Marketing Campaign is the term that names a group of strategies and tactics that aim to promote a brand, product or service in the market. Its main resource is ads, which it can serve on various types of online and offline platforms.
Today, it is common for an e-commerce marketing campaign to involve much more digital media on the web. Thus, sponsored ads for e-commerce are mainly used, which can be served mainly on social networks, Google and its partner sites.
Anyway, the question of the day is: how can you start your Marketing campaign to publicize your virtual store? Answering this question is the purpose of this post. So, read on and find out how to proceed now.
MARKETING CAMPAIGN: CREATING A BRIEFING
The first step to create your Marketing campaign is to generate a Briefing, a formal document widely used in advertising agencies. It is through this document that you will plan a step by step for your main dissemination actions.
Through the Briefing it is possible to coordinate various types of campaigns, such as:
- Promotional Marketing: publicize with gifts, pamphlets, etc.;
- Digital Marketing: advertise with sponsored links, E-mail Marketing, etc.;
- Content Marketing: Engage consumers with text, videos, photos, etc.
Furthermore, the Briefing can be used to guide campaigns for Internal Marketing , Social Media Marketing, People Marketing, Remarketing, SEO Marketing, Inbound Marketing , and so on. It's with this document that you will gather data such as:
- History: data about your company, brands, products and services;
- Problem: what do you seek to solve with your Marketing campaign;
- Meta: the results you expect to achieve after the campaign is completed;
- Share: the procedures that will be done to achieve the results;
- Areas of Expertise: the target audiences, the segments that the campaign should reach;
- Research: the economic scenario, the SWOT, the target audience, the Buyer Person, etc .;
- Competitors: analysis of rival e-commerces;
- Benchmarking: capturing and adapting best practices from rival e-commerces;
- Get a quotation: the total available to carry out campaign actions;
- Plano: the formalization of short, medium and long term goals.
Indeed, once the Briefing is ready, you must put into practice the actions included in it with a view to achieving the proposed goals. In fact, as you will find out in the next topic, documenting your Marketing actions increases your chances of success.
IMPORTANCE OF PLANNING YOUR MARKETING CAMPAIGN
Recently, the American software development company CoSchedule conducted a study which indicates that the organization and documentation of marketing strategies makes a huge difference to the success and profits of companies like yours. According to the report:
- 674% more chance of reporting success is obtained by Marketing professionals who know how to organize themselves;
- 426% more likely to report success is achieved by marketers who use project management software to coordinate their marketing strategies;
- Professionals are 414% more likely to report success in their Marketing campaigns when they document their strategies;
- Professionals who proactively plan their Marketing strategies are 331% more likely to succeed than their peers who do not.
It is worth mentioning that a well-done planning speeds up the execution of Marketing projects. And, in this context, the CoSchedule report points out that the most agile Marketing professionals are 469% more likely to report success. Therefore, always start your Marketing campaign with documentation and planning.
In addition, the CoSchedule report shows that marketers who know how to set goals, which are nothing more than performance indicators, are 377% more successful than those who do not.
IMPORTANCE OF MEASURING PERFORMANCE
Measuring performance is just as important as creating a marketing campaign plan. To do this, you can use software such as Google Analytics, Google Ads, and Microsoft Clarity , among others. However, the main tools for measuring performance are Key Performance Indicators (KPIs) and metrics.
A KPI is a goal to be achieved over a period of time. It is often confused with “metric”, but it is not the same thing. A metric is a parameter to be measured such as “conversion rate”, “return on investment” and “click-through rate”, for example. Therefore, you can stipulate a KPI (goal) for each of your Marketing metrics.
One of the most important metrics you should measure and optimize in your marketing campaigns is the conversion rate. To give you an idea, according to Adobe data cited by the startup Bonsay , companies with the highest conversion rates spend at least 5% of their budget on conversion rate optimization.
Despite this, according to information from the CXL Institute also reported by Startup Bonsay, 68% of small businesses have no documented conversion rate optimization strategy.
Documenting the conversion rate, however, is a simple task. Just record your current conversion rate in a planning software and set a KPI for the next month. For example, if your Google Ads campaign conversion rate is 1% in the month of February, then set a KPI of 2% for the month of March. Also describe the actions you should take throughout the month of March to reach your 2% target. That simple. And you can do the same with the other metrics of your Marketing campaigns.
SUPPORT FOR PLANNING, EXECUTION AND PERFORMANCE OF MARKETING CAMPAIGNS
If you have an e-commerce, but still don't know very well how to deal with Marketing campaigns, don't worry. You can always hire the support of a Digital Marketing agency to help you.
e-Plus Agency, for example, is a Digital Marketing agency, a Google Ads and Meta Ads agency, an Inbound Marketing agency , and a performance agency with a total focus on e-commerce companies, operating in Brazil and more than ten other countries.
Among the marketing services offered by e-Plus Agency for companies like yours are " CRO Data Analysis ," ideal for monitoring the main KPIs of your e-commerce operation and helping you to constantly improve; and " Paid Media Management " to generate paid traffic to your online store. To hire our services, click the button below and start a conversation with our team via messaging app:
