How To Make a Digital Marketing Campaign Plan

Step by Step Guide to a Successful Marketing Campaign Launch

There’s a lot of moving parts when you’re working on a marketing campaign and it can feel overwhelming if you haven’t mastered this art yet.

A marketing campaign launch requires a lot of planning, time and patience. In fact, planning is halfway of your path to success.

Did I say planning?

Let me say that again: A marketing campaign requires a lot of planning to ensure that it’s a successful one.

I’ll get to the details of how you should plan it out – step by step.

But first…

Let’s get this out first –

What is a marketing campaign?

A strategic effort to promote a specific company goal where a combination of content elements and promotion tactics are used.

Essentially, you’re creating a package of content assets that support the promotion of a certain goal that’s important to your business.. You’ll be distributing and amplifying your campaign content strategically, through using different channels and tactics to achieve one ultimate goal.

Success of a marketing campaign depends on many factors, but no doubt – one of them is how well you plan it. It’s important to have a roadmap when you’re planning your campaign launch and ideally, make sure you don’t overlook any steps.

That said… let’s move on to the plan you can follow for a successful launch.

Step by Step Guide to a Successful Marketing Campaign Launch

1. Identify campaign goal + metrics you want to measure

  • How are you going to measure the success of this campaign?
  • Start with the end result you want to achieve. Are you aiming for sales, launching a new product, awareness about a new feature release, lead generation, newsletter subscription? Basically, WHY are you creating this campaign?
  • Have ONE main focus!

Here is a list of potential business goals:

  • Branding – To increase awareness of your company, product and/or services in your market; to communicate the value you provide and what you stand for.
  • Generate new leads – To generate new leads.
  • Qualify leads – To better qualify and rank leads so you can segment them and then follow up based on their timeframe and likelihood of buying.
  • Nurture existing leads – To communicate with leads that are in the pipeline but may not be ready to buy or to take the next step; a nurturing campaign reminds them of your value and provides information that can help move them along.
  • Direct sales – To close deals within a short time period – a campaign to encourage people to “buy now.”
  • Cross-sell to existing customers – To encourage current customers to buy related products or services.
  • Up-sell existing customers – To encourage current customers to upgrade their existing product, to increase the quantity or frequency of their purchases.
  • Nurture existing customers – To communicate with existing customers and reinforce the value you provide.
  • Generate referrals – To encourage customers or prospects to provide referrals.
  • Training – To train current customers, new customers, or even prospects to use your product; to train distributors, channel partners, and even your own employees.

2. Identify target audience

  • Who is your persona? Know them REALLY WELL and get inside their shoes. Master the empathy skill that is so important for marketers to have. Don’t make assumptions! Do in depth research so you know how they think and where they are. Know how they consume their information and where they spend their time.
  • What stage of the funnel are we trying to reach?
    • Awareness – Consideration – Decision?
  • Example: If we are trying to bring awareness to the fact that translating a kickstarter project/campaign enables them to make more sales/reach more people – this is awareness. We’re trying to educate. If we are targeting people who already know they need it (ie. search term: how to translate kickstarter campaign) – they are in consideration stage – they are comparing their options. Then we need to list their options or be genuine and compare another option with Motaword.

3. Determine CTA (call to action) and offer

  • What is the specific action we want our audience to take after engaging with our content?
    • Do we want them to sign up for newsletter?
      • Get a quote?
      • Follow us on Linkedin?
      • Subscribe to our YT channel?
  • Our content needs to have a purpose and we need to design our content to serve that desired action and trigger our audience to move forward.
    • Example: If we want them to download a guide – then we need to create the landing page for the guide and relevant CTAs.

4. Check available content

  • Audit and review all content available and see if anything can be used/repurposed for the campaign

5. Research topic and determine keywords

  • Keyword research
  • Google research
  • Goal is to identify HOW our audience SEARCHES for this topic – not just to figure out a keyword we would like to rank for.

6. Identify creative concept / theme of campaign

  • Will there be an overarching theme? There might not be – but worth considering.
  • Will you reach out to someone for an interview?
    • Determine if you will do an outreach and how you want to plan the collaboration.
  • Brainstorm headlines
  1. Headlines are what get people interested in continuing to read the rest of the content and they guide the content. Start here to get inspired.

7. Decide on content assets, timeline and team

  • Determine timeline and create a project plan, allocating resources and team.
    • Timeline helps to keep you accountable and on track. Leave some buffer because things might easily go wrong, resulting in your production being slower than your expectations.
  • Who will work on different pieces of the campaign. Make sure to let them know and carve out time.
  • Create timeline on selected project planning tool.
    • It can be a spreadsheet, trello, notion, asana, monday – whatever you use.

Here is a list of potential content assets:

  • Website – A blog post, microsite, landing page, ebook, checklist, guide, etc.
  • Video – Hosted on your site or on YouTube or Vimeo or Facebook or Twitter
  • Social Media – Any or all of the communities where your audience participates
  • Email – What part of your audience will you do email marketing to? Will you have an email flow?
  • PR – Will you pitch your story to journalists or bloggers?
  • Events – Virtual events, webinars, masterclass
  • Podcast
  • Online Advertising – Facebook, Twitter, LinkedIn or other ad networks

7. Determine distribution strategy

  • Which channels will you use to distribute your assets on?
  • Owned media?
  • 3rd party sources?
  • Will you collaborate with a brand/influencer you are interviewing with and will they publish on their channels?
  • Will you use paid ads?

8. Create editorial calendar

  • This lets you know what goes live and when. It’s your map to executing your campaign successfully.

9. Create assets

  • Follow strategic writing guidelines for all assets

10. Go live ?

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