Advertising campaigns continue to evolve over time, and they have become vastly varied in types. And in order for business to benefit from this, it has to be able to make use of and optimize available options of advertising campaigns there are. However, as tempting it is to utilize every advertising channel, certain option might be more suitable for your business. And in order to plan advertising campaigns that actually work, take a look at the following planning steps.
1. Set objectives
What do you want to do? Be as specific. Some of the objectives of a marketing campaign can including generating new leads, launching new products, or improving brand awareness. Cyberclick noted that when profits or sales are generally what come to mind we discussing objectives or goals. But, really, it can be varied, and it is for you to decide.
2. Set target audience
Who are you making this campaign for? In this stage, you may come across what is called as Above the Line (ATL) and Below the Line (BTL), which are types of marketing aimed for general and targeted public, respectively. While it may sound good to make the whole planet your audience, your campaign has a chance to be more productive if you target a specific audience, as G2 said.
3. Set metrics
In order to know whether or not your effort is successful, you’re going to need metrics to measure it. Setting the metrics will help you stay on track on what you’re going to need to achieve. For example, mentions, follows, and hashtags can be the metrics when your goal is building brand awareness.
4. Set budget
Deciding how much money will go into the campaign is a crucial stage in planning it. Feedough reminds that you should take every single aspect into consideration, from planning to execution, before finalizing your budget – in addition to the medium you choose for the campaign.
Digital Marketing Institution also notes that having a clear budgeting plan will help you decide “goals, strategy and even how much content you can create.” After carefully and thoroughly finishing the planning stage in steps to plan advertising campaigns, you should be able to proceed into execution smoothly. These steps are the foundation of your whole campaign process and are there to help you stay on track.