Ingredients of a Successful Digital Marketing Campaign

Statement of the Campaign Objectives

A best Digital Marketing Consultant Blurn, Australia starts with a statement of the campaign objectives. These objectives are dependent on several factors such as the growth phase of the business, seasonal demands, sales targets, expected brand reach, business’ long-term goal and short-term perspectives & goals, competitive atmosphere, etc. Campaign’s specific business goals may be things such as website visits, online products sales, number of readers/subscribers for the blog, number of newsletter subscriptions, reaching a specific number of the target audience,  reaching new market segments, getting a certain number of trial users / brand engagements / number of endorsements / referrals / retweets / content shares, brand visibility goals, keyword ranking positions, extent of web presence creation, achieving a minimum average time that visitors spend in the website, etc.

The setting of campaign objectives seems quite difficult at the outset but actually speaking, it is only a statement of the top management vision or the Marketing Manager’s expectations from a campaign for a given budget and time frame. The business owner / manager can really tell what he actually wants from a campaign. It could be creating X number of customers or people landing into the website, number of product sales, number of people visiting through his top keywords, etc. The campaign objectives list or statement is not an overstatement but is only a very practical and objective statement or reflection of the expectations of the business owner or the manager. 

Key Performance Indicators (KPIs)

Key Performance Indicators (KPIs) are almost like Campaign Objectives statement. The difference between KPIs and Campaign Objectives is that the Key Performance Indicators (KPIs) are defined in absolute numbers for each specific objective in the overall Campaign Objectives whereas Campaign Objectives are just statements of expectations of various factors but not clearly defined with specific numbers – to say the least.

Examples of KPIs:

  • A Business Owner might want a minimum of 30,000 website visits in one month’s time. 
  • Next, Performance Indicator could be like out of the 30,000 overall visitors to the website, 50% of the visitors should be generated from the overseas customers.
  • Then, another KPI can be like 3 % of the overall visitors that is 30,000 customers have to spend or to stay at least four minutes on the website.
  • Yet another KPI can be like 1 % of the overall customers (30,000 customers who visit the website) that is 300 customers should buy the product or try the product or make an initial transaction on the website. 
  • Furthermore, a Key Performance Indicator can be 10% of the overall traffic to the website should be through backlinking websites or referring websites.
  • In addition to the KPIs mentioned herein, another indicator is that the website should rank in the first page of Google for the top ten keywords.

Timetable for Goal Fulfillments

This is the next stage in the run up to the Digital Marketing campaign. This is the timetable setting stage. The overall campaign targets or objectives can be split into multiple timeframes for effective monitoring and intermediate improvements in the campaign. 

Timetable can be set such as the overall goal of 30,000 customer visits should be achieved in the following ways:

  • Equal numbers across the four weeks of the month with split ups between 50% visitors from the domestic market and 50% overseas.
  • Clicks from backlinks (Content Marketing) have to be achieved over the month as 10%, 20%, 30% and 40% in the first, second, third and fourth weeks respectively. 

Understanding of Digital Marketing Tools

Only a great understanding of Digital Marketing tools will help you to use them effectively and achieve your goals and objectives of your Digital Marketing campaign. Otherwise, in spite of your putting in intense efforts and thought, concrete results will not be forthcoming. Understanding a Digital Marketing tool is knowing the scope and capability of the tool and how to efficiently use it in order to achieve your objectives. You should learn how each of the tools that you employ work in spite of the similarities between various tools and functions. 

Identification of Relevant Digital Marketing Tools

Among the multiple variants in each type of Digital Marketing tools with almost similar features, interfaces and appeal, you have to distinguish and differentiate each tool or variant understanding the limitations of each type or variant and employ them as part of your Digital Marketing efforts. Thorough understanding of the tools is not an optional need but a primary need before initiating the Digital Marketing program. So, before selecting the tool, take into consideration all the factors of your strategy and pick the right ones.

For example, in social media there are umpteen number of tools to pick. Now the question before you is whether to use Facebook or Twitter or LinkedIn or Snapchat or Instagram to attain your specific goal. A straightforward and simple answer in such situations is: the tools do not define the results; rather your objectives define or influence the choice of tools. The characteristics of the tools indicate what these tools are capable of and how they appeal to your  target audience. The tools that have more relevance with your product type are more ideal than those with less connectivity to your product category or target audience. Likewise, not only about the social media tools, other methods and methodologies like SEO, nature of blogs, the types of directories and the types of URL submission sites do perform differently and give differing results when adopted and employed for your Digital Marketing initiatives.

Allotment of Campaign Budget & Resources

In this stage, based on your strategic needs and various tools’ abilities, you have to allocate appropriate marketing budget and resources such as content writers, graphic designers, campaign managers, web researchers, content submission teams, trainers/moderators and Digital Marketing Measurement & Analytics team. More Information

Periodical Measurement of Campaign Performance

The success of a Digital Marketing Consultant is determined by how he monitors and administers due correction courses during intermediate analyses of digital marketing campaign progresses.. There are many social measurement tools or analytical tools such as Keyhole, Hootsuite, Twitter Counter, Digimind, TweetReach, Sprout Social, Klout, Buzzlogix, Google Analytics, etc. to measure the performance of specific promotional activity or set of campaign activities. For example, Google Analytics can be best used to see the number of visitors to your website page and the demographic profile of the customers like their age, country of origin, city, types of online platforms and browsers that they came through, types of user devices, number of pages visited, time spent on a website, pattern of their website visits, etc. These measurement tools can be best used to measure the performance of your campaigns to help you take correctional measures taken here and there in a timely manner. 

Correctional Measures & Re-strategizing Campaigns

After the performance review, the goals, campaign overall strategy, ideas and tactics incorporated in the campaign have to be revisited and checked for relevance and checked for appropriateness, feasibility, practicality, performance, results and frequency. Based on these findings and learnings, you can repurpose the whole set of plans and activities to finetune the strategy, plan, tools, content, content submission, frequency of posts and URL links.

A Digital Marketing Consultant from Blurn, Australia takes steps so that everything falls in place and the campaign is actually set on the right path to achieve the overall goals. Sometimes, it may be necessary to do overall change in the strategy or just to make minor changes such as tool change, content improvement, increasing or changing content posting schedules or frequency, use of more prominent keywords or use of more appropriate keywords, increase of keyword relevancy, relativity of connecting/backlinking websites, etc. 

These changes and corrections will help in achieving your strategy objectives without compromise and let your campaign proceed in the right direction leading to the desired results.

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