Marketing Campaign Strategy from A to Z

In order to design a strong marketing campaign, you need to first know some crucial pieces of information about your product—these are the Prerequisites. 

The value prop is the essence of your product and what it promises its customers.

Who is your product for? Who are your potential customers? 

Know what makes your product different from your competitors and make sure your customers know it too. 

FAQ! As a new marketer, Jasmine has a lot questions and Cynthia has answers. In this lecture—how do we learn more about a product? Also, there's so much marketing jargon! How do we learn the lingo? 

Jasmine describes the value proposition, target audience and point of differentiation for her dream product. Download the worksheet after watching the lecture and see if you know your product! 

Speaking of marketing lingo, we've prepared a handy cheat sheet (and external resources!) to make sure you know the words to succeed. 

Marketing campaigns need goals, watch and learn how to identify the best one for you. 

Jasmine works through her campaign goal with some much-needed coaching from Cynthia. Download the worksheet after watching the lecture and practice writing campaign goals! 

Defining who your campaign is for, what you want them to do and getting real about how familiar they are with your product will help structure your campaign strategy.

Let's dive into who your campaign is for.

"Segmentation"—a crucial concept of marketing. How can you customize your campaign even more for specific groups in your target audience? This lecture is a must-watch.

What is it you want your target audience to do? If you guessed it would be tied to your campaign objective—you'd be right! 

To become a master marketer, one must first master the Marketing Funnel. Watch and learn! 

Jasmine wonders, in the real world, how much time marketers actually have to move a customer through the marketing funnel. A special double feature FAQ and Reality Check! Not to be missed.

As Master Cynthia says," Do or do not, but always solve the customer problem." 

Empathy is at the heart of a good marketer. 

Jasmine practices writing "I" statements for her customer and Cynthia keeps her on the right track. Download the worksheet after watching the lecture and try it out for yourself! 

Dispelling the mystique of the Marketing Mix! How to highlight the right Benefit for your customer. Not to be missed. 

Learn to help your customers understand why they should believe you. 

What do you want your audience to walk away with after engaging with your marketing campaign?

Cynthia, in her infinite wisdom, warns us from common pitfalls so we don't have to make those mistakes. What to do if you feel like your business goal and customer problem don't align? How do I expedite customer through the marketing funnel? 

It's time for a review! 

Now that you know who your target audience is and what you would like them to do, what do you need to communicate to achieve this?

How to craft one of the most difficult elements of a marketing campaign. 

It doesn't have to stop with the primary message. 

How will your message reach your customers? Answer: Marketing channels! 

Email—a powerful tool, to be used responsibly. Learn from the master of email marketing. 

Paid ads: broad appeal—at a steep cost. 

What to do with your digital storefront? 

A true marketing master wields multiple channels in unison. 

FAQ session! Jasmine asks if more marketing channels are always better. 

A campaign's success is in the numbers. 

Cynthia's invaluable advice from the real-world on the importance of proper campaign measurement. 

There can be multiple ways to reach your campaign objective and testing can help you figure out which one works best.

Cynthia breaks down A/B testing. A/B testing splits the audience 50/50, each one exposed to a different marketing initiative to see which one does better by your metric.

Pre/Post testing measures the impact of your campaign by looking at what was happening before you launch yours campaign, during your campaign, and after your campaign. 

Resources to further your understanding of different tests you can employ to measure the success of your campaign. 

How marketing analytics if you have an analytics team to work with. 

How marketing analytics can work if you're striking out on your own. 

Everything we've learned comes together in a campaign plan. 

Jasmine wrote a campaign plan! Let's see how she did. 

Cynthia's critiques for Jasmine's campaign plan—they're constructive!