Campaign: ‘Who, What, When, and How’

When beginning a new campaign it can be helpful to think like a consumer in order to market your product/service to the right audience. In order to do this it is useful to understand the ‘Who, What, When, and How’ of your campaign.

The Who

It is important to have a target audience in mind for who you want to target your product/service towards. This is tailored towards your campaign, for example a campaign made by a hairdresser aimed to promote bridal hair services should be targeted towards the people most likely to need this service i.e. brides and bridesmaids. Audience targeting options range from very broad to quite specific, therefore it is beneficial to understand the demographics of your target audience before selecting targeting options.

The What

Once you have decided on your target audience it is worthwhile to understand what consumers are going to be searching for. When people search for products and services they may have specific things in mind as to what they want to purchase, this can be used to your advantage. When creating a campaign you can decide upon keywords or key terms that people may search for when looking for your product or service. These keywords and terms should be related to what you offer, e.g. hair dyeing services or cut and blow dry services. Thinking about what things consumers might search will be very handy in coming up with your keyword list, examples:

Hairdressers that do hair extensions application

Hairdressers near me that do bayalage

Hairdressers near me that dye hair

What will people search for when looking for a hairdresser?

The When

Next to think about is when people are going to search for your product or services, what time of year, month, week, or day. Using our hairdresser example, it may be more likely for people to search for hairdressers in summer due to more events happening in the summer. Thinking on a smaller timescale, people may be more likely to book a hairdresser appointment at the beginning of the week ready to have an appointment for Friday/Saturday events. You can tailor the visibility and reach of your campaign according to different times, the times that will suit you best.

The How

Once you have decided on your audience, what they will be searching for, and when they will be searching, the time comes to think about how these consumers will be searching: on a mobile, desktop (or laptop), or tablet. Understanding your audience and what you are trying to achieve from them will help you understand how they will be searching for your product or service. It is possible to tailor your campaigns towards different devices if this suits your campaign. Hairdressing example: consumers may be more likely to search for hairdressers on a mobile in order to call them and book appointments or ask queries.

What device(s) will your audience by using?

By answering the ‘Who, What, When, and How’ aspects of your campaign you can effectively market your product and/or service.

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