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• BuzzSumo Director• Researching how data
can help us create better content
• Understanding what content resonates and how it is amplified
Steve Rayson
• Head of inbound marketing
• Run a department of content, social media and campaign specialists
• Have been running campaigns (online and offline) since pre-Google days
David Somerville
• Established for over 15 years
• Offices in Worthing, London and Sydney
• Run digital marketing campaigns for clients
About Fresh Egg
• Different types of campaign planning• Key campaign planning elements• What are the different phases of campaign planning?• Campaign planning tools
The information is relevant to planning all types of digital marketing campaigns
Today’s webinar
• Quick and easy to do
• Do it anywhere!
• Get away from your desk
• However, it can lack the benefits of a team planning session
Going solo
• Great for getting lots of ideas from different perspective
• Choose people with different skills (analytical, creative, logical)
• Use people with specialist subject knowledge or interests
• Not restricted to internal people – are there any outside experts you know?
• Go outside!
Team planning
• Who are the audiences you are trying to reach with the campaign?
• Audience intent• Search intent – what are they searching for • Framing of content – what messages will most appeal to them?• Which digital marketplaces are relevant for them?
Audience
• What is the campaign looking to achieve?• Sales• Traffic• Brand awareness• Building authority• Email sign-up• UGC
• Make sure everyone is clear on the objective/s of the campaign
• Objectives are key to measuring the success of the campaign
Objectives
• What are the top-level timelines for your campaign?
• Immediacy might affect the size of the campaign• Can you create a ‘phase 2’ for all those good ideas you’ve had that
could be done in the future?
Timelines
• What is the ballpark budget for the campaign?
• It’s more effective to plan a campaign with a budget in mind
• Costs for content creation, other assets, paid promotion need to be considered
Budgets
• How will your campaign come to life?
• What elements will it include?• Survey• Content hubs• Competition• Video• Social media accounts
Mechanics
• How will the campaign be promoted?
• Social media – what channels do they have?• Email – is there a regular enewsletter?• Biddable media – what budget is available?• PR/outreach activity – is there a story?
Promotion
• How will you measure the efforts of your campaign?
• Put a measurement plan in place, that shows:• Objectives• KPIs• Metrics
• A measurement plan will help you easily show the ROI of your campaign after it’s been running
Measurement
• Make sure everyone has a brief and any relevant background information
• Take the brief and come up with a large volume of ideas
• Don’t be critical at this stage
• Use brainstorming techniques to generate even more ideas (injection, reversal etc)
Initial brainstorm
• Refine your ideas and pick a winner
• Often works well with a smaller group (2 people)
• Refine ideas based on whether they answer the key campaign elements (audiences, objectives, budget, timelines)
• Save other ideas for a follow-up campaign
Refinement
• What is it about the campaign that your audience will engage with?
• Revisit and reinforce your key elements:• Audience• Objectives
• This will influence elements such as messaging, CTAs
• Use this to guide all activity from this point onwards
Defining a campaign proposition
• Now you’re ready to build a campaign plan…
• WHAT tasks/activities are required?• WHO will be doing these?• WHEN will this be done (timeline with deadlines)?• HOW will you report on results (in relation to your measurement
plan)?
Building out the campaign plan
Google Analytics allows you to use data to help build your campaign
• What is the popular content? • What are the traffic sources? Do these match your campaign
objectives?
Google Analytics
• Search Intent allows you to see what the most popular topics are (that people are searching the web for) in relation to your topic
Keyword tools – Search Intent
• The Domain Comparison Report allows you to see what’s working for different competitors
Buzzsumo – competitor analysis
• Influencers search shows who we can partner with to gain content from or promote to
Buzzsumo – influencer research
Whether on your own or as part of a team, if you put in the effort at the campaign planning stage then your campaign will be more effective
Don’t forget the key campaign planning elements
Audience
Objectives
Budgets
PromotionMeasurement
Timelines
Work through each campaign planning phase
Brainstorm ideas
Refine ideas
Define your campaign
proposition
Decide who is going to do what
and when