[A step-by-step Guide] Basic Elements to Structuring a Simple Marketing Campaign
Starting to plan an online marketing campaign is not always easy for me because the idea doesn’t often come up all of sudden, like: (boom! It would be an utter success). There are some top things we need to consider in the beginning. Some campaigns I managed always aim to focus on multiple types of audiences, some channels, contents, and I also put “the resource” at the priority which includes collaborating with other teams, the timeline, and the budget.
That doesn’t stop right there because once the campaign is launched the focus switches to the constant monitoring of the distribution. And the last, we need to measure and create a campaign report. That last part is absolutely the most important thing we need to work on because the campaign report will be used for subsequent decisions.
Even though it is perceived as a complex process and often involves many team members involved, using integrated campaign plans and other campaign management tools can help us to actualize successful marketing campaigns that drive leads and sales.
Start with the Very Basic Structure
I haven’t found that there is one strict rule to follow for planning a marketing campaign. I prefer to find the most simple and effective ways for me to work with the teams, so the plan can be implemented. I will show what structure I have always used with a very basic structure. The more simple the process the more it is possible can save our time, and it allows us to be agile.
Here are 10 elements I believe you need to know and prepare in your campaign plan:
Basically, business goals depend on what you are trying to achieve, but in this marketing in the digital era, there are some that I believe are important to highlight.
- Branding — This is to increase awareness of the brand, so this helps target audiences understand, and feel comfortable with your brand and products. Branding is definitely a prerequisite part of any marketing strategy.
- Generate New Leads — This is when your aim is to attract prospects to your brand and increase audiences’ interest through nurturing and with all goals to making people convert.
- Qualify Leads — This is to qualify and rank leads so you can segment them and then follow up based on their timeframe and likelihood of buying.
- Nurturing Existing Leads — This is to communicate with leads that are already in our pipeline but maybe they are not ready yet to buy or take to the next step. The nurturing campaign can remind them of your brand’s value and provide information that can help them along.
- Direct-sell — This is to close deals within a short time period. — A campaign to encourage people to buy to “buy now”.
- Cross-sell — This is for your existing customers to encourage current customers to upgrade their existing products or services to a related or complementary product or service.
- Up-sell Existing Customers — This is to encourage current customers to upgrade their existing product to purchase a comparable higher-end product or service.
- Nurture Existing Product — This is to communicate with existing customers and encourage customers or prospects to provide referrals.
For this article, I will show one of the campaigns I run which is a lead generation campaign.
Business Goals: Generate Leads, Branding and Up-sell Existing Customers
This campaign will focus on promoting an existing product of a website builder with an additional feature which is a “payment options”. Let’s call it “payment options campaign”.Because it has a primarily goal to generate new leads, the key metrics we use are CPC (Cost per Clicks), CTR (Click Through Rate), Leads (using Facebook Lead Form), and Landing Page View.
“(A website builder) allows website owners to accept payments through many alternative local Indonesian Payment Channels.”
You need to be specific about who makes up the largest of your target audience. If you are marketing to everyone, you are marketing to no one, popularly said. For example, during the pandemic of COVID-19 last year, using masks on daily basis is mandatory, so it means that everyone has to wear them when they go out. This was followed by the increasing number of businesses selling masks.
“Don’t forget the key behavior that will last beyond this pandemic situation”.
To decide what target, you can explore the benefits of a key strategy by free platforms such as Google Trends, SEMrush,or Answer the public. As the target market for this campaign is business owners, I needed to keep updated with the popular businesses that have been engaging in the marketing since the pandemic, instead of convincing people with some random-guess target audience.
Buyer’s Journey Stage
At what stage is the prospect in the buyer’s journey? Awareness? Consideration? Where possible, we need to describe the specific scenario of the stage that our target audience is in.
Buyer’s Journey stage of “Payment options campaign”:
- This campaign aims to touch awareness during the monthly campaign and to inform how much it is important to have an online store in order to increase sales.
- And, customers at this point is where they are still deciding (considering) on specific options of website providers to give the solution.
