Orchestrating the Marketing Campaign

I like writing almost anything for my clients; website copy, sales sheets, professional bios, social posts, ads, etc.

But what I really like writing is a comprehensive campaign. I love when we can start by creating a strategy that aligns with the company's goals. With strategy in hand, we can then develop a framework that spells out how we will do what we need to do to achieve the goal.

This framework details our marketing mix. It tells us who will see what when and in what order.

Depending on the target personas, marketing budget, and company goals, the marketing mix will vary. Here are a few common components you can use to orchestrate your marketing strategy.

• Landing Page

• Digital Ads

• Social Media

• Email Marketing

• SEO

• Traditional Marketing Channels

Let’s explore further, shall we?

Landing Page

Let's start macro and work our way down to the micro-elements. First, you’ll need a place to drive traffic and convert prospects to leads.

Start with a landing page. The landing page should communicate your offer in the most compelling manner possible. A landing page is different than just any old page on your website. The landing page is designed specifically for this campaign. The look and feel of the page is aligned with the aesthetics of the campaign. The copy is crafted to communicate the message of the campaign. And the page is not cluttered with anything except what is necessary for this campaign.

What should be on the landing page?

If you're selling something, give people a reason to buy and an easy path to purchase. Talk about the offer in direct terms, show the product if applicable, and give social proof through testimonials. Also, eliminate as much friction as possible from the process. Users shouldn't have to hunt for the buy button.

If you're using the landing page to obtain information from users, make sure that this process is seamless. You’ll need to entice people to give you their information, so include a lead capture or form on the landing page. Carefully consider what fields you need to make required. Too many required fields may turn people away. And pay special attention to your ”thanks for subscribing” message or page. Make sure this message is on-brand and authentic.

NOTE: Set up an API to ensure that information entered is automatically transferred to your email list.

Digital Ads

Create digital ads that speak directly to what someone will see on the land in page. Design your ads with the user's journey in the forefront of your mind. Create an ad that makes people want to click, and then gives them further reason to engage as soon as they land on the landing page.

Take note:

If the landing page and ad don't have the same vibe, people will feel like they aren't in the right place or that they've been click baited.

If the landing page and ad say exactly the same thing, people will feel like there was no reason for them to have clicked on the ad.

The ad should be the teaser, the landing page should seal the deal.

Social Media

Use your social channels to speak directly to your followers about your offer. Integrate social media posts into your regularly scheduled content to communicate the offer to those who are already attuned to what you have to say. Don’t leave out Stories as a method for getting eyeballs on your message.

Email Marketing

Email marketing is alive and well (when done right). Set up a sequence of emails that hits your target in their inbox. The email sequence should first pique interest with the boldest statement about your offer. Then, come back with further reasons the recipient should care about what you have to say. Finally, hit them with the FOMO. Show them how much others are benefiting from what you have to offer.

Getting people to open your emails in the first place is tough enough. Give careful consideration to your subject line and consider segmenting your emails so you can tailor your message accordingly.

Additionally, use metatags to address the email directly to the recipient and minimize images to avoid gmail’s promotions tab.

SEO

You can also drive traffic to your landing page by optimizing organic content for SEO. Research keywords that are relevant to your offer, but not too competitive.

Remember that your number one goal should always be to provide value to the reader. If you remember that, and you aren’t being hung up by any structural issues that are hurting SEO, you’ll do just fine.

Three easy examples of organic content are social media content, blog content, and organic website content. Other forms of content you might consider include videos, ebooks, articles, white papers, infographics, lists, and more.

Traditional Marketing Channels

Don't forget to incorporate traditional marketing channels. Carefully consider what outlets will reach your target audience. And then, ensure that your campaign is consistent across all outlets in terms of messaging and design.

Some traditional marketing channels you may consider include: print advertisements, billboards, transit advertisements, airport advertising, radio ads, television ads, and sponsorships.

Consistency Counts

Review your strategy, create your ads and assets, and deploy them. Don’t underestimate the importance of aligning every element of your campaign with every other element.

The consistent look and message will start to seep into the minds of consumers. And once your overall message is in a person’s mind, they’re more open to sales messaging.

The Copywriter’s Role

Your copywriter can help establish a strategy for your campaign. Armed with knowledge of your goals, target audience, and budget, your copywriter can aid in determining what your message should be and where it should appear.

Additionally, and no surprise here, your copywriter can craft the message in a manner that will resonate with your target audience. Once the main message is set, your writer can then tailor the tone for various outlets and segments of your target.

Long Story Short

Your copywriter can certainly crank out the copy you need for a specific piece. But consider working with your writer on a more strategic level to create comprehensive marketing campaigns that will move the needle.