In an ever-changing digital landscape, success in business can often depend on what you do (or donâ€™t do) in terms of marketing your business online. Those who have seen and realized the value and full potential of digital marketing have transformed their marketing campaigns.
However, running a successful digital marketing campaign takes a lot of time and energy, not only during its implementation but also after its launch. By following the correct planning process to setting up and managing a campaign a business can more effectively create campaigns that build their brand and create a strong online presence for their products and services.
In this article we attempt to provide you with an effective planning process to setting up a profitable digital marketing campaign for your business.
Step 1: Review and learn from past campaigns
Before getting started on the planning for a new campaign, it is important to look at past mistakes and successes of your previous campaigns. If you can evade past mistakes and capitalize on your successes your new campaign has a greater chance of success.
Depending on your past results you might be required to reassess what resonates with your audience or do another competitor analysis â€“ finding out what content your competitors are focusing on and where they have found the most success.
Once you know all this, you can better understand what you can and should do in your next campaign.
Step 2: Consult your Business Goals
During the early stages of planning a campaign, it is important to think beyond digital or marketing, and look at your business goals. This will ensure that any success your campaigns achieve ultimately supports the progression towards your business goals.
Step 3: Formulate your campaign objectives
Once you have decided on a relevant business goal, you should transform this goal into one or more objectives that you can aim to achieve during your digital marketing campaign. It is important that your campaign objectives are SMART (Specific, Measurable, Achievable, Realistic and Time-Based). This will ensure that your campaign is easy to track and the results delivered are easily evaluated.
Step 4: Develop a campaign strategy
Now that you know which business goal(s) you are targeting with your campaign and what the objectives of your campaign are. The focus of your planning turns to the execution. Addressing the important question: â€œHow am I going to achieve my campaign objectives?â€. This is where you start to formulate your strategy. Your strategy is the action plan and approach that highlights the operational elements of your campaign.
A good strategy should take the following elements into consideration:
Time-line/Action plan â€“ outlining how and when your digital marketing activities will be carried out.
Campaign objectives â€“ to help you measure your campaign’s success.
Key messages â€“ these are the most important messages that you wish to convey to your target audience (tone and voice, target keywords & calls-to-action)
Marketing budget â€“ setting your marketing budget will determine which channels will result in a higher return on investment (ROI).
Channel selection â€“ explaining which digital marketing channels you will use to deliver your key messages to your target audience (e.g. email marketing, social media and pay per click (PPC) marketing)
Campaign assets â€“ this is the content (mostly text and images) that you will use across your selected marketing channels.
Marketing measurement â€“ a plan detailing the measurement metrics that you will use to evaluate the success of your campaign.
Step 5: Formulate and finalise your marketing measurement plan
At this stage you should have a clear idea of what you anticipate your campaign to achieve and how you are going to go about doing it. The real value of running a campaign is the results it delivers, good or bad, it provides valuable insights that will contribute to the improvement of your efforts in the future.
To formulate an effective measurement plan you must determine two things:
What do you constitute as a success? (Your measurement metrics)
How are you going to measure them? (Your measurement platforms â€“ typically depending on the marketing channels that you select)
From the moment that you press the go button you want to be collecting valuable campaign data.
Step 6: Launch your campaign
It is time for the final step of the process: launching your campaign. It is important to remember that the launch is far from being the end of the work, it is in fact just beginning. Continuous evaluation and incremental improvements are key throughout the life of your campaign. Using the data that comes in to guide your incremental improvements you will maximise your campaign return on investment (ROI) and further your progress towards achieving your business goals.
There is no such thing as the perfect marketing campaign. But as long as youâ€™re doing the right planning and collecting the right metrics you will always be improving.
We hope you remember that weâ€™re always here to help! No matter what step you are in your online journey, we can help you plan, optimise and manage all your marketing efforts â€“ ensuring that your business objectives are met through prioritised digital focus.
Give us a call 🙂
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