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How to Structure a Digital Marketing Campaign That Gets Results

Updated: Jun 11, 2023


Are you getting the results you expect from your digital marketing campaign? See our guide to create a digital marketing campaign that delivers results today.


There’s no denying that the business world is tough. This is especially true when it comes to crafting successful, transformative, and innovative digital marketing campaigns. It’s so tough that 14% of businesses fail due to poor marketing strategies.

Are you feeling overwhelmed by the idea of planning a digital marketing campaign?


Don’t worry — with a few digital marketing tips and smart strategies, you can create an effective campaign that will get real results.


In this comprehensive marketing guide, we’ll take a look at how to structure your digital marketing effort so that everything runs smoothly and works like magic.


So sit back, relax and let the expert advice flow through you. Because once you nail the art of creating successful campaigns, there will be no stopping your business from reaching new heights.


What Makes For Effective Digital Marketing?


Before you're able to start a successful digital marketing campaign, it helps to know what success in this space even looks like. Sure, there are metrics that you can measure, and those vary from one business to the next. However, by and large, there are a few factors that every successful digital marketing campaign has.


Relevance


Creating relevant digital marketing campaigns for your target audience is essential for success. When the content of an advertisement, email, or SEO blog post resonates with the people you are trying to reach, that’s when it has the power to transform clicks and likes into valuable customer actions such as spending or returning customers.


Relevancy also helps create relationships between your target audience and brand. Usually, it's a relationship that will leave a lasting impression that can help bring lifetime value to your business. Ultimately, by creating relevant content for your target audience, you'll have higher conversions compared to a generic one size fits all approach.


Value


It's also essential that the content you offer providesvalue for the audience. The more value you offer, the more engaged people will be with your campaign. When they're engaged, they're more likely to share and promote it.


Offering real value through helpful content can nurture an audience over time and foster loyalty, leading to satisfied customers who will remain loyal even when other competitors offer lower prices or otherwise entice them away.


Consistency


Finally, consistency is key when it comes to digital marketing. After all, the ultimate goal of these campaigns is to reach and convince an audience to convert. For this to happen, consistency among messages and the medium your content appears on is paramount.


When there's consistency across your digital marketing efforts, customers will recognize and remember your brand. Over time, this increases brand recognition while also reinforcing your message. Inconsistent messaging hinders performance since it confuses customers. For those you're trying to convert, it can lead to disengagement and a lack of trust.


How to Structure a Great Digital Marketing Campaign


Now that you're aware of the importance of relevancy, value, and consistency, it's time to think about how to craft creative digital marketing that converts. With the above-mentioned factors in mind, follow these steps to structure a winning digital marketing campaign.


Set Measurable Goals


First thing first. You're going to need to set marketing goals. These must be measurable goals as well. This means you can't get away with a goal like "we'd love to generate brand awareness and improve sales." Nope. You need to get more specific. Why, though?


Having set, concrete goals allows you to track your progress and measure the success of your campaign. Without measurable goals, it can be difficult to identify when your campaign has reached its objectives or to evaluate which strategies have been most effective.


Measurable goals are also essential for informing decisions about resource allocation, setting budgets, and determining what tactics and strategies should be used to maximize the return on investment of a digital marketing campaign.


Perform Market Research


With your goals in mind, you'll now want to start doing some research. Market research consists of gathering information about your:

  • Target audience

  • Competitors

  • Market trends

By understanding what users want, you can adjust the content of your advertising campaigns accordingly. Over time (which we'll get to in a bit), this can help maximize the campaign's effectiveness. Furthermore, engaging in market research helps most companies:

  • Create more engaging content

  • Attract more relevant customers

  • Develop effective positioning strategies for their products and services

  • Establish a clear message for their campaigns.

In short, conducting market research before launching a digital marketing campaign provides your company with information that can make the difference between success and failure.


Get to Know Your Audience


With some basic research in hand, it's time to dig a bit deeper into who you're trying to target. By getting an understanding of who you're targeting, you can tailor your approach so it has the greatest impact and gets the most out of the platform or channels you’re using.


This means that identifying who your ideal customers are (their age, location, interests, etc.) is critical to get right when planning a digital marketing campaign. Knowing this provides clues as to:

  • Which channels would be most effective

  • What type of content will get the best response

  • How to craft it in a way that resonates with them

Doing this successfully gives any digital marketing campaign the best chance to reach its intended goals.


Determine Your Budget


Based on your finding, it's time to pick a marketing channel or type of content to focus on. If you're not sure how to do that then sit tight as we'll help you with that below.


Then, it's time to set a marketing budget. Begin by evaluating what marketing services are necessary for your business: website design, SEO, and PPC campaigns are just some of the options available.


