360-Degree Marketing – Part 2: How to Create a 360-Degree Marketing Campaign
360-degree anything indicates all-around coverage. And in the marketing world, it means the same thing. With a 360-degree marketing campaign, nothing has been left on the table. You’ve positioned yourself to be seen by prospective customers everywhere they go.
In Part 1 of this article, we took a deep dive into 360-degree marketing and explained the 9 key components to include in your campaigns. Now we’re going to take a look at why this type of marketing is worth pursuing and how to create a 360-degree marketing campaign yourself.
Why Is a 360-Degree Marketing Campaign Worth Doing?
A 360-degree marketing campaign overcomes numerous hurdles faced by companies in today’s marketing landscape. The consistency of such a campaign sets companies apart because it creates a cohesive and solid customer experience.
Because of the digital age we are in, it’s important to hit customers from every angle. You have to go the extra mile to stand out. In doing so, you can look forward to a better return on your investment because you’re not wasting time on the wrong leads and instead nurturing targeted customers in a way that creates raving fans.
Here are some of the ways a 360-degree marketing campaign can be used within a company:
- When a company is known in one market but wants to reposition itself into a new market
- To get the word out about the rebranding of a company
- To prioritize the cornerstone campaigns over less important campaigns
- To revive poor-performing products, especially if the company hasn’t focused on marketing that product in a while
- To build a brand image for start-ups
- To market a new product or service
You can see many examples of 360-degree marketing campaigns all around you. Maybe one of your favorite companies has repositioned itself in a new market or rebranded with a new color scheme and logo…
How to Create a 360-Degree Marketing Campaign
In 360-degree marketing, consistency is key. You must be consistent in both your messaging and design. Most importantly, this consistency should exist across every platform you expect your customer to be.
Below are 5 steps to creating a 360-degree marketing campaign. In each step, you must work hard and prove you can be consistent in every degree of your campaign.
Step 1 – Study What Successful Companies Are Doing
It can be hard to wrap your head around something as grandiose as building a 360-degree marketing campaign, but it gets easier when you study how others are doing it. Take note as to how successful companies are following their ideal customers around so that their message can be seen no matter where they are in their physical space or their digital space.
Step 2 – Study Your Target Market
It’s not enough to guess what your target market wants. You need to understand them inside and out. You need to know what they are like, what pains them, what solutions they want, where they hang out, what devices they use, what channels they prefer, and what they are willing to spend.
How do you get these answers?
Create an avatar for each one of your ideal customers. It can’t be stated enough that your avatars should be based on data, not guesswork. That means conducting research, interviews, and surveys with your target audience. Although that may sound tedious, the work you put in now will benefit your business tremendously moving forward.
Step 3 – Determine the Purpose of Your 360-Degree Marketing Campaign
You can’t create a cohesive campaign if you aren’t clear on your purpose. Are you creating a general campaign for your company, or is it more specific such as launching a rebrand or marketing a new product? Determine what the purpose is so you can then figure out what you need to do and where you need to be to achieve your goals.
Step 4 – Plan Out Your Funnel
Because timing is so important in a 360-degree marketing campaign, you need to ensure you are reaching people in the right places during the stage they are at in the buyer journey. Something that sparks awareness is different from something that prompts them to consider a solution or encourages a decision. Choose the tactics that will elicit action at each stage of the buyer journey accordingly. To do this, you’ll need to follow the data you’ve collected about your customers’ behaviors.
Step 5 – Ensure There Is Cohesiveness
After you draft each component of your campaign, look back over it and make sure all components build upon one another and flow together in a consistent manner. This is paramount in a 360-degree marketing campaign. A lack of cohesiveness can kill an otherwise well-thought-out campaign.
What You Need to Take Into Consideration
It’s important to know not only your company inside and out but also your customers. The more you know, the easier it will be to succeed. With that in mind, here are some of the things you need to take into consideration…
Consider Your Weaknesses
It is important to understand where you are starting from and what your weaknesses are so you can adjust accordingly.
Where are the current holes in your marketing campaigns?
What are your competitors doing better than you?
Where do you tend to lose potential customers?
These are the places where you need to up your game.
If you’re going to compete in your market, your weaknesses need to become less weak. Knowing what they are is half the battle. Once you’re aware of them, it’s that much easier to develop a plan to strengthen them. Then, you can build your next campaign backed with that insight.
Consider Your Strengths
On the other hand, it’s essential that you know and flaunt your strengths. Your strengths are what you should be playing up, and they are what set you apart from the pack.
If you don’t already know what makes you different from your competitors, developing a 360-degree marketing campaign isn’t going to do much for you. Your business has a different angle than others, and it should be emphasized. Knowing what your best attributes are will bring out the confidence in your business. Customers can see confidence and will feel more comfortable asking questions and doing business with you.
Consider Your Processes, Your Technologies, and the People in Your Organization
You need to have the right processes, technologies, and people in place to be able to pull off a successful marketing campaign, so you need to ask yourself if there are processes that need to be put in place.
Are you being proactive or reactive with your marketing?
In what ways is your marketing team being inefficient?
Do you need to initiate collaborative systems for better efficiency and teamwork?
At Viral Solutions, we always say, “Successful marketing takes discipline (strategy – a written plan) and execution (tactics – the people and the tools).” Both are essential in a 360-degree marketing campaign.
Consider Your Buyers
If you take nothing else from this article, linger on this: You absolutely must understand your buyer. Without this key element, how can you possibly reach them where they are, when they need what you offer, and with the right message?
Data is your best friend. If you have data, you can understand your customer preferences and behaviors. If you don’t have the data, hire a company to acquire it for you. Use social monitoring tools to help you locate conversations and identify customer issues you can solve. Have meaningful interactions with your customers and engage with them.
When you have this information, you can then speak to your customers’ emotions with a message that demonstrates you have a positive solution to their problem. It gives you a 360-degree view of the customer so that you can deliver that message on the digital channels they are using and in the places where they spend their time.
It helps to think about it like this… You are enhancing their experience. The more you understand what they want, the better you can deliver.
By now you should have a better understanding of what it takes to create a 360-degree marketing campaign. To recap, you need to…
- Study what successful companies are doing
- Study your target market
- Determine the purpose of your campaign
- Plan out your funnel
- Ensure there is cohesiveness
Plus, you need to take other things into consideration, such as your strengths, weaknesses, processes, buyer, and more.
Of course, developing a campaign like this isn’t always feasible for a company on its own. You may find that you need assistance planning and executing a well-rounded campaign that creates buzz and improves your ROI. The good news is Viral Solutions is here to help.
Start by requesting a FREE marketing audit today!