Marketing campaigns are the best opportunity to reach a wide range of audiences and can completely change the position of each brand in the competitive market.
Many people in the world when they hear the term “marketing campaign” immediately bring their favorite brands into their minds. The effect of marketing campaigns is long after our first purchase. Why?
Companies’ marketing campaigns are memorable, and by promoting and promoting a focused effort, consumers will be guided by their desired action. In addition, brands also have an identity, personality, and excitement.
Marketing campaigns can also have many benefits for your business. So far, we’ve shared with you the important tools and techniques of marketing campaigns in the various marketing and branding articles.
In this article, we have tried to gather a complete and concise guide to this area, which, by implementing it, has come to a successful approach to the company’s marketing goals.
What is a marketing campaign?
Marketing campaigns are an organized and strategic effort that promotes company specific goals such as increasing awareness of new products or recording customer feedback.
Marketing campaigns come in a variety of ways to reach customers, combining media, email, print ads, TV and radio advertisements, pay per click, and social media targeting.
And though Marketing campaigns do not cover all marketing efforts. In fact, the word “campaign set of operations designed to achieve specific goals” is defined.
As a result, politicians in the electoral campaigns and in military campaigns are campaigning in special campaigns.
The excellent marketing campaigns follow the tune-up and promote the centralized idea or purpose that we talk about in the remainder of the story.
For example, any Nike adverts you see are probably not part of a marketing campaign; but if you see the Nike Advertising Billboard Street and have posts on the Instagram that Nike supports, and get an email from Nike Inc. and find out. They all promote the same products, you’re surely seeing a marketing campaign.
The campaign is different from the marketing campaign because, as you know, advertising is a subset of marketing.
Marketing means the company is trying to increase awareness of the brand and encourage customers to buy.
While advertising is the process of creating convincing messages about marketing goals.
For campaigns, an advertising campaign may be part of a larger marketing campaign strategy.
For example, if Nike Campaign launches a campaign to introduce its new products, product promotion will be part of wider marketing efforts that will likely include other channels such as email and social media, and paid searches.
Therefore, campaigns are focused and intelligent marketing efforts that pursue a unique goal.
How to set up and manage a successful marketing campaign?
You might think that the design of the entire campaign is very complicated; however, each campaign follows a clear process; only if it is executed carefully and accurately.
Campaign planning is just as important as designing interesting items, such as creative advertising.
Before you create or build what your audience sees, you should think about something important: What do you want to do when your audience views your content, whether it’s heard or read?
In this section, we want to restructure the main format of the marketing campaign for you. Try answering the questions as detailed as possible so that you can develop a complete and successful approach to your next company campaign.
We emphasize that you do not miss or override any stage. The answer to your previous questions will guide your ideas and answers during the process.
Marketing Campaign Planning
Planning is one of the critical steps that affects your campaign’s performance and effectiveness.
A scheduling step determines how you measure the success of the campaign, and how you manage your team and campaign if things do not go as expected.
1 What is your main goal and medium-term goals for your campaign?
Simply put, why do you want to launch a marketing campaign? What service do you want to do with your business?
If you have difficulty setting goals, start with a wider scale. Browse the following goals and see which ones are most compatible with your company:
Promote a new product or service
Increased awareness of the brand
Collect feedback or customer content
Improve user participation
Upcoming event promotion
This list is not definitive, but it does at least provide you with an ideal idea of the overall business goals that are available with the help of marketing campaigns.
Once you have set the goal for the campaign, you must arrange it and rank it as SMART. SMART, ie the target should be specific, measurable, achievable, relevant, and timely.
Suppose we want to “gather feedback from audiences” as SMART. Instead of saying:
“The goal of our marketing campaign is to collect content and customer feedback,” said: “The goal of the marketing campaign is to collect user-generated content from over 100 clients through the Instagram-based eztgmark to clearly reflect our new production by …”.
2 How do you measure the campaign?
The answer to this question will be very different for different businesses. Your response may include “Expanded Mail Rates”, “Product Pre-orders,” “Membership on a Channel,” or many other options.
