Running a marketing campaign for your small business takes an immense amount of planning, and, of course, money. Successful marketing campaigns can revolutionise your finances, making your company known to the world and solidifying its place in the industry.
Unfortunately, not all marketing campaigns fly; some of them fall, or, more commonly, hover. If you have put a marketing campaign that hasn’t got the traction you wanted – or, perhaps, it was popular in the beginning, but then flattened out – you have come to the right place.
Here are 3 ways to revive a stagnant marketing campaign.
1. Incentivise new customers to get involved.
One of the issues with your current campaign could be that there isn’t enough involvement required from your customers. Successful brands such as Fenty Skin, Rihanna’s skincare brand worth over $1 billion, encourage those who use their products to send videos of their skincare routine via social media. This is a simple strategy, but highly effective – it proves that anyone from any place can benefit from the product.
Of course, in this blog we are talking about small businesses, not $1bn companies – but the point remains relevant. Implementing strategies within your current stagnant campaign that bring new customers to the fold and call them to action is one way of putting your best foot forward.
2. Increase & diversify your content output.
Your small business might be popular on one digital platform, such as Facebook, YouTube, TikTok or Instagram. If you are doing well on one particular social platform, don’t stop there. You should still nurture that follower base with regular pictures and videos, but in addition, you should expand and diversify your content across multiple platforms.
For example, a small business that has run a successful marketing campaign via Instagram should look into starting a YouTube channel. The channel could involve more long-form videos about how the products are made, or your ethics as a business. By doing this, your company is appealing to a wider margin of audiences.
If you are unsure about how to get started with YouTube, check out this guide from Adzoola to get you started.
3. Assess and eradicate what is NOT working
When you run your own business, one of the more difficult aspects of your leadership position is to acknowledge what has gone wrong. If your marketing campaign has not taken off in the way you expected, it is time to examine this in more detail.
Factors that could contribute to the stagnation of a marketing campaign include:
- The current social climate. The COVID-19 pandemic certainly changed things – this could be one reason why things aren’t working.
- You have misread your audience’s needs.
- The marketing campaign isn’t well-designed, or doesn’t stand out from the crowd.
- The timing of the release was off – e.g if it coincided with another big brand release, or was the wrong time of year.
Overall, business leadership is about constantly changing the game. We learn from our mistakes and move on – so make sure you use the advice in this blog to help revive your marketing campaign!