Plan a marketing campaign

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@andreea-macoveiciuc-content-expert @paul-boag


Business Benefits

Reach your marketing goals.


Decide the purpose of your marketing campaign.

For example: driving traffic to a website, increasing brand awareness, generating leads, encouraging brand loyalty, getting new clients, or upselling to old clients.

Break down your purpose into SMART goals – Specific, Measurable, Attainable, Relevant, and Timely – ensuring that they align with your budget.

For example, if your purpose is lead generation, one SMART goal is to gain 100 new email addresses in December via Facebook ads, using a quiz as a lead magnet. It’s an attainable goal if acquiring 100 leads stays within the set budget.

Identify your target audience’s characteristics.

For example, their:

  • Location.
  • Intent - goal or pain point they want to overcome.
  • Questions they have about your offer.
  • Interests.
  • Influences.
  • Age group.
  • Context.
  • Preferred channels.

Select the marketing channels for your campaign based on your goals, audience’s preferences, and the media where you’ve noticed higher engagement rates.

For example, social media ads, a landing page, and email for generating leads.

Identify the metrics you will monitor based on your goals and marketing channels being used in the campaign.

For example, if your campaign is to gain 100 new email addresses in December via Facebook ads, using a quiz as a lead magnet, your metrics could be:

  • The number of people who see the Facebook ad.
  • The number who click on the Facebook ad.
  • Dwell time on the landing page.
  • The number of people signing up for the quiz.

By collecting multiple metrics you can identify where there is room for improvement. For example:

  • Low viewer numbers might mean poor targeting of ads.
  • Low click-throughs could indicate poorly optimized ads.
  • Poor dwell time on the landing page could mean an unengaging page.
  • Low numbers signing up might show your lead magnet is not compelling enough.

Set your campaign’s budget based on your average lead acquisition cost and your current resources.

Use historical data and results from past campaigns to determine a good budget for the chosen channels and the set goals. For example, if your cost per acquisition is $5 per lead, you need a budget of at least $500 to generate 100 leads. Add the costs with design and content writing if you’re outsourcing these services.

Refer to brand style guides to provide the campaign’s visual identity by setting the colours, fonts, visuals, and other design elements to use in your content.

Create or update campaign content, including copy for ads, content for the lead magnet, copy for the landing page, and email marketing.

Choose or create a lead form template and define the call to action based on the content you promote and the goals you want to achieve.

Create a flow diagram showing how users will engage with your campaign.

For example, for each step in the campaign, what will they see, read, and hopefully respond to.

Use a calendar to mark your campaign timeline, phases, and deliverables.

Write down the start and end dates, how often you post on each channel, how much you’ll spend, and what messages go live on each date. Set intermediary milestones for partial evaluation of your campaign.