Marketing Campaign: Discover What Cannot Be Missing in Your Article
From VW’s “Lemon” to Always’ “#LikeAGirl,” winner of the best marketing campaign of the century award, we are talking about a powerful strategy that significantly impacts your company’s results.
Marketing campaigns, when well planned and with a well-established purpose, leave a mark on the audience’s life. They cease to be just another piece of consumed content and become something truly memorable.
That’s why we are bringing you tips to take advantage of this strategy and make your brand unforgettable.
Stay with us!
What is a Digital Marketing Campaign?
Marketing campaigns are strategic actions planned to promote a specific company goal.
These goals may include increasing awareness of a new product, gathering customer feedback, boosting engagement, and other business-specific objectives.
Contrary to what many believe, marketing campaigns are not limited to paid media ads. In reality, this strategy encompasses various channels—both online and offline—such as email marketing, print advertising, TV and radio, social media, and blog articles.
Besides being multichannel, marketing campaigns involve more subjective actions rather than simply being expository. When trying to show consumers what the brand offers, its differentiators, and why they should buy from it, you need to invest in strategies that engage the audience, making them feel like an integral part of the campaign.
If these explanations haven’t yet convinced you of the importance of a digital marketing campaign, let’s explore the reasons why investing in this strategy is essential.
3 Reasons to Create a Marketing Campaign
Have you ever considered whether your company is at the right moment to invest in a marketing campaign?
To guide you through this process, here are three situations that might justify this investment.
But it’s important to remember that marketing campaigns are not limited to just these three reasons. They may be the main ones, but there are no restrictions when it comes to these initiatives. 😉
Brand Strengthening
Marketing campaigns are ideal for establishing your identity and communicating with your audience in a consistent and direct way.
Through the actions involved in this strategy, you will be showcasing your product or service, demonstrating how it works in practice, and highlighting how it can help consumers. Additionally, you will be emphasizing your key differentiators.
Ideal for New Product Launches
If you are about to launch a new product or service, investing in a marketing campaign is a smart move.
After all, this strategy creates anticipation among the audience, ensuring the product is recognized even before its launch. However, the campaign should not stop at the launch—it must continue to reinforce the product’s quality over time.
Better Audience Relationship
We’ve already mentioned that marketing campaigns go far beyond just selling—they tend to connect more deeply with the audience, fostering a stronger relationship.
This happens because the focus is not on pushing the product onto the customer, but rather on helping them understand what your brand has to offer and how it can positively impact their lives.
Types of Marketing Campaigns
Didn’t I tell you that marketing campaigns are not limited to paid traffic?
Here is a list of nine types of campaigns you can tailor to your business. Check them out!
- Product Marketing Campaign;
- Brand Development Marketing Campaign;
- Email Marketing Campaign;
- Content Marketing Campaign;
- Public Relations – Visibility Campaign;
- Marketing Campaign for Affiliate Customers – the “VIPs”;
- Social Media Marketing Campaign;
- Acquisition Marketing Campaign;
- Paid Marketing Campaign.
Now that you know more about the different possibilities for using a marketing campaign, let’s understand the essential elements of this strategy, regardless of the type.
Elements of a Marketing Campaign
Certain essential components make a marketing campaign successful.
Each of these elements needs to be well-established and planned to ensure the strategy’s success.
Let’s explore the seven key elements:
- Objective, Goals, and KPIs: This set of elements guides your marketing campaign. They help define the main objective, set goals to be achieved, and determine the indicators that will measure and qualify the results.
- Budget: Without a budget, there is no campaign. You must establish how much will be allocated to each campaign; otherwise, frustrations may arise.
- Audience: Campaigns are directed at your consumers, right? So, you must define the target audience to determine the appropriate channels, tone of voice, types of content, campaign identity, etc.
- Channels: Consider where your content and messages will be distributed. Choose channels where your audience is present and that support your chosen format. Also, remember that a marketing campaign can span multiple channels.
- Content Format: Define the type of content that will be used in the campaigns. You can invest in various formats simultaneously. Some options include email marketing, blog articles, social media posts, YouTube videos and other media, podcasts, and paid ads.
