Marketing campaign management is a collection of carefully planned and executed activities aimed at delivering favorable business outcomes. Marketing campaigns take a company’s goals and transform them into actionable targets that resonate with the customers’ needs, which can then be executed step by step. They help build brand trust and make the customer see what the business offers as its solution.
In general, marketing campaigns are designed to:
- build brand visibility
- attract organic traffic, or
- attract more customers
Successful, well-managed marketing campaigns are critical to every business’s success since they help the company get its message out to potential customers. In this article, we’ll see how you can successfully manage marketing campaigns to drive better outcomes.
How to manage your marketing campaigns effectively
Great marketing campaigns are the result of great project management. And it takes a holistic view of each part of your project to determine what can be improved upon for better results.
Here are some tips and tricks that’ll help you manage your marketing campaigns more effectively:
1. Define your goals and determine measurement KPIs
The aim of carrying out a marketing campaign is to deliver definite targets. As a result, for a marketing campaign to have a chance of success, you must clearly define your focus and create an actionable picture of what success will look like.
Before you get started working on campaign targets, it’s important that you define your project goals in terms of the effort needed to deliver them as well as relevant data points so it’s easy to see if you’re successful or not.
2. Monitor KPIs
Marketing campaigns are susceptible to unforeseen circumstances, which if not mitigated may hinder the goals of the campaign. Frequently monitoring the relevant KPIs makes it easy to see when things change so you can adjust and still hit your targets without much friction.
3. Define your target audience
If marketing is an effort to bring your product or service offerings in front of your ideal customers such as event planners, for example, it follows that you can only hit your targets if you’re promoting to those to whom your USP makes sense. Successful campaign management demands that you clearly define whose attention you’re trying to capture so you can direct your focus on creating content that presents value to them.
4. Identify the tools needed for your campaign
In a tech-first world, perfect, painstaking plans are only as good as the tools you execute them with. Carefully select the right marketing project management software for marketing teams that will help you deliver your targets with minimal effort, in less time, and with increased data visibility so you can create a picture of how to replicate your outcomes.
You can also use free project management templates for customization.
5. Factor in your resources into planning
Before starting on any marketing campaign management process, it’s helpful to determine if you have the right project plan, people, budget, and time it takes to fully deliver the targets you’ve outlined.
Types of marketing campaigns
Marketing is a pretty vast field, encompassing verticals like search marketing, social media marketing, content marketing, etc. All these are under various marketing operations and part of the marketing team’s responsibility and all play a part in growing a business’s visibility and driving long-term goals.
1. Content marketing campaigns
These are designed around educating potential customers who seek information about a particular topic or a solution to their pain point and people at the decision stage of the sales cycle. They’re generally designed to create and promote content that takes potential customers all the way through the funnel.
The content marketing campaign management process typically involves the three stages every marketing campaign has:
The creative project management team determines what exactly they’re trying to achieve, how, and creates an outline for carrying it out. Here’s where content calendars are created, keyword research is carried out, and the team defines what success will look like.
b. Execution and management
Here the marketing team spins into action writing blogs, articles, white papers, etc., and creating content necessary to achieve the targets they’ve outlined. This is where good management comes into play since it takes detailed tracking of relevant data points to know what exactly is working and what to change to make it better. You can use marketing templates to track better.
After the campaign is over, the team gets together to determine what worked, what didn’t, and what to improve moving forward.
2. Search marketing campaigns
Search marketing campaigns are focused on creating content, and promoting it to rank on search engines. This offers an avenue for leveraging the attention of searchers looking for information related to the product or services your business offers.
Search marketing campaigns are designed to take keywords searchers already look for and then create content that addresses the searcher’s intent so they can click through, engage, and maybe, convert.
The search marketing campaign management process involves these three stages:
At this stage, the marketing team outlines their target keywords and defines a plan that ties into their targeted organic traffic goals.
b. Execution and management
This stage is where the team gets down to writing search-optimized blog posts, applying on-page best practices, and generally brushing up articles to adhere to Google’s and other search engines’ ranking criteria.
This is when the team steps back to measure all the data generated from the campaign to see how well it went and what could be changed for better results.
3. Social media marketing campaigns
Social media marketing campaigns are designed around grabbing the attention of a business’s potential customers from the social media platforms they already use. This is achieved by creating content that speaks specifically to these particular users so they can click through, read, and convert.
The social media marketing campaign management process involves:
The marketing team determines their target impressions, defines a strategy, and chooses the platform(s) they’ll be marketing on.
b. Execution and management
Here, all the planning comes into play with social posts published and promoted on the business’s social media outlets to reach potential customers.
At this point, the social media marketing team steps back and begins to gauge the impact of their efforts, measuring outcomes, and tweaking strategy if need be—to get better results.
Manage all your marketing campaigns with Kissflow Project
To effectively keep track of your marketing activities, you need a robust tool that lets you manage multiple campaigns and makes it easy for your team to collaborate. Kissflow project gives you complete control so you can customize the project board as per your requirements. There are 20+ custom fields and multiple views so you can always stay on top of your campaigns.
Kissflow also lets you collaborate over cards; all feedback and comments are contextual so nothing falls through the cracks. You can visualize the progress of your campaigns, track who’s working on what, and manage all your marketing activities in one place. Take Kissflow Project for a spin right away.