{"id":137670,"date":"2022-01-06T11:18:43","date_gmt":"2022-01-06T16:18:43","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=137670"},"modified":"2024-12-09T10:14:34","modified_gmt":"2024-12-09T15:14:34","slug":"marketing-campaign","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/marketing-campaign\/","title":{"rendered":"9 Key Types of Marketing Campaigns and Successful Examples"},"content":{"rendered":"\n<div class=\"intro-txt\">A marketing campaign is a series of coordinated activities designed to promote a product, service, or brand to a specific audience. In simpler terms, it\u2019s like a big plan to tell people about something you want to sell or share. It can include things like advertisements, social media posts, emails, events, and special offers, all working together to get people interested and excited about what you\u2019re offering. The goal is to reach as many people as possible and persuade them to take action, like buying a product or changing the perception of a&nbsp;brand.&nbsp;<\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">Planning a campaign instead of firing ad hoc messages at your audience helps you improve performance and better control the outcomes of your marketing efforts. So, let\u2019s have a look at nine types of marketing campaigns used successfully by big and small brands alike.<\/span><\/p>\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Product marketing campaign\" data-section=\"1-product-marketing-campaign\">\n\n\n\n<h2 class=\"wp-block-heading\">1. Product marketing campaign<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Product marketing campaigns are used to introduce a product (or a product feature) into the market.<\/p>\n\n\n\n<p>They are one of the most important and complex campaigns in the life cycle of a product. This is because a newly introduced product (or service) needs effective marketing communication to impact sales. It also requires&nbsp;cooperation between different departments to make sure every part of the user experience is covered.<\/p>\n\n\n\n<p>This kind of campaign should stem from your <a href=\"https:\/\/ahrefs.com\/blog\/building-a-go-to-market-strategy\/\">go-to market strategy<\/a>.<\/p>\n\n\n\n<p>But besides the typical process of bringing a product to the market, there are also agile methods often used by startups, such as a minimum viable product (MVP).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>Product launch campaigns tend to be costly and bloated with all kinds of tactics and channels that big money can buy. But that doesn\u2019t mean you have to dedicate $200M to a product launch of Windows 95 proportions.<\/p>\n\n\n\n<p>While the marketing communication aspect is important when launching a product, what \u200b\u200bmatters most is how well your product fits the market. To achieve <a href=\"https:\/\/ahrefs.com\/blog\/product-market-fit\/\">product-market fit<\/a>, you don\u2019t need to operate on a colossal budget or have 20 years of experience in the&nbsp;field.<\/p>\n\n\n\n<p>Among many inspirational product-market fit case studies, there\u2019s one that stands out: <a href=\"https:\/\/buffer.com\/resources\/idea-to-paying-customers-in-7-weeks-how-we-did-it\/\">Buffer<\/a>.<\/p>\n<p>This famous product marketing campaign was designed to verify the value hypothesis of its MVP. It didn\u2019t even have to build a product to achieve that.<\/p>\n\n\n\n<p>To verify its MVP, Buffer used a landing page that explained the soon-to-be product and collected emails for a waiting list. Afterward, it used the waiting list to gather feedback on what features to&nbsp;build.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/1-buffer-mvp.png\" alt=\"Buffer's MVP\"><\/figure>\n<\/div>\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Sales promotion campaign\" data-section=\"2-sales-promotion-campaign\">\n\n\n\n<h2 class=\"wp-block-heading\">2. Sales promotion campaign<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Sales promotion campaigns are short-term initiatives used to stimulate demand for a product or service.<\/p>\n\n\n\n<p>The goal of a sales promotion campaign is to increase sales. Think flash sales, limited-time offers,&nbsp; seasonal push campaigns, coupons, etc. This is also what advertising campaigns are typically about. The idea is to decrease the friction of making a purchase (price, shipping costs, etc.) and speed up the decision process by creating a sense of urgency.<\/p>\n\n\n\n<p>As temporary discounts often bring fast results, it may be tempting for marketers to use these campaigns on many occasions. This is especially when the company doesn\u2019t meet its sales quota. Yet running these campaigns too often has its downsides: discounts can devalue a brand and make it harder to sell products\/services at regular prices in the future.<\/p>\n\n\n\n<p>An alternative to offering discounts is increasing the value of a product. For example, you can add more products to make a bundle, offer some freebies, or provide free shipping.