A digital marketing campaign is no longer a nice to have; it is a necessity.
A digital marketing campaign provides direction for your overall business strategy and helps you to compete for your market share. By having a succinct online value proposition, you can reach more customers and grow your presence. So, with a digital marketing campaign being a must-have for your organisation, how can your plan and create your campaign with ease?
Here we show you the seven simple steps you need to take to plan an effective digital marketing campaign.
Seven Steps For A Digital Marketing Campaign
Step One: Objectives
You cannot start a campaign, without having a goal in mind for what you want to achieve. It is wise to follow a SMART strategy for creating your objectives. Making them Specific, Measurable, Achievable, Relevant and Time-focused. With objectives, you can be as ambitious or as practical as you like, but knowing what you want to achieve will help you to prepare your budget and gives your digital marketing campaign a journey of how to get there.
Step Two: Know Your Processes
Without knowing your sales funnel and customer interaction points, you will not be able to target and nurture leads with the right content at the right time. Taking time to examine the process, the interactions and the journey for leads can help you to work out where your digital marketing will be most effective and what individual stages need focus for your digital marketing campaign.
Working out where your content is most effective and where it isn’t hitting the mark is useful, not just for this campaign but for campaigns in the future too.
Step Three: Collate Resources
Make your campaign much easier and cheaper by utilising the information already at your disposal. Having branding guides, previous digital marketing content, brochures and documents can all serve to help your digital marketing campaign. Once collated, work out how they can benefit your campaign and to ensure that you extract all the possible value out of your current information to save money and make your campaign smoother to run.
Step Four: Reinforce Your USP
When setting up your business, it is likely that you identified your unique selling point. However, as the business progresses and work gets in the way, you may have lost sight of what makes your business different. However, in order to make a digital marketing campaign a success, you need to reinforce your USP and why your customers should buy from you.
Make sure you’re clear of your proposition so that it can shine throughout your campaign and all of your digital marketing content.
Step Five: Measure Your Success
Measuring your success through key performance indicators is vital for you to determine what is working well in your campaign and what you need to improve. Without measures, you will not know where to focus your budget or attention, and this could result in a waste of time, money and effort with a poorly performing marketing strategy.
With KPIs in place, you can tailor and tweak your campaign as you go, ensuring that you maximise your investment.
Step Six: Content Calendar
A major aspect of your digital marketing campaign will be your content. Furthermore, content is not a one-off job in your campaign, it will require constant commitment.
A key aspect of your campaign will be to produce content on an ongoing basis. To keep on track of your content and to ensure it remains sustainable, a content calendar can prove to be invaluable. This way you will be able to outsource, budget and allocate staff accordingly.
Remember, as your audience grows, content requirements will too, it may be helpful to come up with a complete content strategy to make sure you can always commit to your content and don’t leave it to fall behind.
Step Seven: Understand Your Buyers
Not all of your buyers, leads and audience will fall under the same category. There will be groups and segments within your audience, and you’ll want to make sure that all of your audience is catered for. Creating buyer personas can be invaluable in determining which digital marketing approaches to follow and tactics to include. With each buyer persona, you can then develop specific strategies to suit each segment.
Buyers personas can considerably improve your content marketing, helping to give the right voice that your leads will be receptive to which will hopefully help you to drive conversions.