When your organisation finds success with a particular campaign, it may seem logical to scale up the campaign to realise even greater success. However, scaling up is not always a simple task.
The most challenging component of expanding B2B campaigns is that each campaign is unique. You can never accurately predict a campaign’s effectiveness at a larger scale until you test it.
While there is no set winning formula for successfully scaling up your B2B campaigns, there are some guidelines you can follow. In this blog, I will outline four practical steps you can take to assist you in successful campaign scaling.
1. Continually refine your audience
Expansion of the target audience is the first and biggest priority of scaling any marketing campaign. Several tools are available to assist you with this. However, as you scale your campaign, enhancing your understanding of the campaign’s audience will remain just as crucial as its expansion. In general, you should seek to increase campaign views while maintaining or even increasing the click-through rate.
There are two crucial techniques to manage and increase your click-through rate.
First, as your campaign scales, keep a careful check on your audience reporting. Specifically, search for engagement patterns from demographics you may not have considered. Use these patterns to continuously refine and test your audience targeting.
Secondly, retarget audience members who engaged with your material in a strategic manner. Experiment with various styles of follow-ups, including direct InMail introductions and less direct follow-up ads that only appear to those who engaged with the initial ad.
2. Focus your content around your persona’s pain points
When scaling your B2B campaign, you are not only increasing its audience size, but you are also extending the duration of the campaign. The longer you maintain your campaign, the more your audience’s demands, interests, and pain points will evolve.
You do not need to develop brand-new creative for an ongoing campaign, but you should consider recycling or at least reframing previous content that feels especially relevant to the campaign’s target demographic at the present time.
For instance, you may reuse a case study from a prior campaign if the findings of that case study appear particularly pertinent to a pain point that has gained significance since the campaign began. The new and timely context will invigorate the audience’s perception of the content and demonstrate your history of thought leadership.
Even if you aren’t interested in reusing alternative creative within the scope of your ongoing campaign, you could simply reframe and contextualise your existing content to speak more specifically to whatever’s capturing your audience’s attention at the moment. Simply writing a different headline can transform the appeal of a campaign ad and attract new clicks.
3. A/B test your copy and creative
Scaling a campaign is not only an opportunity to continue using it to generate more leads; it’s also an opportunity to gain useful knowledge. Your sample of performance data will be larger and more useful the longer your campaign runs, and the more audience members view and interact with it. You can also add many ad variations per target, which is the ideal approach to leverage this learning opportunity.
These differences need not be substantial; in fact, the most efficient approach to evaluate each variation is to make them as minimal as possible. After you’ve designed numerous variations, you must test their performance simultaneously. Employ A/B testing to evaluate hypotheses. Make tweaks when you begin to see results and optimise as your campaign grows.
The worlds and minds of buyers are in a constant state of flux, and as such, you must continue this approach perpetually. Monitoring these variances over days and weeks is the final critical component of successful scaling.
4. Analyse and optimise your campaign
As you scale your campaign, pay close attention to its past performance both before and after you extend your audience. Determine which days of the week and even times of the day your campaign works the best, and optimise your campaign’s schedule moving forward. Establish a daily budget and a lifetime budget. You can increase or decrease the daily budget in reaction to observed pacing patterns to enhance financial efficiency.
As with A/B testing, observing the impact of timing on your campaign is a fantastic learning opportunity. Optimise your present campaign to spend its budget during the most effective hours, and then emphasise the same scheduling in your subsequent campaign.
Even the most successful B2B campaign may not scale effectively, but adhering to these four steps will increase your chances of capitalising on your success.
