Day 19: Campaigns
Today’s content was brought to you by Lydia
Lydia has over 10 years of experience in marketing for SME’s across a variety of different industries including construction, e-commerce, automotive and hospitality.
Marketing campaigns are organised, strategised efforts to promote a specific company goal, such as raising awareness of a new product or capturing customer feedback. They typically aim to reach consumers in a variety of ways and involve a combination of media, including but not limited to email, print advertising, pay-per-click, and social media.
1. Set a purpose and goal for your campaign.
Let’s start simple. Why are you running this campaign? What would you like your campaign to accomplish for your business?
If you’re having trouble defining your campaign purpose, start broad.
Take a look at the goals below. Which one is most aligned with your own?
- Promote a new product or service
- Increase brand awareness
- Gather customer feedback or content
- Drive leads
- Generate revenue
- Boost user engagement
- Advertise an upcoming event
There are so many more you could choose…
2. Establish how you’ll measure your campaign
This will look different for everyone depending on the channels you’re leveraging and your end goal.
You might measure email open rates, new Facebook Page likes, product pre-orders, or a combination. These answers will depend on your overarching campaign goal. Here are a few examples of metrics based on the campaign goals mentioned above.
For promoting a new product or service: Pre-orders, sales, upsells
For increasing brand awareness: Sentiment, social mentions, press mentions
For gathering customer feedback or content: Social mentions, engagement
For generating revenue: Leads, sales, upsells
For boosting user engagement: Blog shares, social shares, email interactions
For advertising an upcoming event: Ticket sales, vendor or entertainment bookings, social mentions
3. Define your target audience
Who will you be targeting with your campaign? This is make or break. Don’t target everyone else your content will fail you and your results will be poor. The more targeted you are the more likely it is to perform well.
4. Decide your concept
Pick a theme and stick to it. This will be what makes your content stand out from the rest of your content and other businesses. This will be the bit that takes the time and effort to implement.
5. Choose your channels
This will depend on your audience preference, budget, and brand engagement levels, among other factors. Take a look at the current media channels you use to promote your company. Which ones perform the best? Which ones allow you to pay for advertisements? Which ones have the best engagement? Most importantly, where are your customers hanging out?
6. Set out a timeline for your campaign:
Visually map out your marketing campaign.
First, establish a deadline for your campaign. Now decide when, how, and how often you’ll promote it.
How to do this:
Build a general campaign timeline, then mark your campaign start date and deadline on a calendar.
Take a look at your marketing assets and chosen promotional marketing channels and work backward from the campaign launch date.
Based on your resources, how often can you afford to post and promote your campaign content? With this information, create a promotional calendar for each marketing channel.
Decide how often you’ll do your activities for each channel and map out your scheduled posts, emails, etc. on your calendar.
Is your campaign doing what you want/need it to? How can you adapt it to work better for your goals?