In your experience, do any companies or brands instantly come to mind because of a successful marketing campaign they ran? That’s how businesses establish their identity and personality in the minds of consumers. An effective marketing campaign can have a huge impact in creating a name for your brand or business. It can provide you with an edge over your competitors.
As more enterprises focus on achieving their goals, there’s a massive opportunity for individuals with skills and experience in planning and managing advertising drives. If you’re interested in a career in marketing but are new to it, here’s a guide to give you an idea of what’s involved, and you can decide if it’s a fit for you.
What's a Marketing Campaign?
Businesses should have a specific goal in mind when launching a marketing campaign -- whether it’s promoting a new product, driving up profits, or boosting revenues by finding new ways to monetize website traffic.
Whatever the marketing campaign objective, they need to make use of various strategies and techniques in order to reach their audience. It’s not about placing random ads and waiting for results. Organizations carefully plan ways that they can maximize their results, and when it comes to marketing campaigns, these can be very effective if done the correct way.
That’s where marketing campaigns come into play. These are planned and organized efforts to capture the attention of consumers. The methods used include TV and radio commercials, print advertising, and social networks, among others.
Today, there are many available online tools to automate and optimize the process. One such application that’s valuable to businesses allows users to run online ads on several networks from a single platform.
It’s essential to note that a campaign is a part of the company’s marketing plan and not the overall strategy itself. For instance, promoting a specific product compared to business growth.
Types of Marketing Campaigns
There are many elements that contribute to a company’s goals. Here are some examples:
- Brand Development
- Product Marketing
- Email Marketing
- Social Media
- Direct Mail
- Public Relations
- Affiliate Marketing
- Content Marketing
- Paid Advertising
Planning and Managing a Marketing Campaign
To run a successful drive, you’ll need to plan carefully. Here are the steps to take:
Set Your Campaign's Objective
First, you must decide what you want your drive to accomplish. Be as specific as you can. Setting a goal of making more sales is too general. Your objective must be measurable so you can assess the effectiveness of your drive at different stages of the process.
Marketers suggest deciding how long the campaign will run and what it’ll achieve. For instance, target sales of 100,000 units within six months.
By defining specific and clear goals, you’ll be able to determine the type and amount of resources you’ll need to meet the objectives.
Set a Budget
Make sure you have a detailed campaign budget that includes all associated costs. Don’t leave anything to chance. A successfully estimated and planned budget is essential in avoiding any unnecessary financial issues that could jeopardize your efforts. You don’t want your drive to end before it's due because you’ve run out of funds.
The amount you allocate to the effort should also align with your objectives. Avoid expenditure that doesn’t contribute to the plan. It’s not about how much you spend, but the results you achieve in the end.
While many parties suggest using free advertising methods, you shouldn’t entirely depend on them. To be successful, you must be prepared to spend money on your business and, in this case, your advertising campaign. Ideally, you should combine both forms of promotions. However, make sure you don’t compromise your campaign in the hopes of saving a few bucks in the short term.
Review and measure the results of each one as you go along so you can decide where to shift more of your focus.
Identify Your Audience
You want your campaign to be laser-focused in order to increase the chances of success. To do so, you’ll need to identify your audience.
Once you know who your target market is, you can plan how to best communicate with them. Creating an effective and engaging message is of paramount importance to resonate with your potential customers. You can use the many available tools to help you in the process.
Knowing who you’re reaching out to will also determine which media to use. Radio and television ads are expensive, so you’ve got to be sure not to waste your budget if that’s not where your prospects spend their time. For example, if most of your target audience spends a lot of time on social media, you’d focus your attention on social media ads more.
Social media is trending these days, especially with most people using mobile devices. This is one avenue you should look closely at. Even then, you must decide which platform to use. Each channel caters to a specific demographic, and you’ll need to create content that conveys your message effectively.
Create a Schedule
A campaign is not a one-off activity. It’s an ongoing process over the duration you’ve decided. You’ll need a series of messages to lead your prospects through your marketing funnel to the desired action.
Each communication must be sent according to a timeline, and not randomly, to successfully achieve your goal. A content calendar is an essential scheduling tool.
While execution is vital, you must monitor and review results periodically to ensure that everything is going according to your plan. By doing so, you can identify and make critical changes to specific parts of the process at an early stage before problems arise.
You can run a test drive with a smaller audience and evaluate the response before running a full-scale campaign. It’s critical to pay attention to feedback from your respondents, and it’s invaluable information you can use to tweak your program.
The process of analyzing the data you compile will also help you in planning future endeavors.
A critical factor in running a successful marketing drive is the person behind it. That’s the campaign manager who’s responsible for planning and executing the strategy in a manner that achieves the desired goal.
Besides having an in-depth knowledge of marketing, this individual should ideally have experience in customer relationship management (CRM) and other business tools.
Many enterprises seek qualified people to create and manage marketing campaigns because it’s an integral part of every business. If you understand the process and believe you have the necessary skills, there’s a fantastic opportunity awaiting you.