From P & G’s “Thank you, Mama” to American Express’s “Small Business Saturday” to Dos Equi’s “most interesting man in the world”, marketing campaigns can stay with us long after an impression or purchase.
Why this? Campaigns make companies unforgettable. They encourage a focused effort that leads consumers to a desired action. They also give brands identity, personality and emotions.
Marketing campaigns can do the same for your business. That’s why we’ve put this guide together to provide a clear and concise approach to your next campaign.
Read on to get started or use the links below to move forward.
What is a Marketing Campaign?
Marketing campaigns are organized, strategic efforts to promote a specific business goal; B. Raising awareness of a new product or collecting customer feedback. They typically aim to reach consumers in a variety of ways and involve a combination of media including, but not limited to, email, print advertising, television or radio advertising, pay-per-click, and social media.
Marketing campaigns do not encompass all of the marketing efforts for a brand. In fact, the word “campaign” is defined as “a coherent series of operations that are designed to carry out one special result. ”
That is why politicians fight for a certain election and the military for a certain battle.
Great marketing campaigns follow a consistent theme and promote a single or focused idea or goal (as we’ll discuss later).
For example, any Nike ad you see or hear on your way to work is unlikely to be part of a campaign. However, if you see a Nike billboard, scroll past a Nike sponsored Instagram post and receive a Nike email everyone promoting the same product, then you’ve definitely witnessed a marketing campaign.
You’ve also probably heard the word “campaign” used for both marketing and advertising. What is the difference?
Advertising is a part of marketing. A company plans to use marketing to build brand awareness and get customers to buy, while advertising creates the compelling messages for those general goals.
In terms of campaigns, an advertising campaign can be a facet of a broader marketing campaign strategy. For example, if Nike were promoting the release of a new product, their promotion would be part of their broader marketing efforts, which could include email, social media, and paid search.
So campaigns are focused, acute marketing efforts to achieve a unique goal. Marketing campaigns, despite their simple definition, can be a lot of work. Read on to learn how to create and nurture a successful one.
Types of Marketing Campaigns
- Product Marketing Campaign
- Brand development campaign
- Email Marketing Campaign
- Content Marketing Campaign
- User generated content campaign
- Public relations / awareness campaign
- Direct mail campaign
- Affiliate Marketing Campaign
- Social media campaign
- Acquisition marketing campaign
- Paid marketing / advertising campaign
Components of the marketing campaign
Several components flow into the planning, execution and use of an outstanding marketing campaign.
- Goals and KPIs: Identify the ultimate goal of your campaign, quantify it and explain how you will measure that result. For example, your content creation campaign can be measured in terms of organic traffic, with each post aiming to get 1,000 views per month and 10 new contacts, and metrics are measured in Google Analytics and have a look.
- Channels: Where will your content and messages be distributed? For example, if you’re running a social media marketing campaign, you can target expanding the channels most relevant to your audience and omit the ones that are the least likely to generate a loyal following.
- budget: Not all marketing campaigns require an additional budget, but many still do. If applicable, consider agency, advertising, and freelance costs and include these numbers in any ROI analysis for your campaign.
- Content format (s): Determine what type of content you are creating to drive the campaign forward. It is common for marketers to include multiple content formats in a single campaign. For example, a branded campaign might include video ads, press releases, and guest blogs.
- team: Who do you rely on to get the job done? Before starting your campaign, make sure you have a list of people who can help you with text drafting, website building, design, budgeting, videos, or any other element that you can use in the campaign deploy.
- Design: After all, a great marketing campaign has a remarkable design. Whether it’s a sleek website design, a logo at the end of a video ad, or an interactive infographic, make sure your design is professional and suitable for the purpose of the campaign.
How to Create a Successful Marketing Campaign
Building an entire campaign may be complex, but it’s a pretty straightforward process – if you get it right. Planning your campaign is just as important as designing the fun things like creative advertising and conversion assets.
Before creating what your audience will see, you need to think about what to do when they see it … or read or hear it. (You understand the essentials.)
I organized this section as a kind of marketing campaign template. All you need to do is answer the questions as precisely and thoroughly as possible to ensure a thorough and successful approach to your next marketing campaign.
