The success of an up-and-coming startup depends heavily on the marketing approach. Before you focus all your effort into a marketing campaign, first you need to devise a proper marketing plan, complete with a system which encompasses all the marketing initiatives you need to take in order to ensure the success of said plan. Whether you’re using content marketing, e-mail marketing or a lead generation campaign, each initiative needs to have a specific plan driving its execution and guaranteeing the return of your marketing investments.

Difference between a marketing plan and marketing campaign

People who aren’t directly related to the marketing industry often confuse these two terms. A marketing plan describes the complete picture when it comes to marking your business. This includes identifying specific marketing strategies which will be used to engage the target audience and interest them in the products and services you’re offering. A marketing campaign is just a small part of the overall marketing plan and describes a particular marketing action used for achieving a particular goal or objective.

Identifying and reaching target audience

Before you define the trajectory or your campaign, first you need to think about who your target audience really is. You might be thinking “but I already know what my target audience is”, but in reality, it’s not that simple. The target audience of a marketing campaign doesn’t necessarily have to be the one purchasing your products and services. Marketing campaigns differ depending on what you’re trying to accomplish. Increasing the engagement, getting more visitors, leads or conversion all require a different approach and focus on different audiences.

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