The line between marketing and advertising becomes blurred when dealing with online marketing. Traditional marketing focuses on consumers visiting a store and making a purchase while online marketing looks at consumers researching products and engaging with businesses via online environments.
Marketing and advertising can work together to achieve business goals. For example, an advertising agency may recommend certain marketing techniques to increase brand awareness or engagement. Or, a traditional marketing firm may collaborate with an advertising agency to execute campaigns.
While it’s still vital to have a presence on social media, you also need to establish a clear strategy for marketing campaigns on other platforms. With the right mix of marketing and advertising, you can develop a cohesive plan to connect with consumers on a personal level while also promoting a product or service.
Set A Budget
Setting a budget is always important when dealing with any marketing effort. However, it’s even more crucial when planning an online marketing campaign. When determining how much you can spend on a digital marketing campaign, consider how much traffic you will drive to your website and how much you will spend on each individual conversion. Also, take into account any bonuses or discounts you may qualify for.
Decide how much you can afford to spend on ads, landing pages, social media, and email marketing. Add these five areas into your budget, and you’ll know exactly what you should be expecting from your online marketing campaign. Setting a budget can also help you determine how much you should be spending on each area.
Determine The Objective Of The Campaign
Determining the objective of the campaign is similar to setting a budget. You need to decide whether you want to drive traffic to your website or increase your social media presence. You can also consider whether you want to engage with current or potential customers on a personal level via social media or email marketing.
To drive traffic to my website, I might decide to run a campaign that promotes my latest e-book. To engage with customers on a personal level, I might choose to run a Twitter campaign using the hashtag #mye-book to invite people to ask me questions about my book.
Your objective is to increase customer engagement and drive sales, so it’s important to choose marketing tactics that will allow you to measure your success.
Decide On The Measurements You Will Use To Gauge Campaign Success
In order to know if a digital marketing campaign is successful, you must first decide how to measure it. There are many ways to track the results of online marketing campaigns, but you need to decide which one is the most suitable for your needs.
Often times, business owners and marketers look at the number of leads generated by a digital marketing campaign and assume that this is a good indicator of its success. However, this metric can be misleading because you may not know how many of those leads became customers or whether the leads will eventually buy from you.
On the other hand, you can look at the return on investment of a digital marketing campaign and determine its financial success. ROI is often measured in terms of advertising cost compared to the sales generated from that campaign. It’s important to take into consideration the costs associated with running a digital marketing campaign before using the ROI as a metric.
Deciding on the measurements you will use to gauge the success of your digital marketing campaign requires research and planning. If you determine that leads generated by a particular digital marketing campaign are not the best metric to use, then you should probably choose another one.
Create A Strategy
Creating a strategy is important in any area of business, but it’s even more crucial when planning an online marketing campaign. You need to have a clear idea of what you are doing and why you are doing it. This document should lay out your initial strategy and should be updated as needed.
A strategy for an online marketing campaign might include the following:
- Setting a SMART (Specific, Measurable, Achievable, Realistic, and Timely)
- Choosing the right platforms for your target audience
- Creating content that will inspire others to action
- Running social media campaigns to increase brand awareness
- Determining the exact copywriters, web designers, and social media specialists you need to consult
- Choosing the right email marketing provider
- And much more
You can also use a content strategist to help you develop specific and measurable content plans. A content strategist can help you choose the right marketing channels and develop a content calendar. They might also help you choose the right keywords and develop a content strategy.
Strategy is important because it can help you determine the best approach to take when executing your online marketing campaign. Sometimes, companies get so caught up in the day-to-day functions of running a business that they forget to think strategically. However, creating and following a strategy can help you do better. Thinking ahead and being organized can also help you achieve your goals more quickly than if you were working at random. Even if you feel like you’re wasting a lot of time, you should still be creating a strategy. Thinking strategically can help you determine the right direction for your business.
Choose A Social Media Platform
Once you have your strategy in place, you need to choose a social media platform to promote it on. If you already have a website, then you should probably look into running a Twitter or Instagram account. Or, you could choose to establish a Facebook page with a digital marketing campaign. Depending on your budget, you might want to try a combination of the three.
When establishing a presence on social media, you must decide whether you want to focus on attracting customers or potential employees. If you want to attract customers, then you should probably choose a social media platform that already has a large audience. For example, Instagram and Facebook are perfect for this since they are extremely popular among users who want to consume content relating to buying or selling a business. If you want to attract employees, then you should probably choose a platform that is somewhat obscure. For example, Hootsuite is a great choice since most businesses don’t typically use this platform, but it’s only available to employees. If you want to become a known name in your industry, then you can always opt for a more popular platform such as Twitter or Instagram.
Determine The Desired Effect Of The Campaign
Determining the desired effect of a digital marketing campaign can be tricky. You need to consider whether you want to increase brand awareness, drive traffic to your website, or generate sales. To determine the desired effect of your digital marketing campaign, you need to set a series of goals. For example, let’s say you want to increase brand awareness for your business. In this case, you might decide to run a Facebook campaign to generate brand awareness for your business. After your campaign is over, you can measure its success based on the number of people who know about your business. This metric can then be used to inform subsequent Facebook campaigns.
For the purpose of this article, let’s say you determined that the desired effect of your campaign is to increase brand awareness. Now, you need to figure out how you will measure this goal. To do this, you need to examine what you are going to do differently after the campaign compared to before. In this case, you are going to run a Facebook campaign to increase brand awareness, so you can compare these metrics before and after the campaign.
Plan Your Content
After you set your goals and determine the desired effect of your campaign, you can plan your content. This content can be anything from email marketing (i.e. marketing emails) to blog posts to videos.
To start, you might want to create a series of blog posts to introduce yourself to new audiences and to encourage them to learn more about you. To determine the ideal number of blog posts to create, consider how often you will post, the length of each blog post, and your existing social media platforms.
Once you have your planning document in place, it’s time to get to work. Just remember to take your time and be patient. Planning an online marketing campaign isn’t an easy task, but it’s worth it in the end. Your hard work will pay off in the form of increased brand awareness, sales, and customer engagement. Just make sure that you stay focused on the big picture and don’t get lost in the minutiae of running a business.