With so many marketing tactics available it is tempting to do a little bit of this and a little bit of that. However this approach usually does not produce the results you desire for the effort you have put in.

If you look at successful brands then you will find that they conduct marketing campaigns that have marketing tactics that all fit together and add to each other.

Conducting marketing campaigns does not have to cost a lot of money or be done on a grand scale. It does require a little planning ahead and a depth of understanding of your customers’ needs and desires.

So how do you put a marketing campaign together?

The first step is working out what you want to achieve, such as attracting 5 new customers or increasing the sales of a particular product or service.

The next step is deciding how much money or time you have to spend on the campaign as well as the timing. For example you might decide you have $500 to spend and you want the campaign to run for 6 weeks commencing in September. Deciding on a budget upfront helps you to be realistic in what marketing activities you can afford.

Next, you should decide what the key elements of the campaign are. For example you might decide to offer a reward during this period for any referrals from your current customers that end in a sale. You might also decide to have a small promotional offer for new customers that buy your product or service.

Once you have decided the key elements you need to select the marketing tactics and the trick here is to keep it simple. Don’t go overboard and implement 10 different tactics as that is way too many. An example of using only a few marketing tactics for your campaign is:

• Referral program with your key customers only with a reward of say 15% of the sales or a small gift so they can spread the word about your brand
• AdWords campaign (in the target region)
• A special landing page on your website containing the promotional offer with a purchase during the 6 weeks
• During the campaign period if you have a blog then you can concentrate on those areas that are of interest to potential customers and highlight the promotional offer (in the side bar) so they can click through to the landing page.

Before you actually implement the campaign, don’t forget to set up tracking measures so you can how the campaign is going and what results you are achieving. This will then help you fine tune future campaigns.

Do you conduct campaigns? If you have any tips or success stories please share them with us.

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