Creating a Successful Marketing Campaign
When it comes to successful marketing there isn’t a simple one step process to getting it right (that would make our jobs a little too easy). It is more of a staircased journey to bring together each of the layers that create the final product. Lucky for us - we love a good adventure!
This guide we have put together for you breaks down the process in easy to follow steps that can provide you with a bit more insight in following that journey. Get a solid handle on your next marketing campaign via these TEN key questions.
1. What’s the purpose and intent of your campaign?
- Promote a new product
- Boost user engagement
- Gather feedback on content
- Advertise an upcoming brand
- Generate revenue
2. Then narrow this down by turning the broader vision and purpose into a SMART goal.
Specific
Measurable
Attainable
Relevant
Timely
3. How will you measure your campaign?
If your campaign has a multitude of marketing efforts, defining how you’ll measure your campaign on each and discovering their KPIs (Key Performance Indicators) gives you a clearer understanding of your market for future developments.
KPIs could be engagements on social media, profile tags, email open rates, blog views, click throughs and shares, it all depends on your medium.
4. Who are you targeting?
Knowing your target audience for any campaign is key. Your overall marketing message is dependent on which stage of the Buyers Journey your audience is experiencing. Are they in the Awareness, Consideration or Decision stage?
To truly identify your audience, it’s key to pinpoint their interest and pain points by creating a persona of your ideal customer.
5. What is the concept of your campaign?
Great campaigns keep with the same creative and visual themes of the brand yet have their own identity, mission and vision.
Creating your campaign assets can be time consuming and require specific skill sets to achieve an effective result. This is where opting for a creative agency comes in handy!
A creative agency will use their experience to know exactly what the best media forms are to distribute your campaign!
6. How will you reach your audience?
Deciding what type of marketing you will use depends on a budget, brand engagement, and audience preference.
In various distribution models, the PESO model breaks down the distribution into
Paid,
Earned,
Shared, and
Owned.
| Paid | Earned | Shared | Owned |
|---|---|---|---|
| Pay per click | PR Outreach | Socials | Your blog |
| Native Advertising | Outreach to extended networks | Forums | Your website |
| Display ads | Providing exclusives to publications and influencers | Referrals | Newsletters |
| Re-marketing | Word of mouth | Email campaigns | |
| Sponsorship | Social profiles | ||
| Paid influencers |
7. How and when will you publish?
Establishing a timeline allows you to visualise your goal and see where and when to evenly disperse your marketing assets on your chosen media channels. Physically seeing what and when to post each piece of content keeps the campaign consistent and clear.
Scheduling tools like Planoly and Mailchimp help to manage and post your materials while barely lifting a finger!
8. How will your marketing drive the desired action?
You can use conversion assets like Calls to Action (CTAs), Landing pages and Lead forms to drive your actions.
- CTA is a clear direction that clues your audience into an action - a necessity for the success of a campaign. the main point of a CTA s the inspire action.
- Landing Pages give your audience a home to visit and learn about your campaign and why they should be involved. It should be filled with benefits and reiterate your CTA. The best converting landing pages have multiple marketing assets like videos, copy, and images embedded.
- Lead Forms are web forms used to gain information about a site visitor that can be used in future campaigns and promotions.
9. What metrics can you monitor?
Depending on your marketing channel there are different aspects to watch to measure effectiveness.
| Lead Magnet | Display Ads | Direct Mail and Email Metrics |
|---|---|---|
| Opt in rate | Cost per thousand metrics | Bounce rate |
| Follow-up email open rate | Conversion rate | Conversion rate |
| Social Media (Paid) | Social Media (Organic) | Content / SEO Metrics |
|---|---|---|
| Cost per click | Engagements (likes, comments, shares) | Time on page |
| Cost per conversion | Follows | Page scroll depth |
10. How will you know if your campaign worked?
Did you reach your SMART goal? If so, fantastic! Your campaign worked a treat.
If you didn’t it can still be considered a success. Any boost in engagements, upsells, followings, is positive as this builds on brand equity.
Sticking to your goal through the entire process is key to ensuring the success of any marketing campaign.
If you’re still feeling a bit overwhelmed by it all, fear not! Contact us today at hey@wildandfree.com.au and find out how we can work on your marketing campaign while you focus on the bigger things, like running your business!
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Wild & Free Media acknowledges the culture and creativity of the traditional owners of the Country on which we live and work, the Awabakal people and Nation. We recognise their continuing connection to the land, water and culture, and support their invaluable knowledge. We pay our respect to the Elders past, present and emerging.