Every digital marketer understands the importance of campaign planning.
Digital campaigns are the cornerstone of every marketing plan, and they can assist produce insights that lead you to a specific goal, such as launching a new product or service.
Creating a digital marketing campaign is no easy task, whether you are a little business or a giant corporation.
From concept to execution, launching a campaign requires time, strategy, precision, and attention to detail.
Campaign planning is more than just posting online adverts or sending out emails, with a number of platforms and tools to incorporate into your approach.
The sheer amount of preparation might put your company up to succeed or fail if steps toward execution fall short or are lacking critical information.
Mistakes happen, platforms fail, and execution does not always match the initial concept.
Here are 5 campaign planning fails that can set your efforts off course and have you shivering in your seat.
Excellent Concepts That Are Poorly Executed
We've all seen huge brands get their execution completely wrong because they didn't understand their consumer, targeted the wrong demographic, had the wrong budget, and so on.
You can probably name a few campaigns that had you scratching your head wondering “What were they thinking” or “How did they miss the mark?”.
Ideation is essential in the creation of any campaign, but you must conduct research to ensure that every vital part of the campaign is covered and aligns with the targeted launch goals.
You must take the time to build out every aspect in each step of the campaign process, or you will miss out on a chance for success.
For example, let’s say you’ve got all the necessary information for an amazing giveaway but didn’t get the eligibility requirements reviewed by your legal team.
Because you chose the wrong winner or did not make the rules clear, this can prove to be a costly and potentially serious mistake for your firm.
Perhaps you're working on a campaign with a client or an influencer and forget to select "paid partnership" on social media, causing your advertising to be reported and deleted from the platform.
That particular digital ad's engagement, impressions, and traffic are gone, and you must start over.
Don't pass up the chance to witness your concept come to life because you overlooked a few crucial stages.
Missing UTMs & Not Tracking The Performance
These tracking codes can be added to website links to assist you with an analytics platform (such as Google Analytics) that allows you to track visits from that specific link on your website.
However, because UTMs are a long string of text added to a URL, many marketers can inadvertently complicate their data, which can have serious ramifications for campaign performance.
One of the biggest campaign fails you can have is missing UTMs in your digital marketing whether you’re trying to measure your social media ROI or conduct an A/B test.
UTMs can help you monitor and track numerous campaigns while also providing you with the data you need for optimization.
Congratulations, you're on the right track if you've used UTMs in your marketing; however, are you tracking the performance?
Whether it's an email newsletter or analysing the success of a new CTA, if you don't track how the UTM is functioning, you've effectively launched a dead weight in orbit.
Using a UTM lets you track the most gradual information from the traffic source to the type of a keyword term your visitor came from.
With these insights, you can optimise your campaign's effectiveness and tell your team what is and isn't resonating with your audience.
Broken or overly long links
Who doesn't adore hyperlinks?
They assist drive visitors to your website, boost brand awareness, and may be used to strengthen your online presence in practically every industry.
However, with so many links in circulation, from social media to emails, it's easy to make the typical error of include broken or long links in your material.
You know that irritation that occurs when you’re clicking “add to cart” or click on a coupon within your email and you’re directed to a broken page?
Those fleeting feelings of dissatisfaction can be harmful to your clients, who may lack the time, patience, or bandwidth to search for the appropriate website.
Using broken links can create a tremendous loss of revenue for your business and alter your SEO performance.
Long links are a thing of the past.
Here at Bitly, we obviously love our shortened links.
Shortened links have a lot of power, whether they're on a landing page, in emails, or within blog material.
Links may reflect your brand, and you want yours to stand out among the massive sea of internet links that exist online.
Short URLs are memorable, trackable, save space, and are adaptable.
Why include long links that may distract your clients from what you truly want them to focus on?
Make your campaign stand out from the crowd by utilising Bitly to create branded short links.
Poor copywriting or creative decisions that cause outrage
Cancel culture is alive and strong in a world where a screenshot can become viral in a heartbeat.
Nobody can escape the onslaught of online users who are eager to recognise and call out even the most minor marketing flaws.
In order to motivate consumers to invest in your products and services, there must be a unique blend of creative decisions and business.
Creative advertisements are witty, innovative, and frequently appeal to the public; yet, creativity may go awry when it misses the pulse of a trend or trivialises a subject.
Before launching a creative campaign, examine what you're selling, what your company symbolises, and whether this would be perceived as controversial.
Hire specialists and conduct research for any creative option that may be erroneous or contrary to your company's objectives.
Anyone may cringe when they read bad copy.
Poor writing can make or destroy a campaign, whether it's sloppy language, misspelt words, or corny one-liners.
While beautiful pictures and amazing media assets can captivate any customer, captions, text, or copy can derail even the most well-planned campaign.
Make sure your material represents the audience you want to reach and is relevant to the campaign you're running.
In general, avoid using inauthentic and off-brand language, jargon, and cliches.
With copy, simplicity is ideal; you don't need to write a novel to persuade a customer that you have a wonderful product.
Forgetting About The Campaign's Target Audience
When it comes to organising a campaign, the audience is important.
Your campaign will fail if you do not understand who your target is or what they care about.
Consider your customer; do you know what they like best about your product?
What industry do they work in?
How do they make use of your services?
Before putting time and money into a campaign, you should think about all of these questions.
If you follow a trend, you risk alienating your primary audience, who may not grasp the messaging.
Being deliberate with your audience information will help set your campaign up for success by ensuring you don't overlook any important factors such as their age, niche, demographic, and so on.
While there is always the possibility of expanding your funnel and targeting new demographics, this should be done carefully and intelligently, rather than by chance in a new campaign.