Don’t skip either! Your answers to previous questions guide your ideas and answers as you proceed.
Plan your marketing campaign
This step is critical to the effectiveness of your marketing campaign. The planning phase determines how you measure success and guides your team and campaign when (inevitably) things go wrong.
1. What is the purpose and aim of your campaign?
Let’s just start. Why are you running this campaign? What should your campaign achieve for your company?
If you’re having trouble defining your campaign purpose, start wide. Check out the goals below. Which one goes best with your own?
- Promote a new product or service
- Increase brand awareness
- Collect customer feedback or content
- Make a profit
- Increase user interaction
- Promote an upcoming event
This is hardly a definitive list, but it does give you an idea of some general business goals a campaign could achieve.
For the purposes of demonstration, I will pursue the third goal: to collect customer feedback or content. We will use this example in this guide.
Now let’s take our general campaign purpose and turn it into a SMART goal. To be classified as “SMART”, a goal must be specific, measurable, achievable, relevant and timely. SMART goals hold you accountable and give you a specific goal.
If we continue our example from above and turn our general purpose into a SMART goal, it looks like this:
“The goal of my marketing campaign is to collect customer feedback or content.” vs.
“The goal of my marketing campaign is to collect User generated content from 100 customers above a branded hashtag Instagram With our new product line by December 31, 2020. ”
The goal is specific (user-generated content), measurable (100 customers), reachable (via an Instagram hashtag), relevant (with the new product line) and timely (by December 31, 2020).
Do you see how my broad campaign purpose instantly transforms into an actionable, achievable goal? It is difficult to identify such different measures for your campaign – I understand. But if you make the tough choices now, your life – and your campaign – will be a lot easier in the future.
2. How are you going to measure your campaign?
The answer (s) to this question look different for everyone. You can answer this with “Email Open Rates”, “Likes For New Facebook Pages”, “Product Preorders”, or all of the above.
These responses depend on your overall campaign goal. Here are some examples of metrics based on the campaign goals above.
- For promoting a new product or service: pre-orders, sales, upsells
- To increase brand awareness: mood, social mentions, press mentions
- To collect customer feedback or content: social mentions, engagement
- To generate sales: leads, sales, upsells
- To increase user interaction: blog shares, social shares, email interactions
- For promoting an upcoming event: ticket sales, bookings from providers or entertainment, social mentions
If your campaign involves multiple marketing measures (such as social media, direct mail, and radio advertising), you should determine how you will measure your campaign on each medium. (For more information on these channel-specific metrics, see below.)
For example, let’s say I ran my User Generated Content (UGC) campaign on social media, via email, and on our blog.
First, I define my Key Performance Indicators (KPIs) for each medium, which can look like this:
- Instagram engagements (likes and comments) and profile tags
- Email open rates and click rates
- Blog views, click-throughs, and social shares
Then I would define my primary campaign KPI: mentions of Instagram hashtags.
While the KPIs above indicate how well my campaign is reaching and engaging my audience, my primary KPI is showing me how close I am to my SMART goal.
Finally, let’s consider another question: What does “success” look like for your company? Obviously, achieving a predetermined goal is exciting, but it isn’t always possible. What (outside of your goal) would success mean (or serve as a milestone) for you? How would you feel that your campaign is worth it if you didn’t achieve your goal?
When deciding how to measure your campaign, there are a few checkpoints you should set up along the way. If your campaign involves increasing brand awareness and your goal is to get 50 PR mentions by the end of the year, set up some benchmark notifications at 10, 25, and 40 mentions.
Not only will it remind you to keep working towards your ultimate goal, but it will also improve morale on your team and remind you that your time and money investments are paying off.
3. Who are you addressing to?
Ah, the popular target group. This is one of my favorite things to do as your targeting of your audience can affect or affect the success of any marketing or sales related topic, especially a campaign.
Imagine creating a bulletproof marketing campaign only to come across crickets. * chirp * * chirp *
If so, you might think you chose the wrong marketing medium, or your creative wasn’t funny enough. Regardless of what it is, all of these decisions come back to one thing: your audience.
