How do you create and evaluate campaign elements?

1 Define your objectives

Before you create any campaign element, you need to define your objectives. What are you trying to achieve with your campaign? Who are you targeting and why? How will you measure your success? Your objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, an objective could be to increase conversions by 10% in the next quarter among new visitors from organic search.

2 Design your elements

Once you have your objectives, you can design your campaign elements to match them. This involves choosing the right format, channel, message, and creative for your audience and goal. For example, if you want to increase conversions among new visitors from organic search, you might create a landing page that highlights your value proposition, provides social proof, and has a clear call to action. You might also create an ad that matches the keywords and intent of your target audience and leads them to your landing page.

3 Test your elements

Before you launch your campaign, you should test your elements to make sure they work as intended and optimize them for performance. You can use various methods to test your elements, such as A/B testing, user testing, heat maps, analytics, and feedback. For example, you might test different versions of your landing page or ad to see which one generates more conversions, clicks, or engagement. You might also test your elements with real users to get their opinions and suggestions.

4 Launch your campaign

After you test and optimize your elements, you can launch your campaign and monitor its progress. You should use the metrics and tools that align with your objectives and track your results over time. For example, you might use Google Analytics, Facebook Ads Manager, or Mailchimp to measure your conversions, traffic, or email open rates. You should also compare your results with your baseline and benchmarks to see how your campaign is performing.

5 Evaluate your campaign

Finally, you should evaluate your campaign and analyze its impact and outcomes. You should review your data and insights and see what worked and what didn't. You should also identify the strengths and weaknesses of your elements and how they contributed to your objectives. For example, you might find out that your landing page had a high conversion rate, but your ad had a low click-through rate. You might also find out that your campaign increased your brand awareness, but not your sales.

By following these steps, you can create and evaluate campaign elements that support your marketing campaign management goals. Creating and evaluating campaign elements is a continuous process that requires creativity, experimentation, and improvement. By applying this framework, you can enhance your skills and grow your career as a marketing campaign manager.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?