How to create a marketing campaign on HubSpot

A marketing campaign is the effort of a business to obtain the desired number of customers. Commonly, it encompasses different strategies to improve the inclusion of a product or service in the market. It is key to make yourself known and apply specific actions to the right audience. When we search for a brand on social networks, see online advertising or make a purchase of a product, we are part of a campaign.

In a digital marketing strategy , a campaign is necessary to know the right time to launch a product. It serves to plan actions and increase the brand's revenue. The objective is to get the user interested in the item offered. The marketing campaign should not be confused with the advertising campaign. The advertising campaign is based on advertising to achieve notoriety and sales. On the contrary, the marketing campaign uses various strategies and tools. HubSpot serves as a CRM and platform to create and manage effective marketing campaigns.

Benefits of creating a marketing campaign

SEO Ranking

Creating a marketing campaign directly improves SEO positioning, as opposed to SEM, which is achieved organically by getting users to interact with the website.

Web traffic

Marketing campaigns increase qualified traffic to a brand's website due to the application of appropriate marketing efforts, such as keyword targeting and web page optimisation.

Monitoring

One of the main benefits of marketing campaigns is their measurement and monitoring. Using tools such as Google Analytics or Google Ads, the company can know the performance of its campaign, so that it can establish the necessary measures to improve its performance.

Investment control

The monitoring and use of digital tools allows the company to adapt its spending to the marketing actions. The brand will have control of the user's Cost per Click or CPC and will be able to decide how much budget to allocate to the campaign.

Audience segmentation

Through platforms such as Facebook Ads or Google Ads the company can know the interests, fears or needs of its audience, among others. This data is achieved by monitoring the marketing campaign. In turn, it segments the audience by reducing it to small groups of customers with common characteristics.

what elements make up a marketing campaign?

• KPIs: The objectives that the company intends to achieve with the campaign. It is recommended that these are SMART objectives.
• Budget: The budget the company has to invest in the campaign, including agency costs, salaries, digital tools, etc.
• Distribution platforms: Channels that will be used to distribute the content and apply the digital marketing strategies.
• Brand design: The design should make the brand stand out from its competitors and should be eye-catching, professional and simple.
• Content format: The format that will be used for the branded content, which can include images, videos, blog posts, etc.
• Team: The people who do the work. A campaign involves the editorial team, advertising, web development, administration, etc.

4 steps to create a functional marketing campaign

Establish the objectives

To create an effective marketing campaign it is essential to plan the objectives. The first step is to know the purpose of the campaign. That is, to know if it is intended to promote a new product, improve brand recognition or increase web traffic, among others. At the same time, the metrics of the campaign will be established. The most used metrics are:

• Number of sales.
• Engagement in social networks.
• Mentions in the press.
• Lead conversion.
• Email interactions.

Distributing the marketing campaign

At this stage, the distribution of the marketing campaign is defined. In other words, the methods that the company will use to reach the audience. The most common are the use of social networks, email marketing strategies and the use of a corporate blog. It is recommended to create a campaign schedule to establish publication periods.

Converting leads

The objective of the marketing campaign is to achieve an increase in the conversion of leads. To do this, the brand must apply actions that encourage the user to make a purchase. These can be:

• Calls to action.
• Forms.
• Landing pages.

Check its performance

Monitoring the activity of the marketing campaign will serve to measure its performance. Metrics such as click-through rate, bounce rate and conversion rate will be vital in this step. Evaluating the campaign will determine the aspects that need to be improved and those that work best with the audience.

Create a marketing campaign on HubSpot

Create a campaign

HubSpot's marketing software allows you to create marketing campaigns in a useful and efficient way. The first step to create the campaign is to access the main menu and click on Marketing > Campaigns.

After this, the Campaigns overview will be enabled and you will need to access the top right button Create Campaign. A dialogue box will then open with blank fields to fill in. These include:

• Campaign name: It is recommended that this is a name that is recognisable to the whole company team.
• Business Unit: Refers to the purchase of add-ons associated with the campaign.
• Campaign owner: Used to assign the user to whom the campaign belongs.
• Start date: Sets the start of the marketing campaign calendar.
• Campaign colour: The colour associated with the campaign will serve to differentiate it from the rest.
• Goal: Summarises the objective of the campaign.
• Audience: Indicates the target audience for the campaign.
• Currency: Clarifies the currency of the campaign budget.
• Campaign budget: The budget that the company has for the campaign. It is indicated in numerical values.
• Notes: Notes for the follow-up of the campaign.

Filling in the calendar

When the user fills in the fields, click on the Create button. After this, the marketing calendar can be accessed to plan the actions. From the main menu, go to Marketing > Campaigns. In the top left corner, select the Calendar tab.

Add campaign goals

After creating the campaign and enabling the calendar, the user can add campaign goals for tracking purposes. To do this, access the drop-down menu on the top right and click on Actions > Edit goals. A dialogue box will open, which must be filled in and set with the Save button.

Adding content and materials

HubSpot allows you to associate materials and content to a specific campaign. From Marketing > Campaigns , go to Add materials. A dialogue box will open on the left-hand side where you can select the type of resource to add. The user has two options:

• Add an existing asset: Access the search bar to find the material, then tick the checkbox and click the Save button.
• Add a new asset: Access the Create [asset] button, create the asset, select Update for new assets, tick the checkbox and click Save.

Set a tracking URL

You can create a tracking URL to check the effectiveness of your campaign from web traffic. Go to Campaigns > Actions > Create Tracking URL.

The next step is to specify the URL details and click the Create or Create and Add button to create another tracking URL for the campaign.