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The Basics for Launching an Effective Digital Marketing Campaign


Digital marketing is an ongoing process. Effective marketing means planning for the long term and sticking with a sustainable effort. However, there are appropriate times when you can invest more than your usual effort and budget.

That’s what we call marketing campaigns. These are one-time initiatives to promote a specific component of your business. These campaigns go hand-in-hand with your marketing practices to promote and grow your business.

We see marketing campaigns all the time, but launching an effective campaign is easier said than done. Why should you consider investing in a campaign, and when is the right time to do so? Here is your guide to answer these questions and more.

Why Run a Digital Marketing Campaign

Marketing campaigns require extra effort and cost beyond your regularly scheduled marketing. So why should you bother with creating a marketing campaign? Here are a few benefits you can expect from an effective campaign.

  • Boost your brand awareness beyond your regular channels.
  • Pursue a single, focused marketing goal.
  • Have a reason to test out new ideas for marketing.
  • Gain new momentum or energy from your marketing team.

There are plenty of other reasons why a marketing campaign might be a good idea, but these reasons alone can be enough. The trick is finding the right timing and subject to rally behind. After all, the biggest defining factor for a campaign is having a clear start and end date.

8 Opportunities For a Marketing Campaign

While every business will have specific triggers for a potential campaign, here are a few ideas to get you started. Remember that these are time-bound, even if they happen predictably each year. Each one should be treated like a separate campaign.

  1. An upcoming event
  2. A company milestone or anniversary
  3. A seasonal sale
  4. A new product or service
  5. Important company news
  6. Educate customers about information
  7. Hiring sprees
  8. Partnership or advocacy programs

Campaigns can be easier to come up with for product-based companies—there are more products and opportunities for seasonal sales. Service-based businesses have a slightly different challenge, but campaigns can still be used effectively. The key is building strong campaign components.

5 Components of an Effective Campaign

A marketing campaign is more than just advertising. There are a wide number of elements you need to create to reach your goals. Think of a campaign almost like a separate business you’re trying to promote. These are the various pieces to consider.

1. A strategic plan

Who is your target audience? Hint: it should be a subsection of your business’ audience. What is the campaign timeframe? What goals are you trying to accomplish? These are questions your strategic plan needs to answer.

Plan far enough in advance that your marketing team can get together and build out a strong plan. Use this as your blueprint for what happens during the campaign. However, you’ll also need to be flexible and adapt as you learn while the campaign is happening.

2. Strong visual assets

Just like your business, a marketing campaign needs a strong visual identity. This should support your overall brand, while also being able to stand on its own. Knowing how your campaign should look and make people feel is a part of your strategic plan.

Create a list of the visual assets you’ll need to create. Graphics, logos, and photos are all options that can be designed by a member of your team. These will be vital as you build your content.

3. Marketing content

The marketing content is the stuff you’ll share across digital platforms. When paired with the visual assets, this content comprises the meat of your campaign.

  • Blog posts
  • Email copy
  • Press releases
  • Podcast episodes
  • Social media posts
  • Advertising copy
  • Website landing pages

Make a list of the content you’ll need to work on. Assign the various pieces to your team. Be sure to finalize this well before launching your campaign. This allows you to review everything together and ensure that it aligns together.

4. Promotional plan

Decide which platforms you’ll want to share the content on. This largely depends on what audience you’re trying to reach and where you already have a presence. Based on your timeline, you can also decide on the frequency of how often you’ll post per platform.

It’s also important to get others to help you spread the word. This begins with an internal audience—a.k.a. your employees. Give them easy content to share on their platforms and provide them with a compelling reason to help you boost the marketing campaign.

Keep in mind that not all campaigns need to be exclusively digital. Plenty of marketing campaigns also mix in traditional media elements like broadcast ads or print materials. Consider what other elements you’ll need to create to spread your message beyond online.

5. Media outreach

Once you’ve gotten the internal promotions down, it’s time to look outside of your organization. Securing exposure from other organizations is a quick way to boost your reach. This primarily includes local media outlets, but can also mean influencers or your fans and customers.

Regardless, the most important thing is to clearly and confidently communicate the campaign. Let people know what it’s about and why it’s worth sharing. If you provide clear value to their audience, they’re more likely to spread the word.

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Are you ready to launch a digital marketing campaign?

If you need help with that, GreenMellen is here. We can execute on all the content types we discussed above or create a cohesive marketing campaign to help boost your brand. Just give us a call to start the conversation.

About the Author

Robert Carnes

Marketing Manager

Robert Carnes is a freelance writer, published author, and professional marketer. His book, The Story Cycle, is your business's guide to becoming a better marketer. Robert lives in Atlanta and you can follow him on social media @jamrobcar.

View Robert's Profile

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