The answer to creating and running a successful digital marketing campaign for your e-commerce business is simple… if you have the right steps:
- Campaign Strategy
- Campaign Production
- Campaign Launch & Follow up
- Campaign Retrospective
With these key four steps broken down into easy-to-follow instructions, you’ll soon find yourself running an efficient digital marketing strategy that is sure to bring success.
1. Campaign Strategy
The Campaign Strategy step is the process of planning and defining the goals, target audience, messaging, and channels for a digital marketing campaign to ensure its success and alignment with your business OKRs, budget, and team resources.
Here you have the 7 key elements of developing a winning digital marketing campaign strategy:
1.1. Define campaign goals
Defining your campaign goals is a vital part of the “Campaign Strategy” step.
It’s the desired outcome of the campaign, such as increasing brand awareness, generating a certain number of new leads, or driving a specific revenue… which will determine if the campaign was successful or not!
Also, a well-defined goal sets the direction and focus for your digital marketing effort.
To establish clear and effective campaign goals, consider the following guidelines:
- Goals MUST be aligned with your business OKRs
Your campaign goal(s) should support your company’s overall objectives and key results (OKRs). This alignment ensures that your digital marketing efforts contribute to your organization’s strategic priorities.
If your campaign goal doesn’t align with your business OKRs, then it’s essential to reevaluate if the campaign is necessary or not!
- Limit the number of goals
Focus on one primary goal and, if necessary, have a secondary goal.
Having a single main goal ensures your campaign remains focused, is easier to manage, reduces costs, and therefore increases the campaign ROI.
The secondary goal can complement the primary goal, but it shouldn’t compete with it or it might dilute your campaign’s overall focus.
- Goals must be measurable
Your campaign goal(s) should be quantifiable and assessable at the end of the campaign.
This allows you to evaluate the campaign’s success objectively and determine whether it met the desired outcome.
Examples of measurable goals include:
– increasing website traffic by a specific percentage
– generating a set number of leads
– achieving a defined revenue
- Consider the campaign’s timeframe:
When defining your goal(s), take into account the duration of the campaign.
Ensure that your goal is achievable within the campaign’s timeframe, as this helps you set realistic expectations and avoid disappointment if the goal isn’t met.
- Communicate the goal(s) clearly:
Your campaign goal(s) should be the cornerstone of your campaign. Everybody MUST have the goals clear.
Clear communication ensures everyone is on the same page and working towards a common objective, which is critical for the campaign’s success.
By following these guidelines, you can create focused and measurable campaign goals that align with your business OKRs and contribute to your organization’s overall success.
Remember, the ability to assess your goal(s) at the end of the campaign will determine whether the campaign was successful or not.
1.2. Identify the target audience or ideal customers
Your target audience refers to the buyer personas that represent your ideal customers, and identifying them is crucial to ensure your marketing efforts resonate with the right people and generate the desired campaign outcome.
Here’s how to identify the target audience or ideal customers for your campaign:
- Determine your campaign relevance
Assess which buyer persona(s) are most relevant to the goals of your campaign.
For instance, if you’re launching a new product line or promoting a specific service, identify the personas most likely to be interested in or benefit from it.
- Narrow down your focus
You don’t need to target all your buyer personas for every campaign.
Depending on your campaign goals, it may be more effective to focus on one or two personas. This allows you to tailor your messaging and channel selection more precisely, increasing the likelihood of campaign success.
- Consider new segments
If your campaign addresses a new market opportunity or targets a previously untapped audience, you may need to develop additional buyer personas to represent this new segment.
This will create new opportunities in the future for further segmentation.
By carefully identifying the target audience for your campaign, you can focus your marketing efforts on the most relevant buyer personas or ideal customers and maximize the impact and success of your digital marketing campaign.
1.3. Choose the right channels
This step involves, based on your target audience and objectives, selecting the most appropriate marketing channels, such as social media, email, content marketing, or search engine.
Here’s how to select the appropriate channels for your digital marketing campaign:
- Consider your buyer personas
Analyze your target audience’s preferences, behaviors, and habits to determine which channels they are most likely to use and engage with. This ensures your marketing efforts reach them where they are most active and receptive.
List out all of them, and continue.
- Campaign goal(s) alignment
From the previous list, add channels that are best suited to help you achieve your campaign objectives, or remove the ones that don’t.
For example, if your primary goal is brand awareness, focus on channels that have a broad reach, like social media or display advertising. If your goal is lead generation, consider channels that are more targeted, like affiliates, advertising or SEO.
- Evaluate Customer Acquisition Cost (CAC) per Channel
First of all: what is Customer Acquisition Cost (CAC) per channel? It’s the average amount spent on acquiring a new customer through a specific marketing channel, and it is crucial as it helps you to evaluate the efficiency and effectiveness of your marketing efforts.
