The famous Nike tag line “Just Do It” does not apply to digital marketing. Which is why I want to show you how to create a successful marketing campaign in 7 simple steps.
Whatever the size of your business, marketing it online, or anywhere for that matter, will only be effective if you have a strategy.
Posting every day on social media, writing 10 blog posts a week or placing an ad here and there isn’t a strategy unless you have defined goals and a way of measuring them.
Just ‘doing it’ can lead to big productivity problems. You can get stuck on the treadmill of marketing doom, where you’re constantly on the go, but your not actually getting anywhere.
A Marketing Campaign will provide you with that strategy. It will create a framework with actionable steps over a specific period of time.
Creating marketing campaign doesn’t have to be hard job either. I can show you how to do it in 7 simple steps:
Create a Successful Marketing Campaign in 7 Steps
1. Campaign Idea
This needs to be a brief summary of your marketing agenda. Are you launching a new product, selling tickets to an event or trying to drive traffic to your website?
Once you have your end goal, think of the creative concept you’ll use to achieve it.
If your launching a new product, the focus of your marketing campaign could be around educating your audience on the making of that product.
2. Campaign Audience
With the focus of your campaign being around the making of your new product in mind, now you need to think who your going to to target with that idea.
This will set the tone for every piece of content you create. Consider your demographic and if there are segments or audience types within that demographic.
Audience type 1 – Professional women between 25 and 35 in full time employment
This particular audience type may find the most value in the uniqueness of the product. To create a talking point that will reflect positively on them and their individual status.
Audience Type 2 – Part-time working mums with a young family of 0-10 year olds
This particular audience type may find the most value in the quality of the materials and longevity of the product to emphasise the value for money.
You can tweak your campaign content to suite each one of your audience types. Or you can plan your campaign around a specific audience type as your concept. Either way works, but it’s important you know who your going to target.
3. Resource and Budget
Now we’re getting into the meaty bits or your campaign. This is where you need set a budget for any paid for ads and even for your time spent on creating and distributing content.
Think about the most effective ways to deliver your marketing messages and whether you have the skills to do them in the time frame you set.
Consider outsourcing elements if you don’t have the time or skills to do them yourself. And be as creative with this as you can. You could do a skills trade off to keep costs down.
4. Measure Your Goals
Measuring your goals is what it’s all about. Your campaign would be meaningless if you couldn’t measure its success.
This is where you need you need to set yourself Key Performance Indicators (KPI’s) against your marketing activity . Which sounds complicated, but it’s really just marketing jargon for a figure or quantity that represents the outcome of a single activity.
Measurable KPI’s for educating your audience on the making of your new product could be:
- The number of people that viewed your social media video on the making of your new product
- The number of people the read your blog article on the making of your new product
- The number of people that clicked through to that product page from either your blog post or video
Give yourself a target to aim for so you can check in with your KPI’s and make sure your campaign is on track. It’s a good idea to benchmark these figures against your previous marketing efforts too.
5. Added Value
Think about what your target audience is going to gain from your campaign?
What you don’t want to do is just shout about your new product. You need to add value.
Sticking with the showing the making of your new product theme, the added value could be introducing your audience to the people that make it. Why they are the best people at making this particular product.
6. Select a Channel
The type or medium of content your going to use in your campaign will determine the channels to feature it on.
Also it’s worth thinking about potential collaborations. Could your content be featured on a website or publication with a similar target audience and complimentary subject matter.
Consider where your audience are most likely to interact with your marketing campaign.
If your using money off vouchers for example. A personal email with the vouchers attached would make your customer feel more valued, than if it was just featured n a Facebook post.
7. Campaign Timeline
When you start a new campaign you need to have a clear time frame mapped out. This will help to plan and schedule every peace of content that needs to go out.
A rigid timeline will keep your campaign focused. You’ll know exactly what and when you need to action something. Having a set day for the release of every peace of content also means you can schedule it ahead of time.
With this simple 7 step campaign framework, your marketing will become more efficient and in turn more successful.
Time to get to work.