Why we should put the customer goals? This is simply because this is the core of elements that can make our campaign successful. Remember, we need to maintain our customers’ trust towards our brand, and the hope is to keep them purchasing or subscribing to our service or product.
Customer Goals of the “Payment options campaign”:
- Customers can now have an e-commerce website for their business complete with local payment options where the website owners can receive payment right away from buyers without the hassle and it will be on one platform.
- Website owners can also generate the shipping fee based on their customers’ addresses across Indonesia.
What is The Primary Offer and Key Desired Action from Target Audience?
In order to achieve the campaign targets, we need to decide what actions will be taken by the people who are exposed by our campaign. After we publish the ads and people find that interesting, we must expect more than that in order to achieve.
Key Desired Action for “Payment options campaign”:
Two main desired actions:
- Leading to a successful purchase of (a website builder)’s e-commerce website with local payment options.
- Direct visit to the landing page.
- Direct website purchase on our platform.
Offer / Promotion
It is undeniable that the barrier to entry for starting a business is incredibly high these days. Offering promotions and discounts to potential buyers in the most propitious ways isthe thing that every marketer needs to do especially for those who are at the first stage of growth. The marketer needs to think about a handful of promotional tactics, but what is the offer we will be presenting to the target audience?
These are the promotions I have managed for previous campaigns:
- Cashback promotions
- Flash Sales and Discounts
- Vouchers and Coupons
- Joint Promotions with other brands
- Social Media Contest and Giveaways
For this “Payment options campaign”: (A website builder) and the partner had decided to give special discounts for every purchasing website plan and using the payment options provided by the payment gate-away as the partner.
Campaign Media (Distribution)
For an online campaign, we have to determine relevant media channels, the platforms that can deliver the messages, and also the factors that go into an effective plan.
The most commonly used is Paid Ads. As a marketer, we need to choose the channels for delivering the key message by pieces of content through social media, email marketing, notifications, SMS, and other online platforms.
We should choose channels based on the target audiences who are most likely to use our products or service. Thus, you need to understand well people who will see our ad campaigns. We can set based on location, demographics, interest, education levels, and also we can target devices via Placements. We can choose multiple devices where we would like to have Facebook placing the ad or we can choose to exclude some specific devices based on Android devices or iOS.
Marketing Assets Needed
Marketing assets are different from campaign media for sure because marketing assets mean anything utilized by a business owner or organization to promote its brand, products, or services. Those include emails, images, videos, website content, press release, and articles.
This is an example of a wireframe I made to visualize a customer journey when targeted users click the ads for Target Audience A. By creating a simple wireframe, we can enhance and check customer journey before or after the campaigns. This also shows what is the business goal of this campaign. If we look at the beginning of the elements, Generating New Leads is part of it.
By watching the video, I believe that you can spot the right answer to why the campaign is aimed to generate new leads. It is because after targeted users are directed to the landing page, they have an option to fill the form. It doesn’t always have to be this way, you can also create a Facebook Lead form.
Success Metrics (Measurement)
After we decide to identify our objective and the key metrics, we come up with the part that we need to identify our measurement approach. Measurements that I am familiar with are comparing the performance against the benchmark and A/B testing.
Comparing with benchmark means that we can find anything not only from the previous campaigns, you can also search online. For me, by working with the performance team, I have always worked together to compare the benchmark with the result. Thus, we would know what asset that was working well and what wasn’t.
Assessing the campaign to know which one is working and which one is not can be so much easier when we implement A/B testing. We can have two options side by side, assess the performances, and then we can choose what is the best to continue or we can add another asset as comparison with the winning asset.
For example, working with the performance team, 2 different types of assets were set, an image and the other one is a video. Using algorithm testing, Facebook apparently chose to run the image more on both (Facebook & Instagram). The result was that the image generated more leads compared to the video, although it is a common understanding that the video should’ve been more engaging compared to the static image. There are some factors affecting the result, such as the copy and the visual example. Once, we have known the key metrics by numbers, we could identify the best move.