--- title: First Step Towards Improved Marketing Campaign description: Before you take the first step to starting a marketing campaign, take one step back. Read about the power of a marketing assessment. image: http://320867.fs1.hubspotusercontent-na1.net/hubfs/320867/59203QKKXOEQJE.png --- $15,000 web design grant from ArcStone [![Apply Now](https://no-cache.hubspot.com/cta/default/320867/fbbcda94-7c24-4963-a9ff-46e94ea03955.png)](https://cta-redirect.hubspot.com/cta/redirect/320867/fbbcda94-7c24-4963-a9ff-46e94ea03955) [ArcStone](https://320867.hs-sites.com/) - [Impact](https://info.arcstone.com/impact) - [Work](https://info.arcstone.com/work) - [About](https://info.arcstone.com/about-arcstone) - [Careers](https://info.arcstone.com/careers) - [Services](https://info.arcstone.com/services/) - [Web Design & Development](https://info.arcstone.com/services/web-design-and-development) - [Web Hosting & Email](https://info.arcstone.com/services/web-hosting-and-email) - [Accessibility & Inclusive Design](https://info.arcstone.com/services/accessibility-inclusive-design) - [Digital Marketing & Strategy](https://info.arcstone.com/services/digital-marketing-and-strategy) - [Membership Management](https://info.arcstone.com/services/membership-management) - [Online Webinars & Events](https://info.arcstone.com/events) - [Blog](https://320867.hs-sites.com/blog) - [Contact](https://info.arcstone.com/contact-us) ### Categories # First Step Towards Improved Marketing Campaign By Chloe Mark | November 2015 - [Tweet](https://twitter.com/share) Trying to say too many things to too many people is often the reason marketing campaigns flounder. That's why at ArcStone, we find it essential to go through a "discovery" phase, as the first step towards an improved marketing campaign. This will make your efforts more targeted and produce more significant results. ![starting-a-marketing-campaign](https://320867.fs1.hubspotusercontent-na1.net/hub/320867/hubfs/59203QKKXOEQJE.png?width=640&name=59203QKKXOEQJE.png "starting-a-marketing-campaign") At ArcStone we call this a blueprint as it reviews your current efforts, lays out your goals of the campaign and proceeds to map out a strategy that makes more sense. Without doing this, you end up playing a guessing game as to what might work and the campaign will lack focus. ### Example Client with Improved Marketing Campaign: By going through this phase with one of our current clients, the blueprint showed that even though they had produced a lot of content and maintained a strong social media presence, their audience rarely engaged with the content.  Through our analysis, we found the gaps in their past work and the reasons why they weren't engaged. This helped us determine the best way to move forward with a more targeted campaign for each segment of their audience.  ### Which questions we would start with:  1. Which audience are you trying to reach with your new campaign? Be specific. 2. What does this audience think about your current presence on social media and the content you produce? What type of content would they find helpful? 3. Have past campaigns been successful? Can you view past analytics or AdWords data to see what has worked and what hasn't? 3. Ideally, how should they feel when they engage with your content? 4. What action do you want them to take? ![improved-marketing-campaign](https://320867.fs1.hubspotusercontent-na1.net/hub/320867/hubfs/ThinkstockPhotos-480410731.jpg?width=454&name=ThinkstockPhotos-480410731.jpg "improved-marketing-campaign") ### A few of the tools we use: 1. Audience Interviews - one of our favorite ways to assess how effective your past work has been is through interviewing some of your clients. You then receive candid feedback to avoid making the same mistakes or assumptions. 2. Google Analytics - How is this audience finding you or getting to your site? Does this traffic come from your social media pages? If so, what pages should be the focus of your efforts? Some of what we look at is discussed in the blog, [Google Analytics 101: Standard Metrics to Watch](http://www.arcstone.com/blog/google-analytics-101-standard-metrics-to-watch).  ![google-analytics-marketing-assessment](https://320867.fs1.hubspotusercontent-na1.net/hub/320867/hubfs/google-analytics-marketing-assessment.png?width=702&height=507&name=google-analytics-marketing-assessment.png "google-analytics-marketing-assessment") ### The result? By using data and audience interviews, you will have a much more focused campaign leading to clearer results. If you don't have the analytical chops or time to map out a plan, seek an agency who shares this same approach to starting a marketing campaign. Contact [ArcStone](http://www.arcstone.com/contact-us) today if you'd like to assess your current marketing before starting a marketing campaign. We can analyze your efforts and report back with a full marketing blueprint.   Topics: [Digital Marketing](https://320867.hs-sites.com/blog/topic/digital-marketing) [![Web-design-marketing-consultation](https://no-cache.hubspot.com/cta/default/320867/e5e63dc3-7796-4f3f-ac4d-70030f46e105.png)](https://cta-redirect.hubspot.com/cta/redirect/320867/e5e63dc3-7796-4f3f-ac4d-70030f46e105) ![Dan Olson](https://www.arcstone.com/hubfs/dolson.jpg) ## Talk to a Digital Strategist Questions about your project? We can help. 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