Sure, you might be familiar with the term “digital marketing,” but does that mean you’re ready to go out into the digital world and win at your next campaign? Probably not. In order to meet your objectives and grow your business, you need to know a little more about online marketing that what meets the eye. First, you need to know how to get those loyal customers who keep coming back. The way you do that is with a digital marketing campaign.
But what is a digital marketing campaign? How does it work?
To get the answers to those questions and more, keep reading.
What Is A Digital Marketing Campaign?
Technically speaking, a digital marketing campaign is a strategy that melds various elements of digital marketing together and moves a customer down the purchase funnel. When these actions are properly coordinated, it is called a campaign.
Digital marketing campaigns have to be the following:
- Multifaceted – You cannot launch a PPC advertisement campaign for a week and call it your entire digital marketing campaign. Those are two different things and hardly dimensional. Rather, digital marketing campaigns are an umbrella of tactics such as writing an ebook, generating a content page, gathering subscribers, then emailing that ebook to those who gave you their information. From there, you use that information to send more newsletters and updates. In other words, campaigns create traffic to and from your website.
- Objectives – Again, a campaign is not a one and done deal. You need actions that coordinate and layer on top of one another to create a desired effect. Without doable objectives, your campaign will fail.
- Subtle – Although a digital marketing campaign has to have multiple steps and tasks, you do not want the campaign to be glaringly obvious to the potential customer. Instead, you have to deftly weave in a call to action (CTA) that eventually leads to the most beneficial outcome: a purchase.
- Adaptable – “Campaign” might not be the best word for the expansive strategy that it usually is, because other campaigns we’re familiar with tend to be short-lived. However, that isn’t the case with digital marketing campaigns. Think of it as a platform for running a race. You need to pace yourself to win, and you also need to be able to change your platform and adapt to the fluctuations in demand and supply that will inevitably come. An adaptable campaign is one that will serve you for years of business instead of just mere months.
As you can see, a digital marketing campaign is more than a Facebook advertisement or directly mailing potential customers. Look to businesses like Zappos, American Express (AMEX), Uber, Airbnb, and similar for excellent campaign ideas. Unlike usual advertising campaigns, the digital marketing type is more of a long-term goal designed to move your target audience through the buyer’s journey and secure their loyalty for years.
Essentials of a Digital Marketing Campaign
Once you understand that digital marketing campaigns need to have multiple steps, objectives, subtly, and adaptability, you can start to fabricate a campaign on your own design.
First, you need to perform an “initial marketplace analysis.” This analysis looks at the product or service realistically, by gathering aspects of the market, the competition, and the attitude of the consumers. From there, you should know whether or not the services you wish to provide are in demand and how the competition is marketing similar products or services.
From there, you articulate the business objectives. This could be a broad range of tasks, including but not limited to, increasing awareness of your brand, increasing sales, raising retention rates, reducing the amount you spend on a single lead, or reducing the cost of acquisition. With the main objective, you should have points that lead to the success of the whole. For example, if you choose to increase brand awareness, you might decide to run an ad campaign and tie that into increase social media engagement.
However, these tasks cannot be too unsettling or uncharacteristic of your current business practices. No one is going to take well to a drastic change, as this can reek of desperation. Instead, you deconstruct the goals. You think of ways to do each step within the objective subtly. For instance, increasing social media engagement may mean having a representative interact with people commenting on your pictures or answering questions raised on a blog.
Aside from these subtle actions that raise engagement and therefore increase brand awareness, you will also be gathering information on the personas you want to target. Articulate the problems that these personas (your target audience) might have and find ways to allay them. Understand what the lives of these personas might be like, such as where they work, what their emotions might be when searching for specific information, and how they might perceive certain things on and off the internet.
Not all consumers interact with media the same way—resulting in another facet of digital marketing campaigns. Because some like social media while others like emails, and some engage more with visual media rather than written content, you need to fully understand who you are targeting before a campaign can be successful.
The Ideal Structure of a Digital Marketing Campaign
Taking the essentials from above, the best outline for a digital marketing campaign is:
- Complete market research and competitor analysis
- Outline business objectives and the goals within each objective
- Collect information on the target audience
- Create multiple buyer personas
- Find the channels that will reach these various personas
- Implement your strategy
- Measure the results over time
Naturally, within this structure you are thinking about SMART goals that are Specific, Measurable, Attainable, Relevant and Timed. Include your budget, a desired length of time, and remember that your goals should be doable within the allotted amount of time.
Digital marketing campaigns and strategies are what connects you to the customer, increases brand awareness, and increases the revenue you receive. In order to plan an effective digital strategy, you need to plan and act accordingly; but the first part is understanding the elements that make the campaign solid and workable, like what was explained in this article.