Guide To Planning a Successful Digital Marketing Campaign



April 15, 2021 (Updated: May 4, 2023)

a marketing strategy being built on a whiteboard

Digital marketing campaigns, unlike traditional marketing methods, are dynamic and offer more sustainability. With a well-crafted digital campaign, you can successfully reach out to prospective customers at scale. But it takes a certain expertise to produce a written plan that is coherent and organized with a clear end goal. In this article, we discuss:

What Is a Digital Marketing Campaign?

people sitting around a table planning their digital marketing campaign Image via Unsplash by Jason Goodman

A digital marketing campaign is a strategy that takes place online to promote products or services by boosting traffic, engagement, and conversion rates. Marketing professionals use digital media to create different content industries like e-commerce, healthcare, government, entertainment, publishing, and non-profits.

The main objectives of such a campaign can include:

  • Cutting cost per lead or acquisition
  • Boosting brand awareness
  • Increasing sales
  • Increasing client retention

Those mentioned above are also common business objectives. But the way companies approach them with digital media can be quite different from other marketing campaigns.

Read more: Digital Media: Definition and Examples

Why You Need a Digital Marketing Campaign Strategy

Here are some of the main benefits of developing a digital marketing strategy:

  • Save resources: Having a strategy helps you determine exactly what you need to do in order to achieve your goals. No more wasting money or resources on the “see what sticks” method. Simply sticking to your strategy and measuring results helps you determine the performance of your campaign.
  • Avoid risks: Companies build strategies on a foundation of data and information. When you work towards your strategy’s goal, you’re using the information to guide your actions and decisions. This takes away a lot of the risk from blindly marketing to your consumer base, without knowing what they like to see or what they want to read.
  • Focus your efforts: A marketing strategy helps you narrow your focus on the areas where you’ll have the most success. Think of it as the difference between fishing in the middle of the ocean versus fishing in a small lake with the same amount of fish. Where are you likely to catch the most?
  • Improve effectiveness: By combining all the above benefits, a strategy really just helps you improve the effectiveness of your digital marketing efforts. Without a strategy, you’re not creating advertisements, content, or social media posts that are actually doing your business any good.

How To Plan a Digital Marketing Campaign

It’s a bit challenging to plan digital marketing campaigns, so it needs your utmost attention and dedication from beginning to end. Here are some steps you can take when creating a logical and efficient digital marketing plan:

1. Define Your Goals

Seasoned marketers understand the need for defining goals at the start of any campaign, but those who are eager to get started often overlook this essential step. There are plenty of decisions to make when creating your marketing campaign. For example, you might want to measure success by aiming for higher rankings in search results or improving the conversion rate.

Specific goals depend on your business, current circumstances, and long-term goals. But in most cases, it’s helpful to follow the SMART goal method, which stands for specific, measurable, achievable, relevant, and time-bound. Essentially, you want to make sure you’re creating a goal you can actually fulfill.

Here are some examples of SMART goals you might create:

  • Brand Awareness: Build brand awareness by 30% in six months.
  • Social Media Followers: Increase social media followers by 2000 in three months.
  • Search Engine Optimization: Improve search engine ranking by 10% in four months.

Related: A Beginner’s Guide to SEO

2. Identify Your Target Audience

Knowing your target audience helps you improve the effectiveness of your marketing campaign. It can also help you save resources by narrowing the focus of your marketing efforts. That’s because once you identify your audience, you can understand what type of digital content they want to see and where they want to see it. For example, you might realize that your audience prefers blog content they can easily find and share on social media. Knowing this, it might be in your best interest to focus your efforts on blog writing and social media marketing.

If you’re hoping to understand your target audience, there are two great ways you can get started: auditing your content and researching your competitors. Luckily, with CopyPress’s free content marketing analysis tool, you can do both at once. Our content analysis compares your content’s current performance against your top three competitors. We can show you what your target audience is looking for and help you find gaps in your current digital marketing strategy. Request your content analysis today.

3. Assess Your Budget

Setting a realistic budget is essential because it helps you determine what you can accomplish with the resources you have. Fortunately, digital marketing campaigns are cheaper than traditional marketing, meaning the same resources can bring more results. To create a budget, start by looking at your main goal, then look at what you need to accomplish to achieve it. For example, let’s say your goal was to increase brand awareness by 30% in six months. That goal will probably require content creation to bring people to your brand organically.

Depending on the content your audience wants to read or view, that might require a content production team. It might also require different kinds of tools or software your production team can use. Now you’re starting to understand more of what your campaign needs and the budget it requires.

4. Know What You’re Creating

Obviously, a digital marketing campaign requires some sort of digital media. That means you need to determine what you’re creating and how exactly you plan to create it. For example, let’s say you’re hoping to create written content for your brand. It’s good to know how you plan to create that content. That might include a few individual freelancers or a full team of in-house writers, editors, and quality assurance specialists. Whatever the case, it’s good to know what content you’re creating, who’s creating it, and how much of it you want to produce.

