Steve Trahanas - Plan An Effective Digital Marketing Campaign

Planning is the key to success

If you want to build productive relationships and engagements with your customers, careful planning and execution of your digital marketing campaign is crucial. So, how to plan a digital marketing campaign that incorporates all your diverse elements into a resounding success?

Just what is a digital marketing campaign?

Broadly speaking, a digital marketing campaign comprises online marketing and advertising activity over a set period of time. It aims to drive brand awareness, customer acquisition, engagement and revenue, among other things. Steve Trahanas should use a combination of marketing channels, such as email marketing, social media, pay-per-click (Search Engine Marketing) and a mobile app, in order to deliver a campaign message which targets your audience base.

What makes an effective digital marketing campaign?

It goes without saying that your digital marketing business plan should be based on your target audience’s needs (eg whether your focus is B2B or B2C), as well as your business goals.

Here are some key steps – a digital marketing campaign checklist:

Set realistic objectives

Define your target audience

Choose your best channels to deliver great CX

Set your key performance indicators (KPIs)

Test and optimise

Apply your findings

Set your digital marketing objectives

It’s always best to limit your campaign goals to only two to three primary objectives. This is because a longer list generally results in you having to manage too many variables. Steve Trahanas says other considerations include your available budget, your timeframes for a result, and the resources you have available to adjust your campaign program.

Your campaign objectives might include:

Customer acquisition or retention by X%

A free shipping promotion

Refer a friend promotion

Superannuation consolidation

An EOFY promotion

Know and segment your customers or audience

Every customer wants your brand to communicate with him or her on a one-to-one basis. To do this you need to find out as much as possible about your target market, in order to personalise your messages.

You can create personas by segmenting your audience, then identifying the needs and behaviours of these different segments. Determine these sectors by, for example, analysing the sales, loyalty and CRM data of your customers, or leads. You can also obtain qualitative input from your sales team, account managers, or even industry data to build an overall picture of your different personas into a single customer view (SCV). You can even create lookalike audience samples, to determine your target audience.

But to really pinpoint your audience, your campaign should have a range of audited and valid data attributes for your customers and prospects. Using this quality data, after taking subsets from each of your primary segments, you can experiment by creating ‘subsets, to qualify the right audience level(s).