Do you use a digital marketing campaign structure to organize your marketing?
The complexity of digital marketing — strategy, asset creation, publishing, advertising, and analyzing — can mean that you lose focus on the goal.
A digital marketing campaign structure gives you a repeatable process that allows you to get better results and keep your team aligned.
We’ve created this step-by-step guide to help you get organized for 2018.
Step 1: Identifying the target customer and problem
First and most importantly. Know your best-fit customer. They are the ones that love working with you and you love working with them. They are usually your most profitable customers too.
You need to understand how they think, how they feel, and what language they use.
For example. Here at Revenizer, we found that our customers described our services as digital marketing consultants. Not online marketing. Not web marketing. Kind of critical.
You need to talk to your customers. Quiz them. Find out what you are doing (or want to do) that will make their life better. Give them a name (Bob? Jemima? Eric?) so that they become a real person to you. And this way you won’t be guessing when you launch your campaign.
You will know exactly the audience you are marketing to and you will hit the heart and soul of that key segment you want to target.
Need to know how? Here is a simple questionnaire to help you
So, now you know your ideal customer. Understand them. What motivates them. No just in terms of your product or service but more broadly. You need to understand the top problems, especially those big ones that keep them awake at night.
Create a model that aggregates your research. It’s call a persona. Buffer did a really good guide to help you get started with personas.
We did this, and one of the things that we discovered was that improving the results from digital marketing investment was critical. Their investments are growing and their results need to as well.
We thought about how we could help.
Our solution is to create a guide to developing a digital marketing campaign and help them understand the benefits of running each major initiative as a campaign.
You’re probably starting to see where the origin of this post came from.
Don’t stop there.
You have competition? Great? Use it! Spy on them. Look at what they are doing. Your biggest competitor can be a very rich source of information.
Try BuzzSumo to see the most shared posts and key influencers in your niche.
Also, check out forums in your area of focus.
Log in to LinkedIn and type “forum + content marketing” in the search box.
Search your area of focus on Quora.
Step 2: Quantify the size of the problem
Hopefully, you have your keyword strategy in place. If you haven’t or if you need to update it, here’s a quick starter.
Start with one or two seed keywords.
Here at Revenizer, we started with “digital marketing”.
Remember Google and other search engines are not looking for an individual keyword. They take a lot of factors into account to deliver the most relevant result possible.
They use semantic search improving accuracy by understanding the searcher’s intent and the contextual meaning of terms. You want to build a concentration of keywords related to your target seed keyword.
You should also focus on topics and build your content strategically. Find out about how topics and “pillar” content work in this post.
Your seed keyword is very important, though. It is the anchor for your keyword strategy.
Why “digital marketing”?
Pretty simple. Our best customers called what we do digital marketing. Not online marketing or web marketing.
And it is always good to back up some qualitative research with some data. We took a look at Google Keyword Planner.
Digital marketing is high volume but also very competitive. So, use your seed keyword to create bigger lists with extensions that are less competitive than the seed keyword.
So let’s have a look at what we could do. Based on our topic, two potentials are:
Digital marketing campaign
Reasonable traffic but it is pretty competitive. We may be able to rank given the focus on the site on digital marketing.
Integrated digital marketing
Reasonable traffic and not very competitive. We may be able to rank.
After going through a few options, we decided to shoot for “digital marketing campaign’ since we think that it will attract the most relevant visitors.
Looking for an alternative to Keyword Planner?
Our new favorite is KW Finder. It is a great tool that gives you a lot of great data including search volume, related keywords, and current search results.
Step 3: Create Your Campaign Assets
Now it gets serious.
You plan for your family. You plan for your business. You also need to plan your campaign for your digital marketing
a. Write the copy that you will use across all channels
You know those times when you think “I need to write “X”” – you sit at your computer … tap tap tap tap … backspace backspace backspace … you know the story. It takes WAY too much time, and usually turns out looking just as it is. Unplanned. Unstructured.
