Brainstorm the offer and create a strategy. In order to create an effective strategy, you’ll need to identify the following:
The goal / objective of the campaign
Identify Buyer Personas / Target Audience
Specifics of the offer
Identify distribution channels and necessary content
Now that you know what needs to be created for your campaign, you can now call upon the copywriter, designer and developers to get to work.
The time it takes for an experienced copywriter to write all the landing pages, blogs, PR materials, emails, etc. depends on a couple of key factors.
1) How quickly and comprehensively the client provides the copywriter with key information. (Like the specifics of the offer, goal, target audience, necessary brand information/legal claims)
2) How quickly the client moves during the approval process. Usually, any edits made by a client are quick fixes that take less than a day to incorporate by a copywriter. However, if the client is not available to approve right away, the process must come to a halt.
Similar to the copywriting process, the time it takes for an experienced designer to complete the campaign materials depends upon:
1) How quickly the client can supply necessary high-resolution images (logos, product shots, etc.) and how complex the client wants the design to be.
2) How quickly the client moves during the approval process. Just like with content, design cannot move forward without the clients desired edits or approval.
Development is where things tend to slow down a bit. Depending on the complexity of the content (the design, custom forms, interaction with an existing site, etc) the development of a campaign can be a tricky, time-consuming process. But that’s ok. An experienced marketing manager knows how to work with developers and assign projects so they’ll get done in a timely manner. A marketing manager is also in charge of quality assurance, making sure that everything looks and acts like it’s supposed to and working with the developers to fix anything that doesn’t.
Don’t make any significant changes: changing the phrasing of a piece of content is one thing, changing the offer of the campaign or the design is a completely different matter. In order to avoid making the team start from square one, don’t demand large changes to the campaign this late in the game.
Give the developers access: to connect the campaign to your existing site, the developers may need access to your domain or other existing brand accounts including all social media accounts. Failure to provide this information means that the developers are unable to move forward.
The content is finished and it is time to launch your campaign. You will need to:
It is imperative that, during the launch of your campaign, you or another company representative be available to answer any last-minute questions or provide last minute approval. Unfortunately, there are complications that may arise during distribution that cannot be predicted and your availability may mean the difference between launching the campaign on time and postponing the campaign launch.
Once the campaign is launched, we will begin collecting information regarding its performance. We will:
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