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Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

Influencer marketing is evolving, and so is the way brands measure success. That’s why Meltwater is proud to announce a new partnership with YouTube, integrating YouTube’s Creator Partnerships API directly into our Influencer Marketing platform.

Introducing Verified YouTube Data in Meltwater Influencer Marketing

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

With more than 160 million businesses having a company page on one of the biggest social media platforms in the world, it is no wonder that brands and businesses are using Facebook to not only advertise their products and services but to generate leads and acquire new customers.

According to Facebook, lead generation is the process of building interest in a business's products or services. Naturally, this is something you want to make use of because generating leads on Facebook can accomplish a variety of marketing goals, such as getting a better understanding of your audience and moving some of your customers down the marketing funnel.

Your Facebook Business Page has great potential to generate high-quality leads through lead gen, and in this blog post, we'll walk you through what Facebook lead ads are, how to create lead ads that will reach your audience, and the tips you can use to ensure you become a lead magnet.

How to Create a Facebook Lead Generation Ad

How to Get More Leads from Facebook Lead Ads

3 Tips to Make Your Facebook Business Page a Lead Magnet

Also known as Facebook lead ads, these ads help marketers or businesses capture contact information about an audience by offering either a free piece of content or an opportunity to connect with the business. These leads are generated through the completion of the Facebook form that pops up when a user clicks on the ad. The form is similar to other landing page-like forms you've likely filled out to download an eBook or register for a business's webinar, however, the content in this pop-up form is pre-populated with the person's profile information on Facebook. The content of the form can be edited by the user  — and you can restrict the use of certain types of email addresses to ensure you're capturing their business email.

Examples of a Facebook lead ad include newsletter subscriptions, demo requests, or online event registrations.

You may want to use Facebook lead ads when there is a specific action that you want users to take (e.g., request a demo) or when you are offering gated content that is of high value (e.g. an ebook about social media marketing).

Although these ads are quite simple (It's basically just a pop-up form, right?) they can still be highly effective because of ad targeting Facebook offers.

While setting up a Facebook lead generation ad is only a matter of a few clicks (Don't worry! We explain how to create a Facebook lead ad later on), there's quite a bit of work that goes into making these Facebook ads effective. Before you begin building your ads, you need to begin thinking about how they are relevant to your target audience, why would someone engage with your ad, what type of offer you want to promote (i.e. a free webinar or a demo request), and whether or not your ads meet Facebook's recommendations and requirements.

Facebook lead ads are a great way to generating leads that can help you demonstrate social ROI. The in-browser Facebook lead form is also easy for users to complete because they can use the auto-fill option to complete the form using the information contained on their Facebook profile. Eliminating the laborious task of manually completing the form for users may increase the number of forms completed.

According to Facebook, you can create a Facebook lead generation ad form either (1) your Facebook Business Page or (2) from within Facebook Ads Manager.

To create a Facebook lead ad from your Facebook Business Page, follow these steps

On your Business Page, click "Business Suite" ﻿on the left-hand side of tabs under "Manage Page."

Click "More Tools" and then click "Instant Forms."

Click "Create Form" on the right-hand side of your page.

Here, you'll have two options: create a "New Form" with all new information, or "Duplicate an Existing Form" where you'll make a copy of a preexisting form and change only what you want.

Once you have made your selection, click "Next".

Complete your form until "Completion". Remember to save your form after each step to avoid losing any work.

Once you're happy with your form, click "Publish".

To create a Facebook lead ad from within Facebook Ads Manager, follow these steps

Under "Choose A Goal", click "Get More Leads".

You'll be asked where you want to collect contact information. Click "On Facebook". 

Create your contact form, then click "Next".

Set the Ad Creative, your target audience, the duration of your ad, and your total budget. A preview of your ad will appear on the right side of your page. 

Check out this tutorial on YouTube to see how you can create a Facebook lead gen ad from start to finish.

