How to run an effective online marketing campaign?
Change is the only word that is constant!
In today’s world, Marketing has evolved from the science and art of exploring, creating and delivering value to satisfy the needs of a customer to creating & delivering these values to the right customer with the right message across the right channel at the right time!
So, here is the process to run an effective online campaign ??
1. Goal ??
Setting a clear goal or objective solves most of the problems. Make it clear within & across the teams, so everyone is in line with it. Your goals maybe
2. Target Audience ??
Define your target audience, segment them and create personas or ICP(Ideal Customer Profile). In marketing, there is never one campaign that fits all or one content that fits all. So a proper segmentation helps in creating personalized relevant messages/content for them and making a campaign more effective.
3. Channels ??
Select the channels where your target audience is concentrated more. For ex, if your product is for teenagers, Instagram, Discord is a good channel, for adults > 25, Facebook or Youtube is good, for B2B, Linkedin.
And also always go for an integrated digital channel approach. Make sure the messaging is the same across all the channels based on the personas.
4. Content ??
Content is King in marketing. Design your content based on your goals and the target audience in mind. Create different forms of content from long-form to short-form, images to videos and tweak it for the different personas.
5. Creatives ??
Design is the one that gives life to your idea. Make sure to have different shapes & sizes of images and videos based on the channels. Graphics & videos of size 1080x1080 fit all channels, but if you want to go a step further then 1080x1920 for insta, 1920x1080 for videos.
6. Metrics ??
Choosing the right metric is an important thing since it measures the effectiveness of the campaign. Some metrics are
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Always check it along with your North Star metric to measure the effectiveness and impact.
7. Campaign Calendar ??
Having a campaign calendar helps in delivering it at the right time. You will get to know when your ICP wants to see it and increase the reach based on the same.
8. Measure & Analyze ??
The success and failure of a campaign can be determined only when it is measured. With the above metrics, measure the results, analyze where it went right & where it went wrong, test it, get feedback. And run the campaign again.
In this digital period, how quickly you measure, learn, unlearn and implement, impacts the success of your campaign. And one can check the results in weeks if not days when compared to offline activities.
9. Budget ??
As a growth marketer, I don’t need to tell you about budgets, it’s like finding a unicorn in the world for us.
Prepare a budget based on past data and channels, optimize your cost by increasing the ad score & relevancy on google and metas. For ex., having a good landing page and relevant content helps in increasing the score for google ads.
10. Report ??
Final step is creating a report. Documentation of campaigns is a must thing. It will help you to know and record the effectiveness of a campaign, mistakes to avoid and important steps to follow. It also helps in getting an increase in your budget spending and helps the team & management to know the outcomes.
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Marketing has evolved from exploring, creating, and delivering value to customers, to optimizing the right channels to reach the right customer with the right message at the right time! ??
What are your thoughts on digital marketing? Share it in the comments ??
Pro tip?? Don’t forget to commend the team members & the teams!!!