The world is digital. Even physical campaigns are made as an afterthought to the main digital campaign that will always take precedence. You can see feedback first-hand online. You can improve conversions and start conversations online. The metrics alone make every digital campaign so much more worthwhile than any traditional campaign ever was.
If you are a new business looking to start your first big digital marketing campaign, then there are many places for you to trip up. You need a very clear vision and focus to successfully complete a great campaign that helps you further your business’ goals, so use this guide to get started.
Great ideas only arise when collaboration and free thinking are allowed to happen. This means you need to first work to improve your company culture so that your employees welcome all ideas — silly, strange, and great alike. You never know when a bad idea will spark a great one.
Not only do you need to improve communication, but you also need to improve diversity. People from different backgrounds will have very different ideas, meaning you’ll get the best idea out of a bigger pool for a more successful campaign.
Determine Your Goal with the Campaign
Every campaign needs a clear-cut goal. Trying to muddle one campaign with too many goals will make the message hard to nail down and even more difficult to test on. This goal is something you, as the manager, should be responsible for.
Once you have a great company culture and a goal in mind, it’s time to set your team on researching campaigns and coming up with ideas. Use inspiration from other campaigns you’ve seen in the past and work them into your own unique ideas so that your marketing efforts get off on the right foot.
Think big, and make sure your marketing team isn’t afraid of brainstorming in any way they need. If they need to print off ideas and stick them to the wall to visualize everything in one go, then so be it. Allow them to work through their own creative process, not yours, and you’ll see very innovative results.
Research for PPC and Social Media Marketing
You need to do keyword research, demographic research, know the social trends, and even what influencers to partner with. This can take a lot of time, but thankfully a lot of the data you source during this step can be used again and again in the future.
Hire the Right Company, Photographer, or Freelancer
Unless you have a large company and can hire in-house photographers, videographers, animators etc., you will want to outsource. Outsourcing can be a challenge, however, which is why building a list of trusted and vetted companies beforehand will help you save a lot of time and money in the long run.
Create the Digital Assets
Once you have the company, the idea, and the vision, it’s time to have the digital assets created. Ensure you always have a few members of your marketing team on-site to oversee the project and to even tweak it as you go.
If you can, try to take the raw images and videos and edit them in-house as much as possible so that you can keep a consistent tone and look throughout your entire campaign. Work with the content companies throughout the process to fill in any gaps in skill but try to handle as much as you can within your own team.
Use Digital Asset Management (DAM)
Digital Asset Management allows you to completely update your entire workflow, just by making it simple to source and locate the digital assets you need without a nightmare’s worth of back and forth communication. Store digital files, find them in a split second, improve project management, and even better, protect your assets from erasure or loss. There are so many benefits to using DAM, that it should already be a part of your company’s system.
Going back and forth or dealing with endless duplicate copies on the cloud is not efficiency. It means you can never get the most out of your digital assets nor your team. Not only that, but because all your assets are in one place you can also keep track of how well they are performing, which ones have been used, and which ones are still in the wings.
Get more out of your team and your digital assets and get a DAM system up and running.
Create Marketing Strategy
Once you have the digital assets, it is time to create the marketing strategy on all fronts. This includes the following:
- PPC Marketing on Search Sites
- Social Media Marketing
- Digital Marketing
- PR Marketing
A fully realized approach will allow you to adapt your assets to all types of digital marketing, from ads you see on other websites to PPC marketing and keyword research, all the way down to social media marketing. You will need a tweaked approach for each channel to see success.
Use Metrics for A/B Testing
A/B testing means using two versions in the same space and then using metrics to determine which ads or methods is more effective. As this is your first big digital marketing campaign, A/B testing is a great way to put forth two great ideas and to then focus your investment on the ad campaign that brings in a greater ROI.
Launch Marketing Campaign
Only once the A/B testing is complete are you finally ready to properly launch your campaign. At this point you should have everything you need, and the only thing that is left to do is properly invest in a full-scale campaign on all channels. If it’s done right, you should see a huge influx of new visitors and customers. If you don’t, keep tweaking. Marketing is all about trying something new, seeing how well it is received, and then moving on and adapting from there.
Managing a successful digital marketing campaign can feel very daunting when you first start out. Just remember to research and conceptualize as much as you can beforehand so you can launch a great campaign from the get-go.