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>Toyotathon is Toyota\u2019s annual sales event (since 1969). It takes place in the U.S. at the end of each&nbsp;year.<\/p>\n<p>It\u2019s a really big event; <span style=\"font-weight: 400;\">one of the greatest sales promotion campaigns in the country<\/span>. In December 2020, \u201ctoyotathon\u201d was searched for an estimated 35K times in Google. That month, Toyota sold 211,378 vehicles (about 11.5% of its total <a href=\"https:\/\/pressroom.toyota.com\/toyota-motor-north-america-reports-december-2020-year-end-sales\/\">annual sales<\/a>).<\/p>\n\n\n\n<div style=\"width: 861px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/2-toyotathon-search-volume.png\" alt=\"Line graph showing Toyotathon's search volume\" width=\"851\" height=\"466\"><p class=\"wp-caption-text\">\u201cToyotathon\u201d search volume. Data via Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>.<\/p><\/div>\n\n\n\n\n\n<p>Car manufacturers and dealers hold these kinds of events because when the current year passes, that year\u2019s car stock becomes less valuable (customers prefer newer models). So they try to sell as many cars as possible before the cars lose their&nbsp;value.<\/p>\n\n\n\n<p>As I\u2019ve already mentioned, discounts can undermine the perceived value of the brand and, in this case, the cars. To solve this problem, Toyota has created a sort of a separate brand for discounted cars. That way, customers are not just buying a discounted Toyota. They\u2019re taking part in a Toyotathon.&nbsp;<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> These types of regular sales promotions (including Black Friday and Cyber Monday) can block sales for months, as many people will simply wait for the event to&nbsp;come.<\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Brand awareness campaign\" data-section=\"3-brand-awareness-campaign\">\n\n\n\n<h2 class=\"wp-block-heading\">3. Brand awareness campaign<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Brand awareness campaigns highlight the brand and what it stands for to improve its recognizability among the target audience.<\/p>\n\n\n\n<p>Essentially, brand awareness campaigns are more subtle, often indirect ways that impact sales. So instead of offering discounts, marketers will remind their audience that their brand is climate-neutral, designed for people who aren\u2019t afraid to \u201cthink different,\u201d etc.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/3-apple-think-different.png\" alt=\"Colorful Apple logo with words, &quot;think different&quot; \"><\/figure>\n<\/div>\n\n\n<p>Price is not the only factor that motivates consumer behavior. Sometimes, we buy things because they make us feel good. Or maybe it\u2019s because a company shares our values. Or perhaps the product makes us feel like we joined an elite club. Other times, it\u2019s an emotion we just can\u2019t explain.<\/p>\n\n\n\n<p>Brands are these emotional and cognitive triggers that are used to evoke those various purchase factors. And the more consumers are aware of a given brand, the more likely they are to recall it when shopping.<\/p>\n\n\n\n<p>Another thing about building brand awareness is it works best when it\u2019s a systematic effort. The cost of \u201cforgetting\u201d a brand can be high. But there are ways to save a brand from oblivion even when the timing isn\u2019t ideal for consumers to make a purchase.<\/p>\n<p><span style=\"font-weight: 400;\">A special kind of brand awareness campaigns are rebranding campaigns. These are introduced when a business wants to be identified with a different set of symbols (logos, colors, sounds, etc.) and a different set of associations (values, emotions, benefits, etc.). We\u2019ll talk about them in a&nbsp;bit.&nbsp;<\/span><\/p>\n<div id=\"attachment_159076\" style=\"width: 999px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-159076\" class=\"wp-image-159076 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/burger_king_rebranding.jpg\" alt=\"Burger King rebranding\" width=\"989\" height=\"545\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/burger_king_rebranding.jpg 989w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/burger_king_rebranding-680x375.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/burger_king_rebranding-768x423.jpg 768w\" sizes=\"auto, (max-width: 989px) 100vw, 989px\"><p id=\"caption-attachment-159076\" class=\"wp-caption-text\">Burger King 2021 Rebranding. Source: Think Marketing Magazine<\/p><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>Nobody promotes cold drinks in the cold season better than Coca-Cola. The Coca-Cola Santa, the truck, the polar bears\u2014these are the <a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/#brand-codes\">brand codes<\/a>&nbsp;consumers have been exposed to for decades.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/4-coca-cola-truck.jpg\" alt=\"Red truck with picture of Santa Claus on it traveling through a snowy area \"><\/figure>\n<\/div>\n\n\n<p>There is even a dedicated page on the brand\u2019s website that answers the question: \u201cDid Coca-Cola create Santa Claus?