The success of a marketing campaign depends on many factors. Some of them may be outside the control, but, without a doubt, some are manageable.
To maximize the chances of success, we’ve grouped 10 key elements that we should consider for each marketing campaign.
A Successful Digital Ads Campaign Must Include The Following
1. Clearly define the target audience.
The first thing we need to think about is: who we are targeting?
We have to ensure each campaign we make is aimed at the ideal customer or client. “Talk to everyone, and we’ll sell to no one.”
How to define the target?
- First, we need to ask that what is the product or service’s purpose is? Which problem is the product or service trying to solve?
- Second, we need to find out to whom the product or service will help.
2. Clearly define the goals.
Before jumping in, we must figure out our expectations for the marketing campaign.
What do we want to accomplish?
What is its purpose?
We need to set realistic and tangible goals for the marketing campaign before we even begin. That way, we will be able to assess whether it was a success.
We will also need to set Key Performance Indicators (KPIs) related to the goals.
3. Define the budget and allow for adaptation.
We need to know how much we’re ready to invest in the marketing efforts to meet our goals. Think in advance about all the costs we’ll need to include, such as the actual creation of the campaign, the internal or external resources required for it, the timing, the promotion (which we will talk about later), etc.
4. Create highly targeted original content.
Once we have a target audience and goals in mind, we can start creating the campaign. Constantly coming up with original campaign ideas is not that easy.
Never copy a competitor’s work; instead, use it as a good start for the campaign and make it better by adding a creativity layer, voice, and value proposition.
It’s important to keep in mind that any form of plagiarism not only makes your brand look bad, but also will be identified by Google, and it will punish your search rankings.
5. Get engaged with your audience.
Make the audience want to participate in the campaign. The easiest way is to add a special prize to attract more participants, preferably those related to the business (to avoid cheating or spam).
You can also invest in visuals like videos, pictures, and infographics that catch more attention. Another way is to use gamification. Everyone likes to play. And the key is to offer moments of fun and interaction to the audience.
6. Offer something of real (or perceived) value.
Not everybody will buy the product or use the service after seeing one of the campaigns. Use each campaign to showcase the products (and how they will solve the audience’s problem) or the expertise and help prospects get to know better. The call-to-action plays a significant role here. Give them something free, valuable, and unique (a video, a case study, an e-book, a free consultation, etc.) to differentiate from the competition, and allow them to ask for more information.
You may already know this, but we call these lead magnets.
7. Increase the opportunity of going viral.
Make the campaign easy to share. If the campaign isn’t designed to be shared, this will limit its potential. Here are some ideas:
- The campaign has to be easy to share on the various social media channels (Facebook, Twitter, Pinterest, LinkedIn, etc.).
- Encourage participants to share the campaign on their social media profiles by rewarding them with an additional chance to win.
- Participants need to be able to easily share the campaign with their friends and invite them to participate.
8. Distribute and promote your campaigns.
After creating the marketing campaign, now it’s time to promote it. First, choose the right canal to reach the target audience. It doesn’t’ make any sense to create a fantastic campaign if nobody sees it. There are tons of ways to diffuse the campaign:
- Share it on social media
- Email subscribers notifying them about the campaign or include an image that promotes the campaign in the newsletter
- Publish a press release
- Spend a bit of money on advertising (Facebook or LinkedIn ads, promoted tweets, Google Ads, radio ads, etc.)
9. Measure your ROI and adjust accordingly.
As mentioned in point #2, after each marketing campaign is conducted, we need to assess its efficiency.
Ask yourself questions guided by the objectives:
- How many new subscribers did you get?
- How many leads came through your campaign?
- Did your call-to-action fulfill its objective?
Collect, analyze and consider the results of all this data. This will help us to adjust the campaign’s creative elements or budget and create more relevant marketing campaigns afterward. The data allows us to test, optimize, learn and react quickly with objective measures.
10. Keep it going!
Now that we’ve entered a relationship with new prospects, we can begin nurturing those leads. Track the channels through which they came, send them relevant information, share more about the business, etc. And to do so, we need to keep collecting data to better know the users and deliver personalized content.
