Manage Marketing Campaigns with Google Apps
Introduction of Manage Marketing Campaigns with Google Apps
When you don’t have the right system in place, running a marketing campaign can be messy business.
From assigning ownership over certain tasks, to establishing deadlines, to collaborating with campaign stakeholders, to writing and editing copy … there’s a lot to manage. And with so many moving pieces to consider, disorganization can be a major enemy.
That’s where Google Apps comes into play.
For many marketers, Google is more than just a tool for fiding information on the web; Google is an email tool, a calendar tool, a spreadsheet tool, a virtual meeting tool, a fie storage tool, and much, much more.
Using Google’s suite of productivity and collaboration tools — known collectively as Google Apps — marketers can manage marketing campaigns from start to finish.
And by a “campaign,” we’re really talking about any piece of content (or any event) that you produce and promote in order to generate leads and/or to achieve other business goals. Ebooks, blog posts, videos, infographics, webinars, and conferences are just a few of the formats that can be at the center of a marketing campaign.
At HubSpot, we launch new marketing campaigns on a weekly basis, which means there is a lot to organize. Fortunately, we’ve put a good system in place; one that we continually update as we fid new ways to be effient. And this system relies heavily on Google Apps at every stage.
In this guide, you’ll learn how to plan, execute, promote, and measure marketing campaigns using Google Apps. You’ll also fid real-world examples of how the HubSpot marketing team uses Google Apps to manage campaigns, along with some actionable tips and takeaways.
1. Planning of Manage Marketing Campaigns
Ideas for marketing campaigns can come from a variety of sources. Sometimes, for example, there’s a specifi request from another team, while other times it’s your own research and analysis that leads you to a topic.
Regardless of where your campaign ideas come from, you should store those ideas in an easily accessible location. You and your coworkers should be able to regularly add to and comment on those ideas.
Here’s what to do:
1. First, open Google Drive and create a “master” folder for your campaign where you can store all your campaign assets.
2. Next, create a new spreadsheet. Name it “Marketing Campaign Ideas” or something similar.
3. Create separate columns for the following criteria and label them accordingly:
• working title (e.g., “How to Stay Organized”)
• format (e.g., ebook, webinar, video)
• persona (e.g, Renter Rick, or Buyer Beth)
• goal (e.g. lead gen, page views, social buzz)
• notes (where you can explain aspects of your idea in more detail)
4. Share this document with your team and instruct them to add their ideas. You can use the Comment feature to comment on specifi sections and give feedback (see above).
Once you’ve nailed down the specifis of your marketing campaign with the help of Google Sheets, it’ll be time to add that campaign to your team’s campaign launch calendar in Google Calendar.
At HubSpot, we can see all of the launch dates for all of our upcoming campaigns— including the precise times for things like webinars, Twitter chats, and contests—all in one, shared calendar.
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