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.
Creating a marketing campaign directly improves SEO positioning, as opposed to SEM, which is achieved organically by getting users to interact with the website.
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.
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.
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.
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.
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:
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.
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:
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.
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:
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.
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.
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:
You can create a tracking URL to check the effectiveness of your campaign from web traffic. Go to Campaigns > Actions > Create Tracking URL.