Marketing Plan

To win marketing battle; 1. Strategy 2. Execution 3. Optimization (based on data)

Successful ad campaigns require persistence, spend money, review the data, refine the
campaign, and repeat.

 Pixel:
o Before running ad campaigns, setup basic pixel code and standard events like Add
to Cart, Initiate Checkout, View Content, Purchase, Schedule, etc on your website.
o Purpose of Pixel is to track people who visited your website, pages, and funnels so
that you can retarget them, ultimately increasing ROI and ROAS.

 Advertising Strategy/Funnel
o A sales funnel is a process to capture user’s interests and nurture them until they’re
ready to purchase.

Awareness Top Of Funnel (TOF)

Cold Audience

Consideration Middle Of Funnel (MOF)

Warm Audience

Conversion Bottom Of Funnel (BOF)

Hot Audience
Buyers

Upsell/Cross-sell/Resell

Cold Audience: Never interacted with the business before.

Warm Audience: Engaged with the website, post, profile, page, ad, etc.

Hot Audience: Visited the website, view product, abandoned the shopping cart, etc

Custom Audience: who have interacted with your previous ad, seen percentage of your video,
interacted with the website, etc

Lookalike Audience (LAA): create different percentages of your lookalike audience by feeding
high-quality seed audience like an email list, etc.
 Funnel Implementation

Stages Goal Targeting Audience Ads Outcome

Location, demographics,
Ad set 1
TOF Behavior, connections
Goal is to reach Ad set 2 Interest A
BrandAwareness/ 2-3 Branding creatives Warm
as many people
video views/ Ad set 3 Interest B (image/carousel/video) Audience
as possible
web traffic Ad set 4 Interest C
Ad set 5 Wide open

Ad set 1 1% LAA
Ad set 2 5% LAA 3-5 Top creatives
Goal is to reach
TOF problem + Warm
as many people Ad set 3 LLA Of website visitors
CONVERSION How ur product solves Audience
as possible Ad set 4 Interest A it
Ad set 5 Interest B

Nurture Ad set 1 1-4% LAA

audiences who Ad set 2 All FB page/post engagement 3-5 Top creatives
MOF Hot
have shown Ad set 3 All website visitors Unboxing videos +
CONVERSION Audience
interest in our Ad set 4 Customers list with social proof
business Ad set 5 Email list

Drip sequence Ad set 1 Product focused creatives

that shows
BOF potential Straight CTA +
Ad set 2 Brand focused creatives Buyers
CONVERSION customers a discount offers
different angle
every 3 days Ad set 3 Testimonials

2nd money is the Retarget all purchases and give

Buyers
easiest money Ad set 1 them an attractive discount on a
CONVERSTION
(Grant Cardone) 2nd purchase.
 Digital Marketing Questionnaire
Purpose: This questionnaire is a part of research that will help us understand what you want out
of your marketing campaign, your expectations and preferences, milestones, timelines and other
important factors.
None of the questions is mandatory. Try to answer as many questions as possible.

1. What is target audience of your business?

Country:
City:
Area:
What radius you want to show your ad in? _________(km/mile)

2. What is your audience/cutomer persona?

Age range:
Gender: Male, Female or Both
Occupation:
Familial status:
Buying habits:
Interests/hobbies:
Any other:

3. What type of content does your audience respond to best (if known e.g. images, video, quotes,
posts, etc.)?

4. Website and Facebook Page

Website:

Facebook Page:

TikTok:
5. Have you got any tracking pixels or Google analytics installed on your website?

6. What exactly do you want to see in advertising reports and how often?

7. Who are your competitors? Mention website, Facebook page etc.

8. Any other information you would like to share.

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