Sounds easy right? Well, there’s still a lot of decisions that need to be made. While a number of businesses and advertisers do rely on Facebook for advertising purposes, it can sometimes require a lot of strategic planning when launching a Facebook lead generation ad campaign. You'll need to know your budget ahead of time, who you want to target, define a clear campaign objective, and optimise your ad after it's been running. Here are 3 tips to remember before creating Facebook lead generation ads:

Choose the right image or images to go along with the copy of your lead gen ad.

Choose the best form type that fits your lead gen ad or marketing campaign.

Once you have created your lead ads, you can also run them on both Facebook and Instagram. In your Facebook Ads Manager, you will have the option of automatic placements or manual placements for Instagram. While you may find some differences between lead ads on Facebook and Instagram, like how Instagram lead ads are only available on the mobile app and not on Instagram's desktop version, make sure that your lead ads follow Facebook's design specifications so that the lead ads appear on Instagram.﻿

Now that you know how to create a Facebook lead generation ad, how can you make sure that you maximise your efforts to get more engagements on your Facebook lead ad? Here are 5 tips that you can use to help you generate the number of Facebook leads you're hoping to get.

People generally like to get free things, and while very few things in life are actually free, people are more willing to share their personal information with you if you offer something in return. This could be a great way for you to introduce your product or service, so use your Facebook lead generation ad to capture the attention (and contact information) of your target audience.

Once you have their information, continue to nurture this relationship and provide meaningful incentives that will guide them further down the marketing funnel. To learn more about how you can do this, read this guide on inbound marketing and optimising your marketing funnel.

Simplicity is great when it comes to Facebook lead ads. According to Facebook, the more questions (or fields) you add in your Facebook lead generation form, the higher the chances are of users abandoning the form entirely.

So when creating the content of your lead generation form, simply ask for the most relevant and important information. If you are going to include multiple-choice questions in your lead generation form, keep the number of options to choose from between three and four.

In addition to keeping your form simple, make it interactive as well so that you keep the user engaged. Try using a landing page where your target audience can access content like educational blog posts, downloadable guides, or upcoming webinars. This can be an effective way of generating leads while still providing value to your target audience and potential customers.

3. Qualify leads through custom questions

Not every lead that you generate will be a high-quality lead, so if you want to qualify leads, ask custom questions in your ﻿lead form that could give you a better sense of where your lead is in the marketing funnel. This is important because you can create segments from the leads you generate, and in turn, nurture them until they become a loyal customer.

Whether it's a survey or a poll, the benefit of qualifying leads based on the questions you ask is that you are in a better position to serve your lead better based on the responses they supplied. You also have the advantage of being able to assess what product or service a lead may require from your business.

With 1.3 billion people using Facebook Messenger globally, this social media platform is its own gold mine when it comes to lead generation. You can turn on Messenger's autoresponder to increase your response time, automate continuous engagement with a chatbot and still keep informed of product updates while maintaining good customer service.

Setting up a chatbot for lead generation via Messenger can be done by using Facebook's Ads Manager. Once you have selected your automated chat template, leads are qualified through a 'question and answer flow' and you will have a clearer insight into what leads are looking for and how you can be the solution.

3 tips to Make Your Facebook Business Page a Lead Magnet﻿

This may sound like an obvious tip but as one of the easier ways to generate new leads, make sure that your Facebook Business Page, and the content you post, include a CTA.

Whether you use 'Sign Up', 'Contact Us' or 'Download Now', keep your CTA relevant to the content you share on your post, or current to the Facebook marketing activity you may have running. You can always change the CTA accordingly, and track the performance of each CTA through Facebook to get an idea of which CTA is more impactful and generating leads.

Ensure that your Facebook posts contain the basic elements to encourage engagement and boost the number of leads you get. Include links to recent blog content on your website, a resource you have, or a landing page promoting a contest. Keep the copy of your post short and incorporate visual elements, such as images, for added appeal.

For more tips on what your Facebook post should include, read this guide on Facebook management.﻿

While you want to keep growing your customer base through lead generation, don't neglect your current audience or leave them in the dark. Continue to interact with your audience by remaining consistent with the content you post and encourage engagement through questions and polls.

