Creating a Digital Marketing Campaign

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Are you a small business owner who wants to create your first digital marketing campaign but don’t know where to start? Or maybe you’re not sure what digital marketing even is?

Creating a campaign from scratch can be a daunting task, especially if you are new to the world of online marketing. However, with a little planning and some creativity, you can create a successful campaign that will help you achieve your marketing goals.

Digital Marketing Campaigns in a Nutshell

A digital marketing campaign is a coordinated series of online marketing activities that promote a product or service. It is a plan that helps you achieve your marketing goals through the use of digital channels where consumers are able to engage with the brand.

The goal of a digital marketing campaign is usually to increase conversions. It is an important method for businesses to not only connect with customers, but also to track and manage the results they get from customer interaction. Digital marketing, and as an extension to this, campaigns, take place through various different channels, which all have their own strengths and weaknesses, and may be better suited to some businesses more than others.

Where to start?

The first step in any successful marketing campaign is to establish your goals. What do you want to achieve with your campaign? Once you know your goals, you can choose the right marketing channels to reach your target audience.

These goals could be anything from getting a higher rate of customer satisfaction, to increasing revenue, but whatever they are, you lay them out before doing anything else so that you can track your progress throughout the campaign.

One good way to start to understand your goals is by employing the SMART method, emphasising how your goals should be:

Specific
Measurable
Achievable
Relevant
Time-bound

Research, research, research!

Market research is key when coming up with a digital marketing campaign. It is so important that you know who your audience is, as you’re attempting to make them your best customers. In order to fully understand the kind of people that you are targeting, it is a good idea to create some buyer personas who can represent a customer, and who you can tailor your campaign to.

In addition, you should take some time to research the kind of marketing channels that they are on, that means looking at different social media platforms, but also keeping in mind digital marketing channels like email.

After this, you should be able to lay out the kind of things that your brand is going to offer, and how they are going to solve the problems of your buyer personas. Furthermore, you should consider what your competition is doing in the market, and work out what your USP is to help you stand out.

Take these solar panel installation experts for example, they offer an all-in-one tailored service to make sure that they can provide you with the specific things you need. This is a great way of setting yourself above the competition, as you are providing an all-in-one solution to your customers’ problems.

Choose your channels

Thanks to modern technology, we now have a plethora of channels that we can use to enhance our digital marketing strategy and campaign. These channels are essentially the best ways to deliver your campaign to consumers.

You probably won’t use all of them, especially if you have done your market research well, as you’ll be able to hone in on your target audience and find out what channels you can typically find them in. Here are some examples of the most significant digital marketing channels that you can use:

Email marketing
SEO
PPC
Content marketing
Social media marketing
Affiliate marketing

When deciding on which channels would be best for your campaign, it’s important to take into account your target audience, your budget (if you have one), your overall goals, and how long the specific campaign will be running for.

Creating content

You need to create engaging and relevant content that resonates with your target audience and helps you achieve your marketing goals. Once you’ve completed the backbone of your digital marketing campaign, the market research, you can focus on the content that you want to be put out to the masses.

Some people may struggle with this part of the campaign as it relies on a lot of creativity, but if you’re one of those people that doesn’t know where to start, you will always be able to find someone who can provide those services for you. Many people now outsource their content creation to agencies (like us!), needing them to write blogs, do their social media, and create designs.

If we look at social media as an example, your content should be relevant, and should be shown in a way that reflects your brand. This means that you should focus on using things like your brand colours, logo, and visuals to create an impact. In addition, the copy should reinforce the tone of voice and should ‘speak’ directly to the customer and their needs. Here is an example of good continuity of brand colours and tone of voice from this brand dealing with solar panel installation in Newcastle.

Once you’ve created all the content you want, you can set about promoting it via the aforementioned channels!

Final thoughts

It can be tricky knowing where to start when it comes to creating a digital marketing campaign, especially if it’s your first. The main thing to keep in mind is do the best research you can, there’s no thing as too much research, and so you should use this to your advantage to get you ahead.

Spend some time choosing how you’re going to put yourself out there and what channels will be best suited to your brand and target audience. Finally, make sure that you’re putting out relevant content that your audience will engage with, and that reflects your brand values.

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