How to make it happen

Being clear on how you want your brand to be represented online is important – most existing brands will have a set of guidelines outlining how and where a logo should be used, an appropriate tone of voice and imagery to be used within advertising campaigns.

At this stage you might want to engage with a creative, technical or production agency to help you create your marketing assets. Our members’ directory will help you find relevant and suitable companies from across the industry who can help you to deliver your campaign.

Ensure that you liaise with the media owner or media agency on the specification of assets – what file type should your video be delivered in? What file size limit is there on your digital advertising assets? What is the word limit for your paid search copy? If you’re using analytics to measure your campaign, you will also need to ensure you have all your assets tagged so they can be monitored throughout the campaign.

Make sure you allow plenty of time for production and delivery – most media owners and publishers will require time for the approval of assets to be used on their site so factor in time for any adjustments you might need to make. Our project management training sessions can provide you with all the practical skills you need to ensure your campaign is delivered on time and on budget.

Next: How to monitor your progress »