Four Campaign Types Every MSP Should Know and Use
When it comes to marketing, a campaign acts as a roadmap to achieve specific goals using certain strategies and tactics. In this article, we’ll explore four prevalent campaign types and when it is best to use them in your marketing endeavors.
Direct Mail Campaign
In today’s largely digital world, it’s easy to dismiss direct mail as an “antiquated” method of communication. However, this couldn’t be further from the truth. We live in an age where our inboxes are flooded with emails and our online feeds are saturated with ads and posts of this and that. It’s due to this saturation that direct mail stands out from the digital clutter by offering a tangible, personal touch.
What is it? Direct mail campaigns are focused on one or more pieces of media that is sent to a list of contacts through traditional mail. These types of campaigns generally consist of sales letters, postcards, flyers or brochures, and even promotional items.
When should I use it? Direct mail is extremely versatile and can be used with anyone from suspects to current clients.
What metrics and KPIs should I use to track it? The success of a direct mail campaign is slightly harder to track than other campaigns. However, by using shortened URLs, QR codes, and even trackable phone numbers, you can distinguish between those who accessed your resources due to your direct mail campaign and those who accessed them through other means. Either way, you should direct the reader to a landing page to opt in and have your sales team reach out to secure permission to get them on an email list to continue the conversation.
Why should I use it? Even though digital marketing is more popular, direct mail is a solid part of a marketing life cycle. Unlike email, direct mail doesn’t require the marketer to obtain the permission of the businesses on their list before contacting them. This gives direct mail campaigns the upper hand with suspects and prospects who have never opted into your mailing list.
While direct mail is that tangible touchpoint, there is no denying the power and reach of email marketing, the key is deploying it strategically. Understanding your target audience, segmenting your lists and—of course—delivering value consistently are a few of these strategic keys. It’s not about sending more emails, but sending the right email to the right person at the right time.
What is it? Email campaigns typically involve a short series of emails that alert a list of contacts to a service, product, or promotion that you believe they would be interested in. These emails often contain information that is of particular interest to a targeted audience.
When should I use it? Once you have a contact who has opted in to receiving email communications from you. Prior consent is vital. Email tools like MailChimp or Constant Contact penalize you for sending unsolicited emails. Such campaigns shine when introducing a new service to existing clients, soliciting referrals, or engaging with prospects to convert them into qualified leads.
What metrics and KPIs should I use to track it? Email services provide information like bounces, open rates, click-through rates, unsubscribes, landing page visits, and more.
Why should I use it? Email campaigns are one of the most cost-effective marketing strategies available. Hubspot, Constant Contact, and others note the average ROI is $36 for every $1 spent. Even if your ROI is less than that, it’s still a very economical marketing option.
Social Media Campaign
While it's true your target audience may feel that their online feeds are saturated with advertisements, the dynamic nature of social media provides the ability to be interactive and to more specifically target your messaging. Social media also provides the opportunity to create compelling narratives, engage the audience in real-time, and potentially build a following.
What is it? A social media campaign uses a series of social media posts or ads to drive traffic back to a landing page, usually offering educational material or a promotion to the person or businesses targeted.
When should I use it? Social media is useful for targeting new suspects and prospects and turning them into a qualified lead. It allows you to demonstrate your expertise and experience to a huge pool of targets. That being said, it also provides another touch to help keep you top-of-mind for your existing clients who might be interested in additional services.
What metrics and KPIs should I use to track it? Each social media platform has metrics built into them, offering insight on all of your posts. Once back at your website, you can use forms to keep track of the rest of the information.
Why should I use it? Social media campaigns offer broad reach, as well as the ability to target based on behaviors, interests, and other differentiators. They are cost-effective and adjustable to fit most budgets, can be tweaked easily on the fly, and can be designed to drive traffic to your website, landing pages, and more.
Whether it's the tangible connection of direct mail, the immediacy of email, or the engaging storytelling potential of social media, each has a distinct role in marketing when paced out over a period of time.
What is it? A drip campaign is designed to use media, generally 3-to-5 emails or other pieces of interconnected content, to continuously and automatically market to a contact over a longer span of time. Many times, the pieces will be prepared ahead of time and once a contact is put on a drip campaign’s list, the marketer doesn’t have to reach out to the contact again until the campaign expires.
When should I use it? Drip campaigns are ideal for companies that you’ve interacted with and weren’t the right fit for at the time, but might be in need of your products/services in the future. They can also be used to market to current clients, after a sale to obtain feedback, or as a means of collecting testimonials and referrals.
What metrics should I use to track it? Drip campaigns are measured by many of the same metrics that an email or direct mail campaign would be measured by, with the understanding that the overall goal of a drip campaign is to touch the contact repeatedly with information that they find useful, and make sure that you’re their first option when and if your services are needed.
Why should I use it? Drip campaigns are useful to develop two important marketing concepts: brand recognition and reputation. It’s unpredictable when someone’s business will change or a contact that receives your drip campaign will move to a company that is in need of your services.
When it comes to marketing your MSP, there is no one-size-fits-all solution. Each of these four campaign types brings their own strengths to the table. Understanding your MSP's unique audience and needs will help you tailor the perfect blend of these campaign types for optimal results. We can help! Give us a call at 888-546-4384 to find out how we can offer our assistance with your MSP marketing endeavors.