\u201d Amazingly enough, this page gets an estimated 900 monthly organic visits in the U.S.&nbsp;alone.<\/p>\n\n\n\n<div style=\"width: 1496px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/5-coca-cola-faq.png\" alt=\"SEO Toolbar data at top of \u201cDid Coca-Cola create Santa Claus?\u201d page\" width=\"1486\" height=\"520\"><p class=\"wp-caption-text\">Data via Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/seo-toolbar\">SEO Toolbar<\/a>.<\/p><\/div>\n\n\n\n\n\n<p>During those multimillion-dollar campaigns, Coca-Cola doesn\u2019t do hard selling. Instead, it tries to find its way to our tables by introducing its&nbsp;brand.<\/p>\n\n\n\n<p>With their famous Christmas campaigns, Coca-Cola tries to create a mental association between the brand and the Christmas season. If Coke can be associated with Christmas, it can be associated with the emotions this holiday evokes.<\/p>\n\n\n\n<p>And those typically are the joy, warmth, and safety of a community. These emotions are important parts of Coca-Cola\u2019s brand positioning.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Rebranding campaign\" data-section=\"4-rebranding-campaign\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\">4. Rebranding campaign<\/h2>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>A rebranding campaign is when a company changes how it looks and what it says about itself to feel new and exciting.<\/p>\n<p>Rebranding can be necessary for several reasons. Sometimes companies need to modernize their image to stay relevant in a changing market. Other times, they might want to distance themselves from past controversies or highlight new products and services they offer. It\u2019s a strategic move to ensure the brand remains appealing and competitive.<\/p>\n<h4>Example<\/h4>\n<p>In 2021, Kia car manufacturer underwent a rebranding to signify its <a href=\"https:\/\/www.kia.com\/dm\/discover-kia\/ask\/what-is-kias-new-brand-strategy.html\">commitment to innovation<\/a>.<\/p>\n<blockquote class=\"small\"><div class=\"quote-content\">&nbsp;\n<p>Known as \u201cPlan S,\u201d our new brand strategy includes an expansion toward sustainable mobility that includes EVs, PBVs, and other mobility solutions and services that enhance the lives of our clientele.<\/p>\n<\/div><\/blockquote>\n<p>As part of this rebranding, Kia introduced a new logo during a record-breaking light show featuring over 300 drones. However, the redesign received criticism for being unclear, with many mistaking the \u201cIA\u201d in Kia for \u201cKN.\u201d <br><br><\/p>\n<div id=\"attachment_177118\" style=\"width: 728px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-177118\" class=\"wp-image-177118 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/kia-logo.png\" alt=\"New Kia logo 2021\" width=\"718\" height=\"389\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/kia-logo.png 718w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/kia-logo-680x368.png 680w\" sizes=\"auto, (max-width: 718px) 100vw, 718px\"><p id=\"caption-attachment-177118\" class=\"wp-caption-text\">Source: kia.com<\/p><\/div>\n<p><span style=\"font-weight: 400;\">The redesign was criticized for being unclear and confusing. Articles such as \u201cThe new Kia logo commits the ultimate design crime\u201d and \u201cKia\u2019s Logo Redesign Was a Total Flop\u201d reflected the backlash. Many people confused the \u201cIA\u201d in Kia for \u201cKN.\u201d. This even led to a spike in Google searches like \u201ckn car brand\u201d and \u201ckn car&nbsp;price\u201d.&nbsp;<\/span><\/p>\n<div id=\"attachment_177119\" style=\"width: 888px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-177119\" class=\"wp-image-177119 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/keyword-search-volumes.png\" alt=\"US and global search volume for keywords. \" width=\"878\" height=\"390\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/keyword-search-volumes.png 878w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/keyword-search-volumes-680x302.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/keyword-search-volumes-768x341.png 768w\" sizes=\"auto, (max-width: 878px) 100vw, 878px\"><p id=\"caption-attachment-177119\" class=\"wp-caption-text\">SV stands for search volume in the US, GSV is the global search volume. Data via Ahrefs.<\/p><\/div>\n<p><span style=\"font-weight: 400;\">But if you ask me, the new logo\u2019s modern look aligns with Kia\u2019s overall brand strategy focused on electromobility. Kia could just stand back, while other car manufacturers like Peugeot, Renault, and BMW made rebranding efforts to match the futuristic appeal of electric cars.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The thing is, rebranding is a long-term strategy, and reverting to the old logo due to initial criticism would undermine the broader goals.