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At the Drawing Board: Deciding on a Marketing Strategy

At the Drawing Board: Deciding on a Marketing Strategy

In our last post in the At the Drawing Board series, I discussed the very first stages of one of our marketing campaigns. Myself, Chris (our CEO) and Dale (our VP) met to discuss a goal for our campaign. In the end, we decided we wanted to promote our Facebook Ads service as we believe it’s something we excel at.

During the meeting, I took down all of our ideas and later tried to form them into a concrete plan.

To do this, I first wrote down:

  • The goal for our campaign. What we wanted from it. This we settled on as bringing more clients in for Facebook Ads Consultancy.
  • Who our campaign was going to be targeted to. In this case, local businesses seemed a good starting point as they would most benefit from using Facebook Ads.
  • How people would find out about our campaign. Such as on social media, through our emails or (mainly) through running Facebook Ads.
  • What options we had for turning potential clients into actual clients. Our blog, social media, email marketing and customer service.
Once these were written down, we could easily form a small funnel to visualize the bare bones of our campaign.

At the top of our funnel, people would become aware of us and our services. From there they would become a prospective client, which would eventually turn into a consultation.

Creating this diagram allowed us to think more about how we would turn people aware of our service into clients.

We already knew our first step, where we made people aware of our service would be done through the use of Facebook Ads. But how would we turn people that had seen our ads into clients?

Possible options were:

  • Create a drip fed email marketing campaign that would send emails automatically to people on a mailing list to build their trust, before pitching our services to them in an email.
  • Capture phone numbers of potential customers and call them up to work out whether they could use our services.
  • Pass people on to our website or social media in the hope they’ll start to follow us and eventually decide to use our services.
  • Capture physical addresses and send them marketing materials through the mail.
Chris and I decided a drip fed email campaign would be the best option, as it would mostly run itself once set up, it would keep us in contact with people in our sales funnel and allow us to market to them. This allowed us to change our diagram:

With this diagram in place, we had a strategy that we could work on, and our campaign was starting to take shape. This gave us some tasks that we would need to do next:
  1. Think up a Facebook Ads campaign that allowed us to collect the email address of people interested in our service.
  2. Write and create an email marketing campaign based around our theme of Facebook Ads consultation.
  3. Plan a timeline for our campaign showing us when it would start and when the content would need to be created for.
In my next post, I’ll discuss the first stage of our funnel, the Facebook Ads campaign. How we expanded on our ideas to create something more substantial. Meeting with our Copywriters and Social Media Managers for input to create a campaign map.

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