Digital marketing campaigns are tricky ventures. They are the result of collaborative efforts that require many talents to create and make them successful. They take a creative strategist’s artistry and intuitiveness to create a visually appealing visage. They need a social media specialist to ensure that any active online content is consistently engaged by their target audience across multiple channels.
Then there’s your job. As a marketing manager, it’s up to you to provide leadership and direction in the development, implementation, and monitoring of the marketing strategy. You determine its objectives and procedures for peak performance.
How to Build a Strong Digital Campaign Strategy
While marketing managers end up uncovering the methods that work for them and their organization through experience, there are some tried-and-true tips you can use to build consistently strong digital campaign strategies. Here are a few of them:
Solidify the branding of the marketing campaign
Stellar branding is one of the most vital aspects of a strong digital marketing campaign strategy. This doesn’t just involve the logo, fonts, and colors spread consistently across marketing materials—it also concerns how a campaign communicates your organization’s messaging and values to promote recognition and resonance with customers.
To get this aspect right, it’s best to work with a brand manager tasked with cultivating an in-depth understanding of the company’s products and future concepts and maintaining a positive and memorable public image of your brand. They’ll be responsible for initiating research into industry trends and crafting a favorable public perception. With them, you can consolidate elements like tone and persona that make up an excellent brand identity for your target audience, then integrate that into your strategy.
Situate your plan on a marketing funnel
The best digital marketing campaign strategies aim for specific objectives. While the general goal is to secure customer interest, the precise outcomes you’ll want your team to achieve are determined by the stage of the marketing funnel you’re directing your efforts toward. There are four stages based on how a customer journey often develops: awareness, interest, desire, and action. Once you’ve classified your campaign’s goals, you can identify the initiatives and metrics most helpful for reaching them.
For example, if you’re trying to create awareness, you’ll want to use paid ads in social media posts, podcasts, or videos to spread the word about your organization’s products and then utilize media analytics to see how much of your target audience you reached.
On the other hand, if you’re aiming for action, you may want to work on the SEO of your product pages and check if that boosts sales. Understand what your campaign is trying to do using a marketing funnel, then tailor your efforts and KPIs with that end in mind.
Formulate an effective marketing budget
A strong digital marketing campaign strategy needs a functional budget. That said, remember that not every initiative needs the same amount of money allocation. Part of your task as a marketing manager is to know what’s worth spending on to maximize your current campaign and what you should save for future ones. To do that, you’ll want to use data-based revenue attribution to find out which of your previous initiatives best pushed your customers toward purchasing your products—for example, a webinar that soothed customer anxieties and generated interest.
At the same time, you’ll want to pay attention to schemes that didn’t work, such as an ultimately unprofitable influencer partnership. That way, when crafting a budget for your campaign strategy, you can compare it to those used for similar campaigns in the past and decide how much you should be investing for a prudent and potent impact.
Use Agile methodology
To create and implement a strong campaign strategy, you’ll want everyone on your digital marketing team to be on the same page. For this, you’ll want to utilize Agile methodology. Doing so has proven effects: 94% of teams noted it helped them work faster to gain better marketing results. You’ll essentially want to break down and assign the components of your current strategy and then get your team to perform it via sprints.
For best effect, use agile software development that can facilitate team collaboration. For this, we specifically designed Kanban Zone to improve performance and results through features like full traceability and a visual workflow manager. Consider it when looking for a reliable tool to enhance strategies for your current campaign.
Marketing managers need to pinpoint the top techniques to build a strong digital campaign strategy. Try the ones above to get started.