&nbsp;<\/span><span style=\"font-weight: 400;\">Over time, the criticism faded, as you can see in the search volume data below. Kia\u2019s sales and share price remained stable, and the EV6 model, introduced under the new logo, won multiple awards, including the 2022 Car of the&nbsp;Year.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-177117\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/search-demand-winding-down.png\" alt=\"Search demand fading. \" width=\"1996\" height=\"818\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/search-demand-winding-down.png 1996w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/search-demand-winding-down-680x279.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/search-demand-winding-down-768x315.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/search-demand-winding-down-1536x629.png 1536w\" sizes=\"auto, (max-width: 1996px) 100vw, 1996px\"><\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. SEO campaign\" data-section=\"5-seo-campaign\">\n\n\n\n<h2 class=\"wp-block-heading\">5. SEO campaign<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>An SEO (Search Engine Optimization) campaign is a series of steps and tactics designed to improve a website\u2019s visibility on search engines like Google. The goal is to get the website to appear higher in search results for specific keywords, making it easier for people to find the website.<\/p>\n\n\n\n<p>By improving the search engine ranking, your website can get to the first page of the search engine results page (SERP) and take advantage of the organic traffic potential.<\/p>\n\n\n\n<p>To illustrate, ranking number #1 for the keyword \u201cbacklink checker\u201d and related keywords (like \u201ccheck backlinks\u201d or \u201cfree backlinks checker\u201d) can drive an estimated 14K visits monthly from organic search alone, without any ad&nbsp;spend.&nbsp;<\/p>\n\n\n\n<div style=\"width: 1219px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/6-backlink-checker-keyword-overview.png\" alt=\"Overview data of the keyword &quot;backlink checker&quot;\" width=\"1209\" height=\"552\"><p class=\"wp-caption-text\">Data via Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>.<\/p><\/div>\n\n\n\n\n\n<p>Because search engines like Google use many ranking factors, SEO campaigns can target one or multiple factors to achieve their&nbsp;goal.<\/p>\n\n\n\n<p>Here are some of the known <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">ranking factors<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Backlinks.<\/li>\n<li>Relevance.&nbsp;<\/li>\n<li>Freshness.<\/li>\n<li>Page speed.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>An example of an SEO campaign goal is building links. Links (aka backlinks) are one of the most important ranking factors for search engines like Google. That\u2019s why building links can improve your rankings on the SERPs. And the higher you rank, the more organic traffic you get (generally).<\/p>\n\n\n\n<p>Plus, you can use your links to pass link equity to other pages. SEOs call it the <a href=\"https:\/\/ahrefs.com\/blog\/orchard-seo-strategy\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-strategy\/\">middleman method<\/a>.<\/p>\n\n\n\n<p>In 2020, Ahrefs ran such a campaign. We created a list of <a href=\"https:\/\/ahrefs.com\/blog\/seo-statistics\/\">SEO statistics<\/a>&nbsp;by featuring \u201clink worthy\u201d statistics and then asked other site owners to link to our article.<\/p>\n\n\n\n<p>Once the article was ready, we sent 515 emails and got 36 backlinks from 32 websites. On top of that, our curated list of statistics ranks #1 for \u201cseo statistics\u201d in the U.S. and remains in the top five for related keywords.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/7-stat-page-keywords.png\" alt=\"List of keywords with corresponding data \"><\/figure>\n<\/div>\n\n\n<p>We explain the whole process of this SEO link building campaign in this three-part video:<\/p>\n\n\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-etf6obwidhc\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-etf6obwidhc\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/eTF6OBwidhc?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/eTF6OBwidhc?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-campaign\/\">How to Launch an SEO Campaign in 3&nbsp;Steps<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/seo\/link-building\" data-ahr=\"https:\/\/ahrefs.com\/blog\/link-building\/\">Link Building for SEO: The Beginner\u2019s Guide<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. Email marketing campaign\" data-section=\"6-email-marketing-campaign\">\n\n\n\n<h2 class=\"wp-block-heading\">6. Email marketing campaign<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p class=\"p1\">An email marketing campaign is a series of emails sent to a group of people to promote something or share important information.<\/p>\n\n\n\n<p>This type of campaign is often used for the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>User onboarding.<\/li>\n<li>Generating traffic.