Fire Up Your Marketing With Mini Campaigns

June 22, 2011 By: admin Category: Marketing Tips

Small business owners tell us they’re eager to find new cost-effective ways to engage their customers.

The explosion of social media and other online marketing tools — combined with the growing popularity of Internet-connected mobile devices — means businesses have more ways to communicate with customers than ever before.

If you’re like most entrepreneurs we meet, you have lots of marketing communications options — but not a lot of time to figure out which tools and tactics might work best. The good news is you can try new ways of marketing your business without investing a great deal of time and resources.

How can you accomplish that? With what we like to call “mini marketing campaigns.”

Mini campaigns are short-term bursts of marketing communications sizzle. They can be as simple as igniting a conversation on Twitter or Facebook or targeting an email promotion to an emerging niche audience.

Mini campaigns give you the flexibility to…

  • Respond to news and current events related to your business or industry.
  • Test out new tools, networks, and tactics.
  • Identify new target audiences.
  • Create buzz around products or services.
  • Get a beat on what matters in your customers’ lives.
  • Create opportunities to engage customers right now.

Think about how you engage your customers today. Are there other ways you’ve been meaning to try?

Social media marketing campaigns may catch fire or fizzle out very quickly. That’s a challenge for businesses by using an online marketing company, like Systemtek Technologies, that offers social media options that can insure the productivity of your online campaign.

In this age of hyper-speed marketing, it’s most likely time that you start adding “mini campaigns” to your yearlong marketing plans. Think of these as quick hits that fill in the gaps between your major marketing efforts.

The challenge and opportunity for businesses — especially those that rely on a traditional marketing calendar based on holidays, seasons and sales cycles — is that marketing communications can catch fire or sizzle quickly on social media channels. Of the 140 million tweets on Twitter that are posted every day, 92 percent of retweets happen in the first 60 minutes. Content also churns over on Facebook, where the site’s more than 500 million users help businesses extend the reach of their campaigns by clicking the “Like” button.

Conversely, the average email marketing campaign is said to have an average lifespan of 48 hours, with most emails being opened within the first 24 hours. That’s a long shelf life compared to how quickly content and promotions shoot through social media.

The key is to not think about marketing in terms of the tools and destinations available. “This is my Facebook campaign.” “This is my Twitter campaign.” “This is my email marketing campaign.” “This is my YouTube campaign.” Think more about the message and how to best distribute it across the media.

For example, use Twitter as the hook where you spark conversation, and link back to Facebook, where you engage consumers in greater participation. Then use what you learn in your email newsletter and on your website for deeper content integration. Make sure that your content crafted appropriately for each channel.

It’s hard to predict which mini marketing campaigns will catch on and go viral, and which won’t. That’s OK. Create opportunities. Try new ideas. Test the waters without investing too much time. That’s what social media and customer engagement marketing are all about. Engage your customers in a variety of ways, across channels, and see which mini campaigns turn into your greatest engagement marketing moments.

Systemtek Technologies offers a variety of different options to maximize profit for your mini campaigns. If you are interested in using or learning more about how you can create or enhance your online marketing campaigns feel free to contact our Industry Professionals.

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