Lauren Manecke, Branded Content & Social Media Strategist
Marketing is more than just promoting and selling one’s products or services; it’s about how
you promote and sell those things to end up with the results you want. But what exactly does it take to get those results? The answer: a marketing campaign – a defined, strategic initiative to achieve a specific marketing goal.
We’ve broken down the marketing campaign into six crucial steps to get you started:
Understand Your Marketing Plan
When looking at your marketing plan, focus on which objective you’re trying to accomplish. Once you identify your objective, determine which audience(s) align with the specific marketing objective that’s being targeted with your campaign. From there, you can develop campaign-level goals to help support the overall organizational goals.
Find a Way to Measure Success
This is extremely important. Why go to all the work of creating a marketing campaign if you aren’t even sure what success looks like? A helpful tip for measuring your results is to look at what you wanted to achieve in your initial marketing objective. By setting specific, measurable markers of success, you will know with certainty whether your campaign succeeded or not. And more importantly, you will have a better understanding of what you should or shouldn’t do on your next marketing campaign. One of the easiest ways to measure your marketing efforts is by using Google Analytics.
Set a Budget
The dreaded word – budget. Knowing how much money you can spend on your campaign is essential to its success. Although it would be nice to have a budget as large as the Super Bowl ads, it’s not practical. Take a look at who you chose for your audience from step one and what the most effective way to reach them is. Once you get an idea of where your audience is, you can start creating a budget.
Lay Out Your Plan
Although this may seem like a tedious process, it’s something that you’ll thank yourself later for doing. Write down what you’re going to do and when. It doesn’t need to be elaborate, but it needs to be done. When the time comes to execute your plan, you’ll know exactly what you’re doing – which will make your life a lot easier!
You have your plan, now it’s time to follow through with it. Take the steps one by one, and leave yourself enough time to get everything proofed and ready to be published.
Measure Your Results
This is when you get to see how well your hard work paid off. Be sure to really dive into what your analytics mean and then write them down in a brief summary report. This way, you’ll have them for next time if you are doing a similar campaign.
By having a marketing campaign, you are already one step ahead of your competitors who may approach marketing like throwing darts. Through proper planning and thorough execution, your marketing campaign should show a return in no time.