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In its most basic form, a marketing campaign is the only tactic marketers use to help their company’s products, services, or resources. Yet, for a marketing campaign to have a fighting chance to be effective, that approach must start with a pure and detailed plan.
Marketing Campaign: Strategy vs. Plan
Think of the plan section of your marketing campaign as a destination you want to reach. Before you know how to get there, you want to see where you’re going. It can also help to understand why you want to get there and who will attend you on your trip.
Applying this to a marketing campaign, your plan should identify the following:
- Where you want to go (target)
- Why you want to get there (purpose)
- Who do you need to connect with laterally the way (target audience)
- Who will assist you get there? (computer)
- How far will it cost to get there (budget)
- When you plan to arrive (schedule)
- The aspect of success (KPI) And also
The plan is your roadmap if the strategy is similar to the destination. Explains how the process will run. Ideally, you should identify the following:
- What needs to remain done (tactics)
- How it should do done (activities/tasks)
- Who will do what (roles and responsibilities)
- When activities and functions should be performed (timelines)
- How much to spend on what (budget expenditure)
- How achievement will be tracked and measured (metrics) And also
Whether your marketing campaign does focus on a specific product, has a small budget and only runs for one month in a thin geographic location, or is a big, global. And multi-month initiative with significant funding, the point is that the early stages of your campaign should focus on defining your strategy and plan.
Structuring Your Marketing Campaign Strategy
While traveling without a strong destination may work for a free-spirited hobo, that is an approach that risks wasting time and money in the marketing world.
Who will Help You Get There?
Most marketing campaigns, even short-term ones with small budgets, need a team to help them. So who are the people you need to trust to implement and measure your marketing campaign successfully? This list could include the following: And also
- Marketing Manager
- Creative Director
- Content Manager/Director
- Director/Manager of Digital Marketing
- Director / SEO Manager
- SEM Director/Manager
- Director/Manager of Social Networks
- Content writer(s) (internal and independent)
- Designer(s) — graphic, motion, illustrators, etc. (internal or autonomous)
- Web Developer
- UX Designer
- Email Marketing Strategy
- Video Producer
- Data Analyst
- Public Relations Manager (internal or agency)
- External agency(ies) And also
How Much to Spend on What? Marketing Campaign
The marketing campaign’s overall budget should do set at the strategy stage. However, how that budget would remain allocated should be determined at the planning stage.
It relates to what (tactics) and how (activities) are in your plan. For example. so if you want to run paid ads, make videos, and make an effort with influencers or affiliates. This is the step in which you determine how much you’re willing to spend separately.
How Will you Track and Measure Success? Marketing Campaign
If a KPI is a measurable value linked to your marketing campaign strategy, the planning stage should use more granular measures (metrics) to help you achieve or optimize the KPI.
For sample, if your KPI is $100,000 in sales revenue from your new product and then the metrics you can track and measure could be related to the specific tactics you’re using to help drive sales.
The following are examples of metrics that you can track depending on the type of content that remains leveraged for your marketing campaign.
While many tools help sustain a marketing campaign’s strategy and planning steps, there are no cutoffs to the approach required for that campaign to be successful and effective. Leverage tools but rely on the process.