The first step in answering this question is figuring out what stage of the buyer’s journey your campaign is targeting. Are you trying to get new customers or are you trying to get feedback from existing customers? Are you marketing your brand to those they recognize, or are you introducing a new brand identity?
Your marketing message will depend on whether your campaign audience is in the Awareness, Consideration, or Decision phase. It is important to note that a marketing campaign can include collateral for people at different stages in their journey. For example, while your campaign is targeting current customers, it can also bring brand awareness to new consumers.
Next, identify your audience’s interests and weaknesses. Here are some questions to ask yourself and your team to better understand your audience.
- What are the general interests of my audience? What magazines do you read? What TV shows do you watch? How do you spend your free time?
- Where does my audience hang out online? For what purpose do they use Instagram, Facebook and other networks? Do you get involved or just browse?
- What kind of content is getting my audience’s attention? Do you react to straightforward sales messages or do you prefer to consume funny, humorous content? Which cultural references would you understand?
- What problems could my product, service or brand solve?
Getting familiar with your campaign audience will be a safe way to answer these and any other questions that may arise during the campaign.
4. What is the concept of your campaign? With whom and how do you create your marketing?
It’s time to talk about the campaign itself. At this point you know why you are running a campaign, how to measure it, and who it is targeted at. Now let’s talk about what the campaign will be like … literally.
Marketing campaigns are like your own brand. They require a mission, a vision, and a visual identity. Great campaigns are offshoots of their parent brand, both visually and creatively – they stay in line with the business brand but retain their own identity.
When creating their campaign assets, some companies use an in-house team, while others choose an agency. Another alternative is to hire a freelancer or contractor to complete a specific part of the project, e.g. B. the copy or the design.
Depending on your specific campaign goals, I would recommend starting with your internal team and moving on from there. They are probably the experts on this part of your business and can talk about what your campaign needs to be successful.
Following the example of my Instagram UGC campaign, I would first consult with my social media team. They know best what Instagram content does well and what our Instagram audience likes to see. From there, I could assign the campaign to them or outsource the creative part to an agency or a freelancer.
This step will likely take the longest since creating your campaign concept from scratch. Next, we’ll explore how to distribute your campaign assets and connect with your target audience.
Distribute your marketing campaign
This phase is all about the public part of your campaign, including what your audience will see and when. By the time you’ve gone through the previous section, you should have all of the answers you need to walk through this step.
5. How do you reach your audience?
Let’s consider what type of marketing your campaign will use. This choice will depend on your preferences, budget, and brand engagement among other things.
Take a look at the current media channels you’re promoting your business through. Which are the best? Which ones can you use to pay for advertising? Which ones have the best engagement? Most importantly, where do your customers hang out?
While the use of multiple media is highly recommended, it is probably not advisable to get your campaign published on a brand new medium that does not have your business presence. So stick to the marketing channels you are already ending them on.
Do you need some ideas? Take a look at the PESO model that divides the sales channels into Paid, Earned, Shared, and Owned.
First, choose two or three channels for your campaign. For example, I could promote my UGC Instagram campaign through social media (Instagram, of course), email, and through my blog. I would then pay to improve my social media campaign posts so that they would be viewed by more of my target audience.
Depending on your campaign goal, certain channels may not make sense. Regarding my UGC campaign, it wouldn’t make sense to invest in print or direct mail as the campaign is purely digital and most of my audience is online. On the other hand, multinational product launch campaigns would likely include most (if not all) of the media options listed above. You want to reach the broadest audience both in person and online.
Remember that you will need to modify or expand your marketing resources to suit the media channels you have chosen. Your campaign images, videos, and copies may vary between social media, email, print, etc.
Even if you choose not to actively advertise on a particular medium, you can always tweak it to at least mention your campaign. For example, you can update your social media BIOS, change your email signature, install a website header notification bar, add small calls-to-action at the end of blog posts (read on to find out more), and lots more. These efforts don’t require a lot of additional work or resources, but they will do a lot for your campaign.
6. How and when will you publish?
This section is all about timing. Setting a deadline for your campaign (the timely part of your SMART goal) will give you a much better idea of when, how, and how often you will be promoting that campaign.
First, create a general campaign timeline. Mark the start date and the date of your campaign on a calendar. This gives you parameters within which to work.
