiday date or period.
The amount of time you keep the campaign going will depend on the spring event you’ve chosen. For example, you would probably want to end your campaign a few days after the end of March Madness, because your audience will have moved on from that pretty quickly. But keeping up your Easter theme for a week after the holiday date would be perfectly fine. Kids are still munching on their Easter candy, and people are still settling back in at home after celebrating with friends and family.
Once the campaign is officially over, it’s time for you to conduct a post-mortem. Gather your results and record them wherever you keep track of your campaign outcomes. Then sit down with your team and answer these questions:
- Were the results what you expected?
- Did you achieve your goal?
- What went wrong?
- What went better than you expected?
- What could you do differently with your next campaign to achieve even greater success?
Spring is a great time to breathe fresh air into your marketing campaigns. Don’t be afraid to get creative this season and thrill your audience with new content and interactive experiences.