Despite your culinary skills, people keep bypassing your stall to go to the next chef’s stall. I can get the feeling of frustration from you already.
But here is the thing. If you want people to know about your skills, you need to tell them about it. Staying in a particular spot and waiting for people to find you without you making an effort for them to see you will make you redundant no matter how good you are.
This is where a digital marketing campaign comes in. You can use social media, your website, and other online tools to create and share marketing campaigns that will interest your target audience. If you do it right, people will be drawn to your business like hungry customers at a food festival.
What is Digital Marketing Campaign?
How often do you see Facebook ads on your feed? What about following brands on Instagram to see what product they will be launching next? You see all these each and every day not knowing they are part of a digital marketing campaign. so what is digital marketing campaign:
A digital marketing campaign is a plan to promote your online business or product using digital channels. It entails using using various tactics such as email marketing, social media marketing, Pay-Per-Click (PPC), content marketing, and Search Engine Optimization (SEO). This is done to achieve marketing objectives such as lead generation, website traffic, brand awareness, and sales growth. Be among to the top 10% digital marketers that know exactly what is digital marketing campaign is and how to use it to increase sales.
What is The Goal of a Digital Marketing Campaign?
Increasing Awareness and Providing Solutions: Your online marketing efforts play a crucial role in making potential customers aware of their needs, known as problem awareness, and informing them that your company offers solutions, termed solution awareness. Your goal is to guide individuals from the “Before” stage, where they face a problem, to the desired “After” stage, where they have a positive solution.
Acquiring New Leads and Customers: For most businesses, a primary objective is to gain more leads and customers. Without continually attracting new prospects, your business won’t expand. It’s vital to introduce fresh prospects to facilitate business growth.
Activating Leads and Customers: If your business has been around for a while, you likely have leads and customers who haven’t made a purchase yet or haven’t done so in some time. You can utilize digital marketing campaigns to encourage first-time purchases and to remind past customers of your value and why they should return. These campaigns can activate dormant leads and customers, ensuring your brand stays top-of-mind.
Monetizing Existing Leads and Customers: Acquiring new leads and customers can be resource-intensive. Don’t overlook the potential of digital campaigns designed to sell more products and services to your existing customer base. Monetization campaigns offer upsells, cross-sells, and other enticing offers to maximize revenue from your best leads and customers.
Onboarding New Leads and Customers: Newly acquired leads and customers require special attention. They need guidance on who you are and how to make the most of their purchases. Create informative content like welcome emails or packets that explain product usage, expectations, and support options, ensuring a smooth onboarding experience.
Building Community and Advocacy: To foster deeper connections with prospects, leads, and customers, you should develop campaigns that establish communities of advocates and brand enthusiasts. Social media platforms like Facebook groups or Twitter pages provide avenues for people to share praise or seek assistance regarding your products or services. This engagement helps cultivate a sense of belonging within your customer base, resulting in increased satisfaction and loyalty.
Why are digital marketing campaigns important?
Digital marketing campaigns are important because they allow you to reach your target audience where they are already spending their time: online. With over 4.6 billion internet users worldwide, there’s a huge opportunity to connect with potential customers through digital marketing.
Types of Digital Marketing Campaigns
A digital marketing campaign can include a variety of different tactics, depending on your specific goals and budget. However, here are some of the most common types of a digital marketing campaign:
- Search engine optimization (SEO): SEO is the process of optimizing your website and content so that it ranks higher in search engine results pages (SERPs). This can help you attract more organic traffic to your website.
- Pay-per-click (PPC) advertising: PPC advertising is a paid form of advertising that allows you to place ads at the top of SERPs. You only pay when someone clicks on your ad.
- Social media marketing: Social media marketing involves using social media platforms, such as Facebook, Twitter, and Instagram, to connect with your target audience and promote your business.
- Email marketing: Email marketing involves sending emails to your subscribers to promote your products or services, provide valuable content, or build relationships.
- Content marketing: Content marketing involves creating and sharing valuable content, such as blog posts, articles, infographics, and videos, to attract and engage your target audience.