<\/li>\n<li>Lead nurturing.<\/li>\n<li>Sales promotion.<\/li>\n<li>Newsletters.<\/li>\n<li>Cart abandonment (example shown&nbsp;below).<\/li>\n<\/ul>\n\n\n\n<p>The great thing about email marketing is it uses an owned marketing channel to communicate with a \u201cqualified\u201d audience - i.e., people who know your brand and gave permission for direct communication.<\/p>\n\n\n\n<p>Another great thing about email marketing is you can fully automate it by creating workflows engaged (or stopped) based on specified triggers. For example, clicking a link in the email or putting together a list of clients who abandoned their carts. So an email workflow can look something like&nbsp;this:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/8-example-email-workflow.jpg\" alt=\"Example of an email workflow\"><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>Cart abandonment emails can help regain <a href=\"https:\/\/kinsta.com\/blog\/email-marketing-statistics\/\">8% of abandoned carts and drive 4% more sales<\/a>.<\/p>\n\n\n\n<p>Tuft &amp; Needle, a bed products brand, shows how to do a cart abandonment campaign without being too <em>salesy<\/em>. It sends a three-part email campaign to shoppers who have put products into their cart but left without buying.<\/p>\n\n\n\n<p>The first email&nbsp;empathizes with the customer on the problem of buying the right mattress. The company knows that \u201cmattress shopping sucks\u201d and that it\u2019s OK to take even a few weeks to decide\u2014but not without reading <a href=\"https:\/\/www.tuftandneedle.com\/lp\/12-reasons\/\">\u201cThe 12 answers to your top fears of buying a mattress online\u201d<\/a>&nbsp;first.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/9-cart-abadonment-email1.png\" alt=\"Excerpt of article assuring customers returning mattress is easy, providing steps on doing returns\"><\/figure>\n<\/div>\n\n\n<p>The second email&nbsp;highlights the company\u2019s \u201cvalue for money\u201d mattresses and introduces an innovative mattress foam. Next, it invites customers to <a href=\"https:\/\/www.tuftandneedle.com\/compare\/\">another landing page<\/a> where it compares Tuft &amp; Needle to other companies.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/10-cart-abadonment-email2.png\" alt=\"Excerpt of landing page where Tuft &amp; Needle compares itself to competitors \"><\/figure>\n<\/div>\n\n\n<p>Finally, in the third email<strong>, <\/strong>Tuft &amp; Needle reassures that if the customer doesn\u2019t like the mattress during the first 100 nights, the company will pick it up and reimburse the customer.<\/p>\n\n\n\n<p>Surely, there isn\u2019t much more you can do to win a customer back. If a customer gets \u201ccold feet\u201d in the buying process, there must have been some objections. But if you address those objections and provide reassurance that the purchase is truly risk-free, that may be enough to get that customer back on the purchase path.<\/p>\n\n\n\n<p>While we\u2019re at it, here\u2019s a word of caution for offering discounts in cart abandonment emails. Follow Tuft &amp; Needles\u2019 example and don\u2019t offer discounts at this point, as this may quickly backfire. Imagine your customers discovering this way of getting discounts and abandoning carts on purpose.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"7. Social media campaign\" data-section=\"7-social-media-campaign\">\n\n\n\n<h2 class=\"wp-block-heading\">7. Social media campaign<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>A social media campaign is a coordinated effort to promote a product, service, or message across social media platforms like Facebook, Instagram, Twitter, TikTok, and LinkedIn. The goal is to engage with the audience, increase brand awareness, and drive specific actions such as website visits, purchases, or sign-ups.<\/p>\n\n\n\n<p>Like email marketing, social media allows you to interact directly with an audience who follows your&nbsp;brand.<\/p>\n<p>But unlike email, messages on social media can spread quickly beyond your followers to reach a huge audience. (Note: Organic reach has been decreasing over the years, especially on <a href=\"https:\/\/medium.com\/@korayodabasi\/decline-in-instagram-organic-reach-and-engagement-since-june-2019-8263304209ca\">Facebook and Instagram<\/a>.)<\/p>\n\n\n\n<p>What\u2019s more, on social media you can amplify your message with paid advertising. To do that, you can take advantage of targeting based on many factors, such as location, age, or interest.<\/p>\n\n\n\n<p>Social media offers many possibilities, making it a great fit for different kinds of goals, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Generating traffic.<\/li>\n<li>Building a community.<\/li>\n<li>Building brand awareness.<\/li>\n<li>Generating revenue.<\/li>\n<li>Encouraging user-generated content.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>Apple started its Instagram account in 2017 with the #shotoniphone campaign. In this campaign (still ongoing), the company has been posting quality photos and videos taken on iPhones. It\u2019s a great way to promote those crucial selling points of its products.<\/p>\n\n\n\n<p>Additionally, Apple encourages Instagram users to share their iPhone-made photography under the same hashtag.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137684\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/11-apple-instagram-post.png\" alt=\"Apple's Instagram post\" width=\"825\" height=\"1342\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/11-apple-instagram-post.png 825w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/11-apple-instagram-post-261x425.png 261w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/11-apple-instagram-post-768x1249.png 768w\" sizes=\"auto, (max-width: 825px) 100vw, 825px\"><\/p>\n\n\n\n\n\n<p><span style=\"font-weight: 400;\">This idea to employ user generated content has been wildly successful for Apple&nbsp; To this day, the #shotoniphone campaign has featured over 28 million posts.&nbsp;<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-159081\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/shotoniphone-campaign.jpg\" alt=\"#shotoniphone marketing campaign results\" width=\"1100\" height=\"1234\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/shotoniphone-campaign.jpg 1100w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/shotoniphone-campaign-379x425.jpg 379w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/shotoniphone-campaign-768x862.jpg 768w\" sizes=\"auto, (max-width: 1100px) 100vw, 1100px\"><\/p>\n\n\n\n\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"8. PR campaign\" data-section=\"8-pr-campaign\">\n\n\n\n<h2 class=\"wp-block-heading\">8. PR campaign<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>A PR (Public Relations) campaign is a series of activities aimed at improving the public image and reputation of a company, product, or individual. It\u2019s about managing how information is communicated to the public and ensuring that the organization is seen in a positive light.<\/p>\n\n\n\n<p>Whether PR can be deemed as part of marketing is debatable. But what is certain is that PR campaigns, just like marketing campaigns, can affect the demand for a product and, hence, significantly impact sales.<\/p>\n\n\n\n<p>What is unique about PR, though, is it uses a different type of communication compared to marketing.<\/p>\n<p>For instance, while marketing campaigns are notorious for generating demand directly via discounts and all sorts of \u201cspecial deals,\u201d PR campaigns are never about&nbsp;that.<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Instead, a PR campaign will generate demand by sending out press releases highlighting how a product or the company itself is noteworthy.<\/span><\/p>\n\n\n\n<p>PR campaigns are especially effective for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Promoting an idea important to the&nbsp;brand.<\/li>\n<li>Building brand&nbsp;image.<\/li>\n<li>Increasing brand credibility and status.<\/li>\n<li>Providing added&nbsp;value.<\/li>\n<li>Inspiring word of&nbsp;mouth.<\/li>\n<li>Getting attention from the media (and taking advantage of their&nbsp;reach).<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>\u201cDumb Ways to Die\u201d was an awarded PR campaign promoting railway safety in Australia. According to the <a href=\"https:\/\/web.archive.org\/web\/20121119024033\/http:\/\/www.australiancreative.com.au\/news\/mccann-s-dumb-ways-to-die\">creative director of the campaign<\/a>, \u201cThe aim of this campaign is to engage an audience that really doesn\u2019t want to hear any kind of safety message, and we think dumb ways to die&nbsp;will.\u201d<\/p>\n\n\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-ijnr2eps0jw\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-ijnr2eps0jw\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/IJNR2EpS0jw?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/IJNR2EpS0jw?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n\n\n<p>As you can see, the campaign is a creative and humorous approach to the problem of railroad accidents. It makes you think about death in a way that is, let\u2019s say, bearable. This is so you could actually imagine how dumb it would be to die in one of the depicted ways.<\/p>\n\n\n\n<p>While this campaign has been criticized by some for the risk of causing the opposite effect, \u201cDumb Ways to Die\u201d gained a lot of industry acclaim (most awarded campaign in Cannes Lions ever) and even went&nbsp;viral.<\/p>\n\n\n\n<p>What\u2019s more, the campaign is said to have <a href=\"https:\/\/www.theage.com.au\/national\/victoria\/no-dumb-luck-metro-claims-safety-success-20130214-2eelt.html\">reduced \u201cnear-miss\u201d railroad accidents by 30% in Australia<\/a>.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/pr-tactics-examples\/\">9 Great Public Relations Tactics With Campaign Examples<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-a-press-release\/\">How to Write a Press Release (+ Free Template)&nbsp;<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"360 marketing campaign\" data-section=\"9-360-marketing-campaign\">\n\n\n\n<h2 class=\"wp-block-heading\">9. 360 marketing campaign<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>A 360-degree marketing campaign is an all-encompassing approach that uses multiple channels and tactics to deliver a consistent and unified message across various platforms. The goal is to create a cohesive experience for the audience, ensuring that wherever they encounter the brand, the message is the&nbsp;same.<\/p>\n\n\n\n<p>To compare, while social media and email campaigns use one channel, 360 marketing campaigns use both of these channels and more to get the message across.<\/p>\n<p>Furthermore, some other types of campaigns, such as the product marketing campaigns discussed earlier, can become 360 campaigns as long as they use multiple channels and have a unified message.<\/p>\n\n\n\n<p>Multiple channels and a cohesive message - these may sound quite trivial. But campaigns designed this way have two advantages over their single-channel alternatives:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>More marketing channels mean more people reached during the campaign and more convenience for your potential clients to contact you.<\/li>\n<li>One cohesive message repeated multiple times is easier to understand, remember, and act&nbsp;upon.<\/li>\n<\/ol>\n\n\n\n<p>These two advantages make 360 campaigns ideal candidates for rebranding, introducing a new product, or simply maximizing the reach and impact of your message.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>At Ahrefs, one of the things we promote most often is our <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a> (AWT) which is free a tool for search engine optimization. We promote it through an always-on, integrated campaign, spanning all of our marketing channels. Here are a few examples of the campaign\u2019s components.<\/p>\n\n\n\n<p>Starting from organic search, we can see AWT\u2019 landing page gets an estimated 1.7K organic search visits each month. <span style=\"font-weight: 400;\">This is passive, relevant traffic we get from search engine page results without any ad&nbsp;spend.<\/span><\/p>\n<div id=\"attachment_137686\" style=\"width: 1519px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-137686\" class=\"wp-image-137686 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/13-awt-landing-organic-traffic.png\" alt=\"Overview data for AWT landing page\" width=\"1509\" height=\"402\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/13-awt-landing-organic-traffic.png 1509w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/13-awt-landing-organic-traffic-680x181.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/13-awt-landing-organic-traffic-768x205.png 768w\" sizes=\"auto, (max-width: 1509px) 100vw, 1509px\"><p id=\"caption-attachment-137686\" class=\"wp-caption-text\">Data via Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/p><\/div>\n\n\n\n\n\n\n\n<p><span style=\"font-weight: 400;\">Furthermore, we promote AWT through content marketing. And since we mostly focus on SEO-related topics, we have all sorts of occasions to feature our product.&nbsp;<\/span><\/p>\n\n\n\n<p>To illustrate, this article on <a href=\"https:\/\/ahrefs.com\/blog\/seo-for-startups\/\">SEO for startups<\/a> provided an opportunity to mention the tool&nbsp;as an easy, beginner-friendly way to tackle technical SEO problems.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137687\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/14-article-excerpt.png\" alt=\"Excerpt of article on SEO for startups \" width=\"1000\" height=\"351\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/14-article-excerpt.png 1000w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/14-article-excerpt-680x239.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/14-article-excerpt-768x270.png 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\"><\/p>\n\n\n\n\n\n\n\n<p>Naturally, there is also educational content dedicated to this product, such as this video explaining how to use it to improve SEO:<\/p>\n\n\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-iptk-qgrnlc\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-iptk-qgrnlc\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/ipTk-qGrNlc?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/ipTk-qGrNlc?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n\n\n<p>In addition to organic channels, we also promote AWT via various paid channels. One of them is sponsorship. Here\u2019s an excerpt of a sponsored newsletter sent by one of the biggest magazines in the SEO industry, Search Engine Journal.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137688\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/15-awt-sponsored-newsletter.png\" alt=\"SEJ newsletter promoting Ahrefs and AWT\" width=\"670\" height=\"1064\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/15-awt-sponsored-newsletter.png 670w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/15-awt-sponsored-newsletter-268x425.png 268w\" sizes=\"auto, (max-width: 670px) 100vw, 670px\"><\/p>\n\n\n\n\n\n\n\n<p>This kind of message can result in more sign-ups for our product because:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Search Engine Journal attracts a qualified audience for a product like&nbsp;ours.<\/li>\n<li>Our call to action is focused on getting people to try out a free product. The act of asking someone (who\u2019s not even on our subscriber list) to commit to a paid subscription just because we sent them an email would cause a lot more friction.<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/\">Marketing Channels: 12 Key Options With Pros and&nbsp;Cons<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts&nbsp;<\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Different campaign types serve different goals. But in order to be successful any marketing campaign has to include these components:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Goal<\/strong>. The desired direct result the campaign should achieve. Example: launch a new product.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Audience<\/strong>. The people who should receive your message. Example: contacts in your email&nbsp;list.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Channels<\/strong>: How you will deliver your message. Example: email.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Offer<\/strong>. What do you want your audience to do; the call-to-action. Example: visit the landing page and use the signup form.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Message<\/strong>. How will you tell your audience about it. Example: focus on benefits they won\u2019t get anywhere else for&nbsp;free.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Budget<\/strong>. How much time and money you can spend on everything included in the campaign.&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a> or <a href=\"https:\/\/www.linkedin.com\/in\/mateusz-makosiewicz-38154b67\/\">LinkedIn<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Planning a campaign instead of firing ad hoc messages at your audience helps you improve performance and better control the outcomes of your marketing efforts. So, let\u2019s have a look at nine types of marketing campaigns used successfully by big<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[412],"class_list":["post-137670","post","type-post","status-publish","format-standard","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>9 Key Types of Marketing Campaigns and Successful Examples<\/title>\n<meta name=\"description\" content=\"\u201cLet\u2019s do a marketing campaign!\u201d Marketers hear that a lot, but it\u2019s easier said than done. For starters, check out these 8 types of marketing campaigns.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/marketing-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"9 Key Types of Marketing Campaigns and Successful Examples\" \/>\n<meta property=\"og:description\" content=\"\u201cLet\u2019s do a marketing campaign!\u201d OK, but which type?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/marketing-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-06T16:18:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-09T15:14:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/1-buffer-mvp.png\" \/>\n<meta name=\"author\" content=\"Mateusz Makosiewicz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"\u201cLet\u2019s do a marketing campaign!\u201d OK, but which type?\" \/>\n<meta name=\"twitter:creator\" content=\"@m_makosiewicz\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-campaign\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-campaign\\\/\"},\"author\":{\"name\":\"Mateusz Makosiewicz\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/c7e64c851ecc4eabb77eaefae90a440c\"},\"headline\":\"9 Key Types of Marketing Campaigns and Successful Examples\",\"datePublished\":\"2022-01-06T16:18:43+00:00\",\"dateModified\":\"2024-12-09T15:14:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-campaign\\\/\"},\"wordCount\":3656,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-campaign\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/1-buffer-mvp.png\",\"articleSection\":[\"General Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-campaign\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-campaign\\\/\",\"name\":\"9 Key Types of Marketing Campaigns and Successful Examples\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-campaign\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-campaign\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/1-buffer-mvp.png\",\"datePublished\":\"2022-01-06T16:18:43+00:00\",\"dateModified\":\"2024-12-09T15:14:34+00:00\",\"description\":\"\u201cLet\u2019s do a marketing campaign!\u201d Marketers hear that a lot, but it\u2019s easier said than done. 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