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A Guide to Developing a Successful Marketing Campaign

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Marketing is the art of creating genuine customer value. It isn’t just about sales and advertising: it’s about setting goals and achieving results. A marketing campaign promotes your products or services through various types of media such as digital, print, and television.

It’s important to know why you plan to run a campaign. What are you trying to achieve? If defining what you want is difficult, go for a broad idea such as promote a service, get more leads, boost revenue, or increase engagement.  

Successful marketing campaigns not only have a clearly defined goal, but they choose the right platform. Choosing the correct platform takes time, but it will always have the same elements.

Define Your Goals

As we stated above, marketing, and therefore your marketing campaign, always starts with a goal or set of set of goals. Determine if your campaign is to create brand awareness, reach new customers, increase revenue, or to increase engagement on social media. The more specific the goal, the better you will be able to create the campaign and measure its success.

Determine Your Target Audience

Who are you trying to reach? Current customers? New customers? If you are unsure of who you are trying to target, it’s crucial that you create a buyer persona. This persona represents the key traits of a large segment based on data and research that helps you understand your customers (and prospective customers) better. In creating the persona, you will be able to attract high-value customers who you’ll be more likely to retain. You can also create an exclusionary persona, which represents the audience you are not trying to attract.

Create Your Message

You want to create a message that will resonate with your target audience. The message should address their needs, a solution to their problem and their interests, while appealing to their emotions. The message needs to be focused on the audience and how your business will benefit them.

When it comes to choosing imagery for your message, it needs to highlight what you’re conveying. Nothing is more confusing than seeing content with a specific message and an image or video that has nothing to do with that message.  

Providing credibility will create an effective message. Success stories, testimonials, and endorsements by industry leaders will demonstrate credibility to your audience, justifying their purchase.

Lastly, your message needs to deliver a clear call-to-action. Writing the perfect call-to-action often makes or breaks your marketing campaign, as it directly impacts your conversion rates.

Choose Your Medias Wisely

After you have discovered your target audience and the message you’re communicating to them, you need to focus on what platforms you will be delivering that message on. Not all platforms are created equal.

Social Media


Facebook is the largest social media platform in the world, so it’s a safe choice when deciding where to advertise. There are many different types of ads to choose from including,

  • Brand Awareness Campaigns
  • Page Likes/Follow Campaigns
  • Traffic Campaigns
  • Video Views Campaigns

With Facebook, you are able to target consumers by location, occupation, interest, activity, and more. There are several different ways to create campaigns and in order to create the greatest ROI, you need to set your budget accordingly.


Instagram is all about pictures and videos, so the best type of campaigns to run are visually appealing. Your products or services need to be easily incorporated into visual media.


Tiktok has huge potential for reaching prospective customers and making videos go viral. If you’re trying to market younger adults, Tiktok is the platform to use. It is important to stay up to date on trends (not fads) when doing research.


LinkedIn is the world’s largest professional network, holding the highest average disposable income and high-quality leads. This platform is better suited for B2B advertising campaigns.


With television ads, you can reach larger audiences in a way that consumers know and trust. You can target specific audiences by purchasing ad spots during shows your target audience is likely to be watching.


Magazine audiences are highly targeted, allowing you to easily target relevant consumers. In 2020, there were 221.9 million magazine readers in the United States. Print ads have been around for a long time and have a long shelf life.

Implement Marketing Campaign

When implementing your plan, you need the right team to coordinate the scheduling and activities for the campaign. Internal communications need to happen continuously, otherwise you will have team members working in different directions.

Measure & Analyze Results

You do not have to wait until the end of a campaign to measure results. Monitoring results throughout the campaign is the way to go. You will be able to see which aspects of your campaign are thriving and which aspects aren’t doing so great. Your results will show you which target responded best and what channels provided the best opportunity for you. From there, you can adjust as necessary.

As a full-service marketing agency, SCB takes these steps with each of our clients. We know how important planning a marketing strategy; therefore, how important a campaign is. Our experts work with clients to develop a successful campaign and aid in implementing it. All businesses benefit from knowing how to market their target audience efficiently. Let SCB help you on this journey! Get a quote online or call us today!