How To Plan An Online Marketing Campaign
Digital marketing campaigns are everywhere today. With the rise of the internet and just how easy it has become to advertise and market any type of product or service. It might get very daunting since some campaigns will cost you a lot of money and time spent to get it running. However, a proper and thoroughly thought out online marketing campaign does take time and effort but if done correctly, you would be able to get more bang for your buck.
When done correctly, a successful online marketing campaign can not only bring in more sales but it can also propel your brand to great heights. The better your campaign the more people will know about your brand. Exposure is the best thing you can ask for in any online marketing campaign because the more people you reach the more likely it is for you to make another sale or get another lead.
So how do you create an online marketing campaign that works? Well, there are many ways to get this done. We have gone through several digital marketing trends as well as content marketing campaigns to bring you the best way to plan a successful online marketing campaign.
Step 1: Work On A Company-Wide Analysis
A SWOT analysis will help you understand the ins and outs of your company. This will also allow you to look into the overall standing of your company. This way you can create marketing campaigns that will fully complement your company.
Image Source: Corporate Financial Institute, corporatefinanceinstitute.com
Once you fully understand the depths of your company and what it can or cannot achieve, it will be easier to plan out an online marketing campaign. This is simply because marketing is the backbone of the company and if you don’t take the time to plan out and strategise your online marketing campaigns, they might just become a flop.
Step 2: Determine Your Online Marketing Goals
No matter the campaign, you will need to always ensure that you know the goal that you want to achieve. If not you run the risk of wasting all the work you’ve done on the online marketing campaign.
Set your goal. What do you want? Do you want more leads? Are you looking for actual sales? Do you want more email subscribers? Find out the goal and then plan your online marketing campaign around
Image Source: Perdoo, perdoo.com
To ensure that your goal setting is backed by a model that works, try setting those goals around the SMART goals framework. Some people get carried away and just say things like “I want more sales”.
This won’t work because it’s not a measureable goal. Sure you want more sales, but if you don’t have a number attached to that, when will you know you’ve reached the goal or even worse, how will you know how far you are away from the goal?
The best way to word that in context of the SMART goal setting is “I want an increase of 100 sales every month, this needs to be achieved within the next month”. With this goal, you have something specific and measurable to be achieved within a specific time frame.
Step 3: Defining Your Customer & Targets
Now, let’s get to the fun stuff! Once you’ve figured out the company’s strengths and your goals. It’s now time to get into the actual online marketing campaign planning and execution.
To ensure that your online marketing campaign goes off without a hitch, you’d need to know who you’re marketing towards. If you have no clue who your ideal customer is you will be shooting these online marketing campaigns in the dark. Ask yourself a series of questions that will help you determine your customer.
1. What is my customer’s income brackets?
2. What do they do for a living?
3. What kind of purchaser are they? Are they early adopters or are they more careful with their money?
4. How would my customer prefer to purchase my service?
5. What kind of problem is my service solving for my customer and is it enough to make them want to use my service?
Questions like these will help you narrow down your ideal customer thus being able to then create online marketing campaigns that will be able to target them and convert them immediately because you were able to trigger their purchasing point.
Once you’ve figured out your customer, you will need to determine where you will be posting these online marketing campaigns. Don’t just follow the digital marketing trends as these trends are not tailored to your company. Digital marketing trends are there for you to keep up with but don’t rely on it to make the final decision.
However, to ensure that your online marketing campaign gets the best shot at succeeding, you should plan a well-coordinated and well-planned campaign across a few channels.
Ensure that you do a sweep to see which channel your customer responds to the best and focus most of your energy there. For example, if you get the most sales over Facebook, then focus on improving your online marketing campaigns on Facebook.
Step 4: Conversion Rates
Now, the planning part is over and you’ve executed your campaign. Your next step would be the results sector of the online marketing campaign.
There is a misconception that you only look at the conversion rates after a campaign is over, but we think that that’s too late. Look into your campaigns daily or every couple of days. Look at the numbers then, if you feel like the conversion rate is too low, then you’d need to tweak something.
In this case, it might be the messaging, the copy or even the graphics. In addition to that, it could also be your customer profile or simply just the fact that the ad is too long for people to read and get attracted to.
Online marketing campaigns are made up of so many moving parts that you will need to keep an eye on all of them just to make sure one campaign runs well.
Step 5: Budgeting
In other circumstances, we would have asked you to determine your budget first before jumping the gun on creating your ads. However, in the world of digital marketing and online marketing campaigns, you would need to find out your goal and targets first.
This way once you know the end goal, you can easily backtrack and create a budget and an ad that you will help you reach that goal.
Budgets are crucial if you are looking at pay-per-click ads which will cost you money every time someone clicks on your ad. This can rack up pretty fast if you’re not paying attention. This means that you would need to be very attentive to the numbers on a weekly basis to make sure that you are getting the best value for your money.
Step 6: Analysis
Once your online marketing campaign is over, it’s time to reflect. This is probably one of the most important steps because it tells you what to do or what not to do in the future. If you do not take the time to look into past marketing campaigns, you will never learn how to improve on your overall online marketing campaign creations.
Understand the numbers, look at what went wrong or look at what went right. Look at what you can bring into the next campaign. This way you are able to reiterate and create more successful online marketing campaigns in the future.
This might seem like a lot of information to go over and if you do feel overwhelmed you can always seek the help of a digital agency. Imaginate Asia is a Content Marketing Agency that can help plan out an online marketing campaign to help with your objectives. Consultation is free so that can be a good place to start your campaign.