A marketing campaign can take on many forms. This can be something as small as a message-drive on social media, to a full-blown national advertising campaign. At Bigwave, our campaigns are used to drive a primary message across a range of channels. This is often an offer or an awareness push.
From inception to fruition, this is an exciting and fluid process that helps to promote a product or service in the most effective manner possible. This article briefly walks you through how we develop and execute a marketing campaign.
1. What does the client want, and how do we achieve this?
This stage begins with our account managers. Before the campaign planning begins it is essential to understand what the client wishes to achieve from this process. After this has been determined, the target audience for the campaign can be decided.
Whilst it may be tempting to create a campaign that is targeted at everyone, it is much more effective to hone in on a specific demographic. This requires some research, but it is worth taking the time to understand what the customer may want. What distinguishes this product or service from competitors? What is the unique selling point that can be marketed to the customer?
2. How do we design the campaign and branding?
This process rests in the hands of our designers, whose job is to create an initial feel of the campaign as well as the branding. This is presented to the client, and at this stage adjustments can be made. Once everything is approved the branding is signed off and print materials and forms of external marketing can begin to be rolled out.
This can take the form of flyers, posters, billboards, bus stop ads, lightboxes, roller banners and more.
3. How can our web team help you?
When a customer engages with the campaign content, more often than not, they will be directed to a landing page. This step is important as the traffic to this page can be measured, which gives an indication as to how effective the use of social media has been.
It is essential that the link takes the potential customer to a relevant page that incentivises or entices them to take further action; whether this is searching for more information or placing an order.
4. What can our digital team do to help maximise your exposure?
- Emarketing is sent out to a client’s email database, relaying the campaign message. This is a brilliant way to gain high exposure, often delivering high open-rates and high click-through rates. Follow on emails will be sent throughout the campaign, ramping up the urgency to keep the prospect informed of the campaign throughout its duration.
- PPC is an integral part of the campaign. Once it is running, our PPC team will continue to push the campaign online through paid advertising – primarily Facebook Ads and AdWords. It is essential to target the potential customer with relevant ad words, and negative keywords will stop the ad appearing in irrelevant searches, which minimises costs.
- Finally, our social team drive the campaign on organic social media, through the use of posts and branded memes. Social media is a good source of lapsed members or current members looking to get their friends involved. Likewise, it also creates a hub of campaign messaging for anyone choosing to search for the organisation on a social channel.
Once the campaign has run its course, it goes full-circle back to the account managers, who will accumulate statistics from the different service areas involved in the campaign. This is used to gain an idea of what worked, what didn’t and improve campaigns moving forwards.
If you feel like you need help building a proper branding strategy, Bigwave media offer a range of marketing services from content management to campaigns. To find out more, please get in touch: bigwavemedia.co.uk/contact.html
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