Building Digital Campaigns
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The document outlines an eight-point success plan for building digital marketing campaigns, consisting of targeting, funnel design, lead management, sales handoff, email marketing, social media engagement, content planning, and analysis. It emphasizes understanding the target audience, creating tailored content, managing leads effectively, and setting measurable goals for campaign success. The plan encourages continual analysis and adaptation of strategies to improve future campaigns.
Building Digital Campaigns
- 1. Building Digital Campaigns Your Eight-Point Success Plan Kelli Brown – Pixel/Point Press Digital Marketing
- 2. Building Digital Campaigns 1. Targeting 2. Funnel Design 3. Lead Management 4. Sales Handoff 5. Email Marketing 6. Social Media Engagement 7. Content Planning and Promotion 8. Analysis
- 3. Targeting Understand your target’s identity: Background Job roles Goals Challenges Interview recent sales wins to understand why they chose your solution Survey sales losses on why they chose another provider Ask the sales team about major hurdles Check how competitors are targeting and segmenting audiences
- 4. Funnel Design What content do we have and what do we need to: Educate Nurture Convert our leads? Map out lead gen content and offers Correlate content to target markets and buyer stages Fill in any gaps as needed
- 5. Lead Management Create a lead flowchart with: Different routes for buyer journeys Push points for reconversion Progressive profiling as buyer data grows Flesh it out with: Marketing CTAs Personalization points Scalability via software
- 6. Sales Handoff Assign marketing and sales roles for lead qualification; refine the flow: Establish buy-in for partnership Plot lead qualification standards Outline contact and tracking processes Adapt sales plans for lead types (leads, qualified leads, sales ready leads) Engage a closed-loop reporting model
- 7. LEAD NURTURING MOVING PROSPECTS THROUGH YOUR FUNNEL
- 8. Email Marketing Some leads require more education – email’s a good fit Map out the details: Which leads will you target via email? What content can help educate a buyer considering competitors? What’s the best way to present it? How often will you be contacting them?
- 9. Social Media Engagement Aggregate third-party content (10-4-1 rule) Choose your platforms carefully Tailor content postings to support your campaign objectives Employ paid outreach to target specific markets
- 10. Content Marketing Add ongoing campaign content to your editorial calendar Create topics and approaches to woo a variety of leads Employ an “all roads lead to Rome” approach with: Paid Advertising SEO Marketing Collaterals Aggregated Content Guest Posts
- 11. Metrics and Analysis Set goals for: Website traffic/onsite activity Leads created Leads qualified Leads won – customers created Follow the SMART goal framework: Specific Measurable Attainable Relevant Time-bound Draft a reporting schedule for the duration of the campaign Retool after analysis; implement findings for the next campaign