Whether you are a small, medium, or large business, you must know how to plan, create, and execute a successful marketing campaign. This article will present some critical elements of a successful marketing campaign that will ensure your message, product, or service reaches its intended audience.
Set a Purpose And a Goal For Your Campaign, as Well as How You Will Measure Its Success
The first logical question is why you are running this campaign and what you want your campaign to accomplish for your business. However, to understand your goals and purpose in greater detail, begin brainstorming on a broader level and see if some of the general goals align with yours.
The majority of them are designed to promote a new product or service, raise brand awareness, or generate leads. However, some are designed to collect customer feedback or content, generate revenue, increase user engagement, or advertise an upcoming event.
Whatever it is, figure it out and write a clear sentence that will serve as your starting point and where you will define the purpose and goal of the campaign.
The second step is to decide how you will measure the success of your marketing campaign. You might want to track email open rates, product pre-orders, new Facebook Page likes, or a combination of these metrics.
Here are a few examples of metrics based on campaign objectives:
- Pre-orders, upsells, and sales are all ways to promote a new product or service
- To raise brand awareness, consider sentiment, press mentions, and social mentions
- Blog shares, email interactions, and social shares can all be used to increase user engagement
- Leads, upsells, and sales are all ways to generate revenue
- To collect feedback from customers or content — engagement and social mentions
- To publicize an upcoming event — ticket sales, social media mentions, entertainment bookings, or vendor bookings
Define Your Campaign’s KPIs And How You’ll Measure It Across Each Medium
Suppose you are running a user-generated content campaign across social media, a blog, and email, for example. In that case, the first thing to define is key performance indicators (KPIs) for each medium, which could look something like:
- Instagram engagements and profile tags (comments and likes)
- Open and click-through rates for emails
- Views on blogs, social shares, and click-throughs
Following that, you should define your primary campaign KPI for each medium, such as Instagram branded hashtag mentions.
Take into account that creating fantastic digital marketing KPIs is possible! However, for this to occur, everyone involved in the marketing process must have a specific, measurable, achievable, and time-bound agenda. Your KPIs will become smarter and more relevant as a result.
Remember Your Existing Clients While Introducing New Concepts
While increasing your exposure and customer base is great, don’t forget about the customers you already have. It is easier to sell to a returning customer than acquire a new one. Provide excellent customer service and rely on traditional email marketing to maintain the relationship. You can broaden your customer base more holistically by providing discounts for referrals. Also, consider using social media as a channel for customer service.
Developing a marketing campaign strategy does not have to be your sole idea. Don’t be afraid to solicit feedback from key stakeholders such as sales or product managers. The entire team is invested in the venture’s success. In addition, by making their voices heard, they will be more likely to support their ideas in the future.
Finally, Run Your Campaign
The amount of time it will take you to get there is determined by several factors, including not only your goals and strategic moves but also your budget.
Still, it is up to you to try to predict the campaign’s results and timing. Setting a clear start and end date is important for performance measurement and proper budget and resource allocation. It could be a few weeks, months, or longer.
So don’t put it off too long; just do it! And best of luck with it. In the meantime, continue to learn new things.
