9 Important Facts to Know When Designing a Marketing Campaign

You need to design a marketing campaign. You feel overwhelmed. Here’s some good news: use the nine pointers below as a blueprint, and you will be on your way to an effective campaign.

1. A specific goal increases your campaign’s effectiveness.
Specificity is easier to measure and track. For example, 1,000 webinar signups in three weeks is more specific than “increasing webinar attendance.”

2. A marketing budget, no matter how small, is better than no budget at all.
You might think organic (free) traffic is good enough. But paid advertising in the final stage of your campaign could push your campaign over the top. Be prepared.

3. A content “theme” increases audience engagement.
Smashing Magazine calls these themes “elements.” Some of these elements are relevance, statistics or infographics. For example, using an infographic boosts engagement because infographics are considered highly shareable.

4. Audience segmentation increases your campaign’s return on investment (ROI).
Even though you have identified your company’s core market, segmenting your audience allows you to speak to them more personally. According to Alexa.com, personalization results in higher-quality leads and more conversions.

5. An effective “Call To Action (CTA)” is essential for successful conversions.
A call to action is “an appeal to users, inviting their response.“ CTAs are important because they tell your audience what to do next. A CTA’s location, appearance and copy influence conversions.

6. Your campaign needs a compelling offer.
What will your target audience get when they opt-in? Whatever your offer is, it should be meaningful to them, not something you promote just to get leads or clicks.

7. Limiting your marketing channels increases your campaign’s effectiveness.
I know limiting your marketing channels seems counter-intuitive, but using too many channels dilutes your campaign’s message because too few of your target audience will see it. Focusing on the two main channels that your target audience frequents concentrates your message.

8. A timeline will make your campaign more manageable.
Like any project, a marketing campaign has several phases. A timeline will keep you and your team organized and on schedule. If everyone has the same information, the campaign will run more efficiently.

9. Measuring results during AND after the campaign is beneficial.
Most marketers understand why analyzing post-campaign results are important.

But did you know that it’s a good idea to monitor results during the campaign? When you track results during the campaign, you can change your tactics if you’re not getting the results you expected. For example, if your infographic isn’t generating the engagement you expected, you can try something else.

And there you have it: nine components of a marketing campaign. A successful campaign isn’t a flawless campaign, it’s an effective campaign. Don’t fear mistakes. If you learn from those mistakes, you’ll do fine.