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Turning an idea for an advertising campaign into reality isn’t exactly simple, but it always begins with creating a concrete and detailed advertising plan.
Your plan will help you present a clear path for return on investment (ROI), get buy-in from leadership, and share your proposal with relevant stakeholders. 
Follow Along With HubSpot’s Free Ad Plan Template
 
In this post, we’ll explain what an advertising plan is and highlight the major sections you should include in your advertising plan so you can guarantee your next campaign is a success. 

Advertising Plan Template
Pro Tip: HubSpot created the following advertising plan template for you to download so you can organize your advertising campaign — it’s broken down into relevant sections and can be shared with your stakeholders when it’s completed.
In it you’ll find:

Advertising campaign outline, 
Advertising campaign timeline, and 
Advertising budget template.

Download this Advertising Planning Kit
Now let’s dive into how you can prep your ad plan. 
How to Prepare an Advertising Plan
Before you jump into your tactical advertising ideas, the first step in the process is to provide those reading your ad plan with a high-level overview of your initiative.
1. Provide an overview of your advertising plan.
Specify the following elements so anyone reading your plan will have a basic understanding of what your campaign is and what you’re trying to accomplish:

Campaign Name: Make the campaign name catchy, unique, and easily identifiable so your team can get behind it.
Campaign Description: What is the purpose of your campaign? Explain in 2-3 paragraphs what the inspiration behind your campaign is, how it aligns with your company initiatives, what customer problems you’re solving, and what the final deliverables of the campaign will be.
Target Audience: Ideally, who’s on the receiving end of these ads? You can be specific to age, sex, region, or any number of demographics, or name which of your buyer personas you’re targeting.
Advertising Platforms: How will you be getting your message across? Here, identify the platform you’ll be using, since you’ll get more into the details of what the actual ads will look like in a later section.
Goals and ROI: Explain what the end goal of your campaign is. Most ad campaigns are intended to produce a direct profit or return on investment, so if that’s your goal, identify that number. If your campaign goal is something else — event sign-ups, product awareness, etc. — be sure to identify and quantify it.

2. Choose your platforms.
Here’s where you’ll provide more detail on the advertisements themselves and on which platform they will be promoted. For each ad you intend to run in this campaign, you should provide the following:

Platform name
Ad type
Description of the ad
Timeline
Budget

For example, your content in this section might look like this:
Platform #1: YouTube

Advertisement Type: Video
Description of Ad: A 15-second pre-video ad. The video will be an animated look at our new app with a link to the app store at when someone clicks.
Timeline: July 1 – July 31
Budget: $10,000

3. Develop your timeline.
Working on an ad campaign takes a ton of time and resources, so everyone involved will want to know what tasks they’re responsible for, when they’re due, and how long they have to do them. In this part of your advertising plan, list the tasks that are due, when they are due, and who’s responsible for accomplishing them.
4. Outline your budget.
Because ROI isn’t guaranteed, the budget can be the toughest part of your advertising project to get approved — which is why it’s important to break up your requests by line item and present them in your plan.
Rather than simply stating, “We need $65,000 for this project”, organize your budget into a detailed visual, like the example below.

Download this Template for Free
Naturally, you can (and should) expect questions and pushback on certain line items.
For example, you may be asked to find another designer or video freelancing team who can complete the job for less money. So, arrive at meetings prepared to defend which costs are necessary for the campaign’s success and which expenses can be reconsidered.
5. Explain your DACI framework.
The DACI framework outlines who the key contributors in the project are and what each of their responsibilities entail.
Here’s how a DACI framework is broken down:

(D)river: As you might have guessed, this person is the project’s main driver or directly responsible individual. (Chances are, this will be either you or your direct manager.) The driver will coordinate all of the moving pieces of the project, seeing it through from inception to wrap-up.
(A)pprover: This will be the person who must approve a project and is typically a director, VP, or manager. They’ll give feedback, recommendations, or approval on the overall project and have a final say in all project deliverables.
(C)ontributors: Contributors will be the individuals who are responsible for creating one or more deliverables for the project. In an advertising campaign, this can include copywriters, video producers, animators, designers, and digital advertising specialists.
(I)nformed: These are employees who are kept in the loop as the project goes on. Examples include the department heads and the managers of project contributors. These people have no direct responsibilities but benefit from knowing about the project and its status.

Your DACI framework should include the name of each stakeholder, his or her contact information (email, phone, and/or Slack handle), and that person’s responsibility or deliverable.
This framework makes project delegation crystal clear for everyone involved.
6. Provide additional resources.
This will act as the appendix of your advertising plan. Share