Running a digital marketing campaign isn’t easy, you have to consider many different aspects that can affect the ROI of your campaign. Regardless of how much effort you put into the project, it won’t be as effective as you hoped if you neglect to establish a strong foundation. With that said, here are seven crucial elements of a digital marketing campaign:
1. A CLEAR AND DEFINED GOAL
The very first thing that you should think about when drafting a marketing campaign of any kind is the goal of the project. There are many things that you can hope to achieve with a marketing campaign, whether it’s conversion, brand awareness, sales, or leads. You have to remember that no single formula will magically grant you all of these things, which means that each campaign will need to have a specific end goal that you have to consider and craft your project plan around.
2. THE RIGHT PLATFORM
Once you have an idea of what you’re planning to achieve with your advertising campaign, the next thing you will have to think about is the platform on which you’re going to launch your media. The decision will depend on audience preferences, behavior, and the features available, as these are the elements that will have a profound effect on both the ROI of the campaign and your long-term branding image.
For example, Facebook allows the most precise targeting options, but the fact that engagement on the platform can be rather low limits you. Therefore, if you’re looking to gain brand awareness, Twitter and Instagram may be better options. While these platforms may have less refined targeting tools, the level of engagement and the features they offer are much more effective at captivating people’s attention and allowing them to interact with the brand. There are other options, and each of them has unique sets of benefits and downsides that you have to consider. Therefore, make sure you know what you’re looking for and focus your efforts on those platforms before expanding your horizons.
3. EFFECTIVE CTAs
One of the most crucial elements of every digital marketing campaign is the call-to-action (CTA). Having a CTA means that you will have to come up with a page where you can direct all of the clicks. Without a compelling and clear CTA and a landing page that seals the deal, people will ignore your ads, which means that your ad budget will go to waste. Worse, if your ads are Pay-Per-Click (PPC), each time someone clicks on an ad, you will have to pay for it, which means that you’re opening yourself up to lose a significant amount of money. Make sure you have an effective CTA so that your campaign can reach its fullest potential.
4. CAPTIVATING CONTENT
Now that you have a CTA, a landing page, and a strategy set up and ready to go, the next thing you should consider is the content for the campaign – the text, images, videos, and visual elements of the ads. These are the first things that your audience will judge your brand by, so ensure that they captivate the attention of your viewers and entice them to take the appropriate action.
You need to think about the color coordination, the target audience, their preferences, and the type of content they prefer to see. For example, an ad for a B2B business may not need to be as flashy and bold as a B2C advertisement that focuses on a young target group that’s mostly interested in cartoons, video games, and comic books. Again, your audience is the driving force behind the direction of your content, so make sure that it sits well with them.
5. ANALYTICS TRACKERS
Without a way to keep track of your campaign, it’s impossible to make proper adjustments and improvements to it. Think about it – if you’re shooting a gun in the dark without any idea of where the target is or whether you have hit it, how can you adjust your aim or know if there’s a target out there for you to aim for in the first place? It’s crucial for you to set up a way to track the analytics and KPIs of your campaign to make sure that it’s performing as intended. This is also a great way to spot the areas in which you need to improve. Luckily, most digital platforms nowadays come with built-in analytics trackers such as Google Analytics, Facebook Pixel, Hootsuite, and more. Make sure you use these tools to your advantage.
6. THE TIMING
The last thing you need to keep in mind is the time frame of the overall project. Marketing is all about timing, as market trends, hype, and news come and go. Therefore, you will need to think about the release date of your content as much as the nature of the material itself. For example, if you’re planning to launch an ad campaign for meat products, posting your ads during animal rights protest week may not be the smartest idea. Not only will this invite immediate backlash against your brand, but it may also leave a permanent scar on your current brand that may require you to revamp the entire business image. This is a costly process that you will have to execute as damage control rather than to advance your business. To avoid this issue, you have to pay attention to what’s going on around you so that you can make the most of every chance you’re given.
If you need help with your digital marketing campaign, AO Marketing is your best option. Get in touch with us today to see how we can help.