Digital Marketing Practice

A campaign needs one clear goal and one clear audience. Without them you cannot choose a message or judge success.

• Write one goal with a number and a date, such as 20 bookings in 14 days.
• Describe the audience by what they need, where they are and what they already know about the business.
• Choose a single main message so the audience can remember it.
• Check the goal is realistic by looking at last month results or asking the owner.
• Decide how each result will be counted before the campaign starts.

Activity. Write your goal, audience description and single message, and check the goal against past numbers.

Standard to meet. Set a goal with a number and a date, describe the audience by need, and check the goal against a past figure.

A message tells the audience what they gain and what to do next. It must be clear, honest and easy to act on.

• Use the structure benefit, proof and action, such as: relax after work, 40 reviews from local members, book your first class.
• Write in everyday words and keep each message to two or three short sentences.
• Make only true claims, because false or misleading claims can break advertising law and lose trust.
• State the offer clearly, including any limits or end dates.
• Write three versions and ask five people which one they understand best.

Activity. Draft three versions of your main message and test them with five people, recording which was clearest.

Standard to meet. Write all three drafts with benefit, proof and action, and show the test result as a count out of five.

A channel is where your message reaches people. You choose a small number so you can learn from each.

• The main channels are search, social media and email, and each reaches people in a different way.
• Pick where your audience already spends time, using the interviews or the owner existing customer list.
• Compare cost, effort and speed, because email to existing clients is often cheap and quick.
• Choose two channels and set a budget for each, even if the budget is zero.
• Write the reason for each choice in one sentence.

Activity. Choose two channels and write a one-page plan with a reason, budget and time needed for each.

Standard to meet. Name two channels in the plan, with a budget for each and a reason based on the audience.

A calendar makes sure the message goes out regularly and gives you time to prepare. It also lets someone else see the plan.

• List each post or email with the date, channel, format and who prepares it.
• Plan a steady rhythm, such as three posts per week and one email in each week.
• Mix formats, such as a photo, a short video and a customer story, while keeping one main message.
• Add a review date halfway through to decide what to change.
• Prepare content at least two days ahead and have a second person check it.

Activity. Create a two-week calendar with dates, channels, formats, owners and a review date.

Standard to meet. List every piece of content in the calendar with a date and an owner, and add a review date.

Running the campaign means publishing on time, answering people and watching the numbers each day. Small adjustments during the campaign can make a big difference.

• Publish each item at the planned time and check that links and prices are correct.
• Reply to comments and messages within one working day, because slow replies lose customers.
• Record the numbers each day, such as reach, clicks and bookings, in a simple table.
• If a post does badly after three days, change the picture or wording and note the change.
• Keep screenshots or notes so you can explain what happened.

Activity. Run your campaign for two weeks with a daily log of posts, replies and numbers, and record at least one adjustment.

Standard to meet. Log an entry for every day, reply within one day, and record at least one change with its result.

Numbers tell you what worked. You compare results with your goal and calculate cost per result to decide where to put effort next.

• Collect reach, clicks and bookings for each channel for the whole campaign.
• Click rate equals clicks divided by reach, and booking rate equals bookings divided by clicks.
• Cost per booking equals money spent divided by bookings.
• Compare channels, and say which met the goal and which did not.
• Note anything that could affect the result, such as a public holiday or a price change.

Activity. Build a results table with reach, clicks, bookings and cost per booking for each channel, and compare it with your goal.

Standard to meet. Check that all calculations are correct, and state in the table whether the goal was met and what could have affected the result.

Marketing uses people attention and data, so it must respect their choices. Honest ads and consent protect both the audience and the business.

• Only email people who have agreed to hear from the business, and keep a record of when they agreed.
• Include a working unsubscribe link in every email and honour the request quickly.
• Do not buy contact lists or use personal data for a purpose people did not agree to.
• Make sure photos, quotes and reviews are real and used with permission.
• Check with your local authority and an adviser for the marketing and privacy rules where you work.

Activity. Check your campaign against a consent and honesty checklist and write a short note on any change you made.

Standard to meet. Cover consent, unsubscribe, honest claims and permissions in the checklist, and record at least one finding.

The review turns results into a better next campaign. You decide what to repeat, change or stop.

• Compare the results with your goal and calculate the difference in numbers.
• Rank the channels by cost per booking and note which gave the most bookings.
• Write three changes you will make next time and the reason for each.
• Move budget toward what worked and away from what did not.
• Share a short summary with the business owner and ask for feedback.

Activity. Present a short review with results, three changes and a revised budget to the business partner or your peer circle.

Standard to meet. State in the review whether the goal was met, give three changes with reasons, and show the new budget adding up to the total.