Image Source. Start by choosing two or three channels for your campaign. For example, I might promote my UGC Instagram campaign via social media on Instagram, of course , email, and through my blog. Depending on your campaign goal, certain channels might not make sense.
On the other hand, multinational product launch campaigns would probably involve most if not all of the media choices above. Your campaign images, video, and copy might vary between social media, email, print, etc. Lastly, even if you choose not to actively promote on a certain medium, you can always optimize it to at least mention your campaign. For example, you can update your social media bios, change your email signature, install a website header notification bar, add small calls-to-action keep reading for more on these at the bottom of blog posts, and more.
This section is all about timing. First, build a general campaign timeline. On a calendar, mark your campaign start date and deadline.
This gives you parameters to work within. Next, take a look at your marketing assets and chosen promotional marketing channels. Based on your people and financial resources, how often can you afford to post and promote your campaign content? Create a promotional calendar for each marketing channel. Decide on a cadence for each channel and map out your scheduled posts, emails, etc.
Why should you map your campaign visually? Social media and email scheduling tools can alleviate the pressure of posting daily. Check out tools like HubSpot , Buffer , and MailChimp to help you schedule and manage your campaign promotions. The promotional stage is all about getting your campaign in front of your audience. But, how are you supposed to get your audience to follow the purpose of your campaign? So, campaigns are a connected series of operations designed to bring about a particular result.
Even if your campaign is effective and drives a ton of traffic, it still needs to complete its desired action. This step is all about calibrating your marketing efforts and channels to lead your customers to complete your desired goal. This is done through conversion assets like calls-to-action, landing pages, and lead forms.
These assets can be used separately or in conjunction with one another, such as featuring a lead form on a landing page, or creating a call-to-action asking your audience to fill out a form. A call-to-action CTA is a direct ask of your audience. You must also consider how your audience would benefit from completing your action and include that in your CTA. The same benefit-driven CTA applies to product launches, brand awareness campaigns, upsell efforts, and other types of campaigns.
Landing pages give your campaign a home, a destination. They are a dedicated space for your audience to visit and learn more about what your campaign consists of and why they should participate. It also sets your campaign apart from the rest of your website and content. Your landing page should be ripe with benefits for your audience, especially the unique value proposition UVP of your campaign.
High-converting landing pages also contain social proof and a variety of marketing assets like images, strong copy, and video. Lead forms are web forms dedicated to capturing information about a visitor. By filling out the form, the visitor then turns into a lead. Lead forms transform anonymous website visitors into hard data you can use to make sales and learn more about your audience.
They put your landing page to work. Try our Free Online Form Builder to build out your campaign form. This section merely serves as a baseline list to give you an idea of what to watch.
This may seem like a lot of metrics depending on your campaign , but keeping an eye on these numbers can help you assess your campaign accurately and better understand how to improve.
The post-campaign stage determines your success just as much as the planning stage. Measuring and analyzing your campaign data can provide unique insight into your audience, marketing channels, and budget. It can also tell you exactly how or how not to run your next campaign. If it did, great! For example, if your goal was to increase organic blog views by K, any bump in views would be considered successful.
Sticking to that goal and calibrating your investment will ensure your campaign is worthwhile. The same can go for your data. Whether you collect lead information, pre-orders, social engagements, or offer downloads, your data can equip you to not only meet your campaign goal but also expand your marketing efforts as a whole. So, marketing campaigns involve a lot of information, decision-making, ideas, and observation. Now that you know what goes into each one, you might have a better idea of how to build one for yourself.
General Mills ran a non-profit campaign called Good Goes Round via their Cheerios brand, lobbying to raise enough money to fund one million meals. Apple launched its own Instagram account to share the ShotoniPhone content, collaborated with professional photographers and videographers, and ran official TV advertisements. The campaign was initially shared on social media in but went viral soon after. The music track was popular, too, charting on iTunes in 28 countries.
The campaign also has its own Wikipedia page and live website on which visitors can play games or shop for toys and apparel.
We invited customers and clients to create a customized cardboard elf we would ship to their work or home. This campaign was important because we wanted to show our customers and clients appreciation while also showing them what we could provide for them in a marketing campaign. We wanted clients to have their very own custom elf, but we also wanted them to have some fun and funny duties to choose from at the North Pole.
We decided to go with a few festive designs that included some classic holiday jobs along with some dirty elf jobs. We offered our clients the option of uploading their own photo or choosing from one of our cute cartoon faces to complete their little helpers. Everyone loved the traditional and bad elf jobs that we let them customize, and we had a healthy mix of cartoon faces and original photos.
Running the campaign was a multi-step process. We planned the touchpoints, created the assets, and then executed the plan. Here are some of the behind the scenes steps showcasing the importance of planning out a campaign. We launched the campaign with a mailer inviting people to create their own elf. That pURL took them to the website and let them upload their photo and build their elf from the ground up.
Mailer We started with a fun mailer that invited people to the campaign. This mailer had a pull-away mystery face and fun graphics to invite clients to upload their very own face. Reminder Letter And between emails, we sent a reminder letter with some photo examples of elves from our previous campaign. Want to learn the basics of campaign planning and how to use data to level up your campaigns? Working at a campaign level can transform the effectiveness of your marketing.
Find out what it means to work at a campaign level and how you can get started with this free-to-download campaign planning guide. Having a clear, data-led plan from the outset makes all the difference.
Before you jump into a campaign, you should always build out a timeline. A campaign timeline makes sure that you and your team understand what needs to be done, when, and crucially why. In your plan, you should review every available channel, mapping out how multiple channels interact to create a better customer journey and increase conversions. If you use LinkedIn ads and Facebook ads, think about how they might interact. Keep it consistent!
Mapping out your channels also clearly defines what happens at each stage, which makes it easier to identify and tweak any underperforming channels. A marketing campaign plan gives you the framework to evaluate your success, highlighting data points for review, and outlining what success looks like for this particular campaign.
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