7 steps to creating a digital marketing campaign strategy

Andy Keyte
Andy Keyte
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What is a Digital Marketing Campaign?

In a nutshell, digital marketing is the process of promoting and selling products or services by using online marketing tactics, such as social media, search marketing, and email marketing.

A digital strategy is the series of actions you plan and take to achieve your overarching digital marketing goal.

The digital marketing campaigns are the building blocks and actions within your strategy that move you toward that specific, digital end goal. For example, if the overall goal for your digital marketing strategy is to increase the number of leads you get through social media, then you might run a campaign on LinkedIn. It’s important to remember that the best digital campaigns work towards achieving a broader organisational goal, so be sure to take on board the bigger business picture, too.

Make sense? Good. Now, let’s look at the steps involved in creating a digital marketing campaign strategy.

Steps to Creating a Digital Marketing Campaign Strategy

1. Your Audience

For any type of marketing activity, you need to know who you are marketing to. A good digital marketing campaign is built upon detailed buyer personas, so the first step is to create these.

By researching, surveying and interviewing your organisation’s target audience, you can create personas that represent your ideal customers. To ensure your digital marketing strategy and campaign don’t move in the wrong direction, it’s important that the information that goes into each persona is based on real data wherever possible.

To get a complete picture of your buyer’s persona, your research should include a mix of customers, prospects and people outside your contact database who align with your target audience. This will allow you to create personas that are accurate and valuable.


2. Goals and Digital Marketing Tools

Your digital marketing goals should always link back to the overall core goals of your business. For instance, let’s say your primary business goal is to increase online revenue by 30%. Then your digital marketing goal might be to generate 60% more leads through your website and social media than you did in the previous year.

To be able to measure the success of a) your campaign and b) your overarching digital marketing goal, you need to have the right digital marketing tools in place. For example, you’ll want to track every step of the digital campaign – a reporting dashboard is a great tool for getting ongoing insight into what’s working well and what needs to be improved.

3. Review your existing digital channels & assets

It is important to evaluate your existing channels and assets to determine what is working well and where improvements can be made to ensure this digital marketing campaign strategy is successful. This can also influence how you build out the rest of the campaign. Consider the bigger picture when you first evaluate your existing digital channels and assets. This will stop you from feeling confused or overwhelmed. The simplest way to do this is to list all the assets you have into a spreadsheet. This will give you a clear picture of all existing earned, owned and paid media. Let’s break those terms down a bit:

Earned Media
This basically refers to word-of-mouth marketing. This could be guest blog posts you have distributed on other websites, PR work, social media sharing or even the good customer experience you deliver. Earned media is the exposure and recognition you gain as a result of these tactics.

Owned Media
This refers to the digital assets that your business own. The obvious ones are your website and your social media profiles, but this could be any channel you have complete control over.

Paid Media
This is any channel you spend money on to promote the business and attract your audience. That includes Google AdWords, paid social campaigns, or any other medium where you pay in exchange for increased visibility.

Once you know what you already have, you can begin to work out what to keep and what to cut!

4. Planning your owned media campaign

Of the three main media types, owned media is usually at the heart of every digital marketing campaign. It nearly always takes the form of content. This content could be:

- a landing page on your website
- blog posts
- infographics
- podcasts

And more. This content should ultimately help convert visitors to your website into leads (and eventually customers) whilst improving your business’s online presence. If it’s well optimised for search (SEO), it can help increase your organic traffic, too.

No matter your digital marketing goal, you will want to make sure your digital campaign includes owned content. Start by working out what content will help reach your campaign goal. Then list out all your existing content and rank it based on how it performed against your goals. This will help you understand what’s currently working and what isn’t, so that you can ensure greater success going forward.

Based on the audience personas you created as your first step, you’ll also be able to identify any gaps you may have in your content at this stage.

Following those actions, you can make a content creation plan that outlines what content is needed to help you achieve your goals. This can be as simple as a spreadsheet that includes a time estimate for producing the content.


5. Planning your earned media campaign

Reviewing your previous earned media against your current business goals can give you a clear picture of where to focus your time. Discover where your traffic and leads are coming from and evaluate each earned media source by asking questions like “which is the most effective for driving traffic?”. The key idea is to build an understanding of what types of earned media will help you reach your goals based on historical data.

6. Planning your paid media campaign

As with the other parts of the campaign, this involves evaluating your existing paid media across all platforms (Google AdWords, LinkedIn, etc.) to figure out what’s working well and can help you achieve your goals. By the end of this process, you should have a clear idea of which paid media platforms you want to keep using and which ones you plan to remove from your digital marketing strategy.

7. Bringing it all together

Now you should have a clear vision and plan of all the elements that will make up your digital marketing campaign strategy! Here’s what you should have solidified so far:

• A clear understanding and profile for your audience personas
• A specific digital marketing goal that aligns with your business goals
• An audit of your existing owned, earned and paid media
• An owned content creation plan

You now need to bring it all together to form a solid strategy document. This should map out the actions you are going to take to reach your goals, based on all the research you’ve conducted.

You should also consider your digital marketing strategy for the long term. What do you want to be doing and achieving in the next 6-12 months? Thinking about this will allow you to pinpoint when you will execute each action.

By taking this approach, you’ll create a structured timeline for your activity which will help you communicate plans internally within the business.

Are you keen to grow your business with the right digital marketing campaign strategy? Please get in touch we’d be happy to discuss your goals and how best we can help you to achieve them.

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