These options depend on the main goal of your marketing campaign. For the purposes mentioned in the previous step, we can consider the following metric:
Promote product or service: pre-sales and sales rates and customer surplus purchases
Increasing brand awareness:
Social reminders and press notes
Collect feedback or customer content: social holidays and participation
Income: Lide rates and sales and customer surplus purchases
Enhance user interaction: Share blogs and social media posts and email interactions
3 Who are you targeting?
Your degree of compatibility with the target audience and the failure or victory of any marketing or sales activity determines. Campaigns are no exception.
In the next step, you should identify the audience’s interests and points of interest. These questions will help you and the marketing team better understand the audience:
What are the general hobbies of our audience?
What magazines do they read? Which TV shows are watching?
How do you spend your free time?
What areas of our audience have a stronger online presence?
For what purposes use Instagram, Twitter and other social networks?
Interact active or just browsing online?
What content draws our audience’s attention?
They respond to direct sales messages, or they mostly enjoy humorous content?
Which cultural sources are better understood?
Which product or service or brand can solve them?
4 What is your campaign and how do you run your marketing?
At this point, you know why and how you set up the campaign and who you targeted.
Now we come to ourselves: marketing campaigns like the brand themselves have a vision and mission and virtual identity.
Excellent campaigns, both in terms of visual and creative, are considered to be the parent’s brand, though they retain their identity.
Businesses can use the internal team to run a marketing campaign. Some companies also prefer to split parts of the project, such as design and copy, into professional agencies or freelancers.
Of course, experts advise that depending on the specific business goals, let the internal team start the campaign and then move forward. You can use the help of advisers in the next steps.
For example, if your goal is to collect the production content of Instagram users, start with the company’s social media team because they know better what content on Instagram is more efficient and what your audience likes to see.
After consultation with the media team, you can delegate the campaign to yourself and, if necessary, outsource creative content segments. This is probably the longest stage of your campaign.
Distribution Marketing Campaign
At this point, everything is part of a campaign that is presented to the general public, for example, when and where your audience will see.
If you have completed all the previous steps, you will have all the answers that are distributed in your guide.
1 How do you reach the audience?
The answer to this question depends on the audience’s preferences and the amount of funding and levels of brand engagement. First check out which media channels you are currently using for corporate advertising.
Which of them are more productive?
What channels should you pay for? Which one has more interaction rates, and most importantly, where do your audiences spend their time?
Although multi-media use is recommended at the same time, you should not choose a new media that your business has not already been in contact with.
So, focus on the channels you’ve already done better. You can also use the PESO model to divide marketing channels into four groups:
Paid, Acquired, Shared and Private.
Start the campaign with two or three channels. Depending on the campaign’s goal, you can easily leave some of the specific channels open.
For example, when it comes to collecting user-generated content, print ads do not matter to you, but if you want to deliver a product in several different countries, you need to use more media to reach the widest audience.
Remember, you must match your marketing assets with the channels you have selected for the campaign.
You may need different images, videos, and articles for social media, email, print and the like.
Finally, if you do not decide to advertise in a media environment, there is always a way to optimize the campaign.
2 When and how do you publish the content?
At this point, you focus on scheduling. If you set a time limit for a marketing campaign, you’ll get a better idea of when and how and at what intervals you should upgrade. It’s better to start a general campaign timeline from the start.
In the calendar, mark the start date and campaign deadline. Then, take a look at the marketing assets and advertising channels and, depending on your team and budget, write a timeline for publishing and upgrading the posts of each channel in the calendar.
The visual display of the campaign map helps you distribute your ads well across the channels.
You also get the idea of the time and energy you spend, which will help you later calculate the performance of your campaign.
We remind you that with some online tools, you can manage even the busiest time schedules.
The promoter stage is the stage that you will put the entire marketing campaign ahead of the audience.
Marketing Campaign and Conversion Rate
In summary, the focus of the conversion stage is on achieving “specific results” that you have identified since the start of the planning.
1 How does the Marketing Campaign reach the audience?
Even if your campaign is working effectively and brings a lot of traffic to your website, you still need audience action.
