Marketing campaigns are an essential activity in business. Each marketing campaign will aim at one or several specific goals such as. Building a brand, penetrating the market, promoting products, boosting sales, converting customers, etc.
How to build and implement marketing campaigns can vary depending on the campaign’s purpose and each business’s workflow… If you’re new to building campaigns, the basic marketing campaign process below may be useful to you.
See more: Subiz Software Application in Online Marketing Activities
7 steps to building a successful marketing campaign
7 steps to building a successful marketing campaign
Step 1: Set marketing campaign goals
Campaign goals are what you want to achieve with your marketing campaign. To set effective goals, you can apply the SMART model to set goals in more detail.
Set specific, clear marketing campaign goals with the SMART model
Set specific, clear marketing campaign goals with the SMART model
The SMART model is a useful tool to help set goals and measure the effectiveness of marketing campaigns, including 5 elements: Specific, Measurable, Achievable, Relevant and Time-bound.
For example, if your goal is to increase sales, you might use the SMART model as follows:
Specific: Increase sales of product A by 20% within 3 months.
Measurable: Use sales results to measure campaign success.
Achievable: Based on market research, target audience and budget to ensure the goal is feasible and achievable.
Relevant (related to business goals): Increasing sales will help increase the company’s revenue and profits.
Time-bound: within 3 months.
Step 2: Market Research
Market research helps you better understand your market, competitors, and other business conditions.
Using market analysis models such as PESTEL, Porter’s 5 forces… helps businesses have an overview of the market, understand the external factors affecting the business and the market. From there, businesses can make informed decisions about marketing strategies.
For example, a business can apply the PESTEL model . This is a popular model that includes 6 main factors:
Political: A factor that helps businesses understand government policies and political decisions, including tax regulations, monetary policy, security and war, etc.
Economic: Popularize economic factors such as financial situation, economic growth, inflation, unemployment and prices… for businesses.
Social: Social and cultural factors such as population, education, culture, gender, location and age group… help businesses better understand the target audience for marketing campaigns.
Technological: Technological advances and changes in the industry, including the development of the internet, media, artificial intelligence… help marketing campaigns work more optimally.
Environmental (Environment): Environmental issues and sustainable development, including issues of climate, resources and environmental protection…
Legal: Legal regulations and rights related to businesses, including regulations on consumer protection, intellectual property and labor rights… that businesses need to pay attention to.
Applying models such as the PESTEL model or Porter’s 5 forces helps businesses easily observe the market picture they want to operate in. From there, they can make appropriate decisions and marketing strategies to seize opportunities and minimize risks.
Step 3: Identify target customer portrait
Defining your target audience will depend on the goals of your marketing campaign. The marketing campaign goals will clearly determine which target audiences will be targeted and what information needs to be collected about them to serve the campaign.
If the goal of the campaign is to increase sales or create conversions, thank customers… businesses will need to focus on target customers, or customers who have purchased the product.
If the goal is to increase brand awareness or expand market share, businesses will need to focus on new and potential customers. To create appropriate marketing strategies for new and potential customers, you can use tools and data such as Google Analytics, Facebook Insights or other analytical tools to research and collect information about their habits, interests, needs, etc. In addition, you can use surveys and social media searches to find more information about your customers.
Identifying the right customer profile helps marketing campaigns become effective and cost-effective.
Identifying the right customer profile helps marketing campaigns become effective and cost-effective.
Therefore, to identify target customers , businesses need to carefully analyze their marketing campaign goals and conduct in-depth research on that target customer to create effective marketing strategies.
Step 4: Build marketing strategies
Develop marketing strategies including marketing messages, approaches, implementation plans and campaign execution.
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Marketing message: A marketing message is the information that a business conveys to its customers. It can be a short slogan, an advertising message, an image, a video, or a story… The purpose of a marketing message also varies depending on the strategic goal: it can be to create a brand impression, boost sales, or simply interact to build relationships with customers.
Approach: The approach is the means you use to deliver your marketing message to your target audience, including online media channels such as social media, Google ads, or traditional media channels such as television, radio, magazine ads, or event media… Determining the appropriate approach channel for your target audience will increase the likelihood of success of your marketing campaign.
Implementation Plan:
An implementation plan is a detailed plan for each step in your marketing campaign. You should identify the specific steps you need to take, the time frame, your budget, and how you will measure the effectiveness of your campaign. An implementation plan helps you ensure that your marketing activities are on track and that your goals are met.
