How to Create an Effective Digital Marketing Campaign
A DIGITAL MARKETING CAMPAIGN has various strategic components that work together to grow your brand. Companies looking for the ultimate digital marketing campaign must have a clear understanding of their business, product, and demographics before choosing the right digital marketing strategy that will be effective for their needs.
Below is a comprehensive how-to guide that can help you drive customer engagement, raise brand awareness and launch a successful digital campaign:
Step 1: Determine Your Campaign Goals
A successful digital marketing campaign starts with a clear goal. Overall, your goals must always be tied back to the fundamental goals of your business. However, for a digital marketing campaign, prioritise digital marketing goals that support your wider business plan. For instance, raising brand awareness, conversions, or increasing social media followers. It is fundamental to limit goals to one or two per campaign. If you try to achieve too many different outcomes at once, your campaign will be unfocused, and the potential results diminished.
Step 2: Identify Your Target Market
Target your competitor’s audience but find a niche market that your competitors are not targeting. Dig deep and explore various demographics to understand what consumers want to buy and what they are concerned with. Begin by defining your product or service —are you a Business to Business (B2B) or Business to Consumer (B2C)?
Step 3: Set a Campaign Budget
According to the Digital Marketing Institute’s 20/20 Vision report, about 95% of organisations reviewed have increased their digital marketing budget in recent years, and 9 in 10 marketers expect their budget to keep increasing. Digital marketing is vital for any business. But be realistic about the budget you have. Pay-per-click advertising can cost thousands per month if you are targeting highly competitive keywords, whereas a savvy social media campaign may deliver a great ROI at a relatively low cost.
Step 4: Analyse your competitors’ digital marketing campaigns
Competitor analysis helps you to benchmark your brand against your competitors, allowing you to determine where you are excelling and where you could do better. Begin by identifying the metrics you want to compare. These might be audience growth, social media followers or content engagement. Next, choose which marketing channels to analyse. Are Twitter and Instagram most popular in your industry, or should you focus more on email and website traffic? When selecting competitors, consider their success, how similar their service is to yours and their reputation in the industry. Review also aspiring brands that may not yet be a realistic competitor but have the potential to become one.
Step 5: Decide on a Campaign Message
Your campaign advertising materials must contain strategic messaging that has a defined purpose which attracts your target audience and prompt them to action. A campaign message should have an emotional connection to the product or brand, highlights a unique selling proposition and remain generic.
Step 6: Manage your Social Media profiles
A digital marketing campaign must focus on increasing the fan-base because you want to continue to gain new customers. It all begins with a good online reputation. This means you need to interact with your customers on your social media accounts as well as reply to disgruntled customers. While easier said than done, but reaching out to people who have had a bad experience builds trust and rapport with your customers.
Step 7: Formulate an Email Marketing Strategy
Emails can also be used to encourage follower growth on social media platforms. Automated emails can be created to welcome users, remind and update them of their purchases and more.