Whether you are trying to promote a local business to those in your nearby vicinity or if you are expanding your brand to the internet and internationally, there are a few key components of a successful campaign to keep in mind at all times.
Strategy
Strategy development is a key component to a successful marketing campaign, regardless of the size and scope of your projected strategy and the advertisements you intend to use. Developing your strategy for a campaign may require you to consider the following:
Audience
Who are you targeting and why? What demographics are more likely to find your content, products, and services interesting? Do you have a specific demographic that you are interested in appealing to? Who is most likely to make a purchase from you, and with what motivation?
Platforms
Where are you selling? Do you own a local storefront, or are you using your own website, social media, or a third-party platform to promote your products, services, and/or content? How are you reaching your audience organically and without marketing at this time? How do users typically discover your website and brand?
Objective
What is the purpose of your marketing campaign? Are you attempting to appeal to new consumers who may have an interest in your brand or a particular product? Is the goal to attract subscribers and followers, or are you aiming to generate sales with a new online store you have recently launched?
Time
How long will your campaign be live, locally and/or online? What date(s) and time(s) will you be promoting your campaign and why? Will your users be active online and more engaged during the time you launch your next campaign?
Audience Targeting
If your intent with your marketing campaign is to grow your audience, targeting the right audience is key, and can impact your entire marketing strategy for future promotions.
Targeting the right audience requires you to understand which age range, location, gender, and type of individual (based on hobbies, income, and career), are most likely to resonate with your advertisements.
If you want to appeal to a particular age range or group of people, you will need to know what needs they have that are not being met or what products and services are most likely to appeal to them on an individual basis.
Campaign design and execution
When it comes to marketing online or off, your design plays a major role in how well or poorly your campaign will perform.
If a campaign design is obsolete, outdated, or irrelevant to your specific branding and logo, consumers are less likely to engage and find it interesting or attractive.
Campaign design and execution matter, especially when attempting to garner the attention of users within a specific time frame (or within a limited time frame, such as when marketing online). Some tips for design when developing your next campaign include:
Branding
Stick with the colors of your brand when designing any campaign. Avoid using a wide range of colors while you are still establishing your brand's audience and sales funnel.
Stick to one to three main colors when developing your logo and incorporate them throughout advertisements and campaign materials.
Quality
Quality matters with logos and other design elements, even when you are launching a small or targeted campaign. The quality of your graphics, animations, and video material can make or break your next campaign.
Graphics and imagery that appear outdated, grainy, pixilated, or simply unaffiliated with your brand can turn users away or make prospective customers lose trust in your business and brand altogether.
Design elements
Before launching a campaign, consider the design elements used in the campaign itself.
What message are you attempting to convey with the design elements you use in your campaign? Is it obvious, or does it take some thinking to understand the meaning of your advertisement?
Simplifying messaging can go a long way for new brands, especially if one of your goals is simply to garner attention and/or followers online.
Once you have launched your campaign, you can begin to monitor its overall performance with the use of the right marketing campaign management tool, such as Mailchimp.
Using a campaign management tool provides in-depth analytics that allows you to better gauge which messaging, branding, and marketing methods work best to resonate with your target audience.