6 Steps to building a results-oriented digital marketing campaign

The digital marketing campaign is one of the most sought-after marketing strategies in today’s business landscape. It has become an essential resource for entrepreneurs to market and advertises their products, services, and brands online. In other words, this method is a great tool to utilize that may help grow your business.

While digital marketing strategies are diverse and your company has a tried and tested approach, remember that you must also be open to changes and trying out new ways to reach your audience. Doing so may open up new opportunities that you may not have considered before. If you are unsure how to go about this, various digital marketing agencies, such as Sentius Digital, offer full-service digital marketing support. What’s good about working with an agency is that they are adept at handling small to big campaigns and are well-aware of the latest marketing trends and practices of various industries.  Or, if you already have an in-house team, you may want to equip them with new skills and knowledge through training.

Remember that business marketing techniques are constantly changing due to the rapid development of technology. What you do today may not be effective tomorrow. But don’t fret. Whether you decide to work with an agency or develop a campaign on your own, this article will provide six steps to build a solid and successful digital marketing campaign.

1. Define your business objective

Define your business objective

Before you can put up any campaign, it would be best to set a goal. Such goals may include increasing revenue, sustaining brand awareness, strengthening brand recognition and recall, entering new markets, and many more. Of course, you want to develop an effective digital marketing plan that’ll help you achieve all said goals.

However, it’s best not to rush things out. That means accomplishing each goal one at a time. For instance, if you want to increase your revenue, you must first create a campaign focusing on brand awareness. Your next steps are to gain more conversions and establish customer loyalty as you progress.

You may consider the SMART goal as your guide. It refers to specific, measurable, attainable, relevant, and time-bound action plans. Click here to know more about setting up SMART business objectives. With that said, it would be best to build a digital marketing campaign that’ll contribute and support the overall strategy of your business plan.

2. Identify your target audience

Identify your target audience

Who are the people that are interested in your products or services? Who do you want to engage with now and in the future? These are some of the many questions you must consider before establishing a successful marketing campaign.

You can determine your target audience by your website analytics. It can show information about your clientele’s interests, how much time they typically spend on your website, and even the pages that led them to the site. You can also conduct a survey, which is an effective way to ask the questions that matter.

This way, you can focus on your potential customers’ demographics, psychographics, and behaviours. However, it’s best not to limit yourself according to your company data and other owned assets such as your social media accounts. You may also want to read journals and online articles to help you get to know your audience better and make your campaign objectives more specific and relevant.

3. Choose the appropriate digital marketing tactics

Choose the appropriate digital marketing tactics

While Facebook and Twitter are the most common social media platform, you may also consider using video blogs, forums, and online communities. These tools can help you reach your target audience through different channels, increasing the likelihood of conversions.

When it comes to digital marketing tactics, the possibilities are endless. You can start with the basics, such as email blasts, websites, and blogs. You can also implement search engine optimization (SEO) through blog links, press releases, and link building.

This approach may help you improve your search engine rankings and gain more exposure. Just be certain that your overall digital marketing budget can support all said channels. If not, select the most cost-effective choices that’ll bring you closer to your target audience. As a result, it may help you build results-focused campaigns and stand out from the competition.

4. Measure and analyze campaign performance

Measure and analyze campaign performance

Running a digital marketing campaign doesn’t end after your campaign materials are published.  You have to monitor, measure, and analyze the performance so you can evaluate if it makes a good investment for the business. You can also assess the impact of the digital campaign on your overall business objectives.

You can set key metrics and determine KPIs (key performance indicators) every time you run a campaign. For instance, if you want to generate more leads, you have to determine the number of conversions. On the other hand, you have to measure the total revenue from these conversions when it comes to increasing your sales.

Whenever you come up with a new tactic, always take the time to review the results of previous campaigns and identify what worked and what didn’t. This way, you can eliminate ineffective strategies and focus on those that help your business grow. Or perhaps make improvements and adjust your methods to get better results.

5. Develop a buyer persona

Develop a buyer persona

A buyer persona is an essential part of any digital marketing campaign. It’s a fictional representation of your best customers or ideal buyers. How do you come up with one?

Start by creating unique personas for your prospects. Such data can help determine their lifestyle, interests, and online behaviour. Plus, it’s best to choose a name and relevant description. (e.g., Working Mom Wilma, Sarah the Millennial Student). List down what goals your personas want to achieve, their preferred forms of communication, the problems they want to solve, and even their reasons for engaging with your company.

It would also help to conduct this strategy when you’re in the beginning stages of your digital marketing campaign. This way, you can establish a more in-depth profile that’ll help you identify the different needs of your clientele and tweak the campaign for more effective delivery and reception of the campaign message.

6. Use the right keywords

Use the right keywords

It can be challenging to come up with keywords for your marketing campaigns. After all, if you don’t choose the right words, they may not generate any search traffic. That means no conversions, no sales, no profits, and they won’t be giving you any value.

In terms of search engine optimization (SEO) best practices, choosing short keywords between three to five words is best. They have to be relevant and specific enough to target more particular prospects easily. Insert these keywords into your content naturally. That means avoiding keywords stuffing or spamming them to gain a higher ranking.

Various tools can help you choose the right keywords for your marketing campaigns. You may want to start with any of the following:

  • Google Adwords Keyword Planner
  • Google Trends
  • Google Keyword Research Tool
  • Ahrefs Keyword Explorer

However, you have to keep in mind that choosing keywords is also about being creative. If you want your business on top of the competition, you have to make your content more appealing. And in most cases, it’s best to combine several different keywords that’ll help you capture the attention of your target audience.


Building a results-oriented digital marketing campaign is about being unique and standing out from the crowd. It’s about leveraging multiple strategies to help your business stay ahead of the game.

Develop a creative approach that’ll help you build a campaign that fits your brand and can generate better results. The more effective your digital marketing campaigns are, the more benefits your business can get.

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