Implementing and managing your digital campaign

Date: Friday, 4th December 2015 | Category: , , , , , , , , , , , ,

In this penultimate instalment of our ‘How-to: digital’ series on campaign planning, Phew Internet’s Jazmine Brace talks digital implementation and management.

So you have your digital objectives, your outlined budget and have planned your campaign. Now it’s time to implement those plans.

Something to be aware of throughout this process is that things don’t always go to plan. Circumstances change, budgets and objectives are altered and processes you thought would work prove unsuccessful. The key is not to panic; these things are expected and the great thing about online campaigns is you can rectify them and set up something new fairly quickly and with less cost than for an offline campaign. Our first tip is to have contingency plans in place for any publicised activity such as webinars or social Q&A sessions.

Using an Agile development process is a much more flexible way of managing teams and projects compared to alternative methods such as Waterfall which is a more sequential process. The Agile philosophy allows solutions and requirements to evolve through collaboration between cross-functioning teams and allows you to embrace change and work with it. For more information on this read our article on becoming an ‘Agile agency’ and the benefit it has to our clients.

To make sure you know if any adjustments need to be made you will have to monitor your campaign:

  • Website management: is there the expected level of traffic coming in from activities? Review the metrics using online tools such as Google Analytics or Lead Forensics. What is the bounce rate on the page your audience is being directed to? If the results are not what you expected, consider layout and content changes. Make sure the website is constantly updated and relevant and all activity is integrated using your website as a base for all communication. If you are struggling with website management we can advise you on the best strategies or design and create a website for you. Find out more here.
  • PPC and SEO management: your best choice here is to outsource; it will cost you less to hire an expert than it will to launch a management campaign yourself. This again is something that Phew can provide for you. Contact us to find out more.
  • Customer engagement: is your campaign getting the desired level of participation and engagement? If not, a stronger call to action, a different tone of voice or even using a whole different medium could be the answer to this. Also consider if you are giving your customers enough support– what else could you do to encourage them? How can you help them complete the required action?

Make sure you maximise your potential gain by implementing more than just campaign activities. Use data capture tools to increase your database for any future e-marketing campaigns.

At the end of a campaign it is always useful to conduct an in-depth review of all activity to assess what did and did not work so you know for future campaigns. Ensure that all relevant information is recorded:

  • Campaign
  • Timeline
  • Objectives
  • Budget
  • Plans
  • Expectations
  • Results
  • What you would do differently

We hope you have found this ‘How-to: digital’ series helpful. If you have any more questions or would like to get more information on how we can support your digital strategy please contact us today.