Digital Marketing Campaign Strategy

Digital Marketing Campaign Strategy Explained

Many businesses around Canada overlook the importance of creating a digital marketing campaign strategy. They hear others saying they need to have a blog, be on social media, have a landing page, etc. So they jumped straight in and started doing them without a proper plan.

Therefore, this post will explain the best tips for a successful marketing campaign.

Define What Success Looks Like

A successful digital marketing campaign strategy starts with the end goal. It gives the plan a direction to move towards.

You need to discuss with your marketing, management, and executive team the ideal outcome. For example:

  • Sell your product or service
  • Increase the number of signups
  • Book more demo calls
  • Brand awareness

Remember that it needs to be a S.M.A.R.T. goal. You want to be specific on your ideal outcome. Define what key performance indicators you’re going to use to measure the progress. It needs to be achievable. It has to be relevant to your business goals. And lastly, a timeline for your marketing campaign.

Before launching the campaign, you should also have an idea of your ideal client value and how much you can spend to acquire a sale or lead.

As the campaign progresses, periodically check the metrics and analytics. Refer back to your goals. If you find a campaign working well, you can consider scaling it. For campaigns that aren’t doing as well, you can find ways to improve it or remove it altogether.

Create A Well Defined Buyer Persona

One common mistake businesses make is thinking their product is for everyone. By making a marketing message aimed at everyone, it is speaking to no one at all.

A successful digital marketing campaign strategy is based on a well-defined audience. For instance, a premium product is more suited to the higher-end market. But people on a budget won’t be interested in it.

An excellent place to start crafting your buyer persona is by looking at your website analytics. See what kinds of people are interested in your brand.

Then continue your research to describe the person as detailed as possible. What do they do for a living? What are their likes and dislikes? What problems keep them up at night? What solutions have they tried and didn’t work?

With all these specific details, you’ll create a better offer and marketing campaign that your ideal buyer will say “yes.”

Test Everything to Find a Winning Campaign

When you’re ready to launch your campaign, the first thing to do is to test it. It’s just like taking a test drive at a dealership. You want to make sure that everything is working smoothly.

Test that all the links are going to the right places. The images show up as you intended. The pages look good and load fast on mobile devices (Apple and Android) and desktop computers (on different browsers).

Take off your marketer hat and go through the campaign as if you’re the customer experiencing it for the first time. You can also ask a team member or a friend to do this too.

Once the campaign is running, make sure you’re continually doing A/B testing. That’s when you create 2 similar versions and only change one element, such as the headline. The purpose is to see which variation resonates better with your customer.

After you have a large enough sample size, select the winner and stop the losing variation. Then, create another A/B testing for a different element. This will help you to get better results for your campaign while lowering your costs.

Follow Up With Your Prospects From All Angles

In marketing, there’s no such thing as over-exposure. Every day, prospects are flooded with thousands of marketing messages. They see ads, notifications, emails, videos, news stories, text messages, calls, etc.

Your offer is a speck of dust compared to all the messages your ideal customers are exposed to. For your marketing message to stick, you need to be omnipresent. In other words, you want to be everywhere.

You can do this by running retargeting campaigns on various mediums. For example, you can place banner ads on blogs and news sites using Google Display Ads. You can run retargeting campaigns on Facebook, Instagram, YouTube, and other social media platforms.

As your prospects read blogs, watch YouTube videos or scroll through Instagram, they’ll see your offer again. Eventually, they will be ready to take up your offer.

Craft Your Next Digital Marketing Campaign Strategy

With these tips, you have a solid foundation for your next digital marketing campaign strategy.

Are you unsure of building the strategy alone? Asset Digital Communications has helped many businesses run successful marketing campaigns. If you’re committed to making your next campaign a success, book a session with our advisors.

Regardless if you decide to craft your strategy on your own or together with us, applying the tips in this article will put you in the right direction.