It sounds obvious but many marketers still believe that it's enough to have a plan only in their minds without writing it down. Some marketers also believe that they don't need a plan because they either know what to do or have done this before multiple times.
Writing down a clear plan will help you navigate through the rough waters of the shifting marketing landscape and stay focused. You don't need to set it in stone but it definitely helps to set your plan on paper.
It can be as simple as a Google document that outlines your project on a few pages. And there's no hard limit on the number of pages—after all, it's not a school essay.
The marketing campaign plan needs to have several sections:
- Background. Why do you even need to launch an advertising campaign? Why organic marketing is not enough anymore?
- Problems. What problems do you want to solve with your campaign? It's time to back up your Why with decreasing key performance indicators (KPIs) that you want to improve.
- Strategy. How do you want to solve these problems? What are your tactics to increase your KPIs?
is a very important part of your document. It needs to be specific. It's easy to say: "We will do A/B testing for different ad formats". But what formats do you want to test? What will be your A and what will be your B? Why? Have you done any research or do you have a feeling that this will work?
These are all important questions that should be asked and decided upon before you launch a campaign. Otherwise, you risk ending up with a wasted budget. Lewis Carroll once wrote: "If you don't know where you are going, any road will get you there".