- Team: Without a defined marketing team with assigned roles, who will execute the campaign? Ensure that team members are designated to handle all necessary tasks.
- Tools: Determine the platforms that will help you create an excellent marketing campaign. Invest in marketing tools such as analytics, automation, project management, design, content creation, and many others.
Now that we have these elements in hand, what do we do with them?
To find the answer, let’s move on to the next topic! 👀
How to Create a Marketing Campaign?
By understanding the elements that make up a digital marketing campaign, we already have an idea of what to expect in the creation process.
A campaign can be broken down into three parts:
- Planning;
- Execution;
- Analysis.
But today, let’s go a bit deeper.
Here are the eight steps you should follow to create a successful marketing campaign.
Let’s go!
1. Establish Your Objective
Think about what you want to achieve with your campaign.
Does this strategy align with one of the three main reasons—brand strengthening, product launch, or audience relationship—that we discussed? Even if it doesn’t, could it help achieve other pre-established goals?
These are some of the questions you should answer before starting your campaign.
To assist you, here are some potential objectives that can be achieved, in addition to the three main ones already covered:
- Generate leads;
- Generate revenue;
- Increase user engagement;
- Announce an upcoming event.
2. Define Your Target Audience
Segment your audience as much as possible.
By doing so, you can target your ideal customer profile and achieve better results.
Conduct research and request customer feedback to refine your audience segmentation.
3. Create a Main Message
Define a core message that represents your entire campaign while also serving as an attention-grabber.
This way, you reach your audience directly and capture their interest without overwhelming them with excessive information.
4. Analyze Your Budget and Set an ROI
Once again: “No investment, no campaign.”
Clearly outline the budget allocated for this strategy and set a Return on Investment (ROI) goal to be achieved.
5. Create Your Content and Define Your Schedule
It’s time to create your materials and set up your schedule.
Remember that there are various formats to explore, such as:
- Social media posts;
- Email marketing campaigns;
- Paid ads;
- Content for TV or radio;
- Videos;
- Podcasts.
Once the content is created, it’s important to set up a publication schedule to organize your campaign and avoid errors when executing the strategy.
6. Define Your Channels
Finally, with well-defined content and materials, it’s time to establish where they will be shared.
You can follow the PESO model – Paid, Earned, Shared, and Owned – which categorizes distribution channels into Paid, Earned, Shared, and Owned.
See:
Now that you have your objectives, target audience, message, budget, content, and channels well defined, feel ready to launch your campaign!🥳
Read also: UTM: Learn What It Is, How It Works, and Its Parameters
7. Always Test and Analyze
Wait, doesn’t it end with publication? Actually, no.
Once your marketing campaign is running, it’s essential to track and analyze the established metrics. Only this way will you know if it is yielding results or not.
To achieve even better results, conduct tests to determine the best type of content, message, channel, etc.
And in Digital Marketing Campaigns, What Are the Main Actions?
So far, we have discussed digital campaigns as a whole, including actions for TV, radio, and press, among others.
However, digital marketing is one of the main – if not the primary – mediums for campaigns today. Therefore, it is important to understand the most commonly used actions in this model.
Here are the four main ones:
- Sponsored links – available on both social media and search engines. This action involves paying for campaigns to boost their reach and visibility.
- Content marketing – the goal here is to generate unique and relevant content that captures attention, builds knowledge, attracts, and sparks user interest in purchasing.
- Email marketing – email marketing campaigns aim to strengthen communication with customers. This way, you can further qualify them, nurture them, and eventually lead them to a purchase.
- Social media – if you want to generate engagement and get even closer to your audience, social media will be an excellent action for your marketing campaign, as people spend a significant part of their day there.
So, do you already know what your next marketing campaign will be? Feel free to share it with us in the comments!
Besides the tips we shared here about this strategy, we have various articles that can help you attract more customers and improve your results.
For today, I recommend this one: How to Attract Customers: 20 Strategies for 2023. Don’t miss it! 😉
