How to Launch a Marketing Campaign That Really Works [2022]

Learn how to launch an effective marketing campaign for your business. Our expert explains what you need to know to make some noise and see real results.

Starting your own business is exciting, but getting your first customers (and continuing to grow your audience) is where the real fun begins. As part of your business planning process, you’ve no doubt included a marketing plan, and now it’s time to think about how to launch a marketing campaign

Within your marketing plan, you should have created marketing campaigns that you intend to launch at various points throughout the year - whether to introduce new products, encourage people to take advantage of promotions, or simply to raise awareness of your brand. 

Your work is not done once you’ve planned out the campaign itself, you actually also need a well-organized plan for the campaign launch to make sure that you get the most bang for your buck and see the results you are after. 

So, what’s involved when you are ready to launch a marketing campaign? Read on to find out!

Choose a Marketing Campaign Type

First, you need to be clear on what type of marketing campaign you are launching, as this will help make sure you have your eyes on the final goal throughout the process. Take a moment to consider which of the following campaigns is the is most relevant to you:

  • Product marketing 
  • Brand development/awareness
  • Email marketing
  • Content marketing
  • User-generated content/testimonials
  • Public relations
  • Direct mail
  • Affiliate marketing
  • Social media
  • Acquisition marketing
  • Advertising (paid)

Create a Marketing Campaign Plan

Once you know that you are going to launch a marketing campaign and what type of campaign it will be, you need to make sure that you have created a comprehensive marketing campaign plan. If you have not done this yet, then go back and do it first! 

A quick review of what goes into a marketing campaign plan: it must start with your overall goals, include the tactics you plan to use to reach those goals, and end with the metrics you will measure to make sure that your plan was effective. 

Your plan should be written down - either in a simple Word document or in a more complex project management system - so that you can continually check back in and make sure you are on track

Plan the Launch

The better you plan the way you will launch a marketing campaign, the better the chance of success. The key elements necessary for a marketing campaign launch include:

  • A content calendar that maps out what you are going to post and on what platforms and when
  • Clear description of the target audience
  • Recap of goals
  • Email templates
  • Key personnel who will be involved in the campaign launch
  • Budget
  • A plan for what will be done pre-launch, during the launch and post-launch

Follow Your Action or/and Campaign Plan

For your marketing campaign to be a success, you must stick to the plan - once you’ve spent all that time researching and planning out what you need to do, do not forget to go back and look at the plan and make sure you are following it! 

A key part of your plan that you’ll want to be especially sure to follow when you launch a marketing campaign are your promotion strategies. This refers to the way you will let your audience know about your campaign. If your target audience spends a lot of time on Facebook or Twitter, for example, then posting on those platforms will be a focus of your launch. If you know that your target audience responds well to contests, your time would be well spent planning one for them to enter. 

Create a Marketing Launch Calendar

Because there are so many different components involved when you launch a marketing campaign, it’s important to create a calendar that will help you keep track of what needs to be done just before the launch, during it and immediately after. Include as many details as possible in this calendar so that all you have to do is look at each day and know exactly what tasks must be done. 

Build a Budget 

Your marketing campaign in general will have a budget, but you should also include a separate budget line for the launch itself. The last thing you want is to have a great idea for an exciting launch and then realize that you can’t actually afford to pay for it. 

If you are unsure how much you can afford, start with working out how much income you expect to generate from the average customer and then calculate how many customers you expect your campaign to bring in. That should give you a good starting point. 

An alternative method of building your budget can be based on the profit margin you wish to earn. The simple calculation of profit margin is to divide your gross profit (which equals your revenue minus the cost of goods sold) by total revenue. 

Gross Profit/Total Revenue = Profit Margin

If you know how much money you expect to bring in from your marketing campaign (total revenue) and the profit margin you wish to earn, you simply multiply revenue amount by profit margin and that will tell you how much profit you need to earn on your launch campaign. 

Total Revenue * Profit Margin = Gross Profit

Subtract the amount of revenue you expect to earn and the remaining number is your “cost of goods sold” which, in this case, is what you can spend on the marketing campaign launch. 

Gross Profit - Total Revenue = Cost of Goods Sold 

Choose an Authorized Payment Provider

You’re obviously going to need a way to process all the sales and your payments online that will come flooding in as a result of your fabulous marketing campaign! So do not forget the very important step of putting in place an authorized payment provider and a simple and seamless way for customers to purchase from you. This is where Pay.com can help you with the payment infrastructure that you need to offer your customers an easy and frictionless checkout experience! 

