How to plan a successful marketing campaign

Creating a thorough plan for a marketing campaign can seem like an arduous task, especially when you could be jumping in to getting your message out there without much preparation.

But as Alan Lakein says “failing to plan is planning to fail”.

Knowing where to begin can be daunting, so follow our five planning tips to get started.

1. Understand the sector and where you fit in

Most of the information that you will need for this section of the marketing strategy you should already know from your wider business strategy, but it’s always useful to refresh. Using frameworks such as PESTLE (Political, Economic, Social, Technological, Legal and Environmental) and SWOT (Strengths, Weaknesses, Opportunities and Threats) better understand the industry and where you fit in it.

2. Know your target audience

Establishing who your target audience is can help you create much more personalised marketing material.

Thinking about the needs of your audience, the channels that can be used to reach them and the purchase journey will allow you to create detailed personas. With this information you will be able to reach the right people, in the right places, with the right messaging, at the right time.

3. Analyse what others are doing

Digital marketing has made looking at your competitors easy. You can use this information to see what might and might not be working in terms of types of content, messages and even channels.

If there are things that they are doing that seem particularly successful, think about ways you can replicate their success.

4. Audit the content you already have

When planning you should look at the marketing you have already been doing. What has been effective? Where have you received a good level of engagement with your target audiences?

At this stage, you should also look at the content you have already created. Think about ways you can repurpose this content for other channels. For example, you could create an infographic from a whitepaper or make an explainer video based on a successful blog post.

5. Set out goals and KPIs

Without defining what success looks like, you will never be able to truly measure the outcomes of your marketing activity.

You will need to establish the end goals and the key performance indicators (KPIs) that will help you get there.

When setting goals, remember to keep them SMART (Specific, Measurable, Achievable, Relevant and Time-based). This will help you produce goals that are meaningful to your business strategy.

Answering these questions will give you a brilliant base on which to build your marketing creative and allow you to drive real results from your efforts.


If you need any help getting started with your marketing plan, pop in to see us and we’ll put the kettle on.

Posted by: Catherine

Date: 17 July 2017

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