So you need to create an outline. A really really good outline. One that makes the writing the easiest part. How do you do this?
The first step is to create a working title. One that summarizes the post. It doesn’t have to be perfect and you can always come back to it.
Next. Write down everything that you want them to know at the end of the post. What is most important to them? Dump all of that valuable information out of your teeming brain and onto a page.
Then break all this information into groups. Like with like so to speak (effectively creating paragraphs). The logical progression of information while always thinking what would my reader want to know (and what is most important to them)??
It might look a bit weird at this stage. There could be a whole lot of information in one section and hardly any in another, now it is your job to fill in those bits that you missed.
So now you have pretty much all the information you want to include. Now ask yourself, if I was your potential customer, would I need to know all of this? Look at it with a critical eye. And edit.
Finally (and here comes the fun part) look for examples, data, and information that supports and enlightens your customer. And add it to your plan.
What now? Spruce it up. It is so important that you look at this from the shoes of your persona that you created, will she look at this and go, wow, this is exactly what I need? Look at each point, do you need it, does Bob, Jemima or Eric need it? If not, get rid of it.
And now, with this incredible outline you have created, you should go from tap tap tap backspace backspace backspace to tap tap tap, bang!
It’s done, and your copy looks awesome.
b. Find our create relevant images and video
Better still, capture your own images to make your campaign more authenticate.
For screenshots, try the Awesome Shot Chrome plug-in.
Check out this great guide to getting better photography results with your iPhone.
c. Create a blog post
Well … this is a huge topic. Enormous even. But here is the scoop.
First of all, it’s all about your audience, your target persona, the guy or girl that you want to sell to, whatever you want to call them.
Some alarming facts!
What to do?
Format for the scanners using bullets, images, sub-headers, and lots of return key use. Keep your paragraphs down to 2-3 sentences.
- Blog readers will only read 28% of your post even if they liked it (what a tragedy)
What to do?
Focus on the first part of your post. Make sure that you lead with your best material and include a call-to-action and lead magnet (more on those later).
- 80% of your reader’s attention goes in the headline
What to do?
Spend a lot of time on your headline. Read this classic guide to headline formulas from Copyblogger.
What makes a good blog post?
Tell a story (we all love that), make a confession (my cat drinks out of the toilet), and make it look nice, keep lots of white space, make it easy to read.
Neil Patel wrote an excellent post on what to do next now your shinny new blog post is finished.
d. Create web page
You’ve focused on solving a really big problem for your ideal prospects and customers. It might make sense to create a web page with a specific offer.
We are focused on digital maketing campaigns so we created a page outlining how we can help businesses execute their campaigns better.
This page reinforces the blog increasing your SEO presence.
e. Create lead magnets / landing pages
So you want to create that content upgrade and not ask them to join your mailing list.
You want them to sign up to get something cool, with a groovy design, that feels like they are really getting something, useful, valuable even.
And you can do this.
Whether it is an ebook, a checklist, a ‘how to guide’ whatever it is you can do it with the help of some great design and cool graphics.
We just wrote a detailed post on how to create a digital marketing system built on lead nurturing.
Want to create an ebook as a reward for signing up with you? No problems, combined some of your existing blog posts and turn into an ebook. Try Beacon for an inexpensive tool to create ebooks .
Need more? Check out this post for more ideas on easy content upgrades.
By giving them something that is cool (well designed) useful (like immediately) and in exchange they give you their email address.
We did this earlier in this blog, that super cool persona questionnaire that you all downloaded right? Did you give us your email address?
Yes? Thanks! But it really works, it can be something like that questionnaire, a checklist or a specific and instantly usable resource.
And just like that you significantly increase your conversion rates. One case study showed a 785% increase!
f.Create A Call-to-Action
Create a call-to-action that you can use on your blog or other site pages to promote your offer. Sounds pretty simple. Except it’s not.
