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May

23

2017

Campaign Plan of Action

Inbound Marketing

Ideas are like currency. Ideas are at the forefront of how electricity, cars, elevators or any notable invention came to life. Maybe the idea started with a simple conversation or perhaps it was a spark of thought in a brainstorming session. Of course we’ve all had ideas, but not all of us acted on them. You can have the most incredible ideas in the world, but unless you execute, it’s just another thought lost in the world. 

So, what can you do to ensure your amazing idea comes to life? At Mojo, we have three steps to bring our campaign ideas to life: plan, execute, maintain. 

Plan

There is nothing worse than diving head first into a project without any plan of action. Here at Mojo we plan by doing the following:

  • Create a MAP for the quarter
    • Otherwise known as the “Marketing Activity Plan,” the MAP is a spreadsheet or SmartSheet that lists out all the campaigns we want to create over a period of three months. These campaigns are based on our KPIs, such as driving leads to conversions or getting found. The spreadsheet also lists all the supporting content as well as specific tactics for how accomplish our goals. We get granular with the MAP by building out projected timelines, SEO keywords associated with the content, experts we may need to interview, and more. Essentially, the MAP is the bread and butter of our campaign. 
  • Monthly and Bi-Weekly Sprints
    • Once the MAP is created, sprint planning begins. We pull in everything from that MAP that we need to prioritize for that month and separate the tasks into two-week sprints. These short sprints allow us to be agile, but also have a solid foundation for the items we need to get done.

Execute

Woohoo! You did it. You planned your first quarter and figured out what steps you need to take to make sure your campaign hits the ground running. Now, onto execution!

  • Keep tasks moving through Trello
    • To make sure we’re executing the steps we need to, we use Trello. Trello is an intuitive, user-friendly project management tool. At Mojo, we have one board for each team. On that boar,d we have four critical “lanes”. These lanes are “To Do”, “In Progress”, “On Client” (for approval) and “Done”.
    • Picture1-1.pngEvery card represents a “project” we need to get done. Each is labeled a certain color according to which client it’s for. One person is first assigned to the card and after they check off their task, they use the checklist to see who it goes to after. In the example below, the card is assigned to me (the AC), once I’ve completed my task I know it goes to my Digital Designer, so I would check off my task and switch the card to be assigned to them.
  • Since I am the “scrum master” for my team, I’m the one who sets up these cards on the board and makes sure that we’re on track to finish the sprint. Trello provides cool gadgets, like stickers, that you can pull over to a card. Stickers help me quickly see the items that are prioritized or ones that are hitting a road block.
  • Communicate with Slack
    • Another nifty feature in Trello is its integration with Slack. We use Slack to communicate across teams at Mojo. Some clients already have Slack and we can communicate with them there as well. Instead of getting weighed down with emails or comments on a Trello card, Slack lets us communicate in a timely fashion and have some fun while doing it!

Maintain

Alright, you’re almost there… you planned, you executed, you probably had a breakdown or two. Now, you need to maintain! Just because you check the last task off on the list, doesn’t mean you’re done. Below are a couple of tools we use to ensure we’re hitting our overall goals with campaigns:

  • HubSpot
    • If you've ever read another Mojo blog, you’ve probably heard us talk about HubSpot a couple of times, so I won’t get into it. Essentially, we use HubSpot and its dashboards to track how well an email did, if an offer converted, how many visitations we’ve received, and other important data. HubSpot is really handy to make sure that our campaign is hitting its intended goals. For example, if we see an email didn’t do so well, we go back to the drawing board. Why didn’t people open the email? Was the subject line not engaging enough? All the reports we have from HubSpot helps us take a step back and re-evaluate.
  • Moz Pro
    • We use Moz Pro for a number of SEO related items. This tool helps us track how well we’re doing on items such as domain authority or backlinks. Perhaps we want to get found so a campaign was largely focused on backlinks. Well, did we increase them? Did that help our authority? These are all things we can discover through Moz.

There you have it! Remember: plan, execute and maintain. If all else fails, go back to the drawing board.

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