As with all things in life, to achieve success in what you do takes planning and preparation. As Benjamin Franklin once said, "By failing to prepare, you are preparing to fail." Your digital marketing campaigns are no exception.
All of the campaigns that you run need to follow certain steps to achieve the desired results. It's usually the job of the campaign manager to oversee all marketing campaign activities from beginning to end. So just how do we do that successfully? Let's take a look.
What is Campaign Management?
First, let's define campaign management. Campaign management is the planning, execution, tracking, and analysis of a marketing initiative; sometimes centered around a new product launch or an event. No matter how big or small the campaign is, it usually involves a team of marketers or departments working together to accomplish a goal.
Managing the execution of all the deliverables within the digital marketing campaign is crucial to the overall success of the initiative. With so much at stake, you don't want to overlook anything. Even the most creative and thought out marketing campaigns can fail if they're not implemented and evaluated thoroughly and effectively.
Define the Objective & Set Goals
The first step in all marketing campaigns should be to define the objective. What is the purpose? What are you trying to achieve? Setting clear objectives is essential to your plan's success. All marketing objectives have identical principles i.e. they are specific, easy to measure, can be achieved, are not too ambitious, and designed for a specific period.
Once you have defined the objective of the marketing campaign, it's time to drill down further and set specific goals. Determine what key performance indicators (KPIs) matter the most to your campaign. Setting goals and managing expectations can be tricky, so work with members of your team to get their feedback as everyone will be working together to hit the goal that is set.
Here's an example of a well thought out campaign goal related to client acquisition: Gain 3 new clients within 2 months by running targeted social media ads on Facebook and Instagram. Still need help setting goals for your campaign? Then check out our smart marketing goals template.
Know Your Audience
All activities within a digital marketing campaign should keep your personas or your target audience in mind. You need to have a deep understanding of your audience and what resonates with them. Every member of your team should have your personas in mind when coming up with content, designing a landing page, posting on social media, and many other aspects of digital marketing. I guarantee that your campaign will have success if you are speaking to the unique challenges and pain points of your target audience.
Tracking Your Success
Managing the success of a campaign involves collecting data and analyzing the results. If your organization uses a software program like HubSpot, you can easily track all your marketing campaigns in one place. To track more general analytics surrounding your website, use Google Analytics.
There’s no limit to how granular you get. The most effective marketers take advantage of every bit of data for maximum learning. It's important to track your success both during the campaign and at the end. If you see something that is off, you and your team can quickly change gears to try to resolve it.
Some Handy Campaign Management Tools
Managing a marketing campaign or multiple campaigns at once can be overwhelming. It's important to have a set of tools that you and your team can use to stay on track. Here are some handy tools to make managing your digital marketing campaign a little easier.
- Teamwork: Teamwork is a project management tool that allows you to assign tasks to team members, communicate, track progress, and so much more. (Need help on how to get the most out of Teamwork?
- Slack: With so many different team members involved in a given marketing campaign, you need a central place to be able to communicate easily and quickly. Slack allows you to connect your conversations with the tools and services that you use to get the job done.
- Trello: Trello is another project management tool that uses boards, lists, and cards that enable you to organize and prioritize your projects in one place. We like to use Trello to keep campaign notes and plan upcoming marketing activities.
There is a clearly a lot that goes into successfully managing your digital marketing campaigns. Not taking the time to effectively manage them can be detrimental. Your campaigns will not produce the results you were hoping for and you would have wasted your budget and valuable internal and external resources.
Managing and prioritizing your workload is essential when it comes to the success of digital marketing campaigns. Take the time to build the roadmap of all your marketing activities. Use tools and processes to streamline your teams' efforts and you'll be on your way to managing campaigns that drive results.