Step 5: Implement marketing campaign
Once you have built your marketing strategies, you need to launch your campaign.
Conduct marketing activities: These activities may include advertising on social media, creating content for blogs or online magazines, communicating with customers via email, online consulting or implementing events, promotions…
Budget Management: You need to manage your budget and allocate it to marketing activities appropriately; track expenses to ensure that you are using your budget properly.
Step 6: Monitor and evaluate the effectiveness of your marketing campaign
Depending on the type of campaign, goals, means, and implementation methods, each marketing campaign will have different standards and indicators for evaluating effectiveness. Here are examples of indicators for evaluating the effectiveness of some common marketing campaign goals:
Email marketing campaign:
Email open rate, link click rate within email, conversion rate, unsubscribe rate…
Google AdWords advertising campaign: Click-through rate (CTR), average cost-per-click (CPC), conversion rate, average cost-per-conversion…
Facebook advertising campaign: Post engagement rate, ad click-through rate (CTR), conversion rate, average cost-per-conversion…
Website marketing campaign: Post views, post engagement rate, conversion rate, average time on page, …
See more: Facebook advertising metrics reflect the effectiveness of advertising campaigns
Tracking and evaluating the effectiveness of marketing campaigns helps businesses easily optimize campaigns to achieve better results.
Tracking and evaluating the effectiveness of marketing campaigns helps businesses easily optimize campaigns to achieve better results.
Evaluating the effectiveness of your marketing campaigns is crucial to ensuring that you are using your budget effectively and achieving your goals. Reports and metrics will help businesses evaluate the effectiveness of their marketing campaigns and adjust future marketing strategies to achieve the best results.
Step 7: Optimize marketing campaign
After evaluating the performance of your campaign, you can find weak points that need to be optimized. You can perform the following activities to optimize your campaign:
Adjust your marketing strategies: If your marketing efforts are not performing as expected, you may need to adjust your strategy to increase effectiveness. This may include adjusting your marketing message, reallocating your budget, or changing your customer outreach channel. For example, if an email campaign is not getting a high open rate, you may want to change your email subject line or content to increase your open rate.
Focus on your audience: If you notice that some of your audience is not responding well to your campaign, it may be because europe cell phone number services they are not really the target audience for this campaign. Therefore, you can review and adjust your audience file to be more suitable.
Optimize online advertising: If you use online advertising, you can optimize your ads by changing the ad copy, headline, image, or placement to increase your click-through rate.
Improve your website:
If you use a website to market your products or services, you need to improve your website to increase conversions. For example, you can optimize the look and feel of your website, increase page load speed, or improve the user experience.
Developing a successful marketing campaign requires careful and thorough preparation: First, when developing a marketing campaign, it is necessary to carefully consider all aspects of the campaign, from the marketing objectives to the advertising media used, etc. By taking a comprehensive look, you can have an overview of the campaign, ensure that the campaign plan is clear, easily check progress, and avoid errors. If there is a fluctuation, you can also easily determine what stage it is in and quickly find a direction for correction.
According to eMarketer research , 59% of marketers consider social media marketing an effective communication tool. Due to the development of technology, social networks have become the focus of many people, especially Gen Z. You can use TikTok or Instagram platforms with products aimed at young people. For older audiences such as Millennials, Gen X, you can consider TVC advertising.
Create a timeline for your campaign
Don’t forget to create a timeline for your campaign. Of course, when you set a completion time, you need to determine what needs to be done during that time. Although creating a timeline is not too complicated, it is one of the factors that determine whether your strategy is successful or not.
When starting a campaign, you need to follow the deadlines and tasks set to achieve the goals.
Measure results
It is essential when building a marketing ba leads campaign that you regularly measure by comparing actual results with the expected plan.
The formula to measure the effectiveness of a marketing campaign is: Effectiveness = What will be achieved + time to run the marketing campaign.
Subiz will help you evaluate the detailed effectiveness of each campaign. Moreover, you can know detailed statistics of users, conversations, sales, and effectiveness in each stage.
Campaign Marketing is a “lever” for businesses to reach more customers. However, not all campaigns are successful. The success of a core campaign lies in the idea and perception of the product/customer. Therefore, when implementing a Campaign Marketing, you should invest time in researching the market/product to ensure creating an effective campaign that attracts many potential customers.
