Digital Marketing Campaigns:
What is a Digital Marketing Campaign?
Achieve Your Online Goals
A digital marketing campaign is a strategic plan implemented to accomplish the smaller goals of your long-term marketing strategy. You may run a variety of campaigns, sometimes all at once. The successes of your campaigns converge to meet the goals of your business plan.
A digital marketing campaign helps you and your team accomplish a goal.
Here are 3 popular goals of digital marketing campaigns:
1. Lead Generation - Generate more qualified leads.
2. Revenue - Produce more revenue from a product or service line.
3. Brand Awareness - Expand the awareness of your brand.
To accomplish these goals, you'll need to put a plan in place.
Find Success Online
with your next
Digital Marketing Campaign
Building a digital marketing campaign comes down to research, targeted content, and strategy. Building a Buyer Persona is a great starting point for any campaign.
Read Stulac Marketing's blog article on the value of Creating a buyer Persona
Click the image to read the blog article.
Why is a Digital Marketing Campaign Important?
Digital Marketing Campaign Goals:
Here is an example of a digital marketing campaign goal:
You're in charge of marketing for XYZ Inc., an app development start-up company in Cambridge, MA. XYZ Inc. has designed a new music streaming service. After years of research and development, tireless nights, and back-to-back meetings with investors, your streaming service will be ready to launch this Fall. As part of XYZ Inc.'s marketing strategy, a virtual product launch is in the works. You want the world to know how your service is going to revolutionize the way we use music.
Your goal is to have 10,000 downloads in the first 6 months.
Having the goals of your digital marketing campaign in mind when you design your campaign is extremely important to the overall success of the campaign. If you don't know what you're trying to accomplish, you won't know if its working or not.
Stulac Marketing recommends that you build SMART Goals.
SMART stands for Specific, Measurable, Attainable, Relevant, Time-Bound.
"SMART goals are concrete targets that you strive to achieve over a certain period of time. These goals should be carefully drafted by a manager and his/her direct report to set them up for success." - Clifford Chi, Hubspot
Now, you have your goal set and in mind.
How are you going to accomplish your goal?
For the XYZ Inc. scenario, you need to drive traffic to the virtual product launch, so that people can learn about your new service and tell the world after the event. But the people you invite to the virtual event need to be the right people, that produce stunning reviews and public relations for XYZ Inc. and its music streaming service.
This is where a campaign comes in.
Digital marketing campaigns come in all forms and sizes.
Here are 3 examples of digital marketing campaigns:
1. A/B Testing: The title of a blog post is important for engagement. To determine which title to use, you can test titles against each other. This will determine which one resonates the best with your audience. For example, you discovered that your audience is primarily on Facebook. Narrow the title of your blog down to two titles and create two paid-campaigns. Each of these campaigns will feature the same blog post, but with a different title. This is called A/B Testing.
2. New Channel Growth: Alternatively, your research is pointing to Snapchat as a valuable channel for your business to be on. You know this because you've taken the time to build effective buyer personas. Snapchat has impressed every type of marketing professional with its new advertising features, such as, most recently, dynamic ads. But you do not currently have Snapchat in your digital marketing strategy. How will you promote your new Snapchat account? Will you leverage other digital marketing channels, such as email and Facebook to help build exposure? This strategy that you design will be your Snapchat Growth Campaign.
3. Product/ Service Launch: To launch a new product/service, you want your audiences to know it is available. Your goal is to drive traffic and conversations to your product launch event, whether that event is live, or virtual. To accomplish this, you will use the whole spectrum of your digital marketing arsenal. Email, social media, SEO, blogs, and partnerships and alliances will be at your disposal. A complete exposure across all channels is done when you've set many goals and require substantial assistance.
Make sure your messaging is reflective of the current environment.
Read Stulac Marketing's Blog on how to adapt your messaging for the Pandemic and New Normal.
Click the image to read the blog article.
What do you need to build a digital marketing campaign?
Here are 3 assets that you need to build an effective digital marketing campaign:
Landing Page link
High-resolution vector Logos
Any additional brand-specific requirements
Landing Page on your website
Set up a new landing page for the campaign with a campaign-specific Call-To-Action.
This landing page link will go in your Brand guidelines packet.
Do you have a content creator on staff or will you be hiring a freelancers?
The specific content you need to create will be based on the research on your buyer persona(s).
Don't have the recommended assets above?
Stulac Marketing walks you through the process of building brand guidelines, designing landing pages, and the entire content creation process.
What is the process of designing a digital marketing campaign?
Stulac Marketing's process of execution is as follows:
Stulac Marketing is all about strategy. We are strategic when we build your strategy - no surprise there. We have divided our digital marketing development strategy into a three phase plan and shared it with you below. Although each phase can vary in length, depending on the availability of resources, personnel, and your goals, this general approach will help you get started.
Phase 1: Research and Development
During this phase, you will understand your potential buyer(s) for this campaign for the particular product, service, and/or anchor event. Answer the following questions:
Who is your target audience?
How does your buyer(s) consume information?
What type of information does your buyer(s) use?
What are your buyer(s) challenges (professionally and personally) and how can your service(s) solve those problems?
Note: Never rely on assumptions. Just because one business sees a lot of success from Youtube, does not mean Youtube is the best route for your campaign. All these questions will be answered with a properly built buyer persona profile.
Once you have these questions answered, you can begin to layout your content calendar and messaging for the campaign. By knowing what content to create, when it needs to go-live, and key-traits, such as content format, targeted keywords, and who is responsible for the creation of each content, you can begin to create it and send it out to your target audience.
Phase 2: Creation
During this phase, you will create all the needed content (blog posts, videos, podcasts, E-Books). Make sure you have your SMART goals identified by this point, so you can assign each piece of content an appropriate Call-To-Action (CTA). Your content won't be successful if your content doesn't have an action for your audience to perform that supports your campaigns goals.
Once you have content, you can run some quick tests (A/B testing) to discover the best way to attract your buyers. You should test how your audience reacts to different post titles, CTAs, and images.
Note: Testing is an ongoing process. When you launch new ads, if you have the budget and bandwidth, test a few channels and title variations to see how your audience reacts.
Now you should have a sizable backlog of content to post and send out. Begin deploying your content on the channels you identified in Phase 1.
Every week or two, assess the performance of each piece of content. Develop a spreadsheet that tracks specific engagement actions, conversions, and any other indicators that gauge success of your content to your goals.
Phase 3: Final push
A final push is when your campaign is nearing its end. Typically, the final push is about a month out from the campaigns end-date. This is your last chance to turn up the volume.
Adjust your strategy to be 70% campaign-specific content. Drive your traffic to your campaign's landing page, so that everyone is aware that this product, service, and/or anchor event is launching soon. Get everyone excited for the long-awaited launch.
Don't forget, when your product, service, and/or anchor event launches, have some content, such as an E-Book for everyone to take with them. You want your audience to remember your product, service, and/or anchor event in case they are not ready to purchase directly on the day of launch.
Need help with your digital marketing campaign strategy?
Stulac marketing helps you design your strategy and create some content to go along with it. Working directly with your marketing and communications teams, Stulac Marketing aligns your business's goals with the campaign in development. Think of Stulac Marketing as your marketing manager, who oversees your campaign's strategy.