CAMPAIGN
DEVELOPMENT
Things are different now, and something about your marketing plan has to change. But what, exactly? To find out, you’ll need proven research, sound strategy and a little thinking outside of the box. Selecting your tactics based on reason and data will make implementing them that much easier.
CAMPAIGN STRATEGY (TACTICS)
The first step we suggest is creating a strategy document that outlines which tactics you’re going to implement and when you’re going to implement them. Although you may have to tweak some things along the way, it’s good to first have a solid, overarching grasp of your campaign.
To pinpoint a successful strategy, go back to your internal key stakeholders to readdress how your target audience usually interacts with your company. For digital marketing, namely email and social media, basic metrics like Impressions, Clicks and Pageviews are easy to measure and can help you gauge your awareness level and general success. You’ll find the most value, however, by analyzing your performance. This requires measuring metrics like Bounce Rates, Click-Through Rates and Conversions. These tell you specifically how — and for how long — people are engaging with your brand or content.
If you’re a smaller business that’s less involved with digital marketing, you can still take a closer look at your store traffic, call volume, leads generated, etc. Tracking digital and physical tactics can be the trickiest part of your entire campaign, so if you’re lost, our marketing analyst is happy to help you make sense of the facts and figures.
Most businesses already update their campaign strategy frequently to adapt to changes in the marketplace, but our current situation demands more changes, more quickly. COVID-19 is forcing organizations to give a total makeover to marketing as they knew it — and fast! So, in order for you to successfully adapt and overcome, you need this initial strategy session to gain a comprehensive idea of how you’ll be navigating change in the coming months. Take a good look at your current efforts, reevaluate them and find new methods to reach a separated audience.
CAMPAIGN CONCEPTS
It’s time to turn those big ideas from the strategy phase into reality. We suggest creating updated campaign concepts that will resonate with your audience in a time like this. Be creative, invent impactful names for each campaign, include fun incentives and interactive components as motivators and don’t be afraid to step outside of your comfort zone.
This is a great opportunity to reimagine your message and how you portray yourself to the world. The more ways people can truly get involved with your brand, the better. Make sure every new addition and update has been carefully crafted to fit the current situation, as well as your target demographic’s needs.
This is a great opportunity to reimagine your message and how you portray yourself to the world. The more ways people can truly get involved with your brand, the better. Make sure every new addition and update has been carefully crafted to fit the current situation, as well as your target demographic’s needs.
If you have questions, need assistance or want to share with us how your team has redirected its own marketing efforts so far, we’d love to hear from you!
Stay tuned for the next phase of our resource guide: Web Audit!
