Fundamentals for successful digital marketing campaigns

Running a digital agency, I get to see what works lead-gen wise across lots of sectors.

I had more than 100 conversations last year with marketers and business owners, running B2B campaigns.

Plus, I have all the insight from the retainers the Bespoke team runs for our clients.

With that in mind, here are three things we often have to fix, to get leads flowing for them.

Niche.

Without a clear niche, it isn’t possible to create marketing that really connects with your prospect. Marketing works when it feels like it’s just for you. Ask yourself who should choose you over your competitor? And who should you choose your competitor instead of you? If you can describe both groups clearly, you have a well-defined target audience, and you’re ready to produce campaigns that really work.

Repetition.

The best performing campaigns surround niche audiences with similar messages over a sustained period.

Bespoke’s most successful client retainers run 10, 20, 30 different campaigns to a fixed audience over several years. If you’re in the target audience, you see the campaigns. If you’re not, you don’t. With consistency comes trust, then leads flow.

Brand assets.

Poorer than expected results are often down to poor underlying assets.

It’s hard to get any campaign working if the website people find when they research you isn’t up to scratch. It’s hard to run great campaigns without great brand guidelines, photography and video. Upgrade marketing assets, and you upgrade every campaign thereafter.

Which of these fundamentals does your business need to improve?