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Marketing campaigns – how to design?

Skilful design of marketing campaigns in accordance with the intentions of users will facilitate the acquisition of profitable customers who will make purchases on a regular basis. This is especially important in the broadly understood e-commerce industry. Why? Since a properly designed marketing campaign will allow you to maximize conversion, deal with the problem of the so-called abandoned carts, and additionally reduce the bounce rate on the site. This will translate not only into a larger operating budget of your online store, but also into a higher position in organic search results (due to, among other things, a reduction in the bounce rate). Do you want to meet the expectations of the constantly developing e-commerce market? Read today’s article and learn how to design effective marketing campaigns!

How to design effective marketing campaigns?

Preparing an attractive marketing campaign does not have to be expensive. Considering the current standards of the online marketing industry, we can confidently say that 3 elements are the most important:

– originality,
– creativity,
– matching the idea to the appropriate target group.

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The idea also depends on the purpose of the marketing campaign. Think about which aspects are currently the most important in terms of the development of your company. These can be, among others:

– increase in brand recognition,
– building ranges,
– conversion maximization (e.g. in the form of purchasing a product, using a service, subscribing to a newsletter, booking a training course or receiving a free e-book).

The set goal should be measurable and specific. Do you want to maximize your conversion? Write down how much your site purchases should increase over the next year (e.g. by 50%). Or maybe you want to build ranges? Then determine how many more followers you need on Facebook Fanpage. Consider what your future Analytics traffic will look like based on your website. Use numbers and set a clearly defined goal (e.g. acquiring 250 subscribers to the newsletter within the next 3 months).

A marketing campaign in 5 simple steps – what does it look like in practice?

When designing your marketing campaigns, use 5 simple steps:

STEP 1 – define the way to reach customers

How can you reach customers online? Will you invest in SEO to increase the ranking of your website in organic search results, and as a consequence, will you build brand recognition and increase sales at the same time?

However, maybe you think that Google Ads sponsored link campaigns or social media marketing in the form of PPC (Pay Per Click) campaigns such as Facebook Ads, Instagram Ads, Tik Tok Ads, Twitter Ads or LinkedIn Ads are a better choice? The decision is yours – Paraphrase Online as an experienced SEO agency, we recommend you decide on the synergy of SEO and Google Ads activities, investing 70% in SEO and 30% in Google Ads (and other marketing activities, i.e. e-mail marketing). An additional supplement may be social media marketing.

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STEP 2 – choose the goal of the marketing campaign

We mentioned the goals of the marketing campaign at the beginning of the article. Depending on your preferences and design assumptions, these may include:

– building ranges,
– conversion,
– brand recognition.

Remember to establish measurable (e.g. using Google Analytics and Google Search Console) and specific goals, such as:

– maximizing the number of finalized baskets by 70% compared to the previous quarter,
– increasing the reach on Facebook by 50% and acquiring a minimum of 7,000 followers on Instagram during the next year.

The goal does not always have to be about increasing specific aspects. You can also “try” to reduce the conversion rate on the page (the so-called bounce rate) so that Google’s robots treat our website as valuable – in the future this will result in a higher position in SERPs (Search Engine Results Page), i.e. in organic (free) search results.

STEP 3 – find your target audience

If you have not defined your target group so far – this is the perfect time for that. To do this, select people who meet specific socio-demographic criteria, including:

– education,
– affluence,
– domicile,
– professional position held.

Wealth can be determined by how often a person travels, as well as the exact position they work in. In this way, Facebook Ads specialists reach the richest customers – setting targeting for people who often change their place of residence.

>> Target group analysis – how to do it? <<

STEP 4 – identify the needs of potential customers

What does your client require from you? What does he expect from a specific offer? Taking into account the most common needs of customers, we distinguish 9 elements:

– experience,
– price,
– reliability,
– performance,
– empathy,
– transparency,
– availability,
– friendly return policy,
– clearly personalized contracts.

Ask yourself the basic question – why would the consumer leave his money with you? How do you stand out from the competition? How will your product or service improve the customer’s life?

STEP 5 – develop a unique advertising message focused on flawless and consistent communication with potential customers

This point is nothing more than properly implemented content marketing advertising activities. Distinguish your company with an interesting message targeted at the needs of potential customers, which you have already identified. If you can’t do it yourself – hire a copywriter specialized in developing marketing messages. After all, other aspects have been comprehensively prepared by you:

– you have determined the way to reach customers,
– you chose the goal of the marketing campaign,
– you have found your target group,
– and carefully selected the needs of potential customers.

That’s all you need to develop a marketing campaign. If not alone – then with the help of specialists (e.g. freelancers).

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