For effective advertising that connects with your customers, you need to cater your message to specific business goals along with your target audience. Otherwise, it can be challenging to achieve your business goals and gauge the success of your efforts. Depending on your goals, there are two critical types of ad campaigns you can use to succeed.
In some cases, you may want to develop a branding campaign, while other strategies benefit from an action campaign. Knowing when to use either or both together can help you get the results you want from your marketing strategies.
What Is a Branding Campaign?
In a branding marketing campaign, the main goal is to raise brand awareness and familiarize people with your company. Branding campaigns can help new businesses establish a memorable presence that people recognize, giving your brand a unique and positive identity.
Gaining recognition is integral for a company, considering 73% of people tend to trust brands that they know. In addition to introducing your brand to new audiences, you can use branding campaigns for in-between promotions or sales, which will keep your brand on the surface of your audience's mind.
Branding ultimately allows you to establish and develop relationships with consumers to inspire loyalty. Keep in mind that it's best to look at branding campaigns as a long-term strategy, which engages with new potential customers while keeping your brand top-of-mind among existing ones.
What Is a Call-to-Action Campaign?
On the other hand, call-to-action marketing campaigns are used to get people to perform a specific type of action, bringing them closer to a purchase. Calls-to-action, or CTAs, are used to encourage efforts based on getting the customer to make some type of decision. The language and overall message you use in your CTAs will be crucial to your campaigns’ success, as more than 90% of people who read your headlines will also read the CTA message. With the right message, you'll be able to move people toward the desired action effectively.
Make sure your CTA campaigns are created with a clear, attainable goal in mind. You can use your purpose to inform the messaging and action that you want your audiences to perform. Some plans for a CTA campaign may attract more visitors to a specific page through links in email campaigns, getting subscriptions to your email list, or increasing sales for particular products or services.
To maximize your campaigns’ effectiveness, try to personalize them as much as possible to ensure they speak more directly to your audience. You can develop CTAs for specific audience segments and see if they yield the results you want based on your goals. From there, you can make changes to the ones that underperform until you get optimal results.
How to Choose the Right One for Your Business
The type of campaign that's right for your business will depend on the types of goals you have in place. If you want to remain top-of-mind between sales cycles, a branding marketing campaign is likely the best option for your strategy. On the other hand, if you’re going to drive sales for a specific product or service, or get people to perform another particular action, then a call-to-action marketing campaign will be ideal.
Unless you know what you want to achieve with your marketing, you won't measure your success. It's best to develop your goals and strategy based on your business's current needs. You can then select the right key performance indicators (KPIs) to measure the results once you launch your campaigns with your goals defined.
Another factor that will determine which campaign to use is where people are currently located in the buyer's journey. The messaging you use will differ based on what people want at various stages. For instance, brand awareness campaigns are best to use when people are just learning about your brand and what it's about. You can then educate and inform these audiences with content as they come to recognize you.
Eventually, once they're ready to make a buying decision, you can get them to make a purchase with the right messaging and offer in a call-to-action campaign.
Meet Your Marketing Goals and Succeed with Highly Targeted Campaigns
Depending on what a business wants to achieve, both branding and call-to-action marketing campaigns can be invaluable. It's essential to look at branding campaigns as ongoing strategies that appeal to both new and existing customers. Meanwhile, call-to-action campaigns can bring people through to the end of the sales funnel with enticing offers and appropriate messaging, encouraging people to take action and increase sales. Using both separately can be necessary at various stages, but using both together may also be the best strategy based on your goals and audience.
If you want to get the best results from either campaign, consider working with a media partner to make the process smoother. The right media partner will help you decide on the right campaign for your business and walk you through each step of the process.