Business and their competitors are always on the move to get the consumers to take certain actions, such as making an order or signing up. But why is a marketing campaign crucial? First, you need to market the product or service; to market your product or service, you will need a marketing campaign.
How do you create a successful business strategy with many tasks at hand? Here is the ultimate guide to a marketing campaign. But first, take a look at what is a marketing campaign.
What Is a Marketing Campaign?
A marketing campaign promotes services or products through several media platforms such as radio, TV, Print, and other online platforms. A marketing campaign does not entirely rely on advertising as it can include video conferencing, demonstrations, and other techniques. Companies in highly competitive niches could initiate and periodically launch marketing designs and dedicate vast resources to making sales and promoting brand awareness.
A marketing campaign can be formulated with diverse perspectives, for instance, launching a new product, building a brand image, boosting the sale of a pre-existing product, and even cutting down on negative brand perception. A successful marketing campaign can also determine what needs to be done and the most important items for achieving a marketing goal to a specific target market.
Different Types of Marketing Campaign Activities
There are numerous ways to promote products and services to customers. For instance, you can send brochures about your new product or service. For a company with a bigger budget, a paid advertisement could be a better option as it reaches a broader audience.
No matter the business size, it is crucial that you have a special team or person to be designated to work on the campaign designs and measure the traffic it generates. To increase website visitors, you need to periodically update old and write new content to ensure that you keep attracting new visitors to your website. For example, if you have a damaged reputation, you can use a marketing campaign to change the company’s reputation.
Components of a marketing campaign
There are several parts involved in a marketing campaign. They include:
KPIs and Goals
KPIs are Key Performance Indicators. These components explain the main objective of your online marketing campaign and classify them into smaller metrics that can be used to know the progress of your marketing campaign. For instance, when running a Facebook ad, or marketing campaign, one can measure the conversion of each Ad against the amount of money spent on running the Ad.
You could target a 50% return on investments, and a KPI will help you tell how you are achieving that goal.
Channels
Where will the media and massage be shared? For instance, if you are running a digital marketing campaign, will you go for Facebook, Twitter, or Instagram, or will you go for both? Where is your target audience located, and where are you most likely to succeed?
Budget
A budget is crucial when determining the type of marketing campaign to adopt. You will need to think about the human resources costs, advertising costs, and other costs in the ROI analysis of the marketing campaign.
Media format
What will be the type of format that you will be using in your digital marketing campaign? But usually, you should use various types of content formats; for instance, you can use photos, videos, and guest posts, among others.
Marketing campaign team
Who is your online marketing campaigning team? Who are you deepening on to get your marketing campaign to the next level? Dedicate each person to a specific part of the marketing campaign, from content writing or design. You will need an expert in each field.
Creatives
You need creative assets to complement a fantastic marketing campaign. Everything in your marketing campaign needs to be acoustic. Form a world-class video, nice photos, or a perfect website design. All these factors will play a crucial part in the success of your marketing campaign.
Difference between Marketing Campaigns and Advertising Campaigns
A marketing campaign aims at building or promoting brand awareness and intensity to get the customers to make the desired actions, such as signing up or making an order. On the contrary, advertising campaigns aim at building convincing messages around several goals.
When it comes to matters campaigns, advertising campaigns are just a part of a whole marketing campaign. Here is a good integrated marketing campaign example, when Adidas is launching a new sneaker line. Advertising the sneakers should only be one piece of their marketing campaign. Adidas could also incorporate other types of marketing strategies, for example, social media marketing.
At this point, you understand the difference between marketing and advertising campaigns.
How to Create a Successful Marketing Campaign
Developing a marketing campaign is an uphill task, but creating a successful marketing campaign is quite easier. When you start creating what your target audience will consume, you need to remember your end goal. This section will teach you how to create a successful marketing campaign.
Plan Your Marketing Campaign
Failing to plan is planning to fail. A planning stage is crucial to if you will succeed in your marketing campaign. You can easily measure your success and shortcomings in your marketing campaign ideas.
Define your goal and purpose of your campaigning
This is quite obvious. What is your main goal in running a marketing campaign? What do you intend to achieve or accomplish at the end of the campaign? Some of the marketing campaigns goals can be:
- Promote a new service or produce
- Get leads
- Advertise An upcoming webinar, seminar, or event
- Get customer feedback
- Boost brand awareness
- Bolster user engagements
The list above is roughly what a list of marketing goals should look like.
Your marketing campaign goals need to be SMART as in S(specific), M(measurable), A (attainable), R(relevant), and T(timely). For example, if your online marketing campaign is to advertise an upcoming seminar or webinar. Here is a digital marketing campaign goals example:
“The objective of this marketing campaign is to advertise an upcoming webinar; I plan on getting 300 people to attend my digital marketing webinar via email by the end of November 15th.”
