To learn how to run an effective marketing campaign, you need to learn how to plan. Marketing is all about putting a plan in place to achieve your SMART goals. There are a few things you need to know to prepare to run successful campaigns, but what success means is the most important.
The real differences between an effective and an ineffective marketing campaign are the processes and workflows behind it. You get out of a marketing campaign what you put in, so if you put in work you can expect to get results. As long as you’re putting in directed work towards clearly defined goals.
A big part of learning how to run an effective marketing campaign is learning what medium to use to meet your goals. There are 5 main types of marketing campaigns that I’ll go over, and each of them accomplishes different goals. Obviously, the goal of every marketing campaign is to grow your business or your client’s business, but there’s more than one way to accomplish that.
Beyond the types of a marketing campaign, there are 6 major objectives that you need to understand. From sales increases to lead generation, you can seek to accomplish a lot with your marketing campaign. If you look at these objectives and none immediately stand out as your goal, then you need to drill down on what you’re doing.
Finally, there are 6 elements of every marketing campaign, across every medium, and when you’re trying to accomplish any goal. These are the essentials, and you’ll need to have a good understanding of them to run an effective marketing campaign.
If you are a new social media marketing agency owner or you’re just trying to grow your personal brand, you need to understand these elements of marketing campaigns. They are the core of all the training I’ll give you, and the core of all the work you’ll do moving forward.
Planning How to Run an Effective Marketing Campaign
Like I said before, the biggest lesson you need to learn to learn how to run an effective marketing campaign is to plan. An effective marketing campaign essentially boils down to these aspects: planning, processes and workflows, and timeliness. If you’re able to run things with a plan and on a schedule, you’ll do well.
Planning means looking at your SMART goals and determining how to achieve them. It also means developing a content calendar and planning out your deadlines for everything that you’re going to need. Planning is the phase where you develop your strategy, and figure out how you’re going to play that strategy out.
Your processes and workflow mostly encompass your timeliness, although they are different. Your processes and workflows need to be smooth and streamlined so that you and anyone else you work with can keep things moving efficiently. You should be constantly evaluating your processes to find and eliminate pain points so that they don’t keep cropping up.
When you have a plan and smooth processes in place, you should have no trouble getting things done on time. Be a little pessimistic in your planning because things always come up, but plan to get things done before you need them. When you’re working with a team, it’s important that everyone is working together to get everything done on time.
The 5 Types of Marketing Campaign
Marketing is everywhere, but there are 5 major types of marketing campaigns you should be aware of. As an SMMA owner, you’ll probably only need to know 1 or maybe 2 of these. However, it’s useful to know what’s going on elsewhere.
Digital marketing campaigns encompass everything from social media advertising to website marketing. You can use digital marketing for just about any goal, as long as you choose the right tools. Digital marketing campaigns require you to have a rigorous plan for pretty much everything, as you need to produce content fast.
Radio & TV
Radio & TV marketing includes commercials on radio & television (obviously) as well as product placement on those shows. These aren’t as measurable as digital marketing campaigns, so you have to get a bit more creative. When you’re working with radio & TV, you’re working to develop a brand with a very wide audience.
Guerilla marketing is one of the coolest types of marketing campaigns. Guerilla marketing includes any marketing that doesn’t fit easily into the other kinds of campaigns, like chalking a sidewalk with a logo. Usually, guerilla marketing is also a branding and press tactic.
Direct mail campaigns are marketing campaigns where you send letters to a certain group of people. These are mostly out-dated but can work for smaller businesses. Usually, direct mail is used to make people aware of a grand opening and drive direct sales.
Customer referral campaigns are campaigns where you try to facilitate word of mouth. Usually, these are campaigns where you offer people something to tell their friends about your business. These are also used to create direct sales.
The Objective of Your Marketing Campaign Strategy
When you begin to learn how to run an effective marketing campaign, you’ll quickly learn that having clear goals is important. You can’t run effectively without them because you end up all over the place, and you won’t even know if you’re being effective. There are 6 main types of marketing campaign objectives to know about:
- “Increase sales” is what most people think of when they think of marketing. When your campaign is trying to increase sales, you’re focusing on putting your product in front of people. Preferably where they have their wallets open.
- Grow brand awareness is another common one that people think of. Brand awareness campaigns are arguably the most important, even if they are difficult to measure. These are campaigns where you’re trying to develop an emotional connection with your customers.
- Increase lead generation is very similar to increase sales. When you’re trying to increase lead generation, you’re focusing on getting people that you can move to a sales team. Usually, this entails the creation of landing pages and lead magnets.
- Decrease turnover in customers is a common goal, though it’s usually under the radar. This is an inbound marketing goal, where you focus on customer loyalty. When you’re working on decreasing turnover, you’re trying to keep people coming back.
- Promote a product is an all-encompassing goal. Usually, this is a brand awareness campaign but it focuses on what you’re selling, not who you are. This can lead to increases in awareness and in sales.
- Grow a digital presence is the objective of personal branding, where you aim to become known online. This type of campaign focuses on either the quality or quantity of followers and engagement metrics. Again, this combines with brand awareness in most cases.
The most important aspect of setting your objective is creating SMART goals. SMART goals are Specific, Measurable, Actionable, Relevant, and Timely. It’s not enough to say you want to increase sales. Instead, your goal should be to increase sales by 50% with Facebook ads over the next 6 months.
The 6 Elements of a Marketing Campaign Strategy
To learn how to run an effective marketing campaign, you also need to understand the 6 elements of every marketing campaign. Product, audience, messaging, people, promotion, and analysis. These aspects combine to make a whole campaign that will accomplish your goals.
Your product needs to be worth buying. It should be clear to your target audience that what you’re doing is desirable. If your product isn’t working, don’t bother with the rest of it.
Further, your audience needs to be clearly defined and interested in your brand. You should set out with a clear picture of who you’re looking to get in front of and why.
Your messaging needs to be clear, as well. You should have a clear, concise offer that will engage your audience. This messaging needs to be consistent across every channel, with only slight tailoring to fit.
Behind the scenes, you’re going to need people. Each tool you’re using requires expertise, and you need to collect those experts. You also need to be a leader and build a team that will fit together.
Promotion encompasses the creation and distribution of your marketing materials. You should have things to show people and a concrete idea of how you’ll do that.
Finally, you need to analyze everything. Regularly check your important metrics, and make adjustments where needed to meet your goals. Plans should always be changing.
So, What Makes a Great Marketing Campaign
A great marketing campaign has all 6 elements, a clear goal, and a set type. When you start your marketing campaign, you should know what types of marketing campaigns you might run, what you want to achieve, and how you can pull together the 6 aspects you need to get it done. Once you have that idea, get planning and determining what methods you’ll need to achieve your goals.
When you have a clear plan and workflow, you know how to run an effective marketing campaign.