Planning & Executing A Successful Marketing Campaign
What is a marketing campaign?
A marketing campaign is a series of activities interacting with the market to communicate a key message. It does not have to be commercial, it can also be creating awareness about something you are passionate about.
The purpose is to create a design plan. It should be designed to achieve a certain goal such as retention, business growth and sales. You need to curate the right ideas, message, image and content to be used in the campaign matching your goals.
Examples of types of Marketing Goals
Email, search, banners and other online marketing.
Trade shows and events
Print, radio and other traditional media.
PLANNING AND DESIGN
Identify Your Goals
Setting goals that are in line with the objectives you are trying to achieve is very important, for example, your goal could be to increase sales or attract new customers. When you are doing this it’s important to also create a digital brand awareness make sure you are consistent in showing what your brand is about on all your platforms so that when you start running a campaign new customers can quickly engage.
Define Your Target Audience
These are some of the things that will help you clearly pinpoint who your target audience is and it’s going to save you money and time since you’ll be able to reach an audience that align with the goals you have set. Make sure you decide;
- The best channels to reach them
- The best location and time to reach them
- The right media types to get their attention
- What level of technology and device your audience is using
IMPLEMENTATION AND TESTING
Before The Campaign
Plan your budget
When you are creating the campaign you have to have a budget in mind. You have to determine how much you want to spend to create the contents that you need for the campaign itself. Create a budget plan on spending for everything and this will enable you better execute the campaign with the materials needed and not overspend.
Choose the media/channel to use
This will be very easy to do since you have defined your target audience and found out where they mostly engage with your content. It could be physical, through social media platforms or blogs and articles. With this information, you will be able to choose the channels you feel you will get the best results out of.
Focus on what you want to communicate
There are many ways to put your message across. There are many types of campaigns you can choose from. Make sure when you have decided to do a campaign like creating Advertisements what specific information are you sharing with your audience. It could be to inform them of your products or services or let them know that you have a sale or offers. This is inter-linked with the goals you have set for this campaign.
Create timelines for the campaign
You need to be very keen to know how long you are running the campaign. It could be weeks or months; this information will enable you ahead in terms of having a strategy to ensure that all your targets are met within this period. It will also enable you to remember when you need to stop the campaign for instance running an Ad or pulling down a billboard.
Create the contents for the campaign
This is the most important step to ensure that your campaign goes smoothly. If you are creating images, videos, banners, emails, SMS, or even a billboard it’s important that your ideas are visually captivating and the audience can clearly get the message you are trying to communicate and it’s not misinterpreted in any way or another. The content should be something new and creative and especially videos need to tell a story that the audience will relate to and connect with your brand.
Get quotation and approvals
Lastly, you need to get quotations if you are outsourcing services from a third party for your campaigns. This will enable you to ensure you are sticking to your budget and leave an area for negotiations. Approvals are also very important if you are creating a campaign for another brand or you are working in an organization that requires someone else to sign off on it. Get this done before you launch the campaign
During The Campaign
When you want to launch the campaign, make sure you communicate with other team members and inform them of everything they need to know about the campaign, send out emails and SMS in your database to ensure all previous and existing clients know about the campaign and if you have a website you can create a landing page and a call to action for easy inquiries or feedback. Monitoring is also very important at this stage, make sure you can gather information easily just after you launch the campaign and constantly find ways to better the customer experience.
After The Campaign
After the campaign period is over you have to evaluate the metrics and the KPIs by doing analytics and statistics of how the campaign performed, make sure you go into details of every specific area. Create a report of what worked and what didn’t to determine if the objectives for the campaign were met. The final thing is to ensure that you remove or replace everything that was changed to accommodate the campaign like the landing page on the website, e-signatures or headers on social media pages. A thing to note is to draw a final report that is very detailed and contains all the KPIs so that you can always go back and review for improvement on the next one. Metrics that can be used include;
- Return on Investment (ROI)
- Lead generation
- Intent to purchase
Examples of Technologies to help you plan, implement and analyze your campaigns
Google Search Console
WordPress Site Or Website
Email (Mail Chimp, Sendmail )
Talklift (Chatbot, Sms)
Need guidance? Use this Marketing Campaign Template (steps to follow) for your planning and if you need further help, book a one-on-one free 30-min consultation with our marketing expert, Reema Doshi-Lewis. Let’s do this!