Next, take a look at your marketing resources and selected advertising marketing channels. How often can you afford to publish and promote your campaign content based on your people and financial resources? Create a promotional calendar for each marketing channel. Set a cadence for each channel and assign your planned posts, e-mails, etc. in your calendar.
Why should you visualize your campaign? This will help you distribute your campaign advertising evenly and publish it equally on every medium. It also gives you an idea of where your time and energy is going so you can look back when assessing the effectiveness of your campaign.
If your promotional calendar seems very, very busy, don’t fret. Social media and email planning tools can take the pressure off daily posting. Check out tools like HubSpot, Buffer and MailChimp to plan and manage your campaign actions.
The advertising phase is all about getting your campaign in front of your audience. But how are you going to get your audience to follow the purpose of your campaign? Next, we’ll explain how you can optimize your campaign to convert customers.
Convert customers through your marketing campaign
Campaigns are a coherent series of processes that are designed to achieve a specific result. We talked about the “connected” part and covered the “operation” part. This phase – the conversion phase – is about how your campaign can lead to that “specific result”.
7. How is your marketing going to drive the action you want?
Even if your campaign is effective and generates a lot of traffic, it needs to take the action you want. By “take the action you want,” I am talking about the SMART goal that you initially defined. Let’s take a moment and repeat this goal.
For my sample campaign, my SMART goal was “to collect user-generated content from 100 customers via a brand hashtag on Instagram with our new product line by December 31, 2018.”
This step is about calibrating your marketing efforts and channels so that your customers achieve their desired goal. This is done through conversion assets such as calls to action, landing pages, and lead forms.
These assets can be used separately or in conjunction with one another, e.g. For example, by displaying a lead form on a landing page or creating a call to action that asks your audience to fill out a form.
Calls to action
A call-to-action (CTA) is a direct request from your audience. It’s an image or line of text that prompts your visitors, leads, and customers to take action, and it’s absolutely critical to your campaign success.
CTAs reduce the noise of today’s marketing and advertising world and give your audience a clear guideline. However, there is no one size fits all for CTAs, especially when it comes to marketing campaigns.
Your campaign CTA cannot simply ask them to achieve your goal. You also need to consider how your audience would benefit from completing your action and include that in your CTA.
If my UGC CTA campaign were to “post a picture of our product with this #hashtag” my campaign would seem uninspired and a bit bossy. CTAs may be direct, but they are also designed to encourage, inspire, and convince.
In that case, a better CTA would be “Share a photo with our product and this #hashtag, and you may be featured on our Instagram page and in the next promotional video!”
The same beneficial CTA applies to product launches, brand awareness campaigns, upsell efforts, and other types of campaigns. Your audience won’t complete your “desired action” until they understand how it will be of use to them, too.
Landing pages give your campaign a home, a goal. They are a dedicated place where your audience can learn more about what your campaign is made of and why they should participate. It also sets your campaign apart from the rest of your website and content.
Your landing page should be mature and offer benefits to your audience, especially your campaign’s Unique Value Proposition (MSRP). Don’t forget to review your CTA and make it clear how your audience can engage (i.e. with a download or by filling out a form).
Up-converting landing pages also contain social evidence and a variety of marketing resources like pictures, strong copies, and videos.
Up-converting landing pages also contain social evidence and a variety of marketing resources like pictures, strong copies, and videos.
Lead forms are web forms that are used to collect information about a visitor. By filling out the form, the visitor becomes a lead. Lead forms aren’t required for all campaigns (they wouldn’t be of much use for my UGC Instagram campaign, for example) but can be of great use for most other campaigns, such as B. for product pre-orders and downloads of content offers.
Lead forms turn anonymous website visitors into hard data that can be used to make sales and learn more about your audience. You get your landing page up and running. Try our free online form builder to create your campaign form.
8. What metrics can you monitor?
The campaign effectiveness metrics you monitor will depend on what type of marketing campaign you are running and which channels you have selected. This section is just a basic list to give you an idea of what you should see.
It’s also tempting to focus on vanity metrics like traffic generated, click-through rate, and impressions. Increasing these values is definitely a good thing. However, since they don’t necessarily show an increase in sales, they can’t be the only metrics used to measure the effectiveness of your campaign.
