How To Start Your First Digital Marketing Campaign
Starting your first digital marketing campaign can be daunting. There are a lot of horror stories about campaigns that have gone wrong and ended up costing a small fortune. If you are unsure about your first campaign, there are some steps that you should work through to get it right.
Set Your Goals
The first step in any marketing campaign is to determine what your goals are. If you do not know what you want to achieve with the marketing, you will not be able to create a good campaign. The goals need to be specific, measurable, attainable, realistic and timely or SMART.
There are no limits to what your goals can be other than being SMART. You could have a goal of increasing the number of clients you have each month or selling a set number of products per month. Goals can be sales, profit or customer service based.
Set Your Budget
Once you know what you want from the campaign, you need to create your budget. A lot of people only create their budget after market research, but this can be a problem. Market research takes time and will cost you. This cost has to be taken into account and included in your budget.
When setting your budget, you need to consider how much you can afford for this. You also need to divide the budget into the different areas of your campaign. Some of the funds should be marked for research while some should be marked for the actual running of the adverts. If your marketing campaign will cover various marketing channels, you need to assign funding for each one.
Complete Your Market Research
When you start your market research, you need to describe your product or service as well as the benefits and features. Determining how it is different from your competition is also important. Once you have all of this information, you can take a look at the market you want to target.
During your market research, you will need to determine who your target personas are as well. To start, you need to describe your ideal customer in terms of gender, age, family, earnings, likes, dislikes and purchasing patterns. You will then have to test your target customer assumption because you might not be selling to the people you assume you are.
You can test this through a focus group that is conducted either online or in-person. If you do not have the budget for this, you can use an online survey that you ask your social media followers to complete. The people who respond with the most enthusiasm for your products or services are the market that you should focus on.
Determine Marketing Channels
There are a lot of different digital marketing channels that you can use and you have to determine which is best based on the goals that you have. Your target audience will also play a role in this decision. Ideally, you want to use a channel that will be highly visible to your targeted market.
If your market spends a lot of time on certain social media platforms, you should look at marketing channels linked to the platform they are on the most. However, if you are trying to provide an answer to a pain point, you might want to look at paid search engine marketing. This will place you in front of people who need your help.
Once all of these steps have been completed, you can start to create the content that you need for the campaign. The content should be within your budget and appealing to your target audience. Completing these basic steps will help you create a firm basis for your marketing campaign.