Every business needs marketing campaigns to acquire new customers and retain existing ones. Campaigns provide a vehicle to achieve your overall business strategy.
By having a succinct online value proposition, you can reach more customers and grow your presence. Not having a set process for planning and executing your marketing campaigns is a very very bad idea.
You have no way to consistently approach your campaigns to make sure they deliver the same impact for your brand every single time you launch a new marketing programme.
Following a simple 7 step plan can be the difference between successful digital marketing campaigns and disappointing results from your digital strategy.
Step One – Objectives
You can’t start a campaign without having a goal in mind for what you want to achieve. 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 to follow 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.
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 you already have. 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 to ensure that you extract all the possible value out of your current information to save money and make your campaign run smoother.
Step Four – Reinforce Your USP
When setting up your business, it is likely that you identified your unique selling point. 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 on 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 won’t know where to focus your budget or attention, resulting in wasted time, money and effort and 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. Content isn’t 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 your content on track and to ensure it remains sustainable, use a content calendar. This will allow you to outsource, budget and allocate time better.
Remember, as your audience grows, content requirements will too. So 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 they are all catered for. Creating buyer personas for these groups and segments can be invaluable in determining which digital marketing approaches to follow and tactics to include. You can then develop specific strategies to suit each buyer persona.
Getting started on your digital marketing campaigns
If you’ve followed this process you’re on your way to running a successful campaign. By taking an objective and resources approach to your planning, you’re able to set yourself up for success. Without forward planning you’re running into campaigns blind.
Once you’ve got a set process for planning your digital marketing campaigns, you will be able to replicate them each time you’re ready to embark on a new product launch or new communications strategy.