Each and every one of our marketing campaigns begins and ends with our marketing campaign planner. We have created a template for each one using Evernote which makes it easy for us to keep all of the important information in one place.
It also makes replicating and improving previous campaigns an easy task too. The SlideShare presentation below shows exactly what is in each template.
Each template includes
Client Persona
Who will this campaign be targeting? What are their needs? What key problems are you trying to solve?
The Offer
Describe the offer. How long will it run for? What will be your budget? What materials will be needed?
KeyWord Research
Here you will list the keywords you will be targeting for your campaign.
Text and Image Resources
This can be the place where you keep all your copy and links to images. It’s a good idea to store images in a separate folder using a Cloud service like Dropbox. Keep links to those cloud folders here.
Landing page / Blog post
Will you be experimenting with different CTA titles for your blog posts? This is a good place and think about some ideas. In this section are also notes about what CTAs you will be using on your landing pages.
Follow up workflow
We create workflows in LightBlue for all our marketing campaigns. In this section we outline what actions and needed and when.
Social Media Sharing Schedule
When and how will you be sharing your campaign on social media?
Email template
We use both Constant Contact and MailChimp for our campaigns and this is where we write the copy and design the structure of the email.
Related Blog Posts
If we are writing any supporting blog posts to this campaign then this is where they are developed.
Facebook Application Template
Most of our Facebook applications are created in ShortStack. This template is used to develop how we will build the app.
Facebook Ad Builder
Often our campaigns are supported by Facebook Ad campaigns but the same template can be used for Google Ad campaigns too. In this section we not only develop titles and copy but also identify which audiences we will be targeting.
Results
The most important section of all. How much did the campaign cost you? How much work did it generate? Much much social media activity was there? How did the campaign compare to a previous one? What changes would you make?