7 Tips for a Successful Marketing Campaign

by | Nov 22, 2021

Launch a new product, reinforce the corporate image, build customer loyalty or expand to other countries. These are just some of the goals that can be achieved by running a successful online marketing campaign. However, to obtain good results, it is necessary to carry out a series of steps that are well tied and intertwined between all the departments of a company. So, what are the seven steps to creating a killer campaign?

What is an online marketing campaign?

The term “campaign” can create some confusion in these types of articles. However, it is just
another differentiating concept within the marketing sector. A campaign refers to a series of
actions that are to be carried out during a certain period of time, under a series of objectives and
following a series of strategies. Thus, a campaign is an intermediate process that must be
considered in a Marketing Plan and that will have one or more specific actions.

What is a marketing plan?

A Digital Marketing plan is a document that collects objectives, strategies and all the marketing
steps to be developed in order to achieve the objectives set. It is a guide that collects the
actions to be taken to meet these objectives and strategies. An online marketing campaign has
a series of steps and usually focuses on a single communication channel, for example, a certain
social network. In turn, marketing campaigns tend to focus on special moments for the year.
The ideal time to launch a powerful digital marketing campaign will depend on the type of
business. For example, a gift shop will be very interested in stepping up its business on
Valentine’s or Christmas. Meanwhile, a hotel may be more interested in making itself known for
the summer months.
This does not mean that during the rest of the time you do not have to do any type of marketing
or advertising action. That is a mistake and will not benefit the company.

Differences between a marketing campaign and an advertising campaign

These are two concepts that are related to each other but are not really the same. While
advertising, even online, is the act of drawing attention to a product or service through paid
advertisements and persuasive messages. And, on the other hand, we understand as Marketing
all that mix of commercial activities with the aim of bringing buyers and sellers together.

However, advertising is part of the “natural” process of marketing because without it, marketing
will be left weak.

Steps to create an online marketing campaign

When we add the term “online” we already know what the campaign will have, but not the main
communication channel. For this reason, it is very common to find articles or projects that
specify “online marketing campaign in social networks”, “content marketing campaign” or even “marketing campaign with influencers”.

1) Define short and medium term objectives

Every marketing campaign will try to achieve results based on a series of objectives, which can
be defined in the short and medium term. We understand long-term objectives as a fact to be
achieved through the Marketing Plan. It is important that these objectives are defined using the
SMART methodology.


● S: Specific / Specific – What?
● M: Measurable / Measurable – How much?
● A: Attainable / Achievable – Is it possible?
● A: Relevant / Relevant – Is it relevant?
● T: Timely / With a certain time When?

2) Define the buyer persona

Do you really know who you are going to target with such a marketing campaign? This is the
moment in which you must select a part of your target audience and orient the entire campaign
towards them. Any company has several buyer personas.

3) Select the appropriate strategies and propose actions

Marketing strategies are achievements of actions through which a series of specific objectives
are achieved and that have a series of budgets assigned to each of them. For example, if one of
the objectives of the campaign is to retain customers, email marketing and Social Media will be
perfect for this. The success of the campaign depends to a large extent on the strategy to be
followed. Netflix is ​​a marketing machine, for example: it communicates the value of its series
through digital content, street marketing actions and social networks. With a little ad investment,
the power it has is magnificent.

4) Propose a timing

A marketing campaign needs to have a well-defined beginning and end. For this, it is necessary
to know what actions are going to be carried out. The time period of the campaign must be
taken into consideration to highlight whether in the months that it takes place there are local or
national holidays or special periods such as sales or key days depending on the business.

5) Budget

Once you know what actions are going to be carried out, it is important to know how much
budget should be allocated to each one of the actions. This allows you to keep an exhaustive
control. Something very necessary, especially when handling large amounts of money.

6) Execute online marketing actions and make the most of them

Every business wants to obtain the maximum benefit at the lowest price and an online
marketing campaign is not going to be cheap. The achievement of the actions proposed in the
campaign should try to obtain the best results and sometimes this will cost money.

7) Analyze the results

Review, analyse and improve are the three maxims of marketing. It is very important that the
results of the campaign are analysed to know how it has evolved and what has been achieved.
To carry out this last point, it is important to use different analytical tools that will depend on the
actions that have been carried out. For example, Google Analytics allows you to analyse the
traffic of a web page and see in detail what the active user is like (location, age, sex, channel of
origin … etc).

Social networks continue to be a fundamental communication tool for companies and brands.
However, the strategy to follow changes over time. For example, at the moment, Instagram is
the social network par excellence and its main characteristic – photography – is a factor that
allows it to promote any type of campaign. So, are you ready to take on the biggest task of your

business?

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Llauren Cavanagh

Llauren Cavanagh

Copywriter

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