How To Develop A Sustainable Campaign For Your Brand

Yes, we know that the word Campaign sounds scary, as it feels like something that’s really complicated and time consuming. But it’s NOT, well that’s of course if you know what you are doing and why.

Social media is much more than simply signing up for accounts, performing random status updates and reverting to queries received. In order to magnify the benefits, a focused campaign which ties together all online tools and resources is essential. However, even a campaign might not churn out the right results for you if you could not sustain it to earn substantial ROI.

In the world of online marketing, all roads lead to ROI. As social media isn’t just about being social, because you’ll be doing it either to make money or to create brand awareness. And to measure the success of your social media campaign, you need to track the total number of fans and followers, or what percentage of people converted from a prospect to a customer, or how many people are talking about you on online forums.

Now, to achieve this, one needs to develop a sustainable campaign, which requires certain tactics apart from creating a concise goal and strategic content. The key factors that extends the life of a campaign and generates considerable ROI would be:

Consistent Brand Message

Leveraging the viral nature of publishing content through the campaign is key, which can be done via websites, sharing through newsletters and social channels. From the starting point, craft a consistent message and disseminate that message to prospects and customers in an integrated way. The world’s biggest brands – like Coca-Cola, McDonald’s and even Apple are models of consistency.

Identify the Brand USP

Uncover what makes your business unique, and make it the focus of your campaign as that will help you attract more and more fans and followers.

Generate Demand

Be ‘seen’ to generate demand because if you are not prominently visible via all marketing channels, you’ll miss the opportunity to respond to the existing demand effectively.


Make your campaign technologically sound. Develop Facebook applications or interactive web apps or simply a web forum; because they help build a larger online community, getting e-mail addresses and other important data, and increase follower base. More the number of followers, more the chance of people talking about you and more the chances of turning a percentage of them into customers.

Re-targeting Strategy

Have an effective re-targeting strategy – by using email and your website together with other channels such as social media and mobile – to engage and reinforce brand visibility on all the contact points. A compelling campaign can help sustain the audience as it will remind them about your brand and products while giving them another reason to interact with you.

Focus on Conversion

Visitors on website, fans and followers on social media, newsletter subscribers, prospects and patrons are at different stages of their customer life cycle when they interact with a brand and they prefer to do so via different channels, so you need to identify the most appropriate strategy for each.

Invite those who are willing to take action to buy online or at your point of sale, using incentives (such as discount vouchers, free shipment or loyalty points). And those who are in an earlier stage of the buying cycle, use a different strategy for them such as an invitation to attend an exclusive event or to sign up to become members of a community.

As this will give them something of value while providing you with the opportunity to reconnect with them.


Track all activities and be analytic. Data is a wonderful thing and offers unlimited opportunities to improve effectiveness and ROI of your campaign.

So the key to develop a sustainable campaign is in finding the balance between moving at the same pace as today’s consumers alongside planning what is achievable for you, be it budget, technology, resources, etc. Experiment with possible solutions, gain knowledge from them and improvise your process.