Here are some metrics to consider per marketing channel.
- Click rate
- Bounce rate
- Exchange rate
Social media metrics (paid)
- Click rate
- Exchange rate
- Cost per click
- Cost per conversion
Social media metrics (organic)
- Passive engagements (likes and shares)
- Active engagements (comments)
- Click rate
Guide magnet / content supply metrics
- Opt-in rate
- Cost per opt-in
- Follow-up email open rate
- Opt-in conversion rate
Ads / metrics for paid media
- Cost per thousand impressions
- Click rate
- Exchange rate
- Cost per conversion
Direct Mail Metrics
- Response rate
- Cost per conversion
- Average revenue per conversion
Content / SEO metrics
- Click rate
- Bounce rate
- Time on hand
- Scroll depth
- Exchange rate
This may seem like a lot of metrics (depending on your campaign), but keeping these numbers in check will help you gauge your campaign and better understand how you can improve.
Evaluation of your marketing campaign
The phase after the campaign determines your success as does the planning phase. Measuring and analyzing your campaign data gives you a unique insight into your target group, your marketing channels and your budget. It can also tell you exactly how (or how not) to run your next campaign.
9. How do you know if your campaign worked?
Well it depends on how you define “worked”. The simple answer to this question is whether or not your campaign met your initial SMART goal. If so, great! If it does not, it can still be considered successful.
For example, if your goal is to increase the number of organic blog views by 100,000, any increase in views will be considered successful. However, there is a difference between a campaign that works and a campaign that is worthwhile. A worthwhile campaign will give you an ROI proportional to the time and energy you invest in it.
While it’s okay to celebrate pre-orders, leads, views, or engagements, don’t assume that’s enough. There’s a reason you need to first set a campaign goal. If you stick to that goal and calibrate your investment, your campaign will be worth it.
10. What do you do with the campaign data?
This step will help maximize the business impact of your campaign. When you analyze and apply your data, its value increases tenfold. Not only did this help you measure and evaluate your campaign results, but it also gives you guidance and clarity regarding your target audience, marketing methods, creative skills and much more.
Let’s go back to my UGC Instagram campaign. Of course, images shared by my customers are helpful as they help me collect user content for my social channels and promote my product to my target audience’s followers. This “data” also provides information about who my target group is, when and how often they post on Instagram, what language they use and how they use my product (provided it is the same as in the photo shared).
Do you see my campaign data delivering more value than just achieving my campaign goal? The same applies to your data. Whether you offer lead info, pre-orders, social engagements, or downloads, your data can not only help you achieve your campaign goal, but also expand your overall marketing efforts.
Take time for your team to review your campaign. Ask yourself questions like:
- What could have been done differently?
- How could we have saved money?
- Why do we think that everything that has gone wrong has gone wrong?
- What did we learn about our audience or our marketing channels?
- What kind of feedback could we get from attendees or customers?
Marketing campaigns therefore contain a lot of information, decisions, ideas and observations. Aber der Prozess des Erstellens und Ausführens ist nicht so beängstigend, wie Sie dachten, oder?
Wenn Sie sich nicht sicher sind, wo Sie anfangen sollen, sehen Sie sich unten einige großartige Kampagnenbeispiele an. Jetzt, da Sie wissen, was in jedem einzelnen enthalten ist, haben Sie möglicherweise eine bessere Vorstellung davon, wie Sie eines für sich selbst erstellen können.
Beispiele für großartige Marketingkampagnen (und warum sie so großartig sind)
Dies wäre kein HubSpot Ultimate Guide, wenn ich Ihnen nicht einige Beispiele von Profis zeigen würde. Manchmal ist es hilfreich, Konzepte bei der Arbeit zu sehen, und deshalb habe ich unten einige der besten zusammengestellt.
General Mills führte über seine Marke Cheerios eine gemeinnützige Kampagne namens Good Goes Round durch und setzte sich dafür ein, genug Geld zu sammeln, um eine Million Mahlzeiten zu finanzieren. Die Kampagne enthielt eine eigene Zielseite, Videomarketing-Assets und einen Hashtag (#GoodGoesRound), der sie von der übergeordneten Marke trennte und für das Publikum nutzbar machte. Sie zahlten auch, um die Good Goes Round-URL bei Google zu bewerben.
