Creating a marketing campaign is always tricky. In fact, there can be so many variables that it feels like you’re rolling dice or playing a game of chance.

Who are your best buyers? How can you grab their attention? Do you truly stand out from the competition? With the right strategies, you can answer these questions and generate more high-quality leads.

Follow these 5 steps to create an effective marketing campaign:

  1. Consider Your Goalsmarketing-campaign

Before you dive into your next marketing campaign, think about what you want to achieve. For instance, are you hoping to increase brand awareness, engage with more leads, or create more business opportunities?

Once you have set goals in mind, you can brainstorm a combination of channels to use, and ways to measure success.

  1. Develop a Branding Strategy

Always keep your Unique Selling Proposition (USP) in mind. USPs are invaluable when creating campaigns, because they tell you what your core competencies are and why they are valuable to your customers.

With this information, you can then establish your company’s tone of voice and online presence. Consistency is key, here. People need to have a clear idea of who you are and what you stand for. Otherwise, they won’t view you as an industry leader.

  1. Identify Buyer Personas

If you think you’re ready to launch your next marketing campaign, think again. You may be missing out on potential business opportunities, if you haven’t already talked to sales, finance, and client services.

Make sure to also validate your personas with B2B data. In other words, analyze the demographic and firmographic information in your database, so you’ll know who to target.

For more help creating buyer persona profiles, check out this infographic.

  1. Create Relevant Content

Okay, so you officially know who your best buyers are. Now what?

The next step is to determine messaging. Remember, leads should only receive content that’s appropriate for their stage in the sales cycle.

To clarify, this means you should enroll qualified contacts in nurture campaigns. Then, send them a variety of resources, from whitepapers to infographics, data sheets, and case studies. Over time, you’ll see increased engagement and stronger relationships.

  1. Update Your Database

Did you know that 62% of organizations rely on marketing and prospect data that’s up to 40% inaccurate? The fact is, people often change jobs, titles, and responsibilities, which impacts the quality of campaigns.

Don’t waste your time on unengaged contacts! As long as you mark inactive leads 6 months or older and validate email addresses every 90 days, you’ll be good to go.

Do you have a plan in place for your next marketing campaign? Let us know in the comments below!