To commence a digital marketing campaign you have to look towards something or something’s in specific. Its either you are trying to acquire new customers or to create brand awareness or for specific events or products that relates to your brand. Whatever your reasons are, it is pertinent that your campaign be tailored towards achieving specific goals.
To ensure that the goals for your campaign are met you have to consider and make use of the following tips:
- Set you goals
This is how to go about it; take a deep breath and decide on what you really want to achieve with your digital marketing campaign. This will help you understand how and who to target. Your campaign goals could probably be tailored towards: lead generation, traffic, brand awareness, conversion or customer engagement, market share growth etc. The long and short is to determine the purpose of that campaign and ensure your goals are SMART.
SPECIFIC: clearly defined goals
MEASURABLE: the goals should be quantifiable and appropriate key performance indicators should be determined as well.
ACHIEVABLE: your goals should be reasonable and realizable. It should not be hopeless and unrealistic.
RELEVANT: your marketing goals should be relevant to your overall business goals and to your sales and marketing plan.
TIMELY: your goals should be achievable within a reasonable time period.
- Pick your target audience
Before you can choose the what and where of your marketing campaign, you need to determine the who – your target audience, and the how – where you will reach them. The best way to reach these distinct audiences is to understand their unique challenges and how you can solve them. This will make your message more focused and will result in a better performing digital marketing campaign. You’re not trying to talk to everyone– you’re trying to talk to the right people.
- Determine your offer/concepts
Depending on the campaign, your offer could be a piece of content, a free webinar, a free trial or something that attracts those looking to buy to your brand. These offers need to resonate with where your buyers are in the buying journey so that you get their attention. Your offer needs to communicate your unique selling point immediately and clearly. The USP of your offer is what grabs the attention of a potential customer or audience, and you have approximately 5 seconds to convince them. Be sure to align your offer with something you know your target buyer needs.
- Choose your timing
Depending on your offer and your target audience, the timing of your campaigns can make all the difference. Also, you need to make sure your campaign time frame is realistic. If you launch a last-minute campaign for dates in the very near future, this is less likely to scale volume as your audience has less notice and it will appeal to a much smaller audience.
- Determine your budget
Agreeing on your marketing budget is a fundamental aspect of your campaign set up. Once your budget has been confirmed, you can identify the potential platforms where this budget can be spent, as well as determining the scale of the campaign. Define your overall digital marketing budget. Look at the historical data of what has worked before (for example, have any specific channels brought you quality leads at a low cost?)
- Identify your channel
This is where the campaign starts to get exciting and creativity can set in. Using your allocated budget and keeping in mind both your target audience and offer, you need to decide which platforms you are going to use to promote your campaign. Your media channels include: websites, social media, email, mobile, search engines, video.
The channels you choose will be different depending on your business, target audience and goals.
- Create your optimized marketing landing page
you need to create a specific landing page for each campaign that removes distractions so your visitor can focus on what you want them to do. Make sure your landing page aligns with the ad in both content and design so that your visitor makes the connection and feels compelled to sign up for your offer. Your landing page needs to: overcome objections, build trust, provide proof, clearly lead the visitor to your call to action.
Try not to confuse your visitor with too many options, detailed forms or links that can cause the visitor to move away from the landing page.
- Launch you campaign
Take a step back and make sure that everything looks and works how it should and ask yourself, ‘does all this make sense? Also, you need to make sure that all relevant tracking has been set up. From the day you launch your digital marketing campaign, you can tweak and optimize adverts until you get them right.
- Report and measure your success
While your marketing campaign’s running, it’s important that you check the daily performance and keep a note of what’s working for you. The benefit of digital marketing is that it can be monitored and changed in real time. Once your digital marketing campaign has ended, make sure you prepare a report on how each platform performed.