Apples “Shot on iPhone”
Apples “Shot on iPhone” -Serie unterstreicht die hochwertige Videografie und Fotografie, die Kunden auf dem iPhone X aufnehmen können. Es handelt sich um eine Produkteinführungskampagne, die sich auf eine bestimmte Funktion des neuen Apple-Smartphones konzentriert. Diese Kampagne war einzigartig, da sie einer von Nutzern erstellten Kampagne ähnelt, aber auch von der Marke selbst stark beworben wurde. Apple hat einen eigenen Instagram-Account eingerichtet, um die # ShotoniPhone-Inhalte zu teilen, mit professionellen Fotografen und Videografen zusammengearbeitet und offizielle Fernsehwerbung geschaltet.
“Dumme Wege zu sterben” von Metro Trains
“Dumb Ways to Die” war Australiens PSA-Kampagne, die die Werbewelt im Sturm eroberte. Die in Melbourne ins Leben gerufene Kampagne war das Bestreben von Metro Trains, die Eisenbahnsicherheit zu fördern. Die Kampagne wurde ursprünglich 2012 in den sozialen Medien geteilt, wurde aber bald darauf viral.
Laut CampaignLive „hat das Musikvideo, das animierte Charaktere zeigt, die unter amüsanten Umständen sterben, bereits 50 Millionen Aufrufe auf YouTube, über 3,2 Millionen Freigaben auf Facebook, wurde über 100.000 Mal auf Twitter retweetet und ist die drittviralste Anzeige von allen Zeit. Der Musiktitel war auch in 28 Ländern bei iTunes sehr beliebt. “
Die Kampagne hat auch eine eigene Wikipedia-Seite und eine Live-Website, auf der Besucher Spiele spielen oder Spielzeug und Kleidung kaufen können.
Pepsis “The Pepsi Challenge”
Während des Höhepunkts der berüchtigten Cola-Kriege festigte Pepsi seinen Platz als einzige Alternative zu Coca Cola mit The Pepsi Challenge. Mit einer Reihe von Werbespots, in denen diese beiden Getränke gegeneinander antreten, konnte Pepsi erhebliche Marktanteile auf seinem Markt gewinnen – weshalb die Debatte bis heute andauert.
Hess ‘”Der Hess Truck ist da”
Ist es wirklich Ferienzeit, wenn Sie nicht hören, dass “The Hess Truck zurück ist, und es ist besser als je zuvor!”?
The Hess Truck ist eine fortlaufende Weihnachtskampagne, die die Zuschauer mit ihrem vertrauten Jingle in ihren Bann zieht, bevor sie das neue Design und die neuen Funktionen der jährlichen Neuheiten kennenlernen. Es ist die perfekte Mischung aus Rückblick und Ausblick – und warum wir uns auf die neue kommerzielle Überschrift von Hess im Dezember freuen.
“Test Screening” der paranormalen Aktivität
Die Werbung für diesen Found Footage-Horrorfilm hat die Kamera aus der Sicht des Publikums auf das Publikum selbst umgestellt. Indem Sie die tatsächlichen Reaktionen eines Test-Screenings hervorheben und ein erschreckendes Theatererlebnis versprechen, verwandeln Sie ein anfängliches Budget von 15.000 US-Dollar in einen Kassenerfolg von 193 Millionen US-Dollar. Es wurde der profitabelste Film aller Zeiten.
Wenn Sie nach weiteren hervorragenden Kampagnenbeispielen suchen, lesen Sie diese anderen HubSpot-Blog-Beiträge:
Zu dir hinüber
Marketingkampagnen sind nicht einfach, aber sie sind wertvoll und wesentlich für das Wachstum einer erfolgreichen Marke und eines erfolgreichen Unternehmens. Campaigns set apart certain deliverables from general promotional efforts and touch your audience in creative and exciting ways. If you’re not sure where to start, consider what would be valuable to your audience … and go from there. Your audience is, after all, the lifeblood of your campaigns and company.