This goal is specific (advertise an upcoming webinar), measurable (300 people), Attainable (through email marketing), relevant (digital marketing webinar), and timely (November 15th)
Determine how you’ll measure the marketing campaign
How you measure your marketing campaign will vary depending on your media channels. For example, you could use pore orders or check Instagram and Facebook likes. Some of the metrics you can use include:
For our example above of getting people to sign up for your webinar, you can check the bookings, sign-ups, and social media mentions. If your online marketing campaign embraces multiple marketing channels, you should set up a specific method of determining each marketing campaign.
For email marketing, you can check the click-through rate of your emails. But first, ensure that you establish the KPI of each medium. In the aforementioned case, a KPI for email marketing could be the click-through rate of your email. The click-through rate will inform you how close you are to attaining your end goal.
When deciding how to measure your digital marketing campaign, you should set up some checkpoints along the process. If you want 300 people to sign up for your webinar, you could set up notifications at 50, 100, or 200 to measure how you are progressing with your marketing campaign. That will help keep you motivated and also show that your efforts are boring fruits.
Identify the target audience
The essence of identifying a target market should never be overlooked. Choosing the wrong marketing content for the right marketing audience or having the appropriate content for the wrong audience will fail terribly. That is why you need to identify who you are targeting and create the appropriate content.
First, you need to understand the buying stage of a buyer’s journey and your intention before you start. Do you want to garner new clients, or do you want to regain the old clients? Your marketing campaign message will depend on the client’s awareness and consideration of the decision phase.
Your content will inevitably reach other people outside of your target audience, but you should always create content with your target audience in mind. Understand the pain points and interests of the clients. Understanding your target audience helps you write better content and other information that might come up in the marketing campaign. If you need to learn more about your target audience, you can do little research on your existing and potential customers. You can use the collected data to better your marketing campaign data.
Get the appropriate marketing campaign team
You need to have a vision, mission, and visual identity. A successful marketing campaign needs to be above average if you want to beat the competition. Your team needs to stay consistent while at the same time maintaining the brand voice.
You could opt for an in-house team or hire a marketing agency when developing a campaign marketing strategy team. You could hire freelancers or a special team for each marketing campaign component. For example, you can get a specific team for website marketing strategies.
But the better option is always to start with an in-house marketing campaign team and commence from there. An in-house team will speak your company’s language, and you can easily figure out what you need to do. But whatever method you use to select your team, ensure that it matches your campaign goals. This might take longer since choosing and selecting a marketing campaign team is difficult.
The next step is interacting with your audience and distributing your campaigns. List what your audience wants and how they will see it.
Choose your marketing channels
Once again, your marketing channel choice is determined by the budget, and target audience, among other factors. You should be up to date with the relevant media channels you will use to promote your content?
Which ones are most likely to gain the highest engagements? Which one are you willing to pay for? At what time are most of your customers available online?
Set a timeline
Setting a deadline for your marketing campaign will give you a better picture of how, when, and how many times you will promote the product. Picturing your marketing campaign will help you effectively share your content appropriately. You will also be able to tell where to input your maximum efforts. You can also use scheduling tools like Buffer to help schedule your constant sharing.
Set up success numbers and metrics
The fastest way to determine if you are meeting your SMART goals is by setting up the success metric and numbers. With the help of the success metric and numbers, you can dive into the provided and see why you excelled or failed.
For instance, if you want to get more people to sign up for the webinar than the previous, then an increase in the number of people who assigned up could indicate success. But there is a huge difference between the level of success.
A successful marketing campaign should give you substantial ROI. This means that the ROI should be worthwhile the time and effort you put into the marketing campaign. Setting a campaign goal can help you know if you are getting enough ROI or not. You should get enough return on your investment, and setting up success metrics will help you understand if your campaign is worthwhile.
What to do with the obtained data?
This final step will help you boost your marketing campaign’s impact effectively. Analyze your data and apply your data. The data will help you measure and check the marketing campaign results and get the directions and what you need to do with your data.
You will get a proper direction on marketing methods, creativity, and understanding of your audience and others.
Final Thoughts
A marketing campaign is quite intricate, but you are good to go with a marketing campaign plan. Whether you gained social media engagements, pre-order leads, and any other lead information, this should help you expand your marketing campaigns. But this is not the end of your marketing campaign. When you have gained this data, you can expand your marketing campaign as a whole.
If you need help developing a successful marketing campaign, our marketing experts can help you. Speak to our experts today.
