Set up a Simple Marketing Campaign in 3 easy steps
“A marketing plan provides the overall, high level strategy based on the business’s objectives over a period of time. A marketing campaign is a focused, tactical initiative to achieve a specific marketing goal.”
Creating a marketing campaign is one of my favorite things.
I can be creative, I can build a whole working system, and I can see and measure the results.
But you don’t have to create your campaign from scratch every time. I created a simple 3-step method as a framework for any marketing campaign you are about to start.
After you are done with the framework, you can work on the shiny details, and color the whole picture.
Let’s do this in 3 simple steps:
Step 1 – Set up campaign goals
Decide which part of the buyer journey you would like to affect with a marketing campaign. That will be your goal (see infographic).
It can be the awareness stage of the buyer journey, where you raise awareness for your brand with your campaign. It can be through social media posts, paid ads, cross-marketing, blogging, or influencer marketing.
There is another goal for getting the personal information of this traffic and converting the curious into subscribers. This is the lead generation campaign. It can be paid ads, retargeting a warm-audience, email marketing, direct mail, and any other digital marketing tactic you can use to generate leads
But you don’t have to set up these goals. Your goal might be to create excitement in your current subscribers, build a relationship with them, and show that you are trustworthy.
Another stage of the buyer journey is to turn the leads to customers. You can create email campaigns, re-engagement series, use contests, coupon marketing, and anything that is a tripwire offer.
After you have turned these people to customers, you want them to come back and buy again.
Another goal can be turning these happy, repeat buyers to fans and brand advocates.
Or you can create an affiliate or a reward system, and let people refer you to their friends and business contacts, generating new, warmed-up leads for you.
Step 2 List the channels and the call-to-action for the campaign
Determine which traffic source you are going to use to feed your campaign. It can be SEO or paid ads for a cold audience, or an email list or a direct mail list for a warm audience.
These things work together. You might promote a paid video course, but you send traffic through your blog using an article, which was written on the topic, with a call-to-action to the video course. Or you give away an ebook that has the promotion at the end.
Think about every little thing you might be able to tie together with your campaign to create more awareness and generate more traffic.
Be sure you have a strong call-to-action that you use on every social media post, email, blog post, and ad.
Step 3 Set up your content marketing strategy
In this step, you will map out every piece of content you will need for this campaign.
Now that you know the channels you will use for promoting your campaign, it’s time to create the content for each of them.
- Illustrations, pictures, graphics/videos
- Landing pages, thank you pages
- Emails, sequences
- Ad copy
- Blog posts/podcasts
- Social media posts, scheduled posts
- Call to actions
Use this checklist to be sure you are ready with everything for your campaign.
These tasks are usually not done at the same time. It’s not like sitting down and creating all the pictures you will need. They come as you work on the different parts. For example, you might start to work on your landing page, and create the form and the images for it. Then you work on your ads and create the images/videos for it another time.
Once you are done with everything, go back and check this list.
At the top of your notes, you should see something like this:
- Campaign Goal: Convert from Subscriber stage to Engage stage
- Content: Lead magnet, Landing page, Email series, social media contest
- Traffic Source: Email Marketing, social media organic
- Call-to-action: Download your cheat sheet today – FREE