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The word strategy is arbitrary.

It can be used as a buzzword, and without any tangibility. Our campaign strategy is a visual representation of how we plan, execute and create content. How we organize content, manage tasks, and track results is all derivative of a campaign strategy.

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Campaigns aren't just black & white

Our campaigns are not an end all be all, nor are any two the same. Each campaign is customized to achieve a specific goal and the tactics are modified to what stage of the inbound methodology we are focusing on. Regardless if we are trying to attract, convert, close or delight, some of the main elements to our campaign strategies are:


1. PERSONA & SOCIAL TARGETING

One of the most fundamental steps in this process is determining your audience, or persona. This profile will drive what type of content we create, and on which channels we share it. We will define your persona, connect with your persona, and share targeted, relevant pieces of content with them.

Campaign Strategy

2. IDENTIFYING THE BUYER’S JOURNEY

The campaign strategy allows us to recognize the stages of the funnel the buyer is in, and provides content relevant to where they’re at in terms of a solution to their problem. This creates a leaner process of ideation, creation, and publishing with fewer variables to consider.

Campaign Strategy

3. CONTENT PLANNING & REPURPOSING PLAN

We create pillars of content that are the most powerful, and connect to those core ideas the ways in which we can slice, dice, and repurpose the content and messaging. By identifying high impact, high value pieces of content first, we are able to generate ideas to build off of that and identify visuals to share and engage your audience with to drive traffic back to your site.

Campaign Strategy

4. CROSS LINKING & CTA STRATEGY

By visually mapping out all of the pieces of content for the campaign we can easily identify what pieces should be linked and what and where CTA’s should be placed to drive the most conversions.

Campaign Strategy

5. SCHEDULING, BENCHMARKING & MAPPING EFFORTS

It’s not a linear scheduling process, but by mapping things out appropriately you are left with a solid guide to plan out your tasks and to benchmark and track each accordingly.

Campaign Strategy

6. GOAL TRACKING & SETTING

Seeing everything in one place allows you manage the execution of it all and to properly set smaller, more attainable goals. With the end goal in mind (say customers or revenue, for example) we break the process down to fewer, more tangible goals that we can control such as: visitors, clicks, conversion rates, etc. Knowing that to hit the end goal, we have to start with the smaller pieces first.

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Curious as to how your campaign could be built out? Check out the INBOUND IS THE ANSWER presentation and CAMPAIGN PLANNING WORKSHEET to get your feet wet.

Ready to set and hit your goals? Let's Talk!