It can be quite hard to start a successful marketing campaign in 2020. There are a lot of things to keep in mind, a lot of things to avoid, and so many social media platforms to choose from. It makes everything harder, and the margin of success really low. Marketing nowadays is no longer driven by your needs; it’s actually driven by users and customers’ data.
By using customers’ data, your marketing campaign might not be as successful in being highly promoted, but it will be successful in bringing an audience whose intent is the same as the one driving your business.
You can take a look at Facebook & Instagram for example. When trying to create an ad, you’ve got all these different criteria to fill out. A lot of them will help you bring the audience that you need, and won’t be promoted to the audience you don’t need.
So, if you want to build a marketing campaign build on intent & anticipation, then this is the guide that you need.
What Is Intent-Based Marketing?
It’s time to ask the real questions and answer them as well. Intent-based marketing is a marketing tactic that delivers the right content, to the right people, at the right time. The right people are people who will high likely be leads and will actually convert to customers. The right content is what these people actually want to see, and the right time is when they want to see it.
Intent-based marketing is a great way to align your strategy with your potential customers’ thoughts and needs. It makes people engage more, and it makes you generate leads more.
But, the first thing that you’ll need to do as a marketer, is to actually collect data. You need to research your potential customers and your target market and collect all the data you need. By collecting this data, you’ll be able to understand them more, understand what they need, what their goals are, what their pain points are, and so on.
This data research and market study will enable you to get the bigger picture of your target market, and also their individual needs. Where they hang out the most, what they like to see the most, at which time they’re most active, and so on.
All this information is very important as it allows you to understand what channel you need to use, when, for what, and for whom.
Why You Need Intent-Based Marketing
You need this marketing simply to help you reach out to your real customers. Imagine doing all those efforts in your marketing campaign and finally giving your product to the wrong audience. Imagine a burger king marketing campaign geared towards McDonalds’s customers? Will it work? Of course not.
That is why you need it, and that’s why you need to apply it as soon as possible.
How To Create A Great Marketing Campaign
For a successful marketing campaign, you need anticipation. You need your audience to be anticipating your marketing campaign and waiting for it. The more they wait, the better. So, how can you do it? Simply by following these tips:
Create A Teaser
Teasers are amazing in creating anticipation. Why? Because they give people a taste of what’s to come, and they quickly get addicted. By creating a teaser, you’re planning on hooking viewers on what you’re creating and making them anticipate when they’ll be able to see the full thing.
Teasers can either be short videos of how your marketing campaign will be like, a small glimpse of your new product, or click bait articles. And we all know how famous clickbait articles were a long time ago. They were very effective and created traffic like nothing else.
So, the question is why? Clickbait articles use a glimpse of the information, put it in the title and in the pictures, and make people beg for more. By giving them half of the information, people tend to click more so they can find out what the whole thing is like.
Although clickbait is a no-no if you want your customers to trust you, you can use the same psychology but in order to direct them to the content, they actually want to see.
Make Them Beg For More
The one thing that will make your customers beg for more is to actually control their anticipation. You need to let them want more every time. You can do this by giving them a glimpse every time. A glimpse of your product, a glimpse of your video, a glimpse of your product’s effects, and so on.
Teasing makes the audience pay attention more, makes them talk about you more, make your product more known and more popular, and makes them want MORE. Disclosing your content all at once is like removing the WOW component.
That WOW component is what actually makes visitors stick around your website or makes your customers stick around your product. Never let them run out of the WOW.
Use Your Data Wisely
If you want to run a successful teaser marketing campaign, you’ll need to have your statistics and data in mind. You need to know what your target market wants, and what kind of things are they into. Are they patient? Or are they not? Are they a fan of the WOW component? Or are they not?
All of this information is extremely important especially if you want to target your potential customers. You need to adjust your marketing campaign in order for it to be effective and to produce all of the effects you want.
Your data will also show you which time is best to create this marketing campaign. Is it in the holidays? In Christmas? And so on. Only by finding out the best time for your marketing campaign to be created will you be able to make it successful.
Influencers make the best marketing tool. They’re the best people out there that can get the word out and that can make your marketing campaign successful. Influencers have a lot of following and they usually have your target customers as followers, and that’s why you need to use them.
By making influencers early adopters, you’re guaranteeing more exposure for your campaign, and you’ll be able to create more trust.
Marketing campaigns might not always be effective, but if you follow these tips, you’ll be able to create all the anticipation you want, and all the results you need.
So, will you create a teaser?