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?
We meet weekly as a team, and we are ramping up right now. Personas are driving the content generation, as well as market content. We schedule via google calendar, and reviewing analytics and platform data for performance indicators.
This is tough, because our campaigns stretch across more than just HubSpot, but within HubSpot, the campaigns are limited without a parent/child organizational structure. In HubSpot we tend to have two kinds of campaigns - short term and long term. The short term campaigns are for the specific efforts which span across the different marketing functions and touchpoints with clients. But we also use campaigns to look at different business areas of the website and content, and those are the long term campaigns.
I start with defining what I'm measuring, and that I'm measuring what actually matters to all the stakeholders involved. And then from there, I agree on a naming architecture, that makes it easy to quickly identify and filter campaigns. I also like to create a visual flow chart of how the marketing collateral will interact with each campaign, to look for opportunities to repurpose, or refresh existing content.
Align with company goals and strategic directions, translate them into marketing and team goals, keep track of your performance by using dashboards or other tools like Trello, have weekly meetings with the team about performances and adjust strategy if necessary
We used to have a saying in my office..."keep the main thing, the main thing." In other words, stay close to the goals. It is very easy to go down a rabbit hole and before you know it you are working on content or strategy that is no longer connected to the goal.
Know what you want to get out of the campain and don't be afraid to revise it if early efforts don't give the results you expect. Sometimes campaings can show you how to better market if you're not getting expected results.
Most marketing campaigns start with content development and strategy. Therefore, we typically begin this process by writing out the process and content related to the marketing campaign and expand on it until a final conculsion is made. Whereas we then look to implement through a project management system.
Hey we use mostly hubspot software to keep track of everything. For marketers creating their first campaign I would say keep it simple! less sometimes is more. Make sure everything is "readable" and "digestable" for everyone.
I recommend having a unifying document that tracks all the various aspects of your campaign and ensures all team members are on the same page. Also, spend time outlining how all the different aspects of the campaign interconnect.
We use excel and have used note, but we are looking for more efficient ways to organize the campaigns. We are hoping that hubspot will give us the all in one option for that.
