At Splice Marketing, we believe in the power of strategic campaigns. A well-planned campaign combines messaging, targeting, placement and analytics to ensure a consistent and effective approach to your goals.
This guide will walk you through the essential steps to launch your next campaign successfully so that you receive plenty of bookings or sales.
Why a campaign approach works
You may be introducing a new service, like a mobile health clinic or a lifestyle change program to help patients with metabolic syndrome. Or maybe you’re launching a new product to aid sleep, improve nutrition or ease pain.
Whatever you have in mind, you want to make sure your ideal clients know about it.
In a great piece of music, different instruments each play their part to create a rich, harmonious sound. A marketing campaign is similar – every element contributes to the overall goal. This includes:
- Messaging: Consistent and clear to educate and engage your audience.
- Targeting: Reaching the right people with your message.
- Assets: Blogs, ads, social posts and newsletters that showcase your expertise and provide the information your audience seeks.
- Analytics: Data-driven insights to monitor success and optimise performance.
When everything aligns, your audience is nurtured through the journey, from awareness to conversion. Your new service receives a steady flow of bookings and your product sales are climbing.
The key steps to launching an effective campaign
Planning
Start with a clear goal. Are you aiming to drive leads, increase awareness, or educate your audience? Define:
- Who your audience is.
- What problem your product/service solves.
- How success will be measured.
You will need certain assets to achieve your aims. One of the most important is your landing page.
Create a landing page
A landing page is a standalone webpage created for your campaign. When a visitor sees your ad or social post and follows the link, they’ll ‘land’ on this page.
It’s a highly focused page designed to achieve your campaign goal. Throughout the page, your user should encounter a consistent, persistent message with a regular call to action (CTA) such as ‘Buy now’ or ‘Book now’.
A high-performing landing page will:
- Highlight the product/service and its key benefits, integrating keywords for SEO purposes.
- Prompt the user to take action.
- Have a clear design, fast load speed and mobile responsiveness.
Leverage email marketing
Don’t underestimate the power of email when it comes to nurturing your audience. Electronic direct mail (EDM) can help you inform people who’ve already engaged with your business about your new product or service.
To get the most out of your EDMs, we suggest you:
- Personalise the content: Tailor emails to segments of your audience based on their interests or previous interactions.
- Remember to include a strong CTA: Lead them to your landing page or offer.
- Track performance: Monitor open rates, click-throughs and conversions to refine your approach.
Advertising: Paid search and social ads
Paid advertising is essential to amplify reach. That can include:
- Pay-per-click (PPC): With PPC, you pay a small fee each time someone clicks on one of your ads. These ads can appear in many different places, including websites, search engines or social media platforms. Target specific keywords and ensure these are found in your ad and your landing page.
- Paid social ads: Paid social ads appear on platforms like Meta or LinkedIn, usually with the word ‘sponsored’ on the post. A recent Meta policy update has limited a number of ways businesses in the Health & Wellness space can target individuals and use data, so it’s especially important to follow all of the latest guidelines when running these ads.
- A/B testing: Produce two different versions of your ad, experimenting with creatives and messaging. Run them both and A/B testing will identify which version resonates best with your audience.
Organic social media
Organic social media is the content you produce and share for free on your own social media accounts. It can include posts, reels, stories, videos, images or other variations. Whatever you post here can be seen by your followers or by anyone following hashtags you use.
Remember to:
- Develop a content strategy: Consider what’s likely to be of interest to your audience then share posts that educate and engage.
- Community management: Respond to comments and messages promptly (but, if you’re a healthcare professional, remember to remove any testimonials to avoid breaching AHPRA’s advertising guidelines).
- Visual storytelling: Use high-quality graphics or videos aligned with your campaign theme.
Monitor analytics
Analytics are the backbone of your campaign. It’s through this data that you learn how your advertising campaign is performing so you can adjust your strategy if you need to.
You can use tools like Google Analytics, Meta Ads Manager, or HubSpot to track:
- Website traffic.
- Ad performance.
- Conversion rates.
- Audience engagement.
This enables you to identify what’s working and adjust underperforming assets.
Retargeting
Most people don’t make instant decisions. Typically, people will see your ad a few times before they click through and read your landing page. Then they might choose to think about it for a bit and explore other options – or they might get distracted or be called away.
You don’t want to risk losing a potential client at this point so ad retargeting keeps reminding them of your product or service to encourage them to commit.
Data protection laws (like GDPR) and the decline of third-party cookies have made ad retargeting more difficult in recent years but it can still be done, albeit with a lighter touch to avoid being intrusive.
Done well, though, ad retargeting can still work well as a reminder to initially hesitant buyers that they really should consider your product or service again.
Ready to take the next step?
At Splice Marketing, we specialise in crafting campaigns that connect and convert. If you’re ready to launch a new product, service, or initiative, we’re here to help you create a seamless campaign that leads to bookings or sales.
