The best way to run paid traffic
The best way to run paid traffic
Broadly speaking, every marketing strategy sets out to draw the attention of possible customers to the products or services your business offers. A campaign strategy is a different thing, though: it has far more specific goals. Companies usually run marketing campaigns when they have particular business objectives in mind — raising brand awareness, launching new products, improving how the brand and the company are seen, getting more feedback from customers. A campaign also makes it possible to analyse engagement metrics, brand sentiment and conversion rates. To reach those objectives you need a different kind of campaign strategy. Here are the best and most successful marketing campaign strategies, and the best way to run paid traffic.
What is a marketing campaign?
A marketing campaign is a promotional strategy aimed at reaching particular goals of a specific business — raising engagement rates on social media, increasing sales, drawing the attention of leads or holding on to market share. The campaign therefore sits inside what we understand as the marketing strategy and the marketing plan your company runs. Think of companies that run special campaigns for seasonal marketing, such as online shopping days, promotions and so on.
That makes marketing campaigns the tip of the spear, the part that influences every other stage of marketing. Take a campaign meant to raise brand awareness: if it works, potential customers learn more about the product, and the chances of turning one of them into a customer go up.
Companies can run marketing campaigns across several media — digital and traditional alike. Through e-mail marketing, social media marketing, social messaging, digital advertising (Meta Ads, Google Ads), television and radio ads, events, flyers and billboards.
What a marketing campaign gives you
As noted above, companies can tune their campaigns to their business goals. In general, though, running a marketing campaign brings the following benefits:
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It improves the brand image
The first benefit is a better brand image. By running a marketing campaign your company can raise brand recognition and become better known — especially if it has its own unique selling point with a catchy slogan and value proposition. It is not out of the question for a brand to go viral quickly and reach as many people as possible.
A practical example was Apple's viral campaign built on the slogan "Think different". It spread widely and made Apple more famous still. Beyond the quality of its products, the company managed to stand out by "selling" its slogan.
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It attracts more leads
Another benefit is that marketing campaigns help companies attract more leads, or better qualified ones. It follows naturally: once the brand image has taken shape and the brand is already well known, plenty of potential customers will take a look at the product.
Those leads are the key to your business. In practice you will nurture them in order to convert them and turn them into potential customers.
Along with customers come profit and revenue from the products sold. Potential customers satisfied with the quality of the products may become loyal customers who keep on using your brand. And once brand loyalty has taken hold through customer satisfaction, those people can attract or influence others to use your product or service — which means new leads coming from your loyal customers. That has a positive influence on how sustainable your business is and how it grows in the years ahead.
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It raises sales growth, or total sales
The third benefit is growth in sales, or in the number of products sold. This is the domino effect of the two advantages above. If the brand becomes better known and attracts more potential customers, the odds of winning consumers rise too — which in turn lifts sales and profit.
Knowing how important marketing campaigns are and what they bring to a company, what are the best ways to put a campaign strategy into practice?
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Set the goals of the marketing campaign
A marketing campaign has specific business goals, so the first thing to do is decide what yours are. That makes it far easier to create the strategies, topics and concepts you will use in this part of your marketing.
Suppose your company has just launched a new product and wants to introduce it to the public. You could then work with event marketing, experiential marketing or press releases so that plenty of people hear about it.
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Do not miss the trends
One of the keys to a successful marketing campaign strategy is making the most of moments or trends that are going viral. These days a good part of what makes content spread is FOMO — the "fear of missing out", the fear of being left out of some piece of news or some trend. That instinct can work in your favour as a campaign concept.
Even so, take care to keep the picture positive, so that your product is not dragged down if the news going viral carries a negative connotation. You can track trends through market research, social listening or search engine keyword research. Two campaign strategies worth considering here are newsjacking and seasonal product pushes.
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Think creatively, outside the box
As a marketer you need to build a campaign strategy that is distinctive and creative — one that sets you apart from your competitors.
Plenty of brands recently ran campaigns connected to the Covid-19 pandemic, for instance. Beyond raising awareness, those campaigns were meant to stir empathy and emotion in the community. Still, make sure your campaign has a difference, something that sets it apart from the competition. To find it, start by running a competitor or competitive analysis.
Analysing your competitors shows you which unique concepts are genuinely different and have not been copied by other companies. So do not be afraid to think outside the box — that is exactly how you raise the chances of people remembering your business.
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Pick the right marketing channel
Most brands do not rely on a single channel to market their products. Choosing the right channels for your campaign matters, though, because each one has a different character and picking it is already a choice about how you communicate. Start from your target market and the campaign you are building, and find out which media those people use most. If your audience is mostly on TikTok, for example, you can begin by focusing on campaigns built for that platform. Track the results as well, using specific metrics, so you can tell how effective your campaign strategy really is.
How do you improve conversions on social media?
Beyond putting the right campaign strategy in place, the annual plans and digital services from Manáry Digital can help you grow your business. We specialise in Growth Hacking and our method is built to make your business grow quickly. Every service comes tailored to you: we develop content to fit your target audience, and we make your budget go further with ad campaigns aimed at the people who want and need your service or product, so you reach the results you expect. That is what our annual plans are for, and they can be shaped around what you need, with ad campaigns (Google Ads and Meta Ads). We also handle site, page and content optimisation with SEO strategy, Google Tag Manager, Google Analytics and much more — all of it to lift your sales and win you more customers.
Want to know more about digital marketing? Read our handbook and get to know the field that will let your business take off!
Fill in the form now, or talk to one of the specialists at Manáry Digital!
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[…] get to know Manáry Digital. Our annual plans can be tailored to what you need, with ad campaigns (Google Ads and Meta Ads). All of it to lift your sales and win more […]