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- A digital marketing campaign is a large undertaking
that requires thorough planning
and coordination across teams and departments.
Not only do you have people to coordinate,
you have multiple marketing channels to work
into your campaign schedule.
That's why campaign planning is essential.
A plan gives you a high level view of your timeline
so you can establish a solid digital marketing strategy
and monitor progress to make sure work is delivered on time.
Digital marketing campaigns are multifaceted initiatives
that target your audience exclusively
through digital channels.
They often involve a lot of collaboration
to get the campaign off the ground.
For example, you may work
with these people on a digital marketing campaign.
Content writers who develop messaging
for organic content, email marketing
and paid media, designers who create wire frames
and graphics, developers who build webpages,
and social teams who promote content
on relevant social channels.
Some examples of digital marketing campaigns
include corporate rebranding initiatives,
sales or promotions and seasonal events.
Of course, the types of digital marketing campaigns
you employ will depend
on your overall digital marketing strategy.
Now that you know what a digital marketing campaign is,
let's talk about how to build one.
These seven simple steps can help you create
an integrated marketing campaign that leads you to success.
No campaign can be effective
without a clear goal or goals from the outset.
Campaign goals should be SMART.
That is specific, measurable, achievable,
realistic and timely.
For instance, get more leads isn't very defined.
A better objective would be
to increase paid subscription conversion by 5% in Q4.
The campaign goal will inform the duration
of the campaign and the target audience
as well as the best channels to use.
Campaigns are a great vehicle for honing
in on specific segments in your target market.
Your target market consists of a shared set of traits,
behaviors, interests and values
that represent your ideal buyer.
For instance, your overall target market
maybe 35 to 45-year-old software engineers
who use agile project management
and primarily consume media online.
With a campaign, you wanna start
with your overall target audience, then drill down
even further based on your campaign specific goals.
For instance, do you wanna acquire new customers
in this target market, prompt existing customers
to take an action or win back customers who have lapsed?
If your goal is to prompt existing customers to upgrade,
your campaign may include a trial offer
on advanced features or a limited time discount
on the next subscription tier.
Now that you know your goals and who you wanna target,
you can identify the best places
to reach your intended audience.
Successful digital marketing campaigns
often involve a mix of touchpoints
including web content, email, social media, and paid ads.
Use your existing knowledge of your audience to inform
the channels you'll focus on during your campaign.
If you're not quite sure, do a little research using web
or social media analytics to fill in the gaps.
Are there specific pages
that attract your target audience more than others?
Try offering a promotion there.
Do they prefer Twitter and LinkedIn
over Facebook and Instagram?
Focus social efforts on the channels
with the higher engagement.
Money's an important consideration
for any marketing campaign and figuring in financials
on the front-end is an easy way to please stakeholders
who hold the purse strings.
Be sure to think through any cost
your digital marketing campaign may incur
so you can build a feasible plan that fits your budget.
Your campaign budget not only shapes
your paid advertising strategy like which channels
you advertise on, the types of ads you run,
or how long you run them.
It also informs resourcing decisions.
So consider whether you need to hire third party designers,
developers or content writers to get the work done on time.
A project plan is the primary tool you'll use
to communicate expectations and get work done.
The more detail, the better.
We recommend breaking your campaign down into phases
then scheduling the tasks and milestones
that need to be accomplished in each phase.
Initial phases typically include planning,
content creation, and design.
From there, fine tune the campaign work by channel.
For instance, your email channel may involve tasks
like building, testing, and scheduling emails.
Don't forget to check team availability as you schedule
and assign tasks to make sure no one is too overloaded
with projects.
Now that all the planning is done,
it's time to get to work on your campaign.
The heart of any digital marketing campaign
involves creating content with messaging and visuals
that engage your target audience.
Be sure to consider which format works best
for each channel.
Video may be better for Twitter
while playing text content might be your go-to for email.
Look back at what's worked well in the past campaigns
as you determine which format will resonate well
with your audience in each channel.
And your call to action.
What do you want your target audience to do?
Every campaign should inspire action.
So, make sure your content gives folks a way
to take the next step.
Use your fully-formed plan to monitor progress
on your campaign and communicate
with team members on deliverables.
In TeamGantt, the pinstriped-line that appears
inside each task bar enables you to see
how your track time compares to your plan
so you can catch potential overages early.
Also, be sure to regularly track
and analyze your campaign results
so you can make adjustments
and optimize your campaign along the way.
For instance, if LinkedIn adds
significantly outperform Facebook ads,
consider increasing your LinkedIn advertising
and decreasing your Facebook spend.
As a marketing professional, you're busy
juggling a hefty workload with tight deadlines.
So, we've created
a free digital marketing campaign template.
So you can save time building, updating,
and communicating your marketing plan and see what's done
and what's to come at a glance.
Gantt view allows you to easily plan out
campaign activities in a visual timeline.
Think of this view as your planning BFF.
It's quick and easy to schedule project tasks
and milestones and see how your project is shaking out.
If you need to make a change to your plan, don't worry,
rearranging your plan is as easy as dragging
and dropping tasks into their new rightful place.
Colors are a great way to organize view and filter tasks.
Two helpful ways to use colors are to assign a color
to task type, like make all
of your design related tasks green
or assign a color to each user in the project
so you can see who's assigned at a glance.
Call out key dates, deadlines, events,
or deliverables in a project by using milestones
so you can hit your launch date
or hold that important meeting right on schedule.
Get granular with your planning
by using subgroups to break down your campaign
by marketing channel.
Collaboration is easy with TeamGantt discussion feature.
Post instructions, share documents,
and communicate with other team members
directly from a tasks comment section.
Need to report on your digital marketing campaign
each month.
Calendar view enables you to turn your Gantt chart
into a campaign calendar in one click
that makes it easy to see what's happening at a glance
and provide monthly updates to stakeholders.
Never miss a deadline with your 'My Task' page.
It eliminates the guesswork by bringing
all the campaign activities you need to work
on today into a single view so work stays on track.
Customizing The template is quick and easy.
Thanks to TeamGantt's drag and drop simplicity.
And since everything's online,
your whole team can collaborate
on campaign activities in real-time.
So sign up for a free TeamGantt account today and save time
on set up with our free digital marketing campaign template.
And that's it for this video on digital marketing campaigns.
I hope you found it helpful.
If you did, I'd love it
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Thanks for watching.
I'll see you next time.
(gentle music)