Now you need to set up marketing efforts and channels to complete your target customers.
This will be done through the conversion assets, such as action call and landing pages, and the form of the link.
A call to action, or a CTA, is, in fact, a direct question from an audience that, in the form of a text or image line, encourages your litils and visitors and customers to take particular action.
What you need to remember in the design of the CTA is that the audience will not complete the “action” you take, unless you understand why this is useful for them.
The landing page gives your campaign your home and destination. Landing pages are a special space for audience audiences, showing off audiences and learning what your campaign is about and why they should participate in this campaign.
In addition, landing pages distinguish the marketing campaign from other sections of your website.
The landing page must provide the audience with benefits in terms of the unique value proposition or the UVP of your campaign.
Important: Landing pages that increase conversion rates, social confirmation, video, images, and design are very good.
Lid forms are forms that record the information of each visitor individually. When the visitor completes the form, he becomes the leader (potential audience).
Leading forms are not necessary for all campaigns, but they are great for purposes like product pre-orders and downloaded content.
Forms receive valuable data from anonymous visitors to a website that works both for sales and for the recognition of website audiences.
2 What metrics are you evaluating?
To measure the effectiveness of the campaign, you will track and evaluate several metrics. As we said, these metrics depend on the type of marketing campaign and its selected channels.
In this section, we only introduce the base directory to find out what you should track in principle.
Email metrics: click rates and jump rates and conversion rates
Social media metrics (paid): Click rate, conversion rate, cost per click, and cost per conversion.
Social media metrics (organic): Passive interactions (likes and sharing), active interactions (comments), fools, and click rates.
Led Magnet Metrics (Lead Magnet): Opt-in Rate, Opt-in Cost, Fallop Expanded Email Rates, and Opt-in Conversion Rate
Payout media metrics / Display advertising: CPI (cost per thousand ads), click rate, conversion rate and cost per conversion
Content / SEO metrics: click rate, jump rate, time spent on the page, page scroll depth and conversion rates.
You might think that these metrics are huge; but if you look at these statistics, you can evaluate your campaign more precisely and improve it.
Evaluation of the Marketing Campaign
After running the campaign, you have to compare the success you have achieved with what you planned at the planning stage.
Measuring and analyzing campaign data can give you realistic ideas about your audience.
Also, you better understand how to plan and run your next marketing campaign.
1 How do you know your campaign has had a good performance?
The answer depends on how well you define what you are doing. The easiest answer is that your campaign meets SMART goals.
The answer is yes, all your wishes; but if your answer is negative, there is still a chance for the campaign to succeed.
For example, if the campaign’s goal is to increase organic blog hits to 100K, any significant increase can be considered successful, but there are differences between a successful campaign and a worthwhile campaign.
The campaign gives you an invaluable ROI or return on investment that fits the energy and time you spend.
Any progress is evaluated on the positive side of the positive marketing campaign, but not enough.
Do not forget, for some reason, we’ll outline the goals of the campaign. Committing to the goals and setting the exact investment rate assures us that we will have a valuable marketing campaign.
What do you use from marketing campaign data?
This step helps you to maximize the commercial impact of your marketing campaign. When you analyze and apply the campaign data, you value it 10 times as the data will not only help you measure and evaluate the results, but also give you a clearer look at your path to the audience, marketing methods, creative activities, and so on.
Regardless of whether you are looking to gather potential audience information or want to increase the audience engagement rate on social media (or any other purpose), data will not only bring you closer to the goals of the campaign, but will also allow you to develop all your marketing efforts.
Finally, you and the marketing team should take time and check the campaign. Review the following questions with the team:
What should be done differently?
How could we spend less money?
Why do not we think a specific part of the good program has gone?
What did we learn about audience or marketing channels?
What kind of feedback can we get from participants or audiences?
As you can see, the marketing campaign involves views, ideas, decisions, and information, but the process of launching and managing the campaign is not hard at all.
At the same time, we recommend that you always carefully look at the successful campaigns of top brands in the world, because the review of large corporate operations is always in the process of developing its benefits.