Marketing campaigns promote products through different types of media channels. They aim to reach the consumer through various channels — be it a combination of media, print, television or radio advertising, pay-per-click or social media. The set of strategically planned activities should lead to a certain result.
The goal of a marketing campaign could be:
Launching and promoting a new product or service
Increasing brand awareness
Advertising an upcoming event
Gathering customer feedback etc
Make your life easier and formulate the right goal. You can stick to “SMART” formula, which stands for Specific, Measurable, Attainable, Relevant and Timely. The SMART goal will move you a step forward in the planning process.
Planning your marketing campaign
Running an entire campaign is a complex process, so you have to spend enough time planning — it is crucial for the effectiveness of the outcome.
1/ First, define the concept of your campaign and plan WHO and HOW is going to create the assets of your campaign.
2/ Research your customers. Decide WHO you are targeting — what’s the age, gender, location, income bracket, job title etc. of your customer. Identify your audience’s interests and pain points.
3/ Design your content. Think of WHAT would be the reaction of your audience when they hear, see and read your content.
4/ Generate your campaign budget. Work out the costs and make sure it’s not out of your financial reach.
5/ Consider HOW you will measure your campaign (be it sales, likes, blog shares, orders or social mentions).
6/ Plan the activities and choose the distribution channels that you are going to use. Depending on the scope of your campaign, you either will use two promotional channels or ten. There is no common advice.
The PESO model presented below might help you navigate the world of modern marketing. According to this model, all the channels can be divided into four groups — Paid, Earned, Shared and Owned.
During the campaign
You have defined your goals, your audience, and the overall concept of your campaign. And you should have finalized the plan of your campaign as well. So it’s time to move ahead to campaign execution.
Remember, you have to focus on new ideas and creative asset generation, so you shouldn’t waste your time compiling spreadsheets. You need a tool that will help you to track your marketing campaign in a more efficient way. Using Infolio marketing campaign tracking template you will have a clear task vision. Track the progress of your tasks and collaborate across marketing, development, design and sales teams.
The right organization of the team collaboration is the key to success
Keep in mind that you have to be on top of all activities to make any quick changes, if necessary.
When the predetermined end date of your campaign is reached, don’t forget to measure and assess your campaign results — this will add clarity to your audience and the effectiveness of the chosen channels and strategies. You can either use a questionnaire, check for changes in sales, monitor your progress or track the website traffic — this will depend on your initial goals.
Planning your next marketing campaign?
Try our Marketing Campaign Tracker template.
It provides a good baseline for your workflow so you don't have to start from scratch.
How to use this template?
Create a new project and choose the Marketing Campaign Tracker template as the starting point. All Infolio templates include some demo content. Feel free to remove it once you've familiarized yourself with the concept.
The tasks are organized by the campaign steps: "General", "Planning", "Campaign Process", and "Campaign Evaluation". Example tasks provide general guidance, but you don't have to be too strict about it.
Group tasks by Status to see the pipeline of your campaign ("Open", "In progress", "In discussion", "Done"). In this view you can easily add new statuses to your workflow or rearrange existing ones. Change the status of any task by dragging and dropping it to the corresponding column.
To see how tasks are distributed within your team, group the project by Assignee. In this view you can reassign tasks quickly by dragging and dropping them between columns.
If you need any further help or if you have suggestions about how to improve
this template, don't hesitate to let us know!