When it comes time to launch a digital marketing campaign, timing is often an important overlooked factor that can have a big impact on a campaign’s overall success.
Often in the rush to get a campaign out there, the appropriate internal planning as well as the analysis of relevant market factors has not taken place, which can often result in a campaign falling flat and not achieving its intended result.
Getting the timing of a campaign can be difficult, but fortunately with the right expertise you can launch a digital marketing campaign at the right time, reaching the right consumer, in the right frame of mind.
Here at FocusedGrowth® we’re Digital Marketing specialists who have extensive experience designing, launching and successfully maintaining a range of marketing campaigns in a variety of sectors. We’ve put together this blog to help our clients achieve a better understanding of exactly what is required in order to get a campaign’s timing right and drive an ideal return on their investment.
Have Market Awareness
Launching a campaign at an appropriate relevant time requires a careful analysis of the market.
It’s necessary to monitor any micro and macro environmental factors that are likely to drive developments in your particular industry and focus the attention of an intended customer base.
This involves keeping up to date with major events, trending topics, and developments relevant to your business. For example, any changes in your supply network or competitor activity, or relevant government policy announcements, all need to be factored into before deciding when to launch any campaign.
An example of just how big an effect current developments can have is the impact of COVID on consumer behaviour. Lockdowns and greater uncertainty in the market, has seen a shift away from bricks and mortar physical transactions to a sharp increase in online activity. One of the best ways to adjust and leverage this development is through a focus and investment on a refined Digital Marketing Strategy.
If you want further information on the benefits of digital marketing in uncertain times such as COVID, you can check out our earlier blog right here.
Understand Your Target Consumer
Consumers are creatures of habit and are inclined to behave in certain ways during different times of the year. The key to launching a successful campaign is working out the optimum point in a season when a consumer will be in the right frame of mind to act and be more receptive to your products.
The best way of determining the right time is to analyse historical data and identify periods where your marketing campaigns have previously achieved intended results and times where they’ve been found wanting.
If you currently don’t have access to this data or are launching a campaign for the first time, this is where the guidance of a Digital Marketing Agency can make all the difference. They have the proven experience and access to industry data that can help tailor your campaign and determine the best time to launch.
Does Your Marketing Plan Align to Your Organisational Goals?
You could have a highly optimised marketing plan launched at an ideal time, however if there’s no alignment and coherence to your overall organisational goals, you’re simply not going to get the results you’re after.
You should start by having clearly definable organisational goals such as gaining x number of clients per month, achieving a certain growth percentage in revenue, or achieving a particular level of client satisfaction.
It’s then possible to design and optimise a marketing plan that can be tailored to achieve an established organisational goal. With clear goals set up, you can then collect relevant data to track and ultimate measure a campaign’s overall performance and effectiveness.
Have A Strong Offline Brand
In order to ensure that any digital marketing campaign will have its intended result, it’s vital that your business is backed up by a prominent offline brand. Quite simply if your business is not and does not hold positive customer sentiment, it’s less likely to yield high conversion rates or drive interest from your intended audience.
As such, in order to maximise the success of any campaign ensure your business has a robust brand both in local search results and positive feedback and interactions from a satisfied customer base.
Having an established offline brand presence with a positive customer interaction will only further drive any additional traffic generated by any digital marketing campaign.
Plan A Diverse Campaign with Measurable Results
The most successful digital marketing campaigns are ones that contain a balanced set of marketing tools and utilise key tracking and performance analytics.
Some of the tools that may form part of your marketing campaign include; social media utilisation, SEO, PPC, content management, among many others.
This is an area where again having the valuable expertise of an experienced Digital Marketing Agency at your disposal can go a long way.
These experts have proven experience in all facets of campaign management. They’ve seen what works, and what doesn’t, they know the right combination of tools to use and exactly when to launch a campaign that’s just right for your business.
Importantly they also have the ability to collect valuable insights and metrics to continuously assess the performance of your campaign and make any necessary adjustments to maximise any potential opportunities.
In the world of digital marketing, timing can be everything. If you launch a rushed campaign without having a solid foundation and without first understanding applicable market factors, not only will you not get the results you intended, but you’ll also waste valuable marketing resources.
An effective marketing campaign requires research, planning, and a proper assessment of exactly when to launch. Before even devising a plan ensure you have a thorough understanding of both micro and macro environmental factors that may be relevant to your business and have a clear assessment regarding the behaviour of your intended audience.
You can then begin to plan a diverse balanced marketing campaign that has been aligned to any relevant organisational goals and utilise analytics to effectively track and manage performance. In order to maximise the effectiveness of your campaign, remember to establish a solid foundation by having a strong digital presence.
We hope this blog has been helpful and given you further insights as to the content and timing your next digital campaign. If you’ve been looking for guidance on exactly how and when to launch an effective campaign, look no further than us here at FocusedGrowth®.
Were Digital Marketing Specialists with a proven track record of successfully launching balanced campaigns that deliver sustainable long-term value. We’ll analyse your business and then come up with a campaign tailored to your specific business goals.
For any of your Digital Marketing needs, why not contact us today.