360-degree anything is pretty much always a good thing. It signifies a complete picture, a unified solution, an all-encompassing result. In terms of marketing, it indicates a campaign that has left nothing on the table and therefore converts every lead possible.
In Part 1 of this article, we took a deep dive into 360-degree marketing and looked at what it is and the 9 key components to include in your campaigns. Now, let’s take a look at why this type of marketing is worth pursuing and how to create a 360-degree marketing campaign yourself.
Why a 360-Degree Marketing Campaign Is Worth Doing
A 360-degree marketing campaign overcomes numerous hurdles faced by companies in today’s marketing landscape. The consistency of a 360-degree marketing campaign sets companies apart because it creates such a cohesive and solid customer experience. It improves return on investment because companies can stop wasting time on the wrong leads as they nurture targeted customers in a way that creates raving fans.
There are also a number of ways that a 360-degree marketing campaign can be used within a company:
- When a company is known in one market but wants to reposition themselves into a new market
- To get the word out about the rebranding of a company
- To prioritize the cornerstone campaigns from 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
How to Create a 360-Degree Marketing Campaign
Developing a successful 360-degree marketing campaign involves ensuring your marketing message is consistent in every platform where you expect your customer to be. That consistency must exist in both messaging and design.
Here are 5 steps you can take to build a successful 360-degree marketing 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 at 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.
To get these answers, create an avatar (or in many cases, you will need to develop several different). 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, and while that may sound tedious, the work you put in on this 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?
Step 4 – Plan Out Your Funnel
Because timing is so important in a 360-degree marketing plan, 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 piques interest, creates a decision or generates action. Choose the tactics that will elicit each of these 4 stages 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 out each component of the marketing strategy, 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.
What to Take Into Consideration
Steps are one thing, but there are also many things to take into consideration when you are planning out a 360-degree marketing campaign. Let’s look at some of these things now.
Consider Your Weaknesses
It is important to understand where you are starting from and what your weaknesses are. Where are the current holes in your marketing campaigns? What are your competitors doing better than you? 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, and then it’s that much easier to develop a plan to strengthen them.
Consider Your Strengths
On the other side, 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. If you’re going to go through the effort of ensuring you reach your target market wherever and whenever they are, at least make it worth their while by giving them something to salivate over.
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 360-degree marketing plan, 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 plan.
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, data, data. You need to look at the data and 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.
Let’s Make 360-Degree Marketing Even Easier
Developing a marketing plan of this nature isn’t always feasible for a company on its own. With Viral Solutions as your partner, we’ll develop a 360-degree marketing campaign together that creates buzz and improves your ROI. Contact us so we can get started today.