Everyone has their own methodology for getting stuff done. As the CMO (barely 5 weeks in!) at FINSYNC, one of the first things I had to get my head around was how things flow, how stuff is getting done today. Then I had to organize it. By the way, that’s not a slap at what was being done before I got here. Rather, it’s a statement of why I chose this position. I like to go where I’m needed. Our CEO poured out all the things – every campaign, email, web page, brochure, brand, logo, social post, and hire – that he needed done, in his words, ‘trying to talk me out of the job.’ But that’s why I took it: there’s so much to be done! Why would you go someplace that didn’t need you?
But I digress. There’s a ton to be done here, and we’re hiring folks to help get it all done. In the meantime, there has to be a way of doing it, a modus operandi, a system of thought. Here’s mine:
EVERYTHING IS A CAMPAIGN
What does that mean? It means we treat every initiative, campaign, email, ad, social post, webinar, new tool implementation, blog post, and new hire like a campaign. OK, again, you ask ‘what’s that mean?’
To answer that, I’ll provide my structure for any basic marketing campaign.
Digital Campaign Process & Structure
- Clearly define the goal of the campaign using S.M.A.R.T. goal structure: Specific, Measurable, Attainable, Relevant, Time dated.
- Define the audience of the campaign. Who is the prospect or customer we are reaching out to?
- Define the message that we want the audience to get.
- Define the CTA: what do we want the audience to DO upon receiving the message? CTA must be very clear and highly specific, e.g., “Sign Up Now” or “Download the White Paper” or “Watch the video”
- What medium is best to reach this audience? Email, social, ad, blog, video?
- What visual(s) will we use to get the audience’s attention?
- What is our budget for this campaign?
- When the audience engages (usually clicks), where will they go? If it’s to a landing page, that landing page must be:
- Singular – no other purpose
- Simple – no distractions
- Clear – also no distractions and very clear, simple messaging
- No clutter – including page nav, footers, etc.
- Focused on earning the audience’s engagement via click, form, etc.
- Always A/B test the landing page – assume you’re wrong, and use data to determine the winner
- Define the text copy using the customer’s words, not our words. We’re not the customer. Don’t use internal lingo with prospects or customers.
- Define the desired result, aka “conversion”. What is it? Sign up? Download? View? Click?
- Define success from the goal of the campaign with a measurable outcome, e.g., 100 signups.
Done is Better than Perfect
Not every initiative or campaign is going to fit this mold perfectly, and that’s ok. I firmly believe that done is better than perfect. I know that upsets the purists and perfectionists of the world, and I’m ok with that. In the digital world especially, speed of iteration is a major determinant of success or failure. If you can’t change, you’re eventually going to lose.
Already this month, we’ve created 2 videos, published 11 blog posts and 50+ social posts, created 5 new print brochures, redesigned our home page, redesigned our WordPress page templates, and introduced agile into the marketing team’s weekly cadence.
Are we getting everything perfect? No. But we’re getting it done, and getting better and better at getting it done.