Now, if you’re worried about the cost of hiring a full in-house team, you’re not alone. Luckily, there are other ways you can produce content at scale. CopyPress has a team of vetted writers, editors, and quality assurance specialists who can create content for any industry, no matter the niche. With our expert content marketers, CopyPress can develop content that boosts your brand awareness and attracts your target audience, satisfaction guaranteed. Schedule a free strategy call with us today to see how we can help your digital marketing campaign.

5. Choose a Channel Strategy

Sharing content on different platforms builds brand awareness. There are several channels to target your audience based on their personas. Customers respond differently to each forum, so spreading your message across multiple channels ensures a broader reach. Repurpose topics to save money and time.

According to the Digital Marketing Institute, several factors determine your preferred channels, including:

  • Number of social media channels you can effectively manage
  • Channels your target audience uses
  • Channels your competitors use
  • Type of content you want to create

6. Measure the Digital Campaign’s Success

It is essential to use a reliable system to measure the success of your campaign. For the best results, each channel should have a unique framework that enables you to measure effectiveness. That way, you get insights into core metrics indicating whether the campaign is on track or requires corrective actions to ensure you meet set targets. In case you fail to meet your targets, have contingency plans in place to ensure the campaign’s success. You can effectively measure progress by learning from other successful marketing plans other brands have used.

One of the best tools you can use to measure your campaign’s success is Google Analytics. Analytics is free and pairs with your website to track its performance. You can see who views your content, how many visitors your website receives organically, and which pages they navigate to in a single session. You can also learn more about your audience, including where they’re located and their different demographics.

Types of Digital Marketing

Here are some of the most popular types of digital marketing people use and how they use them:

Content Marketing

Content marketing is the process of creating content to build a relationship with your target audience. This relationship helps you build more quality leads and sell people your products and services after you’ve built a rapport with them. The way content marketing works is companies target specific keywords to develop blogs, articles, videos, and more to help or entertain their audience. For example, someone might Google the keyword “how to change a tire”. They can then find content to help them solve that problem.

If the piece of content effectively helps them with their problem or challenge, they might feel satisfied with your brand. That can increase the chance of them coming to your brand again, and eventually making a purchase.

Social Media Marketing

Social media marketing is a lot like content because it aims to increase a brand’s awareness. The main difference is that it focuses its efforts on specific social media channels. Because of this, businesses might use different strategies, like using visual content, responding to comments from customers, and sharing content from other industry experts. Companies can also combine content marketing strategies with social media strategies by sharing their created content on their social media profiles. This can help generate more traffic to their site and further improve their brand awareness.

Email Marketing

Email marketing is the act of creating content and sending it straight to your audience’s inboxes. This allows businesses to capture their audience’s attention more easily and conduct a more personal form of marketing. The content that businesses create for an email marketing campaign might include things like newsletters, promotions, and coupons.

However, the biggest struggle of an email marketing campaign is standing out from the crowd. Because a lot of businesses use email marketing, people get a lot of emails in their inboxes. That’s why it’s so crucial for companies to practice effective copywriting and apply it to every aspect of their marketing campaigns. In the case of email marketing, that includes writing eye-catching email subject lines.

Read more: 7 Tips for Writing Compelling Newsletter Subject Lines

PPC Advertisements

PPC stands for pay-per-click. These advertisements operate exactly how they sound. Whenever someone clicks on the ad, the company pays for it. If someone doesn’t click on the ad, the company doesn’t have to pay for anything. This has become a very popular and inexpensive way for companies to generate website visitors. That’s because businesses can stop the campaign once they reach a certain dollar limit, ensuring they don’t go over budget. All the company has to do is create the actual ad with well-written copy and excellent visuals.

Unfortunately, this type of advertising isn’t always the best option for companies. That’s especially true when compared to other methods like content marketing. That’s because content marketing helps to build a relationship with your audience while ads kind of lure people to your site. It’s much more likely that someone will make a purchase from you if they seek you out versus you seeking them out. So, even though PPC ads can get people in the door, it doesn’t necessarily guarantee that they’ll stay.

That’s why well-written content and website copy are so crucial to your digital marketing campaign, no matter what else you choose to do. They provide a foundation that teaches people what your company has to offer and how it can help your target audience.

At CopyPress, we can help you develop your foundation to not only attract people to your site but improve your overall bounce rate. With our focused content creation and promotion processes, our team of experts helps you build quality leads that are much more likely to increase your sales. Get in touch and tell us about your goals, and we’ll help you create a content strategy that gets the results you want.

Author Image - jross

CopyPress writer

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