How To Build Marketing Strategy – The purpose of marketing campaign planning is to identify relevant, integrated marketing activities and channels to achieve campaign objectives as well as influence customers. An effective campaign plan has an engaging, shareable, campaign concept that uses both online and offline marketing communication tools and digital media channels.
A campaign plan is an integrated short-term communication plan to generate leads or sales. The goal is to engage audiences, it typically has a focus on content marketing and an integrated media plan.
How To Build Marketing Strategy
Fortunately, there are a number of templates to guide marketers in planning and structuring their campaigns. Our free digital marketing plan template follows a simple 5-step structure integrated into our RACE Framework:
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Smart Insights Business Members can use our ready-made marketing plan campaign template to build, track and present their campaign plans.
Your marketing campaign plan should be used to maximize the reach of online campaigns and acquire new customers. Retention campaigns are used in larger organizations. Campaigns should be used and designed with specific goals in mind, such as:
The stages of marketing campaigns and key issues that should be included in your campaign plan are:
We recommend adapting our RACE Framework to inform your campaign strategy. RACE is a practical strategic framework to help manage and improve your digital marketing results.
Marketing Strategy Template
If you are still determining the scope of digital marketing within your organization, you can read our definitions of digital marketing, and 18 recommended digital marketing techniques, in Dr. Dave Chaffey’s free blog ‘what is digital marketing?’.
Finally, our RACE Framework uses best practices on digital marketing techniques to get more commercial value from digital marketing investments. It is used by large companies, individual founders, marketing managers, consultants, and everyone in between.
So, if you think your campaigns would benefit from a RACE strategy approach, download our free digital marketing plan template now to discover how you too can optimize and manage your marketing strategy across an integrated RACE funnel.
Free Digital Marketing Plan Template Our popular marketing planning template is structured around the Smart Insights RACE framework. Join Smart Insights as a free member to download our digital marketing plan template today Access the free digital marketing plan template
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The RACE Framework covers the entire customer lifecycle or marketing funnel from acquisition to retention, as shown in this infographic that shows the goals for each part of RACE and how to measure them.
You can use our RACE lifecycle diagram to track your marketing activities integrated across the reach, act, convert and engage stages of your customer journeys from discovery, to purchase and loyalty. As shown below.
The RACE Framework will help simplify your approach to review the performance of your marketing campaigns and take actions to improve their effectiveness:
Learn more about the RACE Framework, with our dedicated marketing training and templates. Our marketing solutions guide you through the step-by-step process of planning, managing and optimizing both your marketing campaigns and your marketing business as usual.
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The RACE Framework is proven to drive growth. Find out how Smart Insights membership can improve your marketing performance across the board.
To ensure that your marketing campaign plan has all the essential features, I also recommend applying the SOSTAC® structure developed by PR Smith – Dave Chaffey’s co-author of the printed book
SOSTAC® is a great framework for structuring business, marketing or digital marketing plans because it is relatively simple and logical, so it is easy to remember and explain to colleagues or agencies. SOSTAC® is a strategic planning process framework that gives you a clear structure to work through to create and manage your plan.
We recommend that you create a conversion-based campaign forecasting model for your campaign so that you can be more confident that it will reach the audience needed to provide the required levels of business results, i.e. leads and sales.
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‘ Strategy summarizes how to accomplish the goals. It is the shortest part of the plan, but arguably the most important, as it gives direction to all subsequent tactics. It answers questions including:
Tactics are the details of the strategy. They mark on a marketing campaign plan exactly which tactics will occur when. Your chosen tactic should support and track your customer’s journey. Questions include:
To drive reach online to achieve your campaign goals, I recommend you consider these 6 channels defined in this diagram.
Control identifies what you need to measure when and what happens. The control section of the plan ensures that you know if you are succeeding or failing – and you can make adjustments – before it is too late. How you measure the success of your marketing campaign activities will be based on the overall marketing goals detailed in your marketing plan.
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Marketing campaign planning is not just for large marketing departments. Organizations of any size, type and at any stage of existence can use a marketing campaign plan to achieve an effective campaign. Today, with the wide use of content marketing by companies, a campaign plan to launch your content makes campaign planning more relevant for all companies.
A marketing campaign plan doesn’t have to be long or complicated. Creating a simple campaign plan with clear actions can ensure that both small and larger organizations focus on their goals and the overall success of the business.
A marketing campaign plan is one small piece of your marketing plan; actions designed to achieve a particular goal. It is not produced regularly as part of an annual cycle, it is project or situation specific.
Unlike a business plan, marketing plan, digital marketing plan and multichannel marketing plan, a campaign plan has a limited duration to achieve defined goals. It should integrate with, for example, your overall marketing plan, digital marketing plan and multichannel marketing plan to ensure full alignment.
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Thanks to Sarah Cowman for sharing her advice and opinion in this post. Sarah, Managing Director at The Yorkshire Marketing Agency, is an award-winning Chartered Marketer. Sarah has over 10 years of experience in executing results-driven marketing and communications strategies, plans and campaigns. You can connect with them on LinkedIn.
This is a post we’ve invited from a digital marketing specialist who has agreed to share her expertise, opinions and case studies. Their details are given at the end of the article.
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Back in 2011 I enrolled for an international MBA. Coming from a law background, an MBA was a way for me to change direction quickly.
I wanted to undertake a career in business (more as an entrepreneur than a manager). And I wanted to quickly find a career path to move to the US (I’m originally from Italy).
Fast forward to 2013, after completing my MBA, I managed to land a job in California as an analyst, after completing my MBA, with an emphasis on Corporate Finance and Business Strategy.
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Instead of becoming an entrepreneur, however, I was entrenched in a fixed career path, where – like in the army – I had to take a few linear steps and wait a few more years to climb the ladder.
Fast forward four years since starting my MBA and three years into my new life in California. The career journey that I had entered through the MBA was not satisfactory to me.
That is not why I enrolled for an MBA. So I resigned, moved back to Italy, and started my own digital business (a lot of things happened in between, like I moved to NYC for a few months, but for the sake of brevity, let’s skip that part for now).
I thought that most of the things I had learned in business school, though very useful, for a linear career path, in a corporation.
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They weren’t that helpful to me as a digital entrepreneur. So I had to go back to studying on my own, experimenting a lot, and learning a bunch of new things from scratch in the process.
To make things more interesting, in 2016 I also joined a high-tech startup, for which I still lead the Enterprise unit.
It’s a real journey into the business world and a set of resources I’ve learned the hard way over the years to help you thrive in an uncertain business world.
FW is not
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