Digital Campaigning in 5 Steps


The digital marketing landscape is a cluttered yet colorful space, where social algorithms and content strategies change overnight and the art of storytelling is redefining business purposes everywhere.

In a few simple steps, you’ll be well on your way to being the next digital connoisseur for your agency or organization!

Step 1: Objective

What does success mean to you and your team? An increases in sales? A boost in brand awareness? Higher attendance rates at upcoming events? Before you begin, you must envision the end results.

Step 2: Audience

Create user or buyer personas that represent the tailored audiences you hope to reach. Research their demographics and interests and develop relevant keywords to drive organic traffic. When you understand who your target market is inside and out, you will know what forms of content will be most effective.

Step 3: Platform

Where will the magic happen? Establish which platforms will make the most sense for your campaign. In-store digital kiosks? A mobile app? Social media? 

For instance, if your campaign is social-centric, decide which specific platforms to focus your attention on. Will video marketing be the contender in your campaign? Consider placing your ads and content primarily on Youtube, Vine or Vimeo. Or maybe you want to take advantage of the visual identity that your brand. Try incorporating Instagram, Pinterest, or Tumblr in your campaign strategy. Maybe you want to build brand recognition and foster community through long-form content. In this case, partnering with digital media giants such as Buzzfeed could be a way to natively share your product or service with the world. 

Step 4: Strategy

How often will you generate content? Will you be collaborating with other organizations? Does the budget include paid or sponsored ads? Will there be giveaways and contests? These are just a few of the questions that need to be answered when formulating a content strategy. Tools such as IFTTT and Hootsuite can create customized actions and organize your content. 

Step 5: Analyze 

ROI is often seen as the most crucial component of a campaign because it answers the question: “was this worth our time, effort, and resources?” Analyzing metrics and data allows brands to continue evolving their positioning tactics and best practices. Free resources such as Google Analytics, Facebook Insights, Twitter Analytics, and IconoSquare will provide you with KPIs that prove the strength (or lack thereof) of your campaign strategy.

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