Campaign Planning Meeting
What Should You Expect at a Campaign Planning Meeting with the InnerAction Media Team?
In our first meeting, you will sit down with our CEO and team to discuss the following:
- Target audiences
- Budgetary concerns
- Essential assets that we need to develop any extra content
- Essential assets that we need to utilize social media
- Social media strategy
- Digital advertising strategy
From here, we will review our notes and research what your competitors in the industry are doing on their website and their social media.
Through this research, especially on social media, we will start out by just listening to what your audience and your competitor’s audience is saying. This is called “social listening.”
Through tools like TweetDeck, Social Mention, Klout and HubSpot, we can look at the conversations your audience is having about you. We can learn if the conversations are good or bad and plan accordingly, such as engaging with your audience.
In fact, according to Convince and Convert, a top media company, answering a complaint increases customer advocacy by as much as 25 percent and not answering a complaint decreases customer advocacy by as much as 50 percent.
This initial meeting will translate into a content calendar for any extra proposed content including high-quality videos produced by the IAM team, blogs and landing pages, a social media management and promotional strategy, as well as any recommended digital advertising specs. And, at the end of the month, our team will deliver an analytics report.
The Inbound Methodology
Utilizing Inbound Methodology for a Customer-Centric Marketing Strategy
At InnerAction Media, we believe in the Inbound marketing methodology.
Part of this methodology means that we think there is a direct correlation between nurturing a lead and them becoming a solid, repeat customer for life.
Having a solid, repeat customer is great. Did you know that, according to Inc., existing customers spend 67 percent more than new customers?
So, instead of having leads who aren’t qualified, we nurture them until they become well-informed advocates.
After our initial meeting, our team will develop a social media marketing plan that includes:
- Custom target audiences: Our team will utilize location, age range, gender, interests and and demographics like job titles.
- Proposed advertisements: These advertisement specs will include what type of campaign: awareness, engagement and acquisition, creative, messaging and calls-to-action.
- Monthly budget: Based on target audience numbers and how robust you want your advertisement campaign, we will recommend a budget the time.
The IAM team will also start curating all of the social media logins from your team that we will need to start promoting.
Once the campaign specs are approved, we will start running the advertisement campaign.
The first month is truly a testing period, especially if you have no prior analytics with the audiences that have been developed, and there are mistakes that you can avoid.
We will be testing for content and audience relevance and how well your site is holding up for the audiences. For example, if there is a lot of traffic to your site but not a lot of conversions, your site might need tweaked. Or, on the other hand, if there aren’t a lot of advertisement click-throughs to your site, the audience may need tweaked.
Throughout the month, we will be looking at the first round of advertisements to see how they are doing. It’s important that we don’t make too many adjustments to the first round as there’s an active learning phase that Facebook, specifically, goes through.
What the “active learning phase” means is that Facebook delivers your advertisements to a portion of people within our audience parameters and tries to find the ones that will click-through the most. With this learning phase will come performance fluctuations, which is why it’s important to not make significant changes as that resets the learning phase.
Every month, at the end of the advertisement cycle, our team gathers all of the analytics associated with the campaign including social media analytics, HubSpot or Wordpress data, Google Analytics and if applicable, digital advertising analytics.
We take all of the information, comb through it and find trends with what did well and what did not.
During the monthly meeting, we will go over the advertisements and the analytics associated with it.
We will discuss our recommendations and go back to developing new advertisements with the tweaks that we suggested.