Jul 11, 20217:56 AM - edited Aug 12, 20219:18 AM
Inbound Professor
How do you keep your campaign assets organized?
Marketing campaigns are organized, strategized efforts to promote a specific company goal, such as raising awareness of a new product or capturing customer feedback. They typically aim to reach consumers in a variety of ways and involve a combination of media, including but not limited to email, print advertising, television or radio advertising, pay-per-click, and social media.
But with so many moving pieces, it can be difficult to stay organized and ensure every piece of content feels cohesive with the rest. What is your advice to marketers creating their first campaign? What are your tips to stay organized and ensure you’re on track to hitting your campaign goals?
The naming convention used for individual campaigns is very important. We break it down by channel, date, name of campaign, and segment.
For example, if I'm sending out a email campaign announcing registration for a new webinar to prospects, the naming convention would look like: EM_20230131_WebinarRegistration_Prospects.
If I'm building a workflow that will send several emails supporting the webinar within it, the naming convention would be: WF_20230131_WebinarRegistration_Prospects
Our company also has a shared folder that operates as our digital asset library that is accessible to anyone working a campaign.
I like to keep my campaign assets organized by a folder called Assets, then sub-folders for each type of asset (e.g., videos), then, if necessary, more sub-folders (e.g., company video, client testimonial video, etc.),
Having managed 50-100 clients in the past with various different campaigns, styles, etc, it takes a great deal of both organization & time management. Blocking your calendar to include time to manage, report, edit & action on the different campaigns helped me to great success in keeping all my clients organized, happy, and on track with their campaigns. Regularly touching base with clients as well letting them know how progress is going regularly helps not only keep them up to date but builds the necessary rapport with them to keep the business relationship alive and healthy.
Our marketing team has multiple people working on various campaigns at different stages each week. Therefore the best way to keep track of all the phases is by utilizing a project management tool, like Asana or Basecamp or Teamwork. Keeping calendars with task assignments helps organize the team and ensures everyone knows their role and can contribute to the campaigns' success.
We create a campaign per each type of medium used - i.e email vs social media. We use a naming convention that distinguished campaign types as well as date.
When creating your first campaign, you must first figure out the purpose of the campaign. You can do this by gathering putting in place information such as brand kit, logos, design, colors, typograhy. Next you should create buyers personas and ask where they hang out. This would lead you to what type of campaign is fit for your buyer personas and your customers. Set objectives and kpi's. Use CRM for organization and strategizing. Create a calendar to make sure everything is covered from posting contents to engaging with your customers.
We've worked on keeping our campaigns organized by naming them with a specific tradeshow we have attended. Our contacts also have the tradeshow they attended, so in that way, we can then see how effective a tradeshow was.
We use sequential naming conventions, Campaign NAME, Date, Asset 1+ then we can 99x and stack rank, identifying top performers vs low performers for Ads, LP versions etc...
A clear goal and maybe a mid-term decision in case the results obtained until this evaluation point are not going as expected, for better or worse - should we switch the buttons and change the directions a little bit or should we reinforce what went better than expected?
Following protocol by filling campaign assets and keeping up to date with file naming, as well as filing outdated assets separately will keep them organized.
Filling them as per standard protocol and ensuring that all team members are well-versed with file naming conventions. It is also important to keep outdated assets in a separate folder.
Filling them as per standard protocol and ensuring that all team members are well-versed with file naming conventions. It is also important to keep outdated assets in a separate folder.
