As a marketer, you want to create campaigns that draw attention and engagement.
As a marketer, you want to make noise.
However, small businesses often struggle with finding the time and tools to create these campaigns.
Often times, it’s hard to know where to start and what to do in order to create a movement or a compelling marketing campaign.
I recently participated in the “30-Day Bravery Challenge,” an effort started by a friend to inspire people to push themselves outside their comfort zone.
Through the experience, I discovered three critical elements that you must incorporate if you want to successfully create a compelling campaign:
In order to create a successful campaign, you must first create a group of people who can function as a community. Facebook groups are great ways to bring people together to engage in a topic. For example, Greg Faxon (the creator of the challenge) created a Facebook group so that all Bravery Challenge participants could interact and engage with each other. By creating a community, you create engagement. Being a part of a community is empowering; it creates accountability and connection. Members of the community rely on each other for support, advice and guidance. Strong communities help push their participants to work together to accomplish shared goals. Knowing that there is a group of people supporting you is extremely helpful to allowing people to overcome their fears and keep pushing towards greatness.
Another critical aspect to creating a compelling campaign is consistency. Individuals need to know how often they will be communicated with as well as how often they will be asked to engage or participate in group activities. Consistency helps create expectations and engagement. It’s much easier to join a movement, or engage with a campaign, when you know, beforehand, what will be expected of you. Letting people know what, and when, to expect your outreach helps create buy-in and anticipation.
The last, but most important, piece to creating a compelling campaign or movement is collaboration. The community must have an outlet to communicate with each other; to share ideas and experiences and learn from each other. By engaging with other members of the group, participants feel more connected to the movement as a whole. By sharing stories and life experiences, people create lasting connections which makes them more eager and willing to work together.
Creating a community, consistently communicating your goals and expectations, and creating an outlet for collaboration are critical in order to create a compelling, powerful campaign on or offline.