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The 3 stages of a successful digital marketing campaign
When it comes to digital marketing, it’s important to be ahead of current trends and developments. Falling behind in such a fast-moving industry could put your reputation at risk and even have an impact on your business’ bottom line. From customer behaviour and interests, to decreasing marketing budgets and new technologies, there’s a lot to juggle. In this article, we explain the three stages of a successful digital marketing campaign.
Research and strategy
Before launching, it’s important to conduct research into your target market. This will help you establish a comprehensive – and relevant – plan of attack.
When researching, the aim is to really understand who you’re targeting. Discover their pain points and think about how your product or service alleviates them. Personas and customer journey maps are excellent resources that paint a clear picture of your typical customer or client and can be referred to at any point during your campaign.
Once you’ve discovered exactly who you’re targeting (and how you’ll speak their language), it’s time to create a framework around how best to launch your messages. This is where you’ll set your KPIs, define your objectives and timelines and compare them against your budget. Ensure that your goals are specific and measureable, define the channels you’ll utilise and make sure you keep track of results as you go.
To work out how you’ll stick to your budget, list your campaign segments in order of importance. Then, allocate a portion of your budget towards each section and work out how much time to spend on each part. This is crucial to avoid overspending.
Now that you’ve established a campaign strategy, it’s time to get the ball rolling. Based on your timeline, you should have a clear idea of what activities need to be actioned and when. Some of these might include:
- Social media marketing
- Web designing
- Email marketing
- Cold calling
Allocate these tasks to the appropriate staff members and to keep them accountable for each of their responsibilities. Gather all of the assets you need before your launch and store them in a shared drive where all team members can access them. That way you won’t waste any time searching for collateral, or realise at the last minute that you’re missing a key piece of marketing material. Encourage collaboration so that your team has a shared knowledge on your project’s progression – but do ensure that everyone is accountable for fulfilling each of their responsibilities on time and to budget.