Remember that when your current audience interacts with your content, other Facebook users that they are connected to may see the engagement (similarly to LinkedIn), so keep this up and let your audience help generate a few leads for you.

Using Facebook to generate leads may sound like some effort is required but all you need really, is a little creativity, especially with the lead ads that you create.

Feel free to not only follow the tips and steps mentioned in this post but experiment with other lead generation tactics that work best for your business. Make offers to your audience, ask custom questions, and have a clear CTA. If you can follow these tips, you'll be well on your way towards becoming a lead magnet. If you want to learn more about incorporating lead generation into your Facebook or social media marketing strategy, get in touch with Meltwater today.

How to Use Facebook Lead Generation Ads

At its essence, marketing is all about your audience. Peter Drucker, one of the 20th century’s most influential thinkers on the subject of corporate management, once said: 

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

The marketing approach you take can vary widely depending on many factors, but your marketing strategy largely depends on whether you are marketing to a B2B or B2C audience. Here, we’ll unpack what you should know specifically about B2B marketing.

How is B2B marketing different from B2C marketing?

Like every other business-related topic, marketing comes with its own alphabet soup of acronyms, and “B2B” is one of them. What does B2B mean? B2B stands for “business to business.” So, B2B marketing refers to business-to-business marketing – any strategy or marketing campaign that one business or organization aims toward another business or organization. Similarly, B2B sales are sales made from one business to another business. 

B2B marketing definition: any marketing strategy that one business uses to target another business.

Companies that purchase services or products from other companies (For instance, think of SaaS companies that sell their  subscriptions to large corporations, or a small parts manufacturer that sells parts for use in manufacturing to a larger manufacturer.)

Non-profits or for-profit institutions like schools or charitable organizations that purchase products or services from other companies

Government agencies that purchase products or services from private companies

Wholesalers that purchase products for resale

Whether you are one of millions of small businesses that cater to other businesses or a large B2B enterprise, B2B marketing is important for building brand awareness, for differentiating your business from that of your competitors, and for lead generation that results in sales. 

B2B marketing, when done correctly, keeps your business top of mind for customers and helps you maintain a long-standing conversation with the companies you are cultivating as potential customers. This is particularly important for B2B companies because the sales cycle for B2B can often be much longer than the typical sales cycle for a B2C purchase. That means that there are more opportunities for potential customers to be distracted by your competitors in a B2B environment. Maintaining a strong relationship with your audience through good B2B marketing strategies will keep them focused in the right direction – toward your product or service.

Business to business marketing has grown in importance, as the B2B buyer journey has evolved over the years to a more research-intensive approach. According to Gartner, 67% of a B2B buyer group’s time is spent on research and internal discussions, and only 17% is spent with potential suppliers. With this change in customer behavior, providing B2B marketing materials that inform and educate potential prospects attracts more leads and results in better ROI for marketing campaigns. (Be sure to check out these 20 Brilliant B2B Marketing and Digital Business Stats and Facts to read more about how the B2B buyer journey is changing.)

Just how does B2B marketing differ from B2C marketing? These are the main ways:

<table>
<thead>
<tr>
<th>&nbsp;</th>
<th>B2B Marketing</th>
<th>B2C Marketing</th>
</tr>
</thead>
<tbody>
<tr>
<td>Target Audience</td>
<td>Small group of decision makers in target businesses</td>
<td>Large and broad customer base</td>
</tr>
<tr>
<td>Buyer Motivation</td>
<td>Logic</td>
<td>Emotion</td>
</tr>
<tr>
<td>Content Needs</td>
<td>Education</td>
<td>Entertainment</td>
</tr>
<tr>
<td>Sales Cycle</td>
<td>Potentially lengthy</td>
<td>Fairly short</td>
</tr>
<tr>
<td>Decision-Making Process</td>
<td>Multiple stakeholders and steps</td>
<td>Single stakeholder</td>
</tr>
</tbody>
</table>

The main difference is the target audience, of course. Business-to-business marketers have businesses or organizations as customers and buyers, and their target audience is a small group of decision-makers within those organizations. B2C companies, on the other hand, have an individual consumer as a customer, so their target audience comes from a large potential pool of people. 