Set and Track KPIs

Throughout the launch period, you will want to be sure that you’ve set KPIs that you plan to track to make sure that your launch is meeting the goals. Don’t get these KPIs confused with the ones you’ve set for your marketing campaign in general. Just as a reminder, some of those KPIs would likely include:

  • Promotion of a new product
  • Increased sales
  • Increased number of customers
  • Improved retention rate

The above are good metrics to track for how effective an entire campaign has been. But when it comes to the launch, the KPIs that you should be tracking are more specific to the platforms that you are focusing on when you launch a marketing campaign

Following are examples of the metrics to track for each marketing channel you may use:

Marketing Channel Metrics to Track
Emails Click-through rate Bounce rate Conversion rate
Paid Social Media Click-through rate Conversion rate Cost per click Cost per conversion
Organic Social Media Likes and shares Comments Follows Click-through rate
Lead Magnet Opt-in rate Cost per opt-in Follow-up email open rate Opt-in conversion rate
Paid Ads Cost per thousand impressions Click-through rate Conversion rate Cost per conversion
Direct Mail Response rate Cost per conversion Average revenue per conversion
Content/SEO Click-through rate Bounce rate Time on page Page scroll depth Conversion rate


This may seem like a lot of different numbers to keep track of, especially if you use multiple marketing channels, but it’s worth the effort as you will be able to accurately assess the effectiveness of your launch and plan accordingly for the future. 

Analyze Results

Once you launch a marketing campaign and then gather all of the metrics, the next step is to analyze the results and see what lessons you can learn for next time. The goal of analyzing the results is to see what worked well that you will want to replicate in the next launch and what did not work as well that you will want to improve for next time. 

In some cases, you can also monitor and analyze during the launch itself and make adjustments in real time. The main questions to ask yourself when analyzing the results of your marketing campaign launch are:

  • Did it meet the original goal?
  • What components of the launch were most helpful and least helpful towards reaching the goal?
  • Would it be worth repeating this campaign? Why or why not?
  • What was the simplest part of the launch and the most frustrating?
  • What lessons were learned about the target audience?
  • Were there any wrong assumptions made?

The more detail you can garner in answering these questions, the better armed you will be to make your future marketing campaign launches even stronger. 

Mistakes to Avoid

Everyone makes mistakes and the more campaigns you launch the more experience you will gain and lessons you will learn. But it can’t hurt to be prepared from the beginning and be aware of a few common mistakes that you can make sure to avoid:

  • Ignoring competitors - Don’t assume that no one else is doing what you are doing! In fact, it’s crucial to be very aware of what your competitors are doing at all times. A strong competitor analysis will help make sure you are on top of this, both when it comes to launching marketing campaigns and running your business in general. 
  • Forgetting about your brand - Don’t let your brand get lost in the excitement of the launch. Whatever you send out - whether it’s a new product launch, a promotion, or just an update email, all of your materials should always follow the same look and feel so that people get used to seeing your brand. 
  • Not connecting with audience - Your audience are not just numbers on a page - they are living and breathing human beings who are likely to purchase based on emotion rather than cold hard statistics. Keep that in mind when designing your content and make sure you find ways to forge deep connections with your target audience. 

FAQs

What is the first step involved in developing and implementing a social media marketing campaign?

The first step involved in developing and implementing any type of campaign - whether social media marketing or any other kind - is to determine the overall goals that you want to reach with this campaign. Once you have that end goal in sight, you can work backwards and figure out the steps necessary to reach that goal.

What is a digital marketing campaign?

In a digital marketing campaign, online channels are used to reach the target audience. For example, all social media channels, websites, emails - any channel that involves the internet would be considered part of a digital marketing campaign. In planning such a campaign it is important to think about which channels will be most effective for reaching the specific target audience

Can a campaign be both social advocacy and marketing?

In a social advocacy campaign, a company tends to focus on spreading a particular message that is not overtly marketing their products. For example, a company may start a conversation about sustainability and how important it is and encourage their audience to focus on recycling. If the campaign does not include information about the company’s products or otherwise tries to convince the audience to become paying customers, then this is a social advocacy campaign as opposed to a marketing campaign. There can be overlap, for example if that same company encourages the purchase of their recycled products in a bid to behave in a more sustainable way.

What are the marketing campaign elements?

There are many elements of a marketing campaign and there is flexibility for each business to choose what is most relevant. The 5 key elements that should be in any marketing campaign include:• Clear goals• An understanding of the target market and audience• Quality content that gets the message across• A strong promotion plan to get the content out to the audience• A call to action so that people know what they are supposed to do

How to measure marketing campaign effectiveness?

The best way to measure the effectiveness of a marketing campaign is to return to the goals and analyze whether or not you have reached them. If not, consider what went wrong and what needs to be done to improve for the next time.

Meet the author
Emily Kirschenbaum
Emily is a content writer with a special interest in fintech and business. She loves sharing her knowledge to help small businesses take their first steps towards success.

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