CAMPAIGNS
Marketing and/or Advertising Campaign Development Package
Marketing is how a company raises awareness of its brand to inspire customers to make a purchase, largely through unpaid efforts.
Advertising is the process of creating persuasive paid messages around these broad goals.
Marketing campaigns are structured efforts to promote a specific goal. Campaigns aim to reach consumers in a variety of ways utilizing a combination of media, including emails, direct mail and other print marketing, print ads, broadcast advertising, pay-per-click Internet ads, social media, etc. Advertising is the paid parts of a marketing plan.
Examples of some types of campaigns:
• Search engine marketing campaign
• SEO campaign
• Product launch campaign
• Product marketing campaign
• Brand development campaign
• Brand awareness campaign
• Rebranding campaign
• Social media marketing campaign
• Email marketing campaign
• Content marketing campaign
• User-generated content (UGC) marketing campaign
• Public relations and/or awareness
• Direct mail campaign
• Video marketing campaign
• Affiliate marketing campaign
• Influencer marketing campaign
• Acquisition marketing campaign
• Paid marketing campaign
• Advertising campaign
• Public relations campaign
• Referral marketing campaign
• Partner marketing campaign
• Conversational marketing campaign
What are the parts of a marketing campaign?
Outcome: Campaigns all start with a well-defined outcome. What is your desired outcome for this campaign?
Do you want to sell a new product?
Tell your current customers that part of your service has changed?
Gain more followers on a social media channel?
Marketing campaigns start with measurable goals. Your target audience will impact everything from the goal to messaging to the channels used for the campaign.
Offer: What type of action do you want to motivate your audience to take? The offer or the action will define how your marketing campaign content communicates with your audience and later how your content is produced.
Message: Clear, concise, and consistent across all the marketing and advertising platforms and channels.
How do you use a marketing campaign?
Platforms are virtual locations where consumers can engage with your company, the foundation on which you can build your brand presence. A few examples are: website, social media page, the Internet, phone apps.
Social media platforms also include blogs, micro-blogs, wikis, social networking sites, photo-sharing sites, instant messaging, video-sharing sites, podcasts, widgets, virtual worlds, and more. Platforms are the foundation on which you can build your brand presence, such as the web, phone apps, social media, and gadgets.
Channels are the direct digital communication mediums that are often associated with a specific platform. They serve as a more direct means of communication and include email, advertising, search engines, chatbots, phone, etc.
A digital channel helps an organization reach potential customers by electronic means. Digital marketing channels are divided into organic and paid channels.
Organic channels (SEO, SMO, email marketing). Organic channels do not require payment for attention. This method grows organically by producing and developing great content. Organic marketing gains visibility and interest from potential customers without paying a third-party platform to be featured. Google ranks your content because it perceives it as high quality, processing your SEO and analyzing your website traffic and data then enabling users to get to you.
Paid channels (SEM, SMM, display advertising).
A paid channel requires a budget to a third-party platform that features your content to users. When the money stops, visibility stops too. You pay a search engine like Google for pay-per-click ads, or Facebook to boost your posts, to feature your content in their listings. As long as you keep paying, you keep appearing in searches.
Direct vs. Indirect
Direct means potential customers reach you without middlemen, such as typing your website address into their browser and getting to your website.
An indirect channel example is someone finding you through a social media post featured by that platform's algorithms. If Facebook, for example, pushes down the reach of that post, no one will find you anymore.
We curate social media pages and content on social media platforms then work toward gaining free, organic visibility by building a loyal audience over time through social media optimization.
A growth strategy is a set of actions that can help your company gain traction by a variety of efforts, thus acquiring market share more quickly. Each element should all work seamlessly as a well-rounded growth strategy.