Here is a List of 7 Things to Avoid When Putting Together a Winning Marketing Campaign

by Feb 14, 2017B2B Lead Generation, Marketing

Here is a List of 7 Things to Avoid When Putting Together a Winning Marketing Campaign

Today we’re looking at seven things to avoid when putting together a winning marketing campaign, but before you read this article make sure you have read Top 5 Marketing Trends for 2017 and How to use Them.

If I had to ask you to describe what makes a winning marketing campaign in a few sentences, what would you answer?

David Ogilvy, “The Father of Advertising” describes one of the elements of a winning marketing campaign in this quote, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” -David Ogilvy

If you have been unsuccessful in your marketing campaigns it could be for several reasons. To help you, here are seven of the common mistakes to avoid when putting together your marketing campaign.

Marketing Planning Mistake 1: Mixing multiple objectives and goals in one campaign

We have sometimes worked with clients who add multiple goals to a single campaign. Below is an example of goals we have seen for a campaign:

  1. Increase brand awareness
  2. Improve audience engagement
  3. Get clicks to landing page
  4. Increase social media likes
  5. Encourage users to trial our product

Although the idea of “killing two birds with one stone” sounds great, your audience will be confused as to what you require them to do. Don’t get me wrong, it is possible to create a campaign that addresses all goals, but you’re more likely to find that results will be less effective than when focusing on one goal.

Your focus should be 1 goal = 1 campaign. To increase social media likes, create a social media marketing plan, and to get clicks to your website, create a different marketing plan.

Marketing Planning Mistake 2: Failing to write SMART goals

Another problem with the goals in marketing planning mistake 1 is they’re not “SMART”. That is, specific, measurable, achievable, relevant and time-bound. Often, clients will come to us with set objectives for their campaigns but have no clue as to what they’d like to achieve nor when they would like to achieve it.

It’s important to quantify your goals so that you may better measure your success. This is your duty along with the marketing agency you have hired. You both should research how to quantify your objectives and agree on which figures are realistic for your campaign.

Here are examples of how you can fix the goals listed above:

  1. Increase social media likes from X to Y in six months
  2. Get X number of clicks to our landing page
  3. Increase social media likes from X to Y in six months
  4. Encourage X new customers to take the trial in six months

Marketing Planning Mistake 3: Limited or no research/insight into your audience

Throughout our blog, we talk about the importance of understanding your audience and to stop marketing to the wrong people. But many clients think they understand their audience when in fact, they really don’t. Often, clients will say, “My target audience is 30-35-year-old males who live in X area.”, but when we roll out the campaigns we find out that the target market is too small to achieve a successful campaign.

Sometimes it’s not the campaign that sucks, but the targeting that’s completely wrong.

We recommend that you spend time analysing your market before you develop a campaign. How do you do this?


  • Polls
  • Surveys
  • Emails
  • Analytics

Use tools such as Survey Monkey, Comscore, Kantar, Global Web Index and Google Surveys. Include these types of questions:

  • How old are you?
  • What’s your gender?
  • Where are you from?
  • What was your first impression of this Ad?
  • What did you think about the subject line?
  • If you had to purchase a new X, what kind of Ad would you like to see?
  • Which three words usually compel you to buy a product?

Collate this evidence and then decide on which angle to take with your campaign.

Marketing Planning Mistake 4: Using your own judgment instead of making it a team effort

You may think that you’re a creative genius, but getting perspective from other people is what makes a compelling marketing campaign. Your expertise is just that – “yours”. You want to create a campaign that appeals to all types of personalities, not just your own.

We recommend that you gather your team to brainstorm different angles for each campaign before creating it.

Marketing Planning Mistake 5: Failing to pilot or test the campaign before roll-out

How do you know that a campaign will be successful if you don’t test it out first? Failing to test before roll-out can result in huge spending wastages and brand damage.

Allocate a small budget to campaign testing:

  • A/B testing
  • Test various subject lines
  • Test different call to actions
  • Change colours and themes

Marketing Planning Mistake 6: Copying another campaign

So many clients point to another campaign they may have seen elsewhere and want to replicate it. If you want to differentiate yourself from your competition you must be unique.

Marketing Planning Mistake 7: Failing to look at the future

When creating your marketing plan, make sure to think about the possibilities of the future. Read up on marketing trends and developments in your industry to update the plan. Make sure that your marketing plan is a living document and not just a once-off plan.