Running a campaign

Once you have created a product you may be wondering “How do I market this?”. This is a question we all ask ourselves as business owners, and as you should. Marketing is an integral part of running a successful business. Whether you realize you are marketing or not, everything you do on social media, in the public eye, and via email is all a form of marketing.

Often people confuse branding and marketing. These two are not the same and understanding their major differences will help you when designing a campaign for your new product. Branding is the perception that people have of your company or product. Marketing is the action you take to inflict that perception. When you are prepping to run a campaign, you need to ensure that first, you know who your target audience is and second, that your product/ service adequately solves a problem for that target audience.

When it comes to paid marketing, you need to be absolutely clear on what your intentions are. You will not be able to deem a campaign successful or unsuccessful if you do not initially set expectations of results. This may be scary because many people do not like the thought of there being a possibility for disappointment, but if you are not willing to take the risk then entrepreneurship is not for you.

Once you set expectations and are clear about what you want your campaign to provide for your business whether it be 50 sales of a new product or a specific dollar amount of income, or number of page views you are ready to begin. Remember to be specific with your goals and ensure they are measurable. When you leave the details out of goal setting you will be left feeling unsatisfied after running a campaign.

Now that you know what results you are looking for it is time to decide what specific audience needs to see/interact with your campaign to bring you to the intended results. This could be either new potential customers in your target market, or customers you already have that could benefit from a new product/ service you have developed.

Knowing who you want to see your marketing campaign will make things easier when you get into paid ads running on social media such as Instagram and Facebook. These two platforms will ask you specifically about your intended audience. Most cases the ad manager will need to know age, race, gender, location, and interests. You should already know these. If you have created a product/service it should have been centered around a group of people from the very beginning.

Decide whether you will be using paid marketing or free marketing. Not every campaign costs money. There is work involved in both the paid and free methods and each will bring you different results. I suggests beginning with free, in order to save money, but if you have a marketing budget (if you have already made some income from your business you should have a marketing budget), paid ads will most likely bring you new potential consumers that would have been difficult to reach otherwise. Combining a campaign with both free and paid marketing options will give you the best results.paid marketing or free marketing. Not every campaign costs money. There is work involved in both the paid and free methods and each will bring you different results. I suggests beginning with free, in order to save money, but if you have a marketing budget (if you have already made some income from your business you should have a marketing budget), paid ads will most likely bring you new potential consumers that would have been difficult to reach otherwise. Combining a campaign with both free and paid marketing options will give you the best results.

Last but not least, set yourself a timeline. This is important. If you are launching a product you need to give yourself time to run a good campaign. It’s not logically viable to spend 6 months creating this amazing solution to someone’s problem and then only spending three days trying to find the people who the product was meant for and then being upset that no one is buying it. You have to think ahead of the game and begin promoting before you even finish the product for optimal results.spending three days trying to find the people who the product was meant for and then being upset that no one is buying it. You have to think ahead of the game and begin promoting before you even finish the product for optimal results.

Anticipation is a big deal in the marketing world. Think of Apple. Before a new iPhone releases officially we are always notified beforehand and as anticipation builds we are excited to see its release. Make your launch exciting. Give yourself a time limit of when you will begin campaigning, how long you will campaign for and when you will stop and move on to the next project. If you give yourself enough momentum, once you stop actively campaigning the product will begin to sell itself.