It is important when beginning a marketing campaign to consider what you want to achieve by doing it. When you know what you want to accomplish, you’re better able to measure the success of your campaign. You’re also in a better position to decide whether you met your goal or need to adapt your campaign to meet your goal. Some goal examples are;
- Building brand awareness (NHBA, LRS, LRE, etc.).
- Generating a high volume of qualified leads (LRE recruits, Pro Bono Recruits, Sponsors).
- Establishing thought leadership (National attention for Working Through COVID-19 webpage, setting the standard with Virtual Meeting & Fundraising elevation and adaptation).
- Attributing marketing activities to revenue generation (digital & print marketing of CLEs, events, etc.).
- Increasing brand engagement (social media following, website visits, public appreciation, etc.)
Who is your target audience? Who does this appeal to? New Lawyers, Judiciary, certain Substantive Law Sections, solo and small firms, etc.? To help you consider who your target audience, MarComm is hard at work creating and testing Personae. We’ll tell you more about this effort in the weeks ahead.
Once you know your goal and your target audience, you need to decide which marketing channel(s) you use to reach your target audience. Our NHBA marketing channels include;
- Print (A traditional standby. It is currently unknown if this is the most reliable channel)
- Bar News
- Event Programs
- Rack Cards
- Social Media
- Email (Constant Contact & personal correspondence – something like “Be sure to follow us on social media – for more updates on this – for event information – etc.”)
- Program/Project Page
- Sign up/RSVP/Nominations
- Annual Meeting
- Solo & Small Firm Expo
For this dive into marketing, let’s use email as our channel for messaging a target audience. After you have found your target audience and the method for how you will reach them, it is important to tailor your communications to appeal to your reader/user. Ask yourself about your target audience,
- Why do they care? How will you captivate them? Who does this appeal to – write compelling copy that appeals to your target audience.
- What you want them to do (action – sign up/register, join us, follow us, read more, buy now etc.)
- How will you follow up with them? Thank you, Confirmation, Welcome, etc.
The best way to engage with your target audience is to build a relationship with them. Members can now subscribe to what communications they want. They are subscribing because they want to hear what you have going on in your programs or projects, not just to “buy” or “register”. Make sure your emails focus on what your audience wants to hear and not necessarily what you want to tell them.
Being authentic in your emails may sound easy, but it is a delicate dance. It begins with knowing your audience and relating to their needs and pain points. Then appealing to them, not as a salesperson, but as someone who is here to help them with their problems. People prefer reading emails from ones that seem written by humans, not robots.
You also want to be sure you are not only concise in your subject line, to hope mobile users see your messaging, but also concise in your emails. Shorter emails are more likely to have engagement, if it takes too long to get to your ‘Call to Action’ Button in your email, you may lose your audience. No matter what channel you use, over messaging can lead to frustrated subscribers.
Finally, how will you measure success? ROI, Analytics, or Data Collection? If an email doesn’t seem to be engaging your target audience, consider reworking your second email’s subject line, copy, “Call to Action” button and images. The review and compare the two emails and outcomes to see what could be landing with your target audience, and what isn’t working, then adapt the campaign.
Following a marketing campaign, best practice is to meet and discuss what worked well, where could improvements be made, what data can you collect and how are you storing said data for future use or for future campaigns.
MarComm can consult with you to help you compose effective emails to your target audience. We are here to help you with your marketing goals. Contact us to set up a brainstorming meeting to hear more about your marketing needs.
~ Kailah Millen