Pulling off a successful marketing campaign is kind of like going fishing.
Sure, you could charge into a lake in your bathing suit and swim around until you pull out a trout with your bare hands.
Of course, this approach isn’t likely to net you much of a catch.
To increase your odds, you’d first get a boat (likely wearing more than a bathing suit). You’d also have plenty of fishing gear on hand, along with a plan for where to fish and what kind of bait to use.
Marketing is the same way. When you have a marketing campaign, you can certainly start without tools or a plan, but your outcome probably won’t be ideal.
A better idea? Using a marketing campaign management system that empowers your team to manage and track your campaign from beginning to end. Let’s take a closer look at what you should look for in a marketing campaign management system.
Important Features to Look for in Marketing Campaign Management Software
While every marketing team has different roles, styles, and goals, there are some features that everyone should look for in marketing campaign management software.
Getting the most value out of your marketing strategies and campaigns means planning them with a tool that works for your entire team, encouraging efficiency and collaboration.
Here are some big-ticket items you’ll want to be sure are included in whatever marketing campaign management software you choose:
- Project management tools
- The ability to build a calendar (or calendars)
- Scheduling/timeline development
- Metrics tracking
Let’s take a look at each component and why they’re so critical:
Obviously, your various team members will need to be able to log into your system to check on and update progress. But having the ability for multiple people to weigh in on various aspects of the campaign will encourage collaboration, inviting all of your team members and stakeholders to contribute their vital input.
Your team is likely made up of a complex mixture of working styles, which is a good thing. The only challenge is that whatever tool everyone uses to manage your campaign must be flexible enough to work for all of those different people.
If everyone on your team is going to use this system, it’s critical to make sure it’s versatile for all of them to use.
Project Management Tools
Marketing is about persuasiveness, creativity, and engagement. Those are the fun parts.
But what about managing a marketing campaign as a project?
It may not be as fun to think about as other parts of the campaign, but that doesn’t make project management any less important. Effective project management helps you deliver your campaign on time and on budget.
Any marketing campaign management system will need to account for project management and offer tools that help you do that.
The Ability to Build a Calendar (or Calendars)
Timing is everything in marketing. Whether you’re talking about content development or simply executing tasks associated with the campaign, calendars are useful visual aids that give you an idea of when everything is happening.
Calendars are useful for organizing your content, such as your email marketing efforts or social media marketing activities.
Before you populate your various calendars, you’ll need to develop a project schedule and timeline. Scheduling everything helps your team to understand what they need to do and when they need to do it.
Every successful marketing campaign has a goal (or in some cases, multiple goals). You can’t achieve your goal(s) if you don’t know how to use marketing analytics to measure success.
Your marketing campaign management system should allow you to enter your desired metrics and also help you track them. Effective software sets up these analytics for you at the start, giving you a clear picture of where you’re headed throughout the campaign.
Metrics tell your campaign’s success story, so it only makes sense to have a management system that makes it easy to determine that story’s narrative.
Why Project Management Tools Are So Important
Some people view project management as an afterthought or a foregone conclusion. “Sure, I’ll document everything and make sure all the trains run on time, no problem.”
If only it were that simple.
Your marketing team members are marketing experts, but they’re not necessarily project managers. It’s critical to understand that distinction because they require vastly different skill sets.
Rather than ask your marketing team to become project management experts, a better idea is to equip them with a tool that does much of that work for them. All they need to do is input information, and the system keeps everything in line.
There are likely members of your team for whom project management will come easier than others. Some skills of marketing and managing a project overlap.
But for those team members who aren’t well-versed in project management, you’ll want to give them the ability to adjust to it quickly. Make the process as simple for them as possible, so they can focus on what they’re good at – creating engaging campaigns, whether they be digital marketing, email campaigns, or any other kind of marketing activities.
There are numerous tools you can use for project management. Online platforms like Wrike and Asana make it easy to collaborate on a variety of projects.
The drawback to these kinds of tools is that they’re not geared specifically toward marketing. They’re not optimized for a marketer’s precise situation – instead, they take a “one size fits all” approach to project management, putting customization on your team.
You’ll want to stick with a project management tool made specifically with marketers in mind.
What Having the Right Marketing Campaign Management Tools Will Allow You to Do
Project management isn’t the only facet of the campaign you’ll need to master – you’ll also need tools in place to help you manage the campaign itself. Software that includes the campaign management tools listed above will allow your team to breathe much easier.
So what are the traits of a good campaign management system? Well, they should give you the following:
- A clearly defined workflow
- Roles and responsibilities
- An overview of all tasks you’ll need to complete
- An overview of your content/assets
Here’s how each one can help:
A Clearly Defined Workflow
Does your campaign management system tell you how you get from Point A to Point B – in other words, does it segment each stage of the campaign process for you? Having your workflow easily defined and easily viewable by your entire team should be a high priority and a functionality of whatever software you choose.
Roles and Responsibilities
When you have multiple people working on a marketing campaign, you’ll want to have clear assignments for each person. That way you won’t duplicate efforts.
Marketing campaigns are won by teams, not individuals. Problems arise when it’s unclear who is doing what. Any good marketing campaign management system will allow you to assign roles, so there’s no doubt as to which person is responsible for each task.
That way, you won’t just be able to verify who has what task. You can also confirm that the right person is in the right role.
An Overview of All Tasks You’ll Need to Complete
Of course, assigning tasks to the right people is key to your success, but so is making sure you complete all the tasks needed to get the job done. Having a handy list or collection of tasks for every stage of the campaign will make sure that no stone goes unturned.
You may have to collaborate with your entire team to put this list together – it should be comprehensive and thorough. Leaving out even one minor but critical task can throw the entire campaign off-kilter.
Once you’ve compiled this list, you’ll want to engage with a marketing campaign management system that allows you to view the entire thing. This gives you a good idea of the labor and resources you’ll need to dedicate to your campaign.
An Overview of Your Content/Assets
Finally, content marketing will be a big part of any marketing campaign. Whether you’re talking about blog content or social media posts, this is going to drive action and customer engagement from your target audience.
The best marketing campaign management software allows you to store, view, and collaborate on these assets throughout your campaign’s lifecycle. Your team members will be able to draft, edit, and eventually post using the software.
Having all of your assets in one place will help you strategically align them thematically as well. It will be much easier to view them in context when they’re all under the same digital roof, especially when a campaign straddles more than one marketing channel.
Welcome Has the Right Marketing Campaign Management Tools for the Job
Marketing campaign management tools can be the difference between a successful campaign and one that fails to register with your target audience. That’s why it’s so critical to partner your team and relevant stakeholders with a proven marketing software provider who has the tools and resources you need to plan and manage your campaign.
Enter Welcome. Our marketing campaign management system will enable your team to stay organized and on-point from the beginning of the campaign until its conclusion. With templates, marketing automation tools, CRM, and tons of other marketing tools at your disposal, Welcome is the marketing platform to align and streamline all your marketing efforts.
For more on how Welcome can enhance your marketing campaign management efforts, contact us today.