Blog 1
Creating A Marketing Plan
- Google Ads
- Digital Marketing
- VI Design
Getting Right down to it... Where do you begin?
When it comes to accomplishing a successful marketing plan as with anything else in life it comes down to planning. I believe someone famous somewhere once said “95% planning 5% execution” or something along those lines. The first step into any set of planning is goal setting and the same goes for marketing campaigns. Whether you are starting a business, running your business for 30 years or just trying to get organized on spreading a message this template and explanation could be great for you. A marketing campaign plan outlines the WHO, WHAT, WHEN, WHERE, HOW AND WHY of the message or purpose you are marketing for in the first place. It is important to understand how all this works when it comes to message delivery to the consumer, and it can get complicated but a marketing campaign plan is the perfect tool to use to break that down and help you better understand how your business is connecting with its consumers. When you have this knowledge it gives the business the power to make changes in the marketing or the product and service to increase possible revenues, conversions, leads etc. A marketing campaign plan is the ultimate tool in growing your business and making scaling possible this is the marketing campaign template that we use at Bold Velocities to grow and scale our clients advertising campaigns.
Creating a Marketing Campaign
- Identify campaign goals + Metrics you want to measure
- How are you going to measure the success of this campaign
- Start with the end result that you are setting to achieve. For example, increased sales, new product launch, lead generation, newsletter subscription, brand awareness, new feature release, etc… The WHY of the marketing campaign, the reason for the campaign
- Have only one main focus
- Set KPI’s (key Performance indicators) to track for your campaign.
- Identify target audience
- The WHO of your marketing campaign
- Who is your persona for this campaign? Now them REALLY WELL and get inside their shoes. Master the empathy skill that is so important for marketers to have and dont make assumptions.
- Utilize in depth market research to understand their consumer behaviors, how they think, and where they are. Know how they consume their information and where they spend their time.
- What stage of the funnel are we trying ti reach?
• Awareness • Consideration • Decision
- Determine CTA (Call to Action) and offer
- What is the specific action we want our audience to take after engaging with our content.
• Get a quote
• Follow on socials
• Visit website
• Schedule a meeting
- Content needs to have a purpose and we need to design our content to serve that desired action and trigger our audience to move forward
- Check available content
- Audit and review all content available and see if anything can be used/ repurposed for the campaign
- Make sure relevant and consistent branding matches the campaign
- Research topic and determine key words
- Keyword research
- Google research
- Consumer information bureau research
- Social media groups
- The GOAL: is to identify HOW our audience searches for this topic. (Not just to figure out a keyword we would like to rank for)
- Identify creative concept/ theme of campaign
- Will there be an overarching theme? There might not be – but worth considering.
- Will you reach out to someone for an interview or podcast?
• determine how you will do and plan any collaborations
- Brainstorm Headlines
• Headlines are what get people interested in continuing to read the rest of the content and the guide the content. Start here to get inspired.
Marketing & Social Media Strategy
- Decide on Content assets, timeline and team
- Determine timeline and create a project plan, allocating resources and team roles.
• Timeline helps to keep you accountable and on track (leave some buffer due to contingencies and uncontrolled events to prevent from massive expectation depreciation)
- Who will work on different pieces of the campaign make sure to let them know to carve out time for the project
- Create timeline on a project planning tool
• it can be on a spreadsheet, troll, notion, Monday whatever
List of potential content assets:
Website
Video
Social media
PR
Events
Podcast
Online Ads
- Determine distribution strategy
- Which channels will you use to distribute your asters on
- Owned media
- Will you use third party sources
- Will you collaborate with a brand influencer you are interviewing with and will they publish on their channels
- Ad Platform management
- Determine platforms you will be running ads on
- Set ad goals and hone to desired target market from the campaign research.
- Select frequencies to post ads during high volume using hours
- Create an editorial calendar
- This lets you know what goes live when, its your map to executing your campaign successfully
- Create Assets
- Follow a strategic workflow SOP to increase work efficiency
- Store assets in a content library for repurposed use and case studies
What to do with a Marketing Campaign.
Now that you have created a marketing campaign plan you are ready to launch your campaign efforts and reach the goals that you have set. You should be aware of which KPIs you are going to be tracking, how you are tracking them, and where the data is being recorded & stored. Be aware that KPIs that you will be tracking may be recorded using different software and have to be imported into your monthly reporting software where all your marketing metrics are being stored to create your monthly reports. It is important to use your marketing campaign plan as the guidelines for your active campaign and even resort to that plan to implement any changes to the campaign strategy.
Bold Velocities uses this marketing campaign plan template to go over and blueprint the campaigns for our actual clients. When working with a team and especially to enable remote working utilizing a templated seamless process helps workflow and gives structure to our creativity. We hope this helps your marketing efforts and to effectively keep spreading your messages.
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