How to Create Effective Marketing Campaign for Small Business

Marketing campaign

Marketing campaigns are essential in creating a brand. A brand is the human relation ambassador of the company. This face is in charge of making sure your company has values, morals, and soul. Making a company human and approachable. That’s where marketing campaigns come in to be the caterer to their customer’s needs. It predicts and formulates a plan to promote the company and its products to the market with the end goal of positive remarks.

What is a marketing Campaign? 

Unlike ad campaigns, marketing campaigns are the bigger picture. Marketing campaigns are meant to deliver all aspects of what their targeted market wants. This type of campaign can be very useful to small businesses. Especially when the campaign is more on rapport with the community. This won’t only get people to want what you sell.  It will get people to want to support you instead and that is more valuable than any sale. 


Types of Marketing Campaigns

There are many types of Marketing campaigns. This is a list of 20 marketing campaigns still used today by many companies, especially online.


  1. Acquisition -To garner newer users or customers.
  2. Affiliate or Partner Collaboration-Having other companies or charities work together on a marketing campaign
  3. Brand/Development -Focused on brand storytelling and values
  4. Content – It is a marketing campaign focused on internet materials posted by the brand
  5. Conversational- it is when a brand creates awareness of a controversial  topic 
  6. Email / Direct Mail- this is a campaign via emails and messaging apps
  7. Event- to use a venue to spark interest in a brand
  8. Influencer- this is to have a collaboration with people who are popular on the internet 
  9. Mobile- Campaign did via phone
  10. Paid /Advertising- to rent ad property to showcase their brand
  11. Personalized/User-generated content (UGC)  – is when users’ data is used to make campaigns made for them
  12. Product / Product launch-  when the brand showcases new or old products in a campaign
  13. Public relations (PR) / Awareness- it is when you send your products to other companies to build collaboration
  14. Rebranding-  this happens due to many reasons but it is to mark the change of a brand
  15. Referral- it is when you get people who are already a customer to get others to use your brand
  16. SEO- it is when a brand tries to improve their SEO ranking
  17. Social media-  is done via social media like Facebook, Instagram, etc

Figuring out which one will work for your business? 

Here is the thing about marketing campaigns: it is very subjective as each business has its specific needs. One campaign is not better than the other. Each has its function and benefits once a company utilizes it. A great way to start the process is to create an assessment for the company.  Use this as a checklist:

  1. Budget – how much can your business spend, do this first to guide the goal of the campaign. Disclaimer: a bigger budget does not equal a better campaign.
  2. The goal – what is the aim of the campaign? 
  3. Purpose – why are you making it? It can be to showcase a product, build rapport, etc. 
  4. Target audience – who do you want to see in the marketing campaign?
  5. Channels – what vehicle or vessel will you use to carry it out? Like social media, emails, etc. 
  6. Game plan – how will you and your team execute this plan to get to the goal?

A step by step into making a Marketing Campaign 

Step 1 Start with your assessment:


 As seen above, lay down and write down all the variables of the marketing campaign. This is essential in many ways, the budget prevents over-investment of money. 

The goal should be an attainable number. Like, a certain increase of followers online or a set amount of product sales.  Then there is a purpose for the marketing campaign, the reason why you need to do it. For example wanting more people to buy a certain product, to get people to trust your business, and or to increase brand awareness. 

Then choose a channel that has your target audience. In social media, some are better for certain demographics. Older customers prefer Facebook, millennials prefer Instagram, and Gen Z loves TikTok. There are also ads you can buy that can be useful due to their locations. You can also choose event marketing in places like clubs, bars, and conventions. 

Step 2 Game plan: 

Now with the info you attained, you need a game plan. Without a bit of planning the whole thing goes downhill because improvisation is much more difficult and can come off as ill-prepared. Set up a team with the skills that are required. If it’s for social media, get an influencer or a social media manager. An event planner if it is a product launch. Then, set up places, one for the setup and one to execute. Maybe a conference room for the planning as they have adequate space for your planning. You will also need a set time and date for when the campaign must be finished to make sure it is aligned with a season or other event.

Another thing to remember is to be creative when creating campaigns. Do not just reuse a formula someone else did. It can seem to plagiarize and make your small business boring. Doing something that will get your company seen and remembered can be a great asset for your small business. 

Step 3 Preparation: 

Once the game plan is ready you need to prepare. This can mean getting other vendors or collaborators. You have to make sure everything is prepared. Not only that is that you need to make sure all prepared materials are top quality and the people on your team are the best at their game. If customers see there is no effort in your campaign and that it is barely put together, it can come off as amateur and ruin your reputation. 

Step 4 Execution: 

Now here is the hard part to reveal your marketing campaign to the whole world.  It’s difficult because now you can’t change any bit of it and it’s now for all the world to criticize. Here’s a tip before ever releasing a campaign: get multiple people of different backgrounds to check if it can come off offensive or tone-deaf. The world is not into bullies and believes in internet justice. Make sure before you make any campaign public it sends the right message to the right people. 

As a business owner, you have to prepare yourself for what may happen. Sometimes the campaign can be a huge success or can be a big failure. You also have to be able to fix any problems that arise after or during the marketing campaign. This is to ensure the show goes on without too much of a hiccup.

Step 5 Collect Data: 

Every campaign comes with objective data. This can be quite useful to help determine the patterns in your business target audience. This data can be a percentage of profit increase or decrease. It can also be a great way to get subjective criticism. You can talk to your customers and ask how they felt and they can give their criticism on how to make the next campaign even more successful. 


Marketing campaigns are the backbone of attracting your customers. It has so many benefits such as building trust in the community, creating rapport with customers, or advertising a product. Plus, it can be done in so many ways meaning one isn’t better than the other. That is why creating marketing campaigns depends on what kind of company you are and what it stands for. Thanks for reading and click here to learn more.

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