So you’re a small business and you want to garner attention towards your business. A new marketing campaign is a great way to attract attention, increase awareness, and drive results. There are a few key factors that play into a successful marketing campaign and today we’re going to outline them, ensuring that your next campaign is nothing less than victorious.
Outline Your Objectives
Outlining your objectives will set the tone and overall proceedings moving forward with the campaign. It’s important that objectives are SMART. Outlining SMART objectives is a great way to ensure that there is a focused motivation for the campaign.
It’s important to make SMART objectives when outlining your marketing campaign.
- Specific: What you want to accomplish and why it is important? Answer the 5 W’s: who, what, where, when, why?
- Measurable: is it quantifiable?
- Attainable: Is your objective realistic within the given timeframe?
- Relevant: Do your campaign objectives align with your values and overall goals?
- Timely: What is a realistic time frame for you to accomplish these objectives?
A few examples of smart objectives are :
- To increase website traffic by 35% within the next 4 months.
- To increase brand awareness from 40% to 60% over a new fiscal year.
Measuring Your Success
How are you going to measure the success of your marketing campaign? A great way to measure success is through analytics. For example, you can measure the success of your Google Ads campaign directly through Google Analytics, with the ability to continuously monitor throughout the campaign and make adjustments as you see fit. These analytics will provide KPI’s and allow you to review your campaign and assess success.
Choose Your Budget
Choosing your budget is important, as it will dictate the number of advertising mediums that you’ll be using and advertising mediums that you will be able to use. Traditional advertising methods such as radio, TV, and print tend to be more expensive, so if you have a larger budget these are great options. For budgets that are still healthy but less substantial, digital is a great idea. This includes SEO, SEM, social media, banner ads etc.
When deciding your budget it’s important to not only factor in the amount that you can comfortably spend but in addition, your specific target market for the campaign, as different advertising mediums will reach specific demographics better than others. For example, if your target market for the campaign is adults 45-60, you may want to use a marketing mix that includes radio, as well as SEO/SEM to best reach this demographic. Within your budget, you can decide the allocation towards various mediums and tweak your ad spend.
Create An Action Plan & Execution
By creating an action plan you can outline important dates-how long is your campaign going to be?
Provide yourself with a visual representation of how the campaign is going to roll out, including pre-planning, producing content, scheduling posts or airdates, and ongoing monitoring. Once you’ve determined your timeline of events, it’s time to execute on them. This includes buying radio time, Google Ads, having content go live, engaging with consumers, and reviewing.
Analyze your Results
Once the campaign has ended you can analyze your results and deduce relevant findings from your campaign. Analytics don’t lie- this information will indicate a campaign’s level of success.
Did you achieve your campaign objective(s)? What variables of the campaign were very well executed? What could you have done better? These insights can be invaluable when looking at creating your next marketing campaign.