Blueprint for Structuring, Launching and Managing Your Next Marketing Campaign

How To Structure, Measure, and Manage
Your Next Marketing Campaign

Why Do Marketing Campaigns Matter?

Marketing campaigns are a fundamental way to engage your customers, clients, and leads. Successful marketing campaigns can result in increased sales, brand awareness, new clients, qualified leads, and revenue increase, to name a few. Creating campaigns, however, has evolved into much more than just a single ad you run and hope for the best with no knowledge of why or how it worked or didn't. Making marketing campaigns a necessary part of any businesses operational efforts.

What is a Marketing Campaign?

A marketing campaign is a structured initiative that has specific goals, built around a defined audience that you can measure and manage. Marketing Campaigns can vary And are not limited to building brand awareness, customer feedback, generating leads, or product launches. These days omni-channel marketing is vital, providing a seamless experience, regardless of channel or device will help build brand awareness and trust. Creating a successful marketing campaign can be complicated and daunting at first but by creating a well thought out and structured blueprint will save you time, headaches, and money. But will also enable you to understand why your marketing efforts are working or not. 


1. Define Your Goal

Your campaign objective needs to be singular and as specific as possible. With one primary focus, you will be able to your efforts in one clear and concise direction. Avoid using vague goals like "make more money" or "generate new sales." Those loose goals won't be realistically or analytically manageable. Look to be granular and set goals that are quantifiable. Allowing you to structure properly,measure and manage your success or failures.

Ex. Spotify's goal can be to gain 10,000 new customers over the next ten weeks. That is a real, quantifiable number that can be measured week after week. Have a defined goal will allow you to view the problem in digestible increments. In this example, instead of 10,000 users, it can be simplified to 1,000 users a week, which, in theory, is an easier problem to solve.


2. Set Your KPI's

Your marketing goals will vary from sales, leads, daily active users, etc. Based on your desired results, you will need to set KPI's ( Key Performance Indicators ) that are quantifiable metrics. Establishing and understanding these key indicators will help you measure the success of your campaign against your set goal and will also allow you to refine your marketing efforts based on real data. When you set your KPI's Focus on 1 to 4 key metrics at a time, the last thing you want is to end up in paralysis by analysis or over-analyzing a situation or outcome.



3. Define Your Target Audience

Defined in your marketing plan should be a list of ideal customers segmented based on variables specific to your offer and industry. From this list, you should identify who this campaign is for with your particular goal in mind. Remember, the better you define, the better you can understand, solve, and manage.

Creating a persona of your target customer will provide structure, context, simplicity, and a narrow process for your marketing efforts. Hubspot has created a free and helpful tool to enable you to build your customer personas with ease. HERE



4. Define Your Offer and Messaging

Understanding how you are genuinely creating value for your customers is critical when drafting your marketing efforts. A better understanding of the value you are providing will allow you to create attractive and compelling offers. Messaging that will influence the thinking of your target customer and provide a clear way for your customer to raise their hand or accept your offer. Your messaging will be contingent on your defined goal and defined audience. Always keep your audience's defined pain points and interest top of mind. As well as provide a simple, direct, and clear CTA ( Call to Action. )



5. Set Your Marketing Budget

Establishing your marketing budget will enable you to decide on multiple factors such as what channels you will select to promote your campaign. The creative collateral you can afford to build based on your campaign goal, or the duration of your campaign.

Determining your marketing campaign budget is contingent on your defined campaign goal, and what your ROI ( Return On Investment) would be. If you are unsure of what you can afford, calculate how much income you would generate from a converted customer. Upon defining the value of your customer, you can decide how much you want to spend to acquire a new customer.

Ex. If a Spotify customer spends $10 a month for three years, their customer value would be
$10 x 12 x 3 = $360.00 Total revenue or $120 per year. From this example, as long as Spotify pays less than $120 to acquire a new customer, they can provide a profitable ROI in a short amount of time.

*Please note examples are only used to provide a frame of reference and your numbers, again are based on variables that pertain to your goal, industry, and offers.

The steps above are only the first 5 of 10 steps you will need to properly structure your next marketing campaign to discover the rest download the FREE PDF below!

How To Structure, Measure, and Manage, Your Next Marketing Campaign

Discover the rest of the blueprint for structuring, measuring and managing your next
successful marketing campaign by Downloading The Free Guide Below.

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