But the differences go somewhat deeper than that. B2B businesses typically have different motivations to buy than B2C consumers. For instance, it is not unusual for B2C consumers to be motivated by emotion or impulse. (That’s why candy bars are strategically displayed at the checkout counter in your local grocery store, right?) On the other hand, B2B buyers are less motivated by emotion and more likely to be motivated by logic, financial concerns, or business goals. The messaging for B2B marketing, then, is quite different from the messaging for B2C marketing.

The content needs of B2B and B2C audiences also vary. For example, B2C audiences may enjoy a more lighthearted, entertainment-style approach to content in the form of memes or social media posts, while a B2B audience may value a more educational approach in the form of whitepapers, case studies, and webinars. These general principles are not set in stone, of course, and may vary according to the product or service you offer. However, as a general rule, the content needs of B2B and B2C audiences are different.

As noted earlier, the sales cycle for B2B may also be quite a bit longer than the B2C sales cycle. For many B2C purchases, the research, consideration, and purchasing phases of the buyer journey may all happen in a very short time frame. In the B2B world, however, that is rarely the case. Most purchasing decisions in a B2B environment may take weeks, months, and in some cases, even years to finalize. The longer B2B sales cycle necessitates a different approach to marketing than the short B2C sales cycle requires.

The B2B sales process typically includes a different decision-making process on the part of the buyer. In B2C sales, the consumer may be one person, who only needs to consult, at most, a checkbook balance before making a final decision. A B2B purchase, however, may need approval from a complex assortment of organizational stakeholders, each with their own opinions and agendas. Understandably, that added complexity lengthens the decision-making process and alters the marketing strategy involved.

Volumes have been written about B2B marketing strategies, and there’s no shortage of advice about which ones to use. What is the best B2B marketing strategy?

The best B2B marketing strategy for your business is the one that resonates with your target audience the most. Yes, we know that may sound like a cop-out answer, but it is the truth. There is no one-size-fits-all formula for creating the best B2B marketing strategy. 

There are, however, some general puzzle pieces that are a part of every successful B2B marketing plan. Once you understand how B2B marketing works by fitting these puzzle pieces together, you can design your marketing strategies to align with your target audience. 

Gather demographic and psychographic information about your audience to define buyer personas. Think of this process as putting meat on the bare bones of your idea of who your customer should be. Take time with this step because it will inform all your other business marketing decisions. 

Once you have your buyer personas clearly in mind, you can map out the buyer journey more easily. What steps will your customers likely take as they look for solutions to their problems and make their purchase decisions? Think each step of the process through, from the initial stage down to the actual purchase and beyond. 

No marketing strategy is complete without a thorough competitor analysis. What are other brands in the market doing that is working to attract your target audience? What are they missing? Where are the areas where you can differentiate your brand? 

Establish organizational and campaign goals

The old adage goes, “if you aim at nothing, you’re sure to hit it.” That certainly holds true in the case of marketing campaigns. Establishing what you hope to achieve with your campaign and how that achievement will support larger organizational initiatives will help you to design campaigns that align with identified success metrics.  

Create marketing plans that align with buyer journey stages

Armed with your personas, your buyer journey maps, and your goals, you are equipped with everything you need to build marketing plans designed for success. Be sure that your plan includes content for every stage of the buyer journey and that each piece of content, no matter its form, adds value for your audience and strengthens your relationship with potential customers. Evaluate each part of your plan under the lens of value to the customer.

Analyze results and optimize your campaign as needed

Track campaign metrics against your stated goals and make adjustments to content creation and planning as needed.

Where do B2B marketers put their content? How do they get their content marketing message to the right audiences? Here are some of the most common channels for B2B marketing:

Want some examples of B2B marketing worth emulating? Look no further than HubSpot. Long recognized as a leader in inbound marketing expertise, HubSpot demonstrated its agility in 2020 by taking its must-attend annual conference, INBOUND, virtual. Unlike many B2B events that were simply canceled in the wake of the global pandemic, HubSpot pulled out all the stops and created a valuable virtual experience for attendees. The company ramped up excitement for INBOUND 2020 with email planners and calendar integration prior to the event, heavy social media promotion over a month prior to the event, a strong social media presence on Facebook and Instagram during the event, and on-demand access to the content after the event.

