How to plan a digital marketing campaign

A digital marketing campaign is a strategy that takes place online to promote products or services by boosting traffic, engagement, and conversion rates. Unlike traditional marketing methods, digital marketing campaigns allow marketers to be more dynamic and can aid sustainability. It takes a great deal of research and expertise to craft a digital campaign that is coherent and organised. We take a look at how you can get started with planning a digital marketing campaign in 2022.

Define goals & target audience

Experienced marketers are fully aware that defining goals at the start of any campaign can be critical in the performance and stability of the campaign moving forward. Those who are inexperienced may overlook this essential step and set the campaign off with no directions and goal in mind which can be costly and ineffective.

You need to establish the reasoning for your campaign whether that be aiming for a higher conversion rate, increasing overall sales volume or aiming for higher in the search rankings. Establishing your target audience will allow you to create a voice that really speaks to your customer. Essentially, target audience analysis gives you direction for your marketing campaign and ensures more consistency in your messaging, so you can build stronger relationships with future customers. Always think… who are you selling to and why would they be interested?

Assess Your Budget 

After defining goals and selecting your target audience, it’s important you set a budget and try your best to understand how much the campaign will cost. Fortunately, modern digital marketing campaigns tend to be cheaper than traditional campaigns, which provides more results for the same resources. It’s common for campaigns to launch without a budget in mind, which can be financially damaging and have a negative impact on a campaign. Always ensure you’re comfortable and understand the budget necessary for what you’re striving for to avoid this. It’s also critical you have the tools and performance metrics to analyse the ongoing success of your campaign so you can see if it’s on track or underperforming.

Develop a story & pick a channel strategy

Developing a marketing story has never been as important than it is today. Storytelling allows for brands to sell their values in a way that feels like an effort to strengthen customer relationships as oppose to forcing advertising. Content that resonates with your audience’s interests brings in more followers and interest across a variety of channels. There are many factors to consider when choosing a channel strategy. Which channels are your target audience and competitors using? What channels can you effectively manage with the type of campaign you’re launching?

“Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin

Time to get planning…






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