A Checklist for Online Marketing Campaign Content

So you’ve just come up with a brilliant marketing campaign for your business. How do you execute it effectively? A successful marketing campaign reaches clients across multiple channels with a clear message and offer. And for that, you’ll need to create multiple pieces of content.

Here’s a marketing content checklist for your next project:

The Main Landing Page

Every piece of marketing content should link back to a landing page that lays out the details of the offer and shows people exactly what they need to do to get it. There are several best practices your landing page should follow, with these two being the most important:

• Remove site navigation:

• A form with your CTA:

The ultimate goal of a landing page is to either convert a sale or capture contact information so that you can follow up later. A form with a clear call-to-action is the perfect way to achieve this. Don’t ask for too much information–just enough to be able to qualify the user as a good lead and contact them later.

The Emails

Once you have your landing page, you need ways to direct people to it. One of your best tools is email because it’s a contact list that your clients and prospects–presumably already interested in your business–have opted into. There are at least three email segments you should prepare for a marketing campaign. 

• The initial offer:

• The follow-up:

• The final reminder:

Social Media Channels

Most businesses these days have a social media presence, so you absolutely want to advertise your deals there. In addition to reaching your existing clients, you may reach prospects who become interested in your offer. Your 

• Scale your content by channel:

The Website

Your website is the most powerful piece of online marketing content you have and is more likely to be stumbled upon through a search engine. So you’ll want to make sure you’re clearly advertising your current deal. 

• The homepage:

We spend so much time building our websites, but the sad truth is that nearly 60% of users bounce off the first page they visit almost immediately. For that reason alone, make sure you’re advertising any special details on the homepage above the fold. It just might encourage a website visitor to engage with more of your content, drastically increasing the chance of conversion.

• The blog:

If you have a blog then you should be advertising your campaign on it. You might introduce the deal as a stand-alone blog post to get people excited about it, but also include a call-to-action for your deal within other blog posts. Essentially, use your content to advertise your other content.

An effective marketing campaign reaches your clients where they are with a message they want to hear. Utilize all the channels you have to maximize the reach of your campaign and follow up to ensure conversion. You’ll see success in no time.