A profitable marketing campaign is a means to get to your organization’s goals, and not the goal itself. That is because a marketing managers who knows his way around can scale down a campaign’s size and scope to make it more systematic and successful. In this article, we will talk about how you can create a road map that will grow your campaign by upgrading its efficiency and effectiveness, using tried and tested methods.

Put your marketing campaign priorities in place

A marketing campaign is an initiative that happens separately from your normal marketing operations. Setting your priorities will give your campaign the proper direction. If you have not set your priorities, you will probably go nowhere. Establishing your priorities from the very beginning carries you through the whole process. Not only that, it would be easier to measure your gains when you have a clear goal.  

If you plan to scale your campaign, formulate a strategic plan that has an objective, goals, strategies, tactics, and measurements.  

Typically, marketing campaign goals include promoting a new product, increasing customers, and improving sales as well as retention rates.   

At this stage, you also have to set your campaign budget. Set a marketing campaign based on what your budget can reach. When you have set your budget, then turn to figuring out your audience and how you can best reach them. Consider gender, age, location, income bracket, education, and their interests.  

Know what already works

In all marketing campaigns, there are some things that work and some things do not. As you get ready to scale your campaign, observe how effective the use of marketing strategies are, like social media marketing and blogging. Know which content has been effective in the past.  Valuable metrics you should look out for are social media interactions, conversion rates, and engagement.  

Step up your sales and marketing coordination

In inbound marketing, the value of coordination between the sales and marketing departments cannot be stressed enough. It is of utmost importance to all your efforts. Bouncing off ideas with one another creates a collaborative environment where creative ideas flow and flourish. Make a way to improve communication.  

Be more efficient

If one of your goals is to increase the  volume of a smaller campaign, it would be a good idea to improve your overall marketing efficiency. You may begin by aligning your marketing campaign with your business goals and consumer needs. In this way you make the most out of your resources, however limited they may be.  

Becoming more efficient also means you have to choose your channels well. The most common channels include television, social media, emails, radio, direct mail, and events.  For small businesses, television commercials are way out of budget. Ads on Facebook, on the other hand, are way more affordable. Now you have identified where your target audiences spend their time, you can pinpoint the channels that would be of most advantage to you.  

Below is a list of few more suggestions that will save you time and money:

• Delegate by creating team roles and responsibilities. Clarify expectations you have with each team member.
• Align internal resources. Make sure everyone is on the same page and that team members understand the company’s business strategies
• Create a production plan. Make sure that the necessary materials, staff, and other important items are obtained and ready to create a product right on time. 
• Develop a content calendar. This is a  resource that you can distribute to your team that they can use to plan all activities to allow you to envision your content distribution throughout the year.  
• Produce evergreen content.  People seek information, and will continue to do so. Make your content as readable 5 years from now as they are today.  It should continue to attract readers 5 to 10 years from now, either at the same rate or higher.  
• Repurpose content. Work on the content that you have already worked on in the past.  This saves you valuable resources as well as allowing you to extend the reach of your content.

Increase the effectiveness of your campaign.

A bigger campaign does not mean it is more effective as you scale your campaign.  Nonetheless, certain adjustments to your campaign can bring better results.

• Utilize search engine optimization (SEO). SEO helps business owners develop quick, robust and user-friendly websites that rank above all the others in search engines. This in turn makes it possible to increase traffic, bring in more customers, and eventually increase sales.  
• Check if there are gaps in content. Look for gaps in your content that you may have missed, and improve on them. Most gaps you would find include outdated content, or content that are difficult to discern. 
• Develop whitepapers that can bring value for the reader. Educate them about your brand.  Keep in mind that people are hungry for information and are willing to read as long as the information given is from expert knowledge and research. 
• Create, and add, attractive calls to action. Give your readers a reason why they should respond to your call. Be clear and straight to the point. You may also encourage subscriptions.  
• Produce news-worthy content that is related to major events or holidays. This will help you stay relevant.  

The challenge for all businesses is to stay committed and consistent with your efforts.  Remembering these two qualities will help you succeed as you scale your marketing campaign.