The first step in any effective marketing campaign is to define your target audience. Without a clear understanding of who you are trying to reach, it will be difficult to create content that resonates.
Once you have a good handle on your target market, you can begin developing messaging and creativity that speaks directly to them.
It’s important to keep in mind that your marketing materials should be actionable, meaning they should inspire your audience to take some kind of step (whether it’s contacting you for more information or applying for a loan).
Here are some tips for creating actionable marketing campaigns:
Use strong calls to action.
Your call to action should be clear, concise, and easy to understand. It should also be relevant to your target audience and offer something of value.
For example, if you’re targeting small business owners, your call to action might be “Apply for a Small Business Loan today!”
Make it easy for your audience to take action.
Don’t make your audience jump through hoops in order to take action. If you want them to fill out a form, make sure the form is short and easy to understand.
If you want them to call you, make sure your contact information is prominently displayed.
Use persuasive language.
Your marketing materials should be designed to persuade your audience to take action. This means using language that is direct, compelling, and easy to understand.
For example if you are attracting ecommerce business owners who need to finance stock to meet a bigger order you can use persuasive words such as “Get the Working Capital You Need to Grow Your Business.”
Offer something of value.
What can you offer your audience that will incentivize them to take action?
This could be a free consultation, a discount on services, or anything else that would be appealing to your target market.
Appeal to emotion.
People are more likely to take action if they feel an emotional connection to your message. Use images and language that evoke positive emotions like happiness, hope, and excitement.
For example if a manufacturer is growing but needs a new machine upgrade to meet demand but needs the finance you can write something like:
If you’re a manufacturer who is struggling to keep up with demand, we can help you get the financing you need for a new machine upgrade. With our flexible financing options, you can get the equipment you need to grow your business. Contact us today to learn more.
Be clear about what you offer.
Your audience should know exactly what you offer and how it can benefit them. Be clear and concise in your messaging, and avoid using industry jargon that might be confusing to your target market.
If there isn’t a lot of difference between you and your competitors then you will need to build on your intrinsic and extrinsic brand authority to create difference.
Test, test, test.
Make sure to test your marketing materials before you launch your campaign. Try different versions of your call to action,
Broken down this means what is stopping a customer from going with your competitor. You need to focus on what makes you the best and make this clear in your marketing.