• Helen Pritchett

Lead Generation Success Step 2: Campaign Development

Updated: Jul 27, 2020

Once you’ve prepared your audience (if you missed the last blog please refer to Step 1) you’re ready to develop and define your campaign strategy. Clever campaign development is crucial. You’ve done your research and created buying personas, you know your audience, and you know what product/service you want to promote to them. You haven’t worked on content yet, but that’s correct. Before you can do that, you need to define the logistics of your campaign;

  • How will you interact with your audience?

  • What platforms or media will you use?

  • How often will you make contact?

  • What will the communications flow look like?

For your campaign to succeed you to need to be clear about why, how, when and where you will make contact with your audience. You need to ensure any contact is timely, relevant and personal. Your buying personas will help with this, but at the forefront of your planning you must guarantee that you’re sending out the right message to the right group of people (at the right time). The right message to the wrong group (at the wrong time) will fall on deaf ears.

This campaign development preparation sounds time consuming but, done properly will give your campaign the best chance of success.

1. Develop your campaign logistics

  • What communications will you send out?

  • What mediums will you use? E.g.

  • Post

  • Digital

  • Telemarketing

2. Define your campaign infrastructure

  • What types of communications will you send? E.g.

  • Hard copy direct mail

  • Social posts (competitions, discounts and promotions)

  • Emails

3. Are you considering a multi-touch marketing campaign?

4. What timescales are you working to?

5. What follow up nurturing engagement activities will you undertake?

Using an intelligent blend of awareness and targeted engagement communications, you maximise the exposure of your campaign messaging. Personalised follow-up emails will nurture your prospects along the sales funnel and into the qualification process. In summary; integrate your marketing and sales ideas, keep the audience small, research until you can’t research anymore and KEEP IT PERSONAL!