Throughout my time working with the digital marketing team here at Bronco, I have had the pleasure of running many PR campaigns for some great brands. Although these have covered a diverse range of sectors, when it comes to gaining great coverage they all have one thing in common – to get sustainable results you have to create a solid plan.
In digital marketing there are always new approaches and tactics to consider, particularly when it comes to maximising the level of exposure for any given campaign. Here I’ll talk through some of the most important tactics we use when creating our campaigns.
Set campaign goals
By having a close working arrangement with our clients, we talk through with them what they want to achieve from the digital marketing process, their goals for the campaign and whether those goals are realistic.
Whether the client wants to gain national coverage, more social media engagement or more website traffic, we will create a strategic plan outlining the process. Flexibility is key here, because something that the client wants now may not be what they are looking for in the future, so we continually monitor the goals and adjust accordingly.
Identifying the target demographic
For any digital marketing campaign you need to have an understanding of who the client is targeting for their specific products or services. The client may already have a clear idea of who they want to target, if not we work closely with the brand to ensure that the campaign targets the right individuals and potential customers.
This is done by analysing data sets of past customers, as well as looking to see who is talking about the client on social media, websites and blogs. We also look at what other potential demographics need to be targeted. Once this is done we will move onto the planning stage.
What are the client actively pushing themselves?
One of the first tasks we do when working with a new client is to find out what marketing activities they are undertaking themselves, such as: companies they work closely with, charities they raise money for and causes that they support. We also aim to get a content schedule directly from the client so we can tailor our PR campaigns accordingly, aligning our efforts with their core business.
Generating campaign ideas
Once we have the primary research done we look at our strategy. Numerous ideas are generated encompassing all media including graphics, videos, articles and animations; these ideas are then researched more thoroughly to see if they are feasible, taking into account both the time frame of the campaign and the budget.
Once we know what the campaign plan is and the audience we are pursuing, we will compile a list of influencers to target. During the influencer research phase we will look at a range of different metrics to give us a good indication of how influential that individual is in their sector.
By pursuing a range of journalists, bloggers and social media influencers we can maximise the coverage for the campaign, providing relevant information on the client’s products, services and ideas to a targeted audience.
Keeping up to date with the latest trends and news is key to creating a campaign that can provide sustainable coverage for a client. We do this by keeping an eye on the news and monitoring social media triggers.
Staying up to date
Keeping an eye on the news is an important part of our job as it ensures that all of our campaign ideas are fresh, relevant and engaging.
Regularly checking sector news is particularly important for piggybacking on important issues within the industry. Creating a reactive statement about a particular topic that the client supports can be a great way of generating additional coverage quickly and easily.
We did this to great effect after the Brexit vote last year, where we monitored journalist requests and got many of our clients into the press by issuing statements about how the vote would affect their businesses and their views on what the future holds.
This kind of reactive approach can be a great tool to utilise, where relevant.
Monitoring social media triggers
Social media networks are now big business, with the majority of the population using at least one of them to communicate with friends and family, read about breaking news or to check out the latest products and services. It is important to monitor and use relevant hashtags so that digital marketing campaigns can be aligned with trends in the market.
As well as generating additional campaign ideas, targeting specific hashtags and pages on social media platforms can increase user engagement levels and follower numbers dramatically.
I hope you enjoyed my brief look into how we create our digital media campaigns. If you’d like to know more about our processes or how we can help you with your campaigns, please get in touch.