How to plan your first marketing campaign

By Emma Saldanha

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My last article introduced you to the L.E.G.O principle for marketing success. If you are not familiar with it, L.E.G.O stands for Lay it all out, Estimate, Get going and Observe.

This post goes into more detail about the ‘L’ from the L.E.G.O principle, ‘Lay it all out’.

Before you start any marketing campaign, think what is it that makes your business, product or service special? Why should somebody engage with you instead of somebody else? This is your USP and should be the focus of your marketing campaign.

It’s important to think about marketing, strategically and not as a short term or one-off thing. Any time or money that you invest into your business should be done to build or improve the business.

So, let’s get on with it.

Step.1

What do you want to say?

Maybe your business is new and you want to let people know about it. You might have brought in a new product range and you want to introduce it to people, or you are expanding the geographical area you service. Whatever it is, make your message clear.

Step.2

Who do you want to say it to and where?

This is all about knowing who your customers are and where they are. When I was launching my freelance copywriting business, I knew that I wanted to work with small businesses and I decided to target local businesses. So, I did my research I looked at local business directories and made a list of businesses that operated in the areas that I had experience in. For me, this was recruitment, professional services, travel and marketing agencies.

As I have previously said, marketing is not about shouting your message from the rooftop and hoping it will be heard by the right people. You have to take your message to them.

Step.3

How are you going to say it?

What method are you going to use to get your message across? Marketing people love to bound around buzzwords, and the top two at the moment are ‘inbound’ and ‘outbound’ marketing. These refer to the way that businesses can get their message across to the right people.

Inbound marketing is getting people to come and find out more information on your product or service through the use of blogs, SEO writing and social media content. With inbound marketing, content is definitely king. The content you have on your website should answer your customer’s questions and needs.

Outbound marketing is about you as a business reaching out to your audience and trying to engage with them. Cold calling, leaflet drops and newspaper advertising are all traditional methods of outbound marketing.

Marketing experts and strategists recommend that businesses focus a large percentage of their marketing efforts on inbound marketing as it can yield better results.

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