Running a Successful Marketing Campaign
Marketing campaigns are efforts to promote and sell your product or service. They can be executed through many means of media; all in a bid to raise awareness and/or sales.
First of all, you need to know how the particular marketing campaign will fit into your overall marketing plan
Your marketing plan provides a full picture of your businesses marketing objectives. The marketing plan may also involve any strategies you use as a business to evoke interest. A marketing campaign is just one action designed to achieve one particular objective, for example increasing likes on your Facebook page. Knowing how a particular marketing campaign fits into your marketing plan is essential; you need to know how each campaign can work in conjunction with the plan and help you reach your end goal.
Then, you need to set the objective and some guidelines for the marketing campaign
Think about what you want your campaign to achieve. Your objectives need to be as specific as they can be. This way you’ll know exactly what you’re aiming for and it will help you stay on track. Your guidelines can include time; perhaps how long you want the campaign to go on for or a specific amount of time to reach a goal (e.g. 100 likes on Facebook in a week). These guidelines can help you measure the success or simply stay organised.
Once you’ve done this you need to determine how you’re going to measure the success of your campaign
Figure out what metrics you’re going to use and how you’re going to tell if your marketing campaign has succeeded. It is essential you keep track of how the campaign is doing; keeping all data derived from analytics and insights throughout the life of the campaign. This will allow you to see how well your campaign is going, what can be altered and more. Measuring the success of the campaign is absolutely essential as you can see what works and what doesn’t in terms of your objectives.
You’ll need to set a budget for your marketing campaign
How much money you have to spend can greatly affect campaigns so it’s good to set a budget first. You don’t necessarily have to spend a lot on your campaigns; but there is always a cost to marketing even if it is only your time. Don’t always depend on free advertising, it’s good to put money, even if a bit, towards marketing. Money will help your posts, content, etc. be seen by more people than usual.
It’s then important to define the strategies you’re going to use to communicate with customers
For example, what channels are you going to use? There is a wide variety of social media platforms and forms of media free for anyone to use; what will you use? Some channels are going to be more popular among your target market, be sure to research and find out what channels are the most used by your target market. Think about how your target audience uses these channels and what will be the best way to get their attention.
Decide what you're going to do, when and how
Once you have determined what channels or forms of media you’re going to use, you need to write down exactly what you’re going to do and when you’re going to do it. Creating a timeline will help you know what you’ve got to do and by when. Writing down everything you want to do will ensure you don’t forget anything along the way. It will also help you when it comes to evaluating the success of the campaign as you will be able to see what went out when it should’ve done, if anything was late, etc.
Then it’s time to actually do it
This means writing any copy needed, placing any ads, doing the actions your campaign requires. Be sure to look back at your timeline and check items off as you go. This way you’ll stay organised and not be at risk of repeating actions or missing vital actions out of the campaign.
Once you’ve executed your campaign, you need to measure your results and how successful the campaign was
It’s important to measure what you chose to measure previously and determine how well the campaign has done. If your objective was to gain 200 followers on Twitter in a month, that’s an easy measure as you can simply look at the data you’ve (hopefully) collected or Twitter Analytics and measure the success.
In terms of current campaigns affecting future campaigns; you’ll be able to make informed decisions about the strategies you used for that one and see how well it worked. If it worked well, you’ll know to do similar in the future. If it didn’t work as well as expected, you’ll know what to alter and change for the next campaign. You could also afford to tweak the current campaigns you have running if you want to continue them.
A marketing campaign is there to achieve an objective; you simply need to figure out that objective and what will help you reach it.
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