What is a marketing campaign?
A marketing campaign is a focused, tactical initiative to achieve a specific marketing goal. It requires a step-by-step process that focuses on execution and the resources needed to successfully achieve a particular result.
The anatomy of a marketing campaign
Marketing activities require careful planning so that every step of the process is understood before you launch. Because a marketing campaign is tactical and project-based, you must map out the process from the initial promotional tactic to the ultimate outcome.
- Pick your target audience: Who are you interested in attracting?
- Set your goals and KPIs: What do you want to accomplish with this campaign, and how will you measure performance?
- Determine your offer: What incentive will get the attention?
- Identify your channel: What media channels will you use to promote this offer?
- Create your optimized landing page: How will you encourage the visitor to take action?
- Nurture the lead: How do you help your visitors with their buying journey?
- Track and measure results: How will you measure success?
Identify your channel
What marketing communications channel will you use to communicate your message and attract and capture your audience? Your digital channels include:
- Social media
- Search engines
Depending on your business, you may include traditional channels such as direct mail, advertising in local publications, site signs, truck lettering and networking events.
Your chosen channels will differ depending on your business, target audience and goals.
Note: Unfortunately, many strategies and channels carry the same names, which is a bit confusing. The channel is the means of communication. The strategy is what you do on the channel to communicate. So your social media strategy is what you post, share and communicate on the social media channel to achieve engagement. Another example is the search engine, the channel for search engine marketing (SEO and PPC).