For a great example of a B2B email newsletter, take a look at CB Insights. You might think that a newsletter about venture capital, tech trends, and startups would be a bit bland in your inbox, but this content is a refreshing combination of impeccable research, clearly expressed insights, and humor. That’s likely why over 700,000 subscribers keep tuning in to read. CB Insights is a perfect example of a newsletter that provides value to readers because its marketers understand the audience well.

Another great example of B2B marketing content done right comes from Deloitte. The brand’s Deloitte Insights series unabashedly provides thought leadership across several industries in multiple content formats to appeal to various buyer personas. From deep-dive analyst reports to articles, videos, and podcasts, Deloitte provides something for every stage of the buyer journey and every type of stakeholder with a final say in the decision-making process. It’s an example of a fully visualized marketing plan.

Marketing and selling your products and services to another business requires a different mindset and approach than marketing to individual consumers. But business-to-business marketing is more important than ever before. 

Once you have a deep understanding of your customers and the steps they will take in their decision-making process, you can create high-quality content to distribute across multiple digital marketing channels including email, social media, blog posts, virtual events, and more. If you keep your eye on your marketing goals and your fingers on the pulse of your customers, your marketing plans will be successful.

What is B2B Marketing and B2B Sales?

From Coca-Cola's "Open Happiness" and Dove's "Real Beauty", to non-profit organisations like Stop the Money Pipeline, successful marketing campaigns have a way of sticking with us long after an impression or purchase. 

The reason is that effective campaigns make companies personable, relatable, and memorable. And the best ones do even more than achieve quantitative results and increase sales — they have the power to change consumer perceptions, drive change, and impact societies. 

However, the question is: how do you create a successful marketing campaign, one that is innovative enough to leave a lasting impression and attract so many of your customers, and remarkable enough to drive sales long after the ad has aired? 

While there is no one-size-fits-all method, there are a couple of criteria that the most successful marketing campaigns have in common. Here, we break it down.

Converting Customers Through Your Marketing Campaign 

What Marketing Campaign Metrics Should You Monitor?

What Makes a Marketing Campaign Successful?

Marketing campaigns promote products or services through different types of media, like television, radio, print, and digital platforms. They don't just rely on advertising and can also include live demonstrations, social media, and other methods to reach their target audience. 

Marketing campaigns are crafted with different goals in mind, such as building brand awareness and a brand image, introducing a new product to the market, increasing sales of a product or service, or reducing the impact of negative news. 

How you define the campaign's goal will usually determine the strategy you need to execute the campaign effectively, and what media channels you'll need to get the campaign in front of your audience's eyes. 

Correct planning correctly will ensure you know how to measure campaign success and guide your marketing team to do more of what's working, and get back on track when it's not. 

Ask yourself these questions to plan effectively for your next marketing campaign:

If you’re having trouble defining your campaign's purpose, start broad. Take a look at the marketing goals below and see which ones make sense for your own brand. Which one is most aligned with your own? This is hardly a definitive list, but it gives you an idea of some general business goals that a successful marketing campaign could help you achieve.

Now, take your broad goal and turn it into a SMART goal: one that is specific, measurable, attainable, relevant, and timely. An example of a broad goal is "My goal is to gather customer feedback or content on our brand."

To make that goal SMART, would sound something like: "The goal of my marketing campaign is to gather user-generated content from 100 customers from a branded hashtag on Instagram featuring our new product line by the 30th of June." 

Depending on the goals you've set out to achieve, your marketing campaign might be measured by the number of leads generated, the amount of sales revenue in a given month, or new followers you gain on a particular social media platform, for example. 

Decide what milestones and metrics you want to track is important for gaining and keeping momentum, as they will be key indicators on the effectiveness of your campaign strategy and tactics.

