Marketing can feel overwhelming, especially when you're running a small business. Understatement of the year. And I know there’s a part of you that doesn’t want to believe this, but a well-executed marketing campaign can help. Whether you're a solopreneur or a small team, understanding the ins and outs of marketing campaigns can help you reach your audience, build brand awareness, and drive sales. Plus, it’s not as complicated as it sounds!
In this post, we’re going to cover:
- What a marketing campaign is (in simple terms)
- How big businesses use campaigns vs. how small businesses should use them
- Why you need a marketing campaign
- The common challenges most people fall into (and how to avoid them)
- The step-by-step process of creating a marketing campaign with Enji
- Why tracking your targets is a non-negotiable
What Is a Marketing Campaign?
Because we hate corporate marketing jargon as much as you do, a marketing campaign is essentially an intentional effort to promote a product, service, or brand to a target audience. It’s made up of a series of activities and messages shared across different channels with the goal of achieving a specific outcome, like driving sales, increasing brand awareness, or attracting new customers. Sounds pretty good, right?
Even simpler: a marketing campaign is a structured effort to get your message out to the right people at the right time, using the right tools.
Big Businesses vs. Small Businesses: How They Use Marketing Campaigns
When big businesses launch a marketing campaign, they usually have the luxury of time, money, and lots of resources. They can afford to run massive ad campaigns, hire entire marketing consultants, and spend months planning every detail.
Small businesses? You can’t do that.
If you’ve ever met a small business owner (and hello, I’m guessing you are one), you know you have to be resourceful. So while we can’t copy what the big brands do (like painting an Airbnb pink to promote the Barbie movie), the good news is that you don’t need a million-dollar budget to create an effective campaign. In fact, small businesses often benefit more from marketing campaigns that are laser-focused, strategic, and personal.
Why Do You Need a Marketing Campaign?
As most business owners do when they’re told they “have to” do something, you might be wondering, "Do I really need a marketing campaign when I can just post on social media whenever I feel like it?" Be honest—you are thinking some version of that.
Here's why it’s worth the precious amount of time you have:
- Consistency: A campaign gives you a clear roadmap, which means that your marketing efforts are consistent and aligned with your business goals. And in case nobody told you lately, consistency sells—even if it’s just for a short while as you push.
- Focus: It helps you stay focused on a specific goal, and avoids that dreaded “shiny object” syndrome we all face from time to time.
- Better Results: We saved the best for last. By targeting a specific audience with a specific message, about a specific product or service, you're more likely to see a positive impact on your sales and brand recognition.
Did we mention that the time you invest in creating a marketing campaign will save you time as you start to implement it too? Keep reading for more on that!
Where Most People Go Wrong with Marketing Campaigns
The biggest mistake small business owners make is not giving themselves enough time to prepare and warm up their audience. They jump straight into promoting their products or services without building any buzz or anticipation. Maybe because the small business owner started planning three months ago but stayed in the planning stage the entire time? Or )more likely) they woke up one day and freaked out about needing more sales so they decided to start one tomorrow.
Don’t make this mistake! Start warming up your audience at least a few weeks before your campaign goes live. Share sneak peeks, behind-the-scenes content, or teaser posts that build excitement. The goal is to create anticipation so that when you finally launch your campaign, your audience is ready and eager to take action (and ideally, make a purchase!).
Steps to Create a Marketing Campaign (with Enji)
Let’s break down the steps to create a successful marketing campaign using Enji's tools:
1. Create a Marketing Strategy
Before you even think about creating a marketing campaign, get clear on what you want to achieve with your marketing overall. Are you aiming to increase sales, do a better job with SEO, or get better leads? Having a clear marketing strategy will guide every decision you make throughout your campaign—as well as help you figure out which campaigns to run!
Not sure where to start? Use Enji's Marketing Strategy Generator to help define your goals. It takes less than five minutes.
2. Identify Your Target Audience
Sounds obvious, but who are you trying to talk to? Understanding your ideal customer is important for creating content for your campaign that resonates. Think about their pain points, desires, and what kind of messages will grab their attention.
3. Choose Your Marketing Channels
Decide where your campaign will be most effective. Is your audience active on Instagram, Facebook, or LinkedIn? Are they more likely to respond to email newsletters or blog posts? Choose 2-3 channels where your ideal customers spend their time, and focus your efforts there.
4. Set a Timeline, Budget, and Targets
Outline the start and end dates of your campaign, along with any key milestones or deadlines. Also, decide how much you’re willing to spend, whether it’s on ads, content creation, or tools. This is also the time you should set your goals (and think about what “success” will look like).
5. Start Your Marketing Campaign
When everything is ready, it’s time to hit that metaphorical start button! Start your campaign and publish that content across the channels you chose and keep the momentum going by engaging with your audience, responding to comments, and sharing updates. Use the AI Copywriter to build content that fits your brand voice (on whatever channels you’ve decided to focus on), or jump straight to scheduling your posts with the Social Media Scheduler. Make sure to tag us on Instagram so we can cheer you on too!
6. Track Your Targets
Don’t forget to monitor your campaign’s performance. Tracking your numbers will help you understand what worked and what would need tweaking if you did this campaign again. This way, you can refine your strategy for even better results next time.
Want to watch it in action?
The Importance of Tracking Your Targets (or KPIs)
Listen, how are you going to know it was worth it if you base everything on how you’re feeling? Tracking your KPIs helps you confirm whether or not your efforts paid off and keeps you on the right path.
Your targets will vary based on the campaign, but some KPIs to keep an eye on include:
- Website traffic
- Social media engagement (likes, comments, shares)
- Email open and click-through rates
- Sales or leads generated
By tracking these metrics, you can see what’s working and what’s not, allowing you to adjust your strategy as needed. Basically, do more of what’s working and less of what isn’t.
How Enji Can Help You Create an Effective Marketing Campaign
At Enji, we know that marketing can be overwhelming, especially for small business owners who are already juggling a million other tasks. That's why we've developed a suite of tools (from an AI Copywriter to a Marketing Strategy Generator) to make your marketing campaigns stress-free and effective.
Marketing campaigns don’t have to be complicated or reserved for big businesses with massive budgets. With the right strategy, tools, and a little bit of planning, you can create campaigns that resonate with your audience and drive real results. Start your free trial with Enji today!
