Dominating Digital: Marketing Campaigns for Small Businesses [Infographic]
How to Create Your Small Business Marketing Campaign
If your small business has a solid marketing strategy that is bringing in new customers and driving profitable growth, you should be proud. But, not one to be content with “good enough,” you may be wondering what else you could do with your marketing budget. If you have a specific goal to achieve such as promoting a new product or increasing brand awareness, you might want to run a targeted campaign.
A marketing campaign is different from the brand marketing you do every day. It is an effort designed to achieve one thing in particular, and it has a beginning and an end. Think Dove’s Real Beauty campaign or “Got Milk”. You don’t need huge advertising spend to run a marketing campaign, but the planning is critical. Part four in our Dominating Digital series is a guide to building your next marketing campaign.
Set Your Marketing Goals and Budget
Spending the time to set a goal for your campaign is incredibly important and will help you stay focused. If you don’t know what you want to achieve, you’ll never know if your money was well spent.
When defining your goal, make sure it is SMART.
- Specific – avoid goals that are too general. Your goal should describe what you want to do and how you will do it.
- Measurable – how will you measure the success of this goal? Is it a numerical change, market shift, etc.
- Attainable – make sure the goal is realistic. Use past performance and market growth predictions to find an achievable number.
- Relevant – does this goal align with the overall goals you set for the business?
- Time-bound – set a deadline for your goal. A marketing campaign should have a defined end date you expect to achieve your results.
Here is an example of a SMART goal:
- Specific: We want to increase sales for our new oat milk product by 25% next quarter by launching a direct mail special offer campaign to coffee shops within the city.
- Measurable: We will track sales made using the special offer code on each mailer.
- Attainable: Oat milk is currently growing 15% quarter over quarter with traditional marketing efforts.
- Relevant: We have defined oat milk as the biggest growth opportunity for our milk alternative line.
- Time-bound: We will run this campaign for one month and measure the results after the end of next quarter.
Once the goal is defined, determine how much you can afford to spend. Think about what kind of revenue increase you expect to gain when you reach your goal, and look at what you are currently spending on your other lead generation or brand awareness activities.
Define Your Target Audience
Whether you are running your campaign in-house or using a marketing firm, having a complete picture of who you are targeting will help define the “what” and “where”. This may or may not be the same as your business’ typical target customer. Write down demographic information, but also try and think beyond that to define a real person and get specific. If you were trying to promote a new line of natural skincare products your target might be someone like this:
She is 35 years old with young children and lives in an urban setting. She buys organic fruits and vegetables and looks for ways to reduce her impact on the environment. She grew up in a household that used Johnson & Johnson and Dove, but she now worries about the chemicals in typical skin care products. She relies on recommendations from other Moms and her pediatrician for what products she should be using on her kids. She checks Facebook and Instagram daily and follows 2 or 3 blogs.
Design Your Marketing Campaign
The what – Now it’s time to get creative. What will you share with your target audience? Your marketing campaign should maintain the look and feel of your brand but still stand out on its own. Each piece of content you create should ask the audience to do something – go to a landing page, sign up for a consultation, follow us on Instagram, etc.
Tip: Don’t forget about video! It is highly effective and has become the favorite type of content for social media users. It can also be cheaper than you think to produce.
Choose Your Campaign Channels
The where – Defining your goals, audience, budget, and concept should have narrowed down the marketing channels that make sense. Some channels charge only when someone calls or clicks, and others charge a flat rate. A B2C company may do strictly digital marketing while a B2B company might design print materials for an industry event. No matter your business, make sure and share your campaign heavily on the social media channels you are using.
Other ways you might reach your target audience include:
Assess the Results of Your Marketing Campaign
During goal setting, you defined how you planned to measure success. At the end of your campaign, analyze that success metric, as well as, any other KPIs (key performance indicators) you have access to such as; (CTR) click-through rate, website visits, new followers, etc. Hopefully, your results outweighed your marketing spend and you can call this campaign a win with great ROI (return on investment). Reviewing metrics after each campaign can help you understand which channels performed best and will help the design of your next small business marketing campaign.
Marketing campaigns don’t need to span every advertising channel or go on for years. They work great for small businesses who want to spend more on marketing for a fixed time period or to test the waters and try something new. If you’re not sure how to launch your next campaign, the experts here at Tipsy Social can help you strategize, design, and even execute your next digital marketing campaign.