Step 1: Add ‘Marketing Campaign’ to your to-do list
If you just added the not-so-simple “Marketing Campaign” activity to your to-do list, it can be difficult to get started. Planning an entire campaign is not an easy task and it can be difficult to know how to get started. Even when marketers immerse themselves in their 50th campaign, they may ask themselves, “Am I missing something?”
This is where a checklist can be useful. This not only ensures that you don’t miss anything, but also that you plan your campaign in the right order.
Even when it is tempting to dive in and let things happen, it often leads to misunderstandings, insufficient results, and confusion. Using a checklist will keep you and your campaign on track.
Follow these six steps to successfully plan and set up your next campaign.
Step 1: Identify the goal
Without purpose, the waters of the countryside are very muddy, very fast. You cannot justify a budget because no one knows what you are going to do with it. You cannot determine the tactic because you don’t know which one it will reach.
Here’s the good news: the goals are simple. Identifying a goal is the easiest step in the entire planning process. Ask yourself: what is the most important thing you want for this campaign? Here are some examples:
- Get more newsletter subscribers.
- Generate instructions for a new product.
- Get many people to register for an event.
These simple goals are the basis of the entire campaign and leave room for more specific goals.
Step 2: Choose your goals
Goals are built directly from your goal. Although a goal is broad, the goals are specific. Although a goal is unique, there can be many goals. Based on the goal examples from the previous step, here are some goals you can choose from:
- Receive 200 additional subscribers to the weekly summary newsletter by July 30.
- By June 1, collect 50 leads interested in the remote software product.
- Get 75 marketers to sign up for the social media webinar by September 15.
You have probably heard of SMART goals: specific, measurable, achievable, realistic, and current. Note that the objectives above meet all of these requirements.
With a SMART goal in mind, you can’t help but think more strategically about planning your campaign.
Step 3: prepare the budget
Money: everyone’s favorite exciting topic. The campaign budget is a necessary evil. The last thing you want is for your boss to wonder why you spent $ 10,000 if you could have spent $ 20,000 and achieved better results. The last thing you really want is for your boss to wonder why you spent $ 10,000 when he wanted you to spend just $ 5,000.
Enter the exact amount you approved to spend and stick to it.
An adequate budget is closely related to the chosen tactic, whether advertising in a commercial publication or sponsoring a local event. Go back to your goals and analyze where you will get the most results for your investment.
Step 4: Define the audience
You may think that you need to reach as many people as possible to reach your goal. But think about it – your money goes so far, and you don’t want anyone signing up for your webinar. You want people who can actually become customers and pay for your services. That is why it is important to define your ideal target audience.
For example, who are the ideal subscribers to your newsletter? Play:
- Position or seniority level
Your audience also influences the tactics you choose, as not all tactics reach your target audience. Your target audience may not read Good Housekeeping, but Wireless. Defining your target audience before planning your tactics can save a lot of money – it saves spending on people who are unlikely to become customers.
Step 5. Plan your tactics
Many people start this stage, perhaps because they are inexperienced, or because they are short of time, or perhaps because they just want to get to the fun part. Although this is an extremely important part of the campaign, this step may not be the first, because you have been informed of all the steps taken for it.
Here’s an example. Let’s say you’ve completed the steps above and know that your goal is to generate leads, your ideal audience is 25 to 35, and your budget is $ 10,000. Based on all of this, you choose the tactic of a $ 10,000 Facebook ad targeting this demographic. Since you are delaying the planning of your tactics, you have a much better chance of reaching your specific goal, reaching your ideal audience, and maintaining your budget.
You can consider several other tactics for your campaign:
- Google and Bing search and image ads
- Advertising on Facebook, LinkedIn, and Twitter
- Sponsorship for events
- Educational presentations and webinars
- Marketing emails
The ones you choose should be based on what you are trying to achieve, whom you are trying to achieve and how much you are allowed to spend.
Step 6: Align your message and design
This step is often overlooked, but it is crucial. You need to make it clear through your tactics what message you want to convey. Whether it is a specific benefit of your product or the main lessons of your event, it needs to be identified and understood so that you can express it on purpose and communicate it consistently.
So take the time to make your copy attractive. All the planning in the world means nothing if you don’t have a message that converts you and helps you achieve your goal.
Equally important is the design. The visual brand is the key to any business – it reveals who you are and what you are in seconds. Think about how you can design your message clearly, concisely, and effectively; therefore, keep it consistent in your message.