Once you know what marketing services you need, research different companies and their pricing so that you can gauge an adequate budget based on these services. Be sure to set aside additional funds for unforeseen circumstances as well.


Before finalizing your marketing budget, create an online marketing plan detailing your expectations. This will ensure you have some direction over where your money is going. With the right preparation and research, setting a marketing budget doesn’t have to be complex. However, you do need to ensure you stick to that budget.


Create Compelling Content


Quality content engages your audience and creates an opportunity to turn viewers into customers. When crafting content, remember to create stories that promote the value of whatever you're advertising. Avoid jargon and create clear messages that are easy to understand.


Additionally, you should use visuals strategically as they can be powerful pieces of effective digital marketing campaigns. Research shows that posts with images have 650% higher engagement than text-only posts. This doesn't mean you have to go out and pay tens of thousands of dollars for commercials. It does mean that you should incorporate some type of visuals if possible, though.


Our top tip here? Keep your target audience in mind when creating content. Make you create materials that fit their interests and needs. With a little planning, it's possible to create digital marketing content that resonates with your intended audience and seamlessly converts into customers.


Test and Refine Your Campaign


Testing and refining marketing campaigns is an important step to take to ensure that they're effective. It can also help uncover new marketing opportunities. To test and refine marketing campaigns one must first create a baseline and then measure success.


A/B testing a marketing campaign helps compare different versions of the same campaign to determine which one is more successful at driving desired results. It also helps to regularly review marketing analytics such as:

  • Click-through rates

  • Conversions

  • Sales

  • Cost per lead

  • Customer feedback

These metrics can help inform which elements of the marketing campaign are working well and which should be dismantled or modified for better performance. All in all, this step is going to ensure you understand your marketing ROI and are maximizing your company's marketing efforts in this increasingly competitive digital landscape.


Try New Things


Digital marketing is constantly changing and evolving, so it’s important not to be afraid to try new things. It can take a little bit of trial and error when launching digital marketing campaigns, but thinking outside the box can pay dividends. Trying something new gives you the chance to make a major impact in your industry or niche.


If your digital marketing campaigns aren't having their desired effect, it can be helpful to review all the steps you took to create them. But don’t forget that being creative is just as important as following directions. Disrupting the usual patterns with digital marketing campaigns could set you apart from the competition and give you better results.


How to Choose the Right Marketing Channels


We told you we'd help you out here. Choosing the right marketing channels is something that most businesses struggle with these days. After all, there are seemingly endless platforms on which to promote your brand, right? From Tik Tok and Snapchat to Twitter, Twitch, and Spotify, how do you choose the right one that's going to help you convert the most customers?


Keep these three digital marketing tips in mind. Analyze these tips, ask yourself some questions, and work to identify where you can promote your brand with the highest ROI and maximum efficiency.


Know Your Consumers


We've mentioned this a few times now. So, hopefully, you're able to truly understand the importance of understanding your consumers.


Finding out what their interests are, and where they spend the most time online can help you determine the options that will be most suitable for your audience. Through this process, you can get a better understanding of how to approach them in different channels and utilize their preferences based on specific messaging or content.


By utilizing this method, you'll be able to maximize your reach and present them with material and messaging that’s more likely to get their attention.


Look at Your Competition


When it comes to choosing the right marketing channels for your business, a great place to start is studying your competition. Analyzing what competitors are doing and their success can help you identify where you should focus your energy and resources.


Ask yourself these questions:

  • Who is their target audience?

  • Which platforms are they using?

  • What types of content are they producing?

Use the answers to create an effective marketing strategy that works for your brand. Doing this research will ensure your company is utilizing profitable channels and allocating funds in the best way possible, while also positioning you competitively amongst other industry players.


Analyze Your Web Traffic


Finally, if you're not sure which channels are going to be the most lucrative for you, analyze your web traffic. By using an analytics tool like Google Search Console, you can determine which of your online efforts are paying off and where you should allocate more resources.


Knowing how people discover your site can help maximize the effectiveness of your current marketing strategy. It'll also set you up for further success down the road. This data, coupled with your marketing insights from previous and current campaigns, can help paint a clear picture as to what kind of content and marketing channels will give you the most beneficial return on your investment.


Create a Digital Marketing Strategy with Karben Marketing


Ready to create a powerful digital marketing campaign that attracts your ideal audience and grows your business? We can help.


Based in Naperville and Schaumburg, IL, we specialize in digital marketing solutions, providing comprehensive strategies tailored to individual business needs and budgets. We offer SEO and SEM as well as social media campaigns — everything your brand needs to drive traffic and get you the attention it deserves.


Get in touch with us today to let us help you craft a winning digital marketing campaign!

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