For my first post of 2020, I thought I’d revisit something I wrote in 2017. It’s still really relevant today, so here it is: L.E.G.O – create a marketing campaign that brings results.
What does L.E.G.O mean?
Are you wanting to move your business to the next stage of success in 2020?
L.E.G.O can show you how!
You are probably thinking that I am referring to Lego, the construction toy. Well, in part I am as they are the inspiration for this article.
My two sons got a collection of different Lego sets for Christmas, and of course, my husband and I were set with the task to turn the mountains of bricks into what they resembled on the front of the box.
Surprisingly, though, I quite enjoyed it. If you haven’t played with Lego before, they have the best instructions. All they use is pictures. There are no complex instructions (put brick awb1 onto brick br3n), or no funny pictures of stick men! You are shown what brick you need and where it goes.
Simple as that. So, what does Lego have to do with planning a marketing campaign?
In theory, not a lot, but by following their simple instruction method, you can turn something that may seem at first daunting into something that is both pleasurable and worthwhile.
The acronym of L.E.G.O stands for:
L – Lay It All Out
Break down what it is your business does, what makes it different from others, what benefits people will receive from buying from you. Next, decide what you want to say, who to, where and how.
How much time and money are you able to put towards the campaign?
G- Get Going
Don’t overthink it. The longer you ponder on something the more difficult it seems. At first, take small steps. Don’t go out for a full sprint.
O – Observe
Marketing is similar to cooking, You wouldn’t put a meal in the oven and leave it alone for hours, would you? You check on it to make sure it is not burning and getting overcooked. The same applies to running a marketing campaign. Once it is started, you must constantly check it to make sure it is giving you the results you want.
Lay It All Out
Before you start any marketing campaign, think what is it that makes your business, product or service special? Why should somebody engage with you instead of somebody else? This is your USP and should be the focus of your marketing campaign.
It’s important to think about marketing strategically and not as a short term or one-off thing. Any time or money that you invest into your business should be done to build or improve the business.
So, let’s get on with it.
What do you want to say?
Maybe your business is new, and you want to let people know about it. You might have brought in a new product range and you want to introduce it to people. Or, are you expanding the geographical area you service. Whatever it is, make your message clear.
Who do you want to say it to and where?
This is all about knowing who your customers are and where they are. When I was launching my content marketing and copywriting business, I knew that I wanted to work with small businesses and startups.
I decided to target local businesses. So, I did my research I looked at North-West London business directories and made a list of businesses that operated in the areas that I had experience in. For me, this was recruitment, professional services, travel and marketing.
As I have previously said, marketing is not about shouting your message from the rooftop and hoping it will be heard by the right people. You have to take your message to them.
How are you going to say it?
What method are you going to use to get your message across? Marketing people love their buzzwords, and the top two at the moment are ‘inbound marketing’ and ‘outbound’ marketing. These refer to the way that businesses can get their message across to the right people.
Inbound marketing is getting people to come and find out more information on your product or service through the use of blogs, SEO writing, social media content etc. With inbound marketing, content is definitely king. The content you have on your website should answer your customer’s questions and needs.
Outbound marketing is about you as a business reaching out to your audience and trying to engage with them. Cold calling, leaflet-drops and newspaper advertising are all traditional methods of outbound marketing.
Marketing experts and strategists recommend that businesses focus a large percentage of their marketing efforts on inbound marketing as it yields better results.
Estimate – What can you afford to spend on marketing?
The second step in the L.E.G.O principle for marketing success is ‘Estimate’.
We have discussed how to plan out your marketing campaign, in particular, how important it is to establish who you are marketing to, how you plan to reach them and where.
It is now time to think about how much time you can dedicate to the campaign and how much budget you can afford to put towards it.
If you are doing this for the first time then planning, researching and creating the campaign will probably take you some time to put together. As you get more experienced it will become quicker.
Most small businesses try to do marketing on a very small budget or have no budget at all. It is possible to do this; you can use resources you already have, find copyright-free images (Unsplash is a good site) and write the content yourself.
If you are planning on doing it this way the costs will be minimal but the time that you put into this has a value. For example, if you plan to write a blog post for your website, with research, writing, editing and posting, this could take you around 4/5 hours.
How much would this cost you based on your hourly rate?
As you see, it all has a cost, even if it is an indirect cost – the cost of your time.