How to Create a Digital Marketing Campaign
You shouldn’t think of creating a digital marketing campaign without first thinking of a plan. A well thought out plan will guide you throughout the process, ensuring that your efforts are purposeful and effective. Without a plan, you risk allocating resources in the wrong places, missing out on valuable opportunities, and failing to connect with your target audience. After coming out with a clear plan, you can start creating a digital marketing campaign with the following steps:
Know and Identify Your Audience
You don’t just create a campaign and shoot it out there without knowing who you are talking to or targeting. If you do, it will be like shouting into a noisy world where your voice will be heard by a few and not the person you intended to talk to. So, you need identify and target who you are talking to. Understanding your target audience is key to a successful digital marketing campaign. Imagine you’re talking to a friend; speak their language and address their pain points. The more you “get” them, the more engaged they’ll be.
Decide Whether you Want to Hire an Agency or Work with Your In-House Team
When it comes to marketing, you have a few options: you can either hire an outside agency, have an in-house team, or use a combination of both. Each option has its pros and cons. When you work with an agency for your marketing needs, there are some advantages and disadvantages to consider. On the positive side, agencies bring a wealth of experience gained from working on various campaigns, access to expensive software and tools, and the convenience of adding new services without hiring or training new staff.
However, there are downsides too, like the agency not being located nearby, which can affect day-to-day involvement in your strategy. A good agency, though, will have systems to keep you informed, encourage your input, and transparently show how your budget generates results. On the other hand, having an in-house marketing team offers direct accessibility, full control over your strategy, and undivided attention to your business. Both strategies are good but you need to decide on which is best for your business based on budget and goals.
Know What Your Business Is all About
Some businesses don’t know what they are all about. This can be attributed to various factors, including a lack of understanding of their target audience, a failure to listen to their customers, and a reluctance to experiment and adapt. Branding can help you with that.
Know Your Unique Value Proposition (UVP)
A unique value proposition (UVP) is a statement that describes what sets your business apart from its competitors and why customers should choose you over others. You should be aware of what makes your business different from all other businesses. If you’re having trouble identifying your UVP ask yourself why someone should give you their hard-earned money.
It could be your restaurant uses fresh and organic ingredients from local farmers which can make people healthy, or your electricity company provides services at every hour of the day. Whatever your USPs are, you’ll want to mention them in your digital marketing campaigns.
By identifying your UVP, you can you can also analyze your competitor’s digital marketing campaigns. Spend some time doing a competitor analysis, including a SWOT (Strengths, Weaknesses, Opportunities, and Strengths) analysis, to better understand the strengths, weaknesses, opportunities, and threats surrounding your business. You won’t regret gaining this knowledge.
Set Your Budget and Goals
In digital marketing, it is important to have a set of goals and budget that drive campaign decisions. These goals will vary depending on the type of business. For example, a service-based business might want to focus on increasing qualified leads and phone calls. Some common goals for digital marketing campaigns include generating more website traffic, increasing sales, and improving brand awareness. It is important to have a clear understanding of the goals you want to achieve before starting a campaign. This will help you to determine which strategies to use, the budget to align, and how to measure success.
Choose The Right Channels You Want to Use for Your Campaign
Based on your budget and goals, you may want choose the best suitable channel for your digital marketing campaign. Let’s check out some of the most popular channels as listed above on “Types of digital marketing campaigns”
Create and Launch Your Campaign Content
You can’t skip this part. After going through the steps above, it’s now time to create a compelling copy for your campaign. Create content that sparks interest. Think eye-catching visuals, engaging videos, and attention-grabbing headlines. Your content should be like a magnet, drawing people in. Once the content is ready, put it out in the world. You can learn more about content creation over here.
Test and Review Your Results
No matter the type of campaign that you launch, always set aside some time to review and evaluate its performance. You have the ability to continually monitor all your campaigns and assess their progress against the goals you initially established in your campaign plan. Also, it is crucial to keep in mind that the digital world keeps changing and growing. If you encounter less-than-desirable outcomes, view them as a chance for improvement rather than a setback.
Success often boils down to something as straightforward as refining your audience targeting or making slight adjustments to your campaign’s design. If your original concept doesn’t yield the desired results, remember that you can always pause a campaign or introduce changes to explore new ideas.
For instance, if your social media ad campaign isn’t generating the expected engagement, consider modifying the ad copy or experimenting with different visuals. These adjustments may lead to better outcomes and valuable insights for future campaigns.
