In this blog series, we will cover all of the elements of a successful marketing campaign and guide you through the process of creating one.
In our last blog, we covered the research necessary to create a successful property management marketing campaign. If you haven’t already read that blog, you can find it here. After doing the research from blog one, you’re ready to move to blog two: creating campaign plans. Subscribe to our blog so you don’t miss part three next week!
Creating a Campaign Plan
There is a term in the marketing industry that always makes me laugh: “random acts of marketing.” Random acts of marketing are all of the little things we do when we see something we like, want, and derail entire campaign plans to have it right now. Random acts of marketing are counterproductive, taking valuable traction from well thought out campaigns.
To avoid falling prey to random acts of marketing and the “oooh, shiny!” trap, create and stick to a campaign plan. Take the time to answer these questions.
- What persona am I targeting?
- What stage are they in the Buyer's Journey?
- What SMART goals am I trying to reach related to this persona at this stage of the Buyer's Journey?
Now that you have these answers lined up from your previous research, you can plan the content for this campaign.
What elements are necessary to create a full inbound marketing campaign? At a minimum, your inbound marketing campaign should include most of these elements:
- Content Offers
- Social Media
- Landing Pages & Thank You Pages
Regardless of what Google does with its search algorithm, keywords are a “key” piece to your plan. Why? They provide context clues to your reader that they are indeed viewing material that is answering their questions, and is relevant to them. Chances are, at some point, you searched for property management marketing—which led you to the Rent Bridge website. If so, you probably consumed multiple pieces of content that were about property management marketing from just that keyword.
You should plan to focus on three to five keywords that a person would search for when looking for your content.
Content offers are the high-value item you offer in exchange for a person’s contact information. As a general rule of thumb, the content value should be equal in perceived value to the contact info of the person downloading it.
If you would spend $15 on paid ads for one good lead, then the value of the content offer on your site should be at least worth paying $15 for in the eyes of your persona.
Blogs support the content offer, overall SEO, and create and maintain reader engagement. As a general rule of thumb, the more blogs, the better—but quality counts over quantity. Whatever number you choose for your campaign, be sure to ensure each blog meets these requirements:
- The topic is relevant to the overall campaign.
- Length is sufficient to cover the topic in-depth
- Keywords are used thoughtfully in a manner that makes sense (no “stuffing”).
Video is still leading the way as a tool for reader interaction. Not sure what to create a video about or where to put it? A great place to start is in your blogs: create a video to accompany each post, and embed it in your blog.
Social media used correctly can bring more traffic to your campaign. Link to the blogs, videos, and content offer landing pages you create as part of your ongoing posting strategy.
Every campaign should have multiple emails: a thank you email that automatically sends after someone downloads your content offer; a series of emails to let the contacts you are nurturing know there is a new content offer (and why they should care). If you use marketing software like HubSpot, these emails can be triggered based on behaviors, making it possible to reach your contact at the right time and place.
Landing Pages & Thank You Pages
Create a new landing page and thank you page for each content offer in your campaign. A landing page should have no navigation, ensuring the main focus stays on your content—and convincing the reader to take the final step of exchanging their information for the content offer. A thank you page should thank your contact for their interest and provide the content offer right away.
Call to Action (CTA)
A call to action should be included in every piece of content you create to support your campaign. Whether you use an image CTA or a button, both should be compelling and let the reader know exactly what the next step in the process will be.
Tying it Together
Once you’ve chosen what content types you want to use for your campaign, you need to outline and either create or purchase your content. If you decide to run one campaign per quarter an outline might look something like this:
- Content Offer: Ebook
- Landing page
- Thank you page
- Blog: Bi-monthly (6 total) each with a CTA, video, two keywords, and two social media posts.
- Thank you email
- Campaign announcement emails
- Drip 1
- Drip 2
- Drip 3
Now that you know what the topic of your content is, your target market, and what content you want to use, it’s easier to either start creating the content yourself or to hire an expert writer to create the right content for you!
Subscribe to our blog and don’t miss part three of our Building a Marketing Campaign series: Launching and Running Your Campaign. You can read the fundamentals of any campaign here in part one: "Property Management Marketing Campaigns: The Power of Research!"