It’s important to remember that if you want to achieve results from marketing you have to be prepared to put in the time over a long period. If you are after instant results, things like; paid for advertising on Google or telemarketing are the best methods but this can be costly.
If you feel that you don’t have the knowledge or the time to dedicate towards marketing your business but don’t want to miss out on the benefits it can bring. Don’t be afraid to seek out professional help.
Hiring a consultant or agency to do this for you will certainly make it easier. If you want to go down this route, it’s important to clarify what you want to achieve from the campaign and ask how they plan to deliver it.
Always seek recommendations from other businesses and don’t be afraid to walk away if you feel it is not working for you.
Ready, steady… Get Going
Let us delve into the G from L.E.G.O, Get Going.
You’ve done the groundwork for the campaign, now it is time to execute it.
This is where most people get scared or shy away from doing it and put it in to the ‘do it tomorrow’ list. And, then it just never happens.
My advice is to not hang around and go for it. The longer you leave it the more reasons (or excuses) you will find for not doing it.
Get going or lose out
I’ve spoken to many business owners over the years and they all state that marketing is a key component to business success, but yet 1 in 5 don’t any sort of marketing.
These businesses are at risk of losing out to businesses who are actively marketing their business, service and products.
What are these businesses scared of?
Some people embrace new experiences and others shy away from it. When it comes to running a business, we all have to do things that are outside of our comfort zone, and this includes marketing.
They might be afraid that it will be a total waste of time, or it won’t generate the results they wanted. They feel it will be an expensive exercise. Or, in some cases I’ve even heard that it may generate too many leads and the business might not be able to cope with it!
If you follow stages one and two from the ‘L.E.G.O principle for marketing success’ your campaign will be targeted at the right audience, in the right place and you will have set a budget that your business can afford.
What are they waiting for?
I hope the message you take from this is it doesn’t matter if you start off slow and steady or race off at top speed, as long as you get going. You don’t know if it will be a success or failure until you go for it.
Observe – Don’t take your foot off the gas
Congratulations on getting this far. You are now on the final stage of the ‘L.E.G.O principle for marketing success’.
The ‘O’ in L.E.G.O stands for Observe.
Don’t think you can sit back with your feet up. It’s the opposite, in fact, you need to keep your foot on the gas!
I’ve asked you to think carefully about how to plan your first marketing campaign. You’ve thought about what you want the campaign to achieve, who you are targeting the campaign at and how you are going to deliver the campaign. The final stage is to focus on delivering an ROI – Return on Investment.
Observe is probably the most critical part of the L.E.G.O principle and in this section, I’ll cover how to calculate the reach of the campaign.
What is marketing ROI?
To keep it simple, ROI in marketing is the financial value that can be attributed to a specific marketing activity minus the cost of the campaign.
Why is ROI in marketing important?
Every activity that you carry out for your business needs to have a purpose and an accountable outcome.
For instance, if a new supplier comes to you and says they can save you money on a particular product range, you wouldn’t just take their word for it. You would want to know how much money they could save you and how they are going to do this.
The same process needs to be applied to marketing.
Don’t invest in marketing because ‘everyone else is doing it’, do it because you want to achieve a specific measurable goal.
The great thing about marketing is that everything is measurable in some form or the other. Online marketing is much easier to measure, and it can be done in real-time. While offline (not internet-based marketing) takes longer to measure.
For example, if you purchase signage that is to be used on the side of a vehicle, you cannot measure how many people will see it. But if someone sees it and contacts you say that they saw it, you can calculate the ROI by; how much you will earn from the work – cost of signage = ROI.
Calculating ROI with online marketing is easier, and many applications have this build into their systems.
Google Analytics and all social media channels will tell you how many people saw your ad and clicked it. This tells you the CPV (cost per view) and CPC (cost per click).
So, if your Facebook ad budget was £10.00 and it got 20 clicks your CPC would be £0.50.
If one person who clicked through from the ad engaged your services and you made £200.00 from them, the ROI is £200.00 – £10.00 = £190.00.
How do you measure ROI from a blog post?
This is harder but not impossible. The option is to ask people how they found you. Nobody will mind telling you, it is common practice these days. Even better if you have a contact form on your website make this an option that they have to fill in before they can send the form.
Whatever marketing action you carry out, remember to do the following: plan, create and measure.
For other fantastic marketing tips, visit my blog.
About me: I’m Emma a copywriter and content manager based in Harrow, London. I have a passion for writing and for creating amazing content for brands that have a strong sustainable, social and ethical mindset.