The first step to answering this question is figuring out what stage of the buyer’s journey your marketing campaign is targeting. Are you trying to bring in new customers, or are you attempting to gather feedback from existing customers? Are you marketing your brand to those who recognize it, or those who are currently unfamiliar?

Your marketing message and campaign strategy will vary depending on whether your campaign audience is in the awareness, consideration, or decision stage of the marketing funnel. 

It’s important to note that a marketing campaign can include content for people in various stages of their journey. For example, while your campaign might target current customers, it might also bring brand awareness to new consumers.

This is where you start considering when and where your intended audience will see your marketing campaign. As a marketer, you should already have a pretty good understanding of which channels you use for promotion and which of these channels work best. 

But, if finding your ideal marketing channel is new to you, try using the PESO model as a guide, where the distribution channels are divided into Paid, Earned, Shared, and Owned. Start by selecting two or three primary marketing channels for your campaign. 

For example, you might want to promote your UGC Instagram campaign on Instagram, through an email newsletter, and on your website. You could also plan to use part of your budget to boost social media posts to encourage more views.  

Putting a start and end-date on your campaign will give you a better sense of what's needed to execute a successful promotion strategy.

It is a good idea to create a campaign calendar, marking the start and end date. This will also help you plan the preparation of all necessary assets for launch of the campaign.

If you need some inspiration, take a look at our guide on how to create a social media calendar; it has insights and tips on how you can plan out your content successfully.

Converting Customers Through Your Marketing Campaign

Successful marketing campaigns are usually a connected series of operations designed to have a particular end result, or conversion. 

Your marketing campaign needs a call to action (CTA) that you want your audience to engage with. CTAs are a direct ask of your audience that usually prompts visitors, leads, or consumers to take action, and you need to have this in your campaign if you want to see success. 

CTAs give your audience a clear directive. And if they're tailored to your brand, you'll have a greater chance of cutting through the noise and inspiring a conversion. 

Continuing the example of using UGC, your CTA would outline the direct ask ("Share a photo of yourself using our product") and include the benefit for the user if they chose to engage ("be entered to win a voucher"). 

Another way that you can drive conversions with a marketing campaign is through landing pages. These dedicated pages help your audience to learn more about what your campaign is all about, and generally help set your campaign apart from all the other content on your website.

Campaign landing pages typically include the benefits for your audience in taking part in your campaign, so highlight these and repeat your CTA so that your audience knows exactly what to do. Include a variety of marketing assets, like images or videos, to increase the conversion rate.

What Marketing Campaign Metrics Should You Monitor?

The more specific marketing metrics you monitor and report on depend on what type of campaign you are running and the distribution channels you've chosen, but in general you should try to keep track of: traffic generated, CTR, impressions, and ROI. And, of course, one of the most important KPIs is the campaigns impact on revenue, so be sure you have a way of measuring this in place. 

Here are some other metrics that you can monitor for a holistic view: 

Social engagement (likes, shares, comments)

Not all of these metrics will be applicable to your campaign but it is worth monitoring the quantitative values to better assess the success of your campaign. 

So, how will you know that your marketing campaign was a success? That will depend on whether or not your campaign was able to meet its initial SMART goal. If it did, you have success! This is one of the reasons why you set a campaign goal to begin with — so that you can ensure that the strategy you put in place helps you attain your goal. 

Whether you wanted to increase your Instagram followers, grow your email subscriber base, or inspire 1,000 downloads of your ebook, when you meet these personal marketing goals that you set for your campaign, that is what makes it successful. 

Take a look through these examples of successful marketing campaigns to get ideas and see what success in marketing looks like!

Budweiser - Whassup Bud Commercial (Quarantine version) 2020

When Budweiser brought back its infamous ‘Whassup’ catchphrase earlier in 2020, it was a remix of the original, only this time, it was the ‘Quarantine Version’ to coincide with what the world was experiencing. dated tech).

The marketing campaign was shared on social media platforms, with the hashtag "#Togetheratadistance" and the "#SavePubLife initiative" to help pubs that were forced to close due to social distancing regulations.

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