9 Steps to a Successful Campaign with a Contractor Using a Fitness Center as an Example

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Content
Two types of work in marketing
9 Steps to Launching a Successful Advertising Campaign
Conclusion
In business promotion, on the one hand, customers are looking for the Taiwan WhatsApp number perfect contractor, but are often disappointed. On the other hand, agencies complain about clients who don’t understand anything about marketing, make ridiculous changes, and are not involved in the process. As a result, clients constantly change contractors, and agencies change clients. Customers expect that one day they will meet an agency that will perform a miracle: clients will line up, income will grow, and the business will take off. And the agency is waiting for the perfect client, with whom it can speak the same language.

But often the problem is not with unscrupulous contractors who take money for nothing or provide frankly bad services. The problem is a misunderstanding of who should do what exactly. Using the example of a hypothetical client (a fitness center), I will share my instructions on how to divide responsibility and tell you what a marketer should do before contacting a contractor.

Let's imagine a situation: you decided to launch advertising in a search engine and social networks.

How an inexperienced customer imagines it :

I will send the agency a link to the site.
It will select search queries, audiences on social networks, and create ads.
The traffic will go to the site and I will get orders.
As in reality. Before launching the advert:

Figure out which products/services from the list on the site are worth advertising and which are not.
Select queries, and to do this, understand what need lies behind the query.
Add negative keywords to queries.
Think through all the targeting options that can be used to catch an audience on social networks.
Think through offers for each audience segment.
Select a landing page for each request.
That is, before launching an ad, you need to figure out what you are selling, to whom, why they should buy it from you and not from competitors. And no one can answer these questions better than you. Yes, there are agencies that dig very deep, but, as a rule, these are industry boutique agencies that promote clients only in one market (for example, an agency for developers) and have figured it out no worse than the client. In addition to the market, you also need to understand the features of your product. That is, you can’t just pay and wait for a wizard to come and bring a stream of clients.

You'll have to figure it out yourself, but the good news is that if you do, you won't have to look for the perfect contractor. Once you've prepared the base, set the task correctly, and provided the necessary information, almost any contractor (except for the downright incompetent and charlatans) will cope. What should you keep for yourself, and what should you delegate to the contractor? How to prepare the base? Let's figure it out.

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Two types of work in marketing
Marketing work consists of two things:

1. "Brains" - analytics and strategy:

Analyze sales and select priority products.
Find a USP or at least create an offer.
Study the audience.
Analyze competitors.
Think over the structure and text on the landing page.
Set goals and define KPIs.

2. "Routine"

Routine is something that needs to be done regularly. For example, for contextual advertising it is:

Checking the correct operation of counters.
Collection of a complete semantic core, selection of negative words.
Grouping campaigns for contextual advertising.
Selection of targeting and creatives for advertising in social networks.
Drafting advertisements.
These tasks are monotonous, they require automation and expertise in a specific tool, some of them are best given to a contractor who has deep knowledge of all the settings and capabilities of a specific channel (for example, Yandex.Direct).

9 Steps to Launching a Successful Advertising Campaign
Let's look at the example of a fitness center and see what needs to be done before going to a contractor.

1. Product
The first thing to do is to prioritize products. Let's review the fitness center's services. It can sell:

gym classes;
group training;
personal training;
massage course;
nutritionist consultations.
At this stage, four questions need to be answered:

Which product has the highest margin?
Which one gives the highest turnover?
What product is the locomotive with which we will enter the client? It may be non-marginal, but due to it we will start working with the client, and then we will sell the rest.
What do people need, what are they looking for on the Internet? Search demand is a snapshot of public consciousness. With WordStat, you can get into the consumer's head and find out what people were looking for, how they formulated their queries, whether demand increased or decreased.
Let's find out:

The most profitable: personal training.
The most profitable thing is to sell the complex.
Stable demand for massage for weight loss.
The demand for nutritionist services has increased: people are looking for a nutritionist, nutrition consultation, and a meal plan.
In the case of a fitness center, we find out that the most profitable product is personal training. In terms of turnover, margin, LTV and all possible indicators, it is more profitable to sell a set of services: massage, nutritionist consultations, training and trainers.

What will this information give to the contractor:

Once you have established your priorities, the contractor will be able to use this information to:

Collect queries: the most complete, but not excessive semantic core.
Add negative keywords (it becomes clear that you are NOT selling).
Manage bids: Increase bids on profitable products and distribute the budget on a residual basis to the most profitable positions.
2. Audience
The audience is determined by the product, so you have to start with it. McDonald's has one audience, a healthy food restaurant has another. Each product has values, features, unique characteristics that a certain audience will respond to.

Here is a description of the fitness center audience.