Groove tripled their opt in rates.
They replaced this opt in form.
g: Creating an email nurturing program
How many marketing touch points do you think it actually takes for someone to buy something from you?
Well it depends on the industry but the golden rule used to be 7 …. but today, it is much higher with more channels involved.
So to get better results, you need to think multi-channel lead nurturing over time using a digital marketing campaign.
Lets face it, more than half of the people that click into your website are not immediately interested in buying. They are researching, having a look around, but they will eventually be ready to buy.
So you want to stay top of mind, you want to help them to solve that problem, look after them, offer them possible solutions or information that helps them along the way to solving that problem (remember your persona?).
So stay top of mind, be in contact every few weeks (typically every 2 – 6 weeks). Earn your sale by showing your knowledge and ability, provide case studies, industry insights anything that if you were in their shoes you would like.
Offer events or ways to connect on social media. This is the non linear journey, earn the respect.
So now you have shown them the love and respect, shown how you understand, and how you can offer a solution. After all, many of these people are looking for something that you have (even if they don’t know it yet).
You don’t have to get super complex too early. Try and come up with two – four emails to start with, just a couple of days apart. As always keep it simple, conversational and direct.
The aim of the game is to convert them to the next stage. Sign them up for a demo, a trial, the buyers that do respond need something. They are keen.
And those that don’t? Reassign them to feeling the love from you and your team by putting them back into the top of the funnel nurture program.
Email marketing and lead nurturing software company Autopilot did a great post on how to turn strangers into customers with email.
Send the emails from a real someone. A person with a personal email address, written in a simple and friendly way is always going to be more effective than something generic from a nobody. Add a picture in the signature.
Want more help with email?
We did a post on how to use MailChimp for better results. Most of the tips apply to email generally.
Remember to repurpose. Convert your post to a Slideshare. Post on LinkedIn Pulse and Medium.
Step 4: Promote Your Campaign
You have put all this work into creating your content, now you need to get as much bang for all that time you invested into it as you possibly can. So what do you need to do?
First, make sure that you have optimized around your target keywords and hashtags to it is easy for people to find you.
Next, you guessed it … promote, promote, promote.
The general rule is to spend as much time promoting a campaign as creating it.
Promote by Email. Promote by Social. Promote by paid campaign.
Lets start with email.
Make sure you use your existing customers and prospects. We did a post on email marketing with MailChimp.
With social media, spread the word in a focused way based on where you have the biggest presence and the fit with your ideal customer.
And finally promote by paid campaigns. Support your organic efforts in search and social with paid campaigns. Consider retargeting.
Last, but definitely not least, work with influencers. Develop a list of people who influence your market. Build a relationship by following them on social channels, commenting on their blog and posts and then use email to connect direct.
Check out this post for a really good influencer outreach approach.
As with everything, keep focused on helping others whether it is potential customers or influential people. Good things will happen if you keep that focus.
step 5. Measure / Review / Improve
There are many ways to look at campaign analytics.
The simplest way is did you attract relevant customers (traffic), did they convert to contacts by opting in and then did they convert to customers.
A good place to start is to understand which channels are driving the most traffic. You need to start using UTMs to understand this.
Here’s UTM for a campaign called “digital-marketing-campaign” used in an email send called “send-1” with a link to a page “https:revenizer.com/digital-marketing-campaign”.
Buffer produced this great guide to using UTMs.
Using UTMs will give you traffic numbers on each channel for each campaign as well as relevant statistics like time on site and bounce rates by channel.
Want to take it to a new level?
How about seeing conversion rates by campaign and channel.
Okay. That covers it.
There is a lot here but remember you can start small. The most important thing is to focus on an issue that really matters to your ideal customer and don’t skimp on promotion.
Also, creating a digital marketing campaign is a lot of work. Take a look at our Lean Campaign post. The idea with lean digital marketing campaigns is to test the idea first before going to a full campaign. Definitely a smart idea.