When it’s time to run your latest and greatest online marketing campaign or contest, hopefully it goes without saying that an established strategy must come first. At a minimum, a strategic approach will include thinking through simple questions like…
- What is the call to action?
- What is the goal for the user?
- How do we find out if they took the action(s) we hope they’ll take?
Answering these questions offers the most basic building blocks for any good strategy. However, too often these answers act like a springboard right into crazy instead of solid foundation
If you’ve spent any reasonable amount of time online in the past decade, there’s a very good chance that you’ve started to sign up for something, attempted to enter a giveaway, or begun the process of entering something. Upon entry, you quickly realize how convoluted the process was and you choose to abandon the entry entirely.
“No, I don’t really want to fill out three forms, take a picture with a sign containing your hashtag on it that I then post it to my Instagram account, while tagging four friend’s Twitter accounts, and then paint my house your precious pantone color. Stop it. Seriously!”
A campaign strategy that should be simple becomes complicated because we let it. We want to include all channels, activate all segments of the audience, connect all parts of the brand. 9 times out of 10 this approach — including everything in your campaign — is destined to fail.
A simple campaign strategy can be good. It can even be great when it is well thought out. There is never a reason to expand and burden your campaign with a lot of unnecessary moving parts when simple can be effective and accomplish your goals. Don’t let your good campaign idea get bogged down under the weight of expansion of the idea for expansion’s sake. Nobody’s house looks good in that Pantone shade anyway.