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Campaign Canvas I DEAL C USTOMER C HANNELS & T RAFFIC M ESSAGING & C ONVERSION C OMPETITIVE I NSPIRATION F OLLOW U P C AMPAIGN G OALS & O UTCOMES M ETRICS.

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Presentation on theme: "Campaign Canvas I DEAL C USTOMER C HANNELS & T RAFFIC M ESSAGING & C ONVERSION C OMPETITIVE I NSPIRATION F OLLOW U P C AMPAIGN G OALS & O UTCOMES M ETRICS."— Presentation transcript:

1 Campaign Canvas I DEAL C USTOMER C HANNELS & T RAFFIC M ESSAGING & C ONVERSION C OMPETITIVE I NSPIRATION F OLLOW U P C AMPAIGN G OALS & O UTCOMES M ETRICS & M ONETIZATION R E - USE & L EVERAGE C ONSTRAINTS A SSUMPTIONS Created by Tom McLellan. Copyright © 2013 GrowthClick Inc. All Rights Reserved. Download at GrowthClick.com/CampaignCanvas Need Help? Visit GrowthClick.com How To Plan A Winning Campaign Describe your ideal customer (i.e. consider their goal or problem, situation, interests, demographics, job role, company size & industry, etc) How will you attract or engage your ideal customers? Hints: Search Pay-Per-Click (PPC) ads, online display ads, social media network ads, postcards, direct mail, permission-based marketing, partner & joint venture campaigns, remarketing ads, affiliate marketing, pre-roll video ads, mobile channels, social media, contests, guest blogging, PR, traditional media What is the big idea or promise? What is the offer? What can they say Yes to right now? Popular Offers: Demo, Trial, Free Report, Planning Kit, Webinar, Whitepaper, Checklist, Cheat Sheet, Pricing Top 3 Bullet Point Benefits (i.e. “What’s In It For Me?”) Proof / Testimonials / Credibility Call To Action (CTA) Why should they act now? What information do we need to followup? Follow up offers to develop and qualify leads sequence Phone follow up Lead response guidelines What are the essential objectives of the campaign? Popular metrics: # leads, cost per lead, cost per click or visitor, cost per sale, conversion rate from visitor to lead, conversion rate from web lead to conference call or online sale, average visitor value, customer lifetime value, payback period (list building) Campaign metrics broken out by channel or segment Sample landing pages, ads, and offers from competitors or substitutes Inbound: Existing content, lists, expertise, systems, and team members that may contribute to campaign execution Outbound: How can we cross-promote these campaign assets to other channels (i.e. social media channels, search marketing SEO benefits, core website, newsletter promotions, partners) What are the bottlenecks or weak links that – if resolved – could increase campaign performance by 50%? Consider traffic (cost per visitor, click through rate, a/b testing opportunities), conversion (landing page offer, layout), customer insights (surveys, behavioural) What assumptions are we making on key metrics (i.e. cost per visitor, conversion rate, # of daily leads) What are we guessing at and how can we get to customer truth faster? Vision Conversion Traffic Execution

2 Campaign Canvas I DEAL C USTOMER C HANNELS & T RAFFIC M ESSAGING & C ONVERSION C OMPETITIVE I NSPIRATION F OLLOW U P C AMPAIGN G OALS & O UTCOMES M ETRICS & M ONETIZATION R E - USE & L EVERAGE C ONSTRAINTS A SSUMPTIONS Created by Tom McLellan. Copyright © 2013 GrowthClick Inc. All Rights Reserved. Download at GrowthClick.com/CampaignCanvas Need Help? Visit GrowthClick.com How To Plan A Winning Campaign Describe your ideal customer (i.e. consider their goal or problem, situation, interests, demographics, job role, company size & industry, etc) How will you attract or engage your ideal customers? Hints: Search Pay-Per-Click (PPC) ads, online display ads, social media network ads, postcards, direct mail, permission-based marketing, partner & joint venture campaigns, remarketing ads, affiliate marketing, pre-roll video ads, mobile channels, social media, contests, guest blogging, PR, traditional media What is the big idea or promise? What is the offer? What can they say Yes to right now? Popular Offers: Demo, Trial, Free Report, Planning Kit, Webinar, Whitepaper, Checklist, Cheat Sheet, Pricing Top 3 Bullet Point Benefits (i.e. “What’s In It For Me?”) Proof / Testimonials / Credibility Call To Action (CTA) Why should they act now? What information do we need to followup? Follow up offers to develop and qualify leads sequence Phone follow up Lead response guidelines What are the essential objectives of the campaign? Popular metrics: # leads, cost per lead, cost per click or visitor, cost per sale, conversion rate from visitor to lead, conversion rate from web lead to conference call or online sale, average visitor value, customer lifetime value, payback period (list building) Campaign metrics broken out by channel or segment Sample landing pages, ads, and offers from competitors or substitutes Inbound: Existing content, lists, expertise, systems, and team members that may contribute to campaign execution Outbound: How can we cross-promote these campaign assets to other channels (i.e. social media channels, search marketing SEO benefits, core website, newsletter promotions, partners) What are the bottlenecks or weak links that – if resolved – could increase campaign performance by 50%? Consider traffic (cost per visitor, click through rate, a/b testing opportunities), conversion (landing page offer, layout), customer insights (surveys, behavioural) What assumptions are we making on key metrics (i.e. cost per visitor, conversion rate, # of daily leads) What are we guessing at and how can we get to customer truth faster?

3 Campaign Canvas I DEAL C USTOMER C HANNELS & T RAFFIC M ESSAGING & C ONVERSION C OMPETITIVE I NSPIRATION F OLLOW U P C AMPAIGN G OALS & O UTCOMES M ETRICS & M ONETIZATION R E - USE & L EVERAGE C ONSTRAINTS A SSUMPTIONS Created by Tom McLellan. Copyright © 2013 GrowthClick Inc. All Rights Reserved. Download at GrowthClick.com/CampaignCanvas Need Help? Visit GrowthClick.com


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