Different channels have varying CACs, and some are more effective for converting new visitors, while others are better for converting returning visitors.
Consider the CAC and conversion potential of each channel to refine your list.
- Assess available resources
Determine if you have the right team, skills, and resources to execute your campaign effectively on the channels you selected.
If you lack the necessary expertise or resources for a specific channel, it may be more cost-effective and efficient to focus on other channels.
Selecting the right channels based on your buyer personas, campaign goals, CAC, and available resources will ensure that your efforts are both efficient and effective.
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1.4. Develop key messaging and positioning
Developing key messaging and positioning is essential to communicate your campaign’s value proposition effectively and resonate with your ideal customers.
To create compelling messaging for your campaign, consider the following key points:
- Define your campaign’s unique selling proposition (USP) or value proposition
This is the core message that sets your campaign apart and highlights the benefits your target audience will gain.
Your USP should consist of a title and a subtitle that amplifies the title. When your target buyer persona reads the value proposition, they should immediately recognize that the campaign was tailor-made for them.
- Develop key messaging elements
Identify the most important aspects of your campaign that you want to emphasize. For example, if you’re offering a 15% discount on a specific product, decide how you’ll communicate this: “Save 15% OFF Today” or “Save $100”.
Make sure these key elements are clear and concise, so they stand out and grab the attention of your buyer personas.
Your team will use these key messaging elements during the “Campaign Production” step to produce all your campaign assets, including emails, blog posts, ads, and other marketing materials.
By following these guidelines, you can develop compelling messaging and positioning that effectively communicates your campaign’s value proposition, resonates with your buyer personas, and sets the stage for a successful digital marketing campaign.
1.5. Establish the campaign’s budget
This step involves allocating resources for the various components of your campaign, such as creative assets, ad placements, marketing tools, and other expenses.
However, to ensure a profitable campaign, it’s crucial to consider the return on investment (ROI).
The success of your campaign will be determined by whether or not you reach your goals. But regardless of whether your goal is met, the campaign expenses still need to be paid! That’s where ROI comes in to help you.
Here’s how to establish your campaign’s budget with your ROI in mind:
- Review your campaign goals
Your campaign’s goals will provide a clear direction for your budget allocation. Prioritize resources for activities that directly contribute to achieving these goals.
- Analyze past campaign data
Look at the performance and ROI of previous campaigns to identify trends and patterns.
Analyze your previous Customer Acquisition Costs (CACs) for each channel you plan to use in your campaign, as well as the Conversion Rate of each channel. This will help you understand the costs associated with acquiring new customers through different channels, and also how much you can earn, to ensure that you maintain a positive ROI.
Don’t hesitate to remove channels or make reductions for your campaign based on numbers. Don’t follow hypotheses; focus on facts: previous campaign numbers!
- Allocate resources efficiently
At this stage, you will end up with a budget for each channel that will keep or improve the ROI of your previous campaigns, allowing you to reach your goal(s) without having to increase your costs.
Note: remember, because it’s super important, the goal(s) of a campaign is not always generating revenue!
This approach of having ROI and CAC in mind ensures that your campaign achieves its goals while remaining cost-efficient.
1.6. Create campaign timeline
This step is crucial for ensuring that all stages of the campaign are executed smoothly and efficiently… without having a heart attack!
Here’s an easy step-by-step to create your campaign timeline:
- Outline the stages
Begin by breaking down your campaign into its primary stages, such as planning, production, launch, and follow-up. Then, delve deeper into each stage by asking, “What do we need to do to achieve X?”
This will help you visualize the overall structure of your campaign and identify key milestones.
- Set deadlines and milestones
Now it’s time to assign deadlines to each stage and establish milestones for important tasks within each stage. This will keep your team on track and help ensure that the campaign is completed on time.
Use a visual way to have this timeline. Your team, in a quick look, should understand deadlines and important milestones. Being CLEAR is super important, and anything more clear than something visual!
- Consider existing projects
When creating your timeline, take into account other projects that are currently in progress. This will help you allocate resources and personnel effectively, ensuring that all projects receive the attention they need.
- Assign a project manager (optional… but super important!)
Appoint a project manager to oversee the campaign timeline and coordinate with various team members and all projects and tasks you have in progress. A project manager plays a crucial role in maintaining communication, ensuring deadlines are met, and keeping the project on track.
By creating a comprehensive campaign timeline and considering these factors, you can help ensure that each stage of your campaign is executed efficiently and effectively.
1.7. Allocate responsibilities
In most cases, this step is invisible… nobody has it in mind, and it’s ESSENTIAL for the success of your campaign.
It involves assigning tasks and roles to team members, ensuring everyone understands their responsibilities and deadlines… essentially, determining who will do what and when it needs to be done.
Here’s what to consider when allocating responsibilities for your digital marketing team:
- Identify key roles
Determine the main roles needed to execute your campaign, such as content creators, designers, copywriters, social media managers, and project managers.
- Assign tasks
Break down each stage of your campaign into specific tasks, and assign these tasks to the appropriate team members based on their skills and expertise.
Make sure that every aspect of the campaign is covered.
- Set (agree) clear deadlines
Agree with each team member on a clear deadline for their tasks, so they understand the timeline and can plan their workload accordingly.
- Ensure accountability
Establish a clear understanding of who owns each task and is responsible for its completion. This helps to maintain accountability and ensures that every team member knows what is expected of them.
- Maintain open communication
Encourage open communication within your team, so that everyone feels comfortable discussing their progress, raising concerns, or asking for help when needed.
This fosters a collaborative environment and helps to address any issues that may arise during the campaign.
By allocating responsibilities effectively and ensuring that everyone on your team understands their roles and deadlines, you can create a cohesive and efficient working environment.
This approach will help to ensure the successful execution of your digital marketing campaign and contribute to the overall success of your marketing efforts.
You have already defined campaign goals, identified your target audience, selected the right channels, developed key messaging and positioning, established a budget, created a timeline, and allocated responsibilities.
Now, you are prepared to move on to the next step: Campaign Production.
2. Campaign Production
The Campaign Production step involves creating and refining all the necessary content, design, and technical elements needed to execute a digital marketing campaign successfully.
The organization and execution of these tasks are determined by the final item of the “Campaign Strategy” step: Allocate responsibilities.
By assigning who owns what and when needs to be done, you ensure a smooth transition from Strategy to Production and enable a cohesive and efficient execution of the digital marketing campaign.
Usually, the execution will be determined by teams or roles. Here you have an example:
- Copywriting & SEO Team
- Ad copy
- Social media captions
- Blog post content
- Email content
- Video scripts
- Landing page content
- Main Call to Actions (CTAs)
- Design Team
- Images and graphics
- Ad creatives
- Web page design
- Landing pages
- Email templates
- Front-end Development Team
- Website optimization
- Landing page creation and optimization
- Accessibility compliance
- Pricing or Promotion setting up
- Email Marketing & SMS Team
- Email & SMS Marketing Campaign Calendar
- Email content creation
- Email template design
- Email marketing automation (email flows)
- SMS content creation
- SMS marketing automation (SMS flows)
- A/B testing
- Social Media Team
- Social Media Campaign Calendar
- Social media content creation
- Social media scheduling tools
- Paid Advertising Team
- Google Ads
- Meta ads
- Tiktok Ads
- Linkedin Ads
- Pinterest Ads
- Display advertising
- Retargeting campaigns
- Influencer Marketing Team
- Influencer partnerships
- Influencer partnerships
- Analytics and Optimization Team
- Tracking and analytics tools (goal tracking)
- A/B testing tools
- Performance monitoring and optimization
- Quality assurance team
- Proofreading and editing
- Design consistency
- Functionality testing
- Accessibility compliance
In conclusion, the success of the “Campaign Production” step relies heavily on accurately allocating responsibilities and ensuring clear communication of expectations and deadlines for each team member.
This approach creates a seamless transition between strategy and production, fostering a streamlined and efficient workflow.
The Quality Assurance team or role plays a pivotal role in moving the campaign to the next step by reviewing and ensuring that all elements meet the required standards.
The “Campaign Production” step’s success hinges on three critical factors: clarity of ownership and timely completion of tasks (done in the Campaign Strategy Step), and performing quality control thoroughly before moving to the next step. Ensure that each team member knows their responsibilities, deadlines are met, and quality is diligently tested, setting the foundation for a remarkable digital marketing campaign that stands out from the rest.
Having a Project Manager in this step makes a HUGE difference.
3. Campaign Launch & Follow up
Here’s a list of things to consider for running a digital marketing campaign during the third step: Campaign Launch & Follow up.
- Pre-launch quality assurance
Ensure that all tests and quality checks have been completed before launching the campaign. No changes or adjustments should be made at this stage.
- Launch plan
Have a detailed plan in place for the campaign launch, and most importantly: there has to be someone who owns this task.
- Real-time monitoring
Continuously monitor the campaign’s performance across all channels to detect any issues early on and ensure a smooth launch.
- Regular progress updates
Provide regular updates to the team and stakeholders on the campaign’s progress, ensuring that everyone stays informed about its performance.
- Mid-campaign adjustments
While it’s best to avoid making adjustments during the campaign if any critical issues arise, address them promptly and communicate changes clearly to the team.
- DON’T change the strategy… never!
You may be tempted to make changes to the strategy, create new funnels, or have better ideas for a campaign… but DON’T DO IT!
It’s best to avoid making adjustments unless absolutely necessary, as changes made during an ongoing campaign can lead to errors, stress, and a negative impact on the overall performance. Instead, focus on monitoring, learning, and preparing for the retrospective, the next Step.
I’ll repeat it one more time: don’t make changes to the strategy during the campaign.
Just focus on learning and take notes for the retrospective.
4. Campaign Retrospective
The “Campaign Retrospective” step involves analyzing the results, learning from successes and areas for improvement, and applying these insights to optimize future digital marketing campaigns.
Here are a few items you should consider:
- Review campaign goals
Compare your campaign’s performance against the initial goals set in the Campaign Strategy step.
- Analyze your campaign’s Key Performance Indicators (KPIs)
Assess the KPIs relevant to your campaign, such as click-through rates, conversion rates, and return on investment (ROI).
- Evaluate the effectiveness of channels
Examine the performance of each marketing channel used in the campaign to determine their overall effectiveness and areas that need optimization.
A best practice is to calculate:
- Your CAC (Customer Acquisition Cost) per channel for the campaign, and compare it with either a previously successful campaign, or your business average.
- Each channel traffic, revenue, conversion rate and lead generation… and also, compare it with either a previously successful campaign, or your business average.
- Assess messaging and positioning
Review the messaging and positioning to determine if they effectively resonated with your target audience and led to the desired actions.
- Examine the campaign’s timeline and budget
Analyze if the timeline was realistic and if the budget was properly allocated to maximize ROI.
- Gather feedback from team members
Encourage open and honest feedback from all team members to identify areas of improvement and gather valuable insights.
A best practice is to run a Retrospective Meeting (online or in person), in which you:
- Identify successes and best practices:
Recognize what went well during the campaign, and document these successes for future reference.
- Determine areas for improvement:
Identify areas where the campaign could have performed better and develop a plan to address these issues in future campaigns.
- Document lessons learned:
Create a comprehensive report detailing the lessons learned from the campaign, which will serve as a valuable resource for future campaigns.
- Share findings with stakeholders: Present your findings to stakeholders and incorporate their feedback to continuously improve your digital marketing efforts.
- Identify successes and best practices:
By thoroughly analyzing the results, identifying strengths and weaknesses, and applying the lessons learned to future campaigns, you’ll continuously refine your marketing strategies and drive better results.
Remember, the key to success lies in learning from your experiences and adapting your approach to enhance your campaigns’ effectiveness and make a greater impact on your target audience.
The more campaigns you run, the more you and your team will improve from the mistakes and the successes.
Running a team retrospective meeting makes a significant difference, not only for the learnings but also to provide a space for team members to express themselves and improve relationships and behaviors within the team itself.
FAQs in Relation to How to Create and Run a Successful Digital Marketing Campaign
Here are some frequently asked questions related to creating and running a successful digital marketing campaign:
- What is a digital marketing campaign example?
Here you have an example of a digital marketing campaign:
- What are the types of digital marketing campaigns?
There are several types of digital marketing campaigns, each designed to achieve specific goals.
Some common types include:
– Brand awareness campaigns:
Aimed at increasing visibility and recognition of a brand among potential customers.
– Lead generation campaigns:
Focused on capturing contact information from potential customers, often through content offers, webinars, or free trials. The goal is to grab their email, phone number, or any data needed to initiate contact.
– Product launch campaigns:
Promoting a new product or service to generate interest, sales, or sign-ups.
– Content marketing campaigns:
Creating and distributing valuable, relevant content to attract and engage a target audience, usually with the goal of driving profitable customer action. The SEO team drives these types of campaigns.
– Email marketing campaigns:
Using targeted email messages to nurture leads, promote offers, or share news and updates with existing customers.
– Social media campaigns:
Utilizing social media platforms to promote a brand, product, or an offer to a target audience, often with the goal of driving engagement, traffic, or sales.
– Remarketing campaigns:
Targeting users who have previously visited your website or engaged with your brand, encouraging them to return and take further action.
These campaign types can be used individually or combined, depending on your marketing goals and target audience.
- What is the difference between a digital marketing campaign and a digital marketing strategy?
A digital marketing campaign is a focused time-bound effort, to achieve specific marketing goals, such as promoting a product, increasing brand awareness, or generating leads.
A digital marketing strategy, on the other hand, is the overarching plan that guides and informs all marketing activities, including multiple campaigns, in order to achieve the long-term objectives of a business.
In simpler terms, a strategy is the broader plan, while campaigns are the individual tactics used to execute that plan.
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