Why create a marketing campaign? Because every business has goals it wants to achieve and the easiest way of doing that is by planning on how to do it.
Winging it is all good and well, but you don’t hear very often about the entrepreneur who did nothing and suddenly became incredibly successful overnight. And if you do, they are considered unicorns and can’t be emulated.
So back to hardwork and designing the best digital marketing campaign and lowering your cost per acquisitions along the way…
Here is the marketing secret:
The most expensive customers are first time visitors to your site, with a conversion rate of less than 3%. Returning customers yield a conversion rate about 10%.
Focus your efforts wisely.
To start at the beginning you have to think through to the end: what is it you want your marketing campaign to achieve? This is your starting point.
Identify your business’ goals, these could be:
- Building brand awareness
- Increasing sales leads
- Building your social media following
- Improving communications
- Increasing conversion rate
Whatever you business goals are, your marketing strategy is how you will get there and the various channels that you will use ( that are open to you).
Channels could include:
- Your blog (select specific call to actions depending on what you want users to do).
- Your website (select specific call to actions depending on what you want users to do).
- Social media marketing (Instagram, Facebook, LinkedIn, Twitter - you can really narrow your target audience based on the parameters you set).
- Advertising (select specific call to actions depending on what you want users to do).
- Direct marketing (select specific call to actions depending on what you want users to do).
- Email marketing campaigns.
All of these channels can be used independently or simultaneously, it depends largely on your campaign and your overall aims.
Most importantly however, your marketing strategy should appeal to your target audience - i.e. don’t go social media heavy if you know you’re aiming your communications at the over 70s.
Also remember that one marketing strategy does not fit all.
The type of content you will have to produce will vary depending on your medium for displaying it: a 500 word blog post won’t fit on your instagram account and your direct mail marketing postcards won’t translate into an email newsletter.
Set SMART objectives
The easiest way to design the best digital marketing campaign is to set SMART objectives.
This means each one should be:
- Specific - it should be simple, granular, in order to allow you to focus your activities. If your objective is complicated, break it down into bite size, manageable chunks.
- Measurable - if you can’t measure your goal, how will you know if you have achieved it? Always set goals that can be achieved. There is nothing more soul destroying than working towards an end you will never meet.
- Achievable - Leading on from above, don’t set yourself up to fail, set your goals so you can achieve them.
- Relevant - there is no point working hard for no reason. If you can’t see the benefit in your goal, then working for the sake of it is pointless. Building up a social media following of thousands is not going to get you anywhere if no one is going to buy what you are selling.
- Timely - set a deadline. The most successful marketing campaigns are the ones executed in a short time period. Do something realistic that people don’t lose focus (or heart) reaching.
Key Performance Indicators (KPIs)
Once you have set your objectives, you have to be able to measure them and ensure you are on track to reach them. The easiest way to do that is by setting KPIs.
For example, if one of your objectives is to increase your email address list, one of your KPIs could be measuring the traffic to the contact us page where you collect contact information and another could be measuring how many people, once they reached that page, actually filled in the form.
For a digital marketing campaign, KPIs could include:
- Organic keyword ranking
- Email open rate
- Website traffic
- Social media shares or likes
- Comments on posts
- Email click throughs
- New inbound links
Note: all KPIs should be relevant to your SMART goals, otherwise you are measuring something you aren’t trying to achieve.
How you achieve your goals is the fun part. This is where you get to be as creative as you can be, in order to be successful. Content ideas:
- Blog posts
- Social media posts
- User generated content
- Email marketing campaigns
- Direct marketing
- Affiliate marketing
- Marketing mix