How to plan, build and execute a digital marketing campaign - B2C and B2B. Includes free resources, such as training and tools.

1. How to plan, build & implement a successful
digital marketing campaign
Business & IP Centre Cambridgeshire (BIPC) - 17 March 2022
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/

2. Worldwide state of digital (2021)
Source:
Hootsuite
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/

3. The UK (2021)
Data:
https://datareportal.com/reports/digital-2021-united-kingdom
and
UIS,
University
of
Cambridge.
Flag:
Wikimedia
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
• Population: 68.05m - 50.6% female;
49.4% male - 84% lives in urban
centres; 16% in rural areas; 12.2m
children
• Internet users: 65.32m
• Internet penetration: 96%
• Social media users: 53m - 77.9% of
the total population
• Mobile connections: 67.61m - 99.4%
of the total population
Accessibility
Hearing impairment: 11m – Some kind of disability: 11m – Colour blindness: 2.9m
Visual impairment: 2m - Long-term disability due to brain injury: 0.5m

4. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
Step-by-step digital
marketing campaign
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
More Activities & Follow-up
 PR initiatives, product
launches
 Events
 Communities
 Consumer and/or trade
publications
 Strategic alliances with
organisations and brands
 Blogs – blogger outreach
 Email marketing (newsletters)
 Measure engagement to
fine-tune the campaign and
assess performance.
Campaign Planning Building & Implementing
 Use customer queries and
insights for content (product
information, reports, case
studies, infographics,
podcasts and videos;
re-purpose content).
 Set up an editorial calendar
and monitor reactive
opportunities (i.e. events,
debate or item of news).
 Identify needs using
customer insights from
sales/marketing. Assess
budget for goals.
 Insights: demographics to
define messaging. Personas:
if on the move, consider
mobile devices.
 Choose channels (Facebook,
LinkedIn, Twitter, Instagram,
TikToK, etc).

5. Google Analytics
Planning
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
Campaign Planning
 Identify needs using
customer insights from
sales/marketing. Assess
budget for goals.
 Insights: demographics
to define messaging.
Personas: if on the move,
consider mobile devices.
 Choose channels
(Facebook, LinkedIn,
Twitter, Instagram,
TikTok, etc).
A selection of free tools for insights
 SEO Keyword planner (Google ads)
 Social Media Listening Google Trends, TweetDeck
Social Mention, TweetReach, Followerwonk, SumAll
Mentionmapp, Lithium (formerly Klout), Hootsuite
Boardreader, BuzzSumo, Google Alerts, Social
Media Analytics
 Media monitoring Google alerts

6. Google Analytics
Planning
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
Campaign Planning
 Identify needs using
customer insights from
sales/marketing. Assess
budget for goals.
 Insights: demographics
to define messaging.
Personas: if on the move,
consider mobile devices.
 Choose channels
(Facebook, LinkedIn,
Twitter, Instagram,
TikTok, etc).
A selection of free tools for insights
 SEO Keyword planner (Google ads)
 Social Media Listening Google Trends, TweetDeck
Social Mention, TweetReach, Followerwonk, SumAll
Mentionmapp, Lithium (formerly Klout), Hootsuite
Boardreader, BuzzSumo, Google Alerts, Social
Media Analytics
 Media monitoring Google alerts

7. Audience Overview
1 Nov 2018 – 28 February 2019
Creating & Executing
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
Building & Implementing
 Use customer queries and
insights for content
(product information,
reports, case studies,
infographics, podcasts and
videos; re-purpose).
 Set up an editorial
calendar Monitor reactive
opportunities (i.e. events,
debate, news item, blog
articles, etc).
Content (words)
Videos, Podcasts,
Photos, Illustrations,
Infographics… not
just words!
Infographic:
EU
2013,
European
Parliament
• How-to articles OR
tutorials
• Curated information
• Original research/data
• Reviews
(products/services)
• Blogs/news

8. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
Extra activities & measurement
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
More Activities & Follow-up
 PR initiatives, product launches
 Events
 Communities
 Consumer and/or trade
publications
 Strategic alliances with
organisations and brands
 Blogs – blogger outreach
 Email marketing (newsletters)
 Measure engagement
to fine-tune the campaign and
assess performance.
Online Community: Adidas
https://bit.ly/3vlzjZ9
icu99AwS0WoWytDHzq
• Pandemic shut down parks/gyms, competitions
were cancelled. Adidas launched ‘Hometeam Hero
Challenge’ – for every km walked/run or hour
worked out, they donated $1 to the World Health
Organization to support pandemic activities -
[great CSR and publicity!]
• Demand of apps rose by 240% year-over-year,
even growing by 600% in a day!
• Valuable insights: users weren’t just using our
sport apps to stay fit, they sought a sense of
purpose and a connection.

9. Audience Overview
1 Nov 2018 – 28 February 2019
Measurement
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
• Google Analytics (website); Social Media (free)
• Social Media monitoring: Hootsuite (freemium)
• CRMs (Customer relation management tools):
HubSpot, Marketo, Salesforce (freemium/paid)

10. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
Campaign – B2C
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
• AIM: reduce PPC spend by
creating evergreen content
• New blog
• Social Media: Pinterest,
Facebook & Twitter Further options:
Localisation (Google
Business Page + ads)
Instagram
Measurement: Google Analytics

11. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
Campaign – B2B
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
Further options: own
Twitter account; social
media listening; strategic
alliances…
• AIM: grow an international
network of construction
professionals
• Events + Resource Curation
• Social Media: LinkedIn,
YouTube & LinkedIn/Twitter of
umbrella/parent organisation,
Mailchimp newsletter
Measurement: Google Analytics,
Social Media Analytics,
Mailchimp stats (membership).

12. Free digital marketing training
@simonecas
https://learndigital.withgoogle.com/digitalgarage
Free resources & training
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
Industry newsletters & other training
Search Engine Watch, Social Media Examiner, HubSpot blog, Hootsuite blog, E-
consultancy, Smart Insights, FutureLearn (free courses)
Paper – Customer relation management (CRM)
D. Cattrall, S. Castello: The Virtuous Circle of Omnichannel CRM
https://www.preprints.org/manuscript/202105.0359/v1
Google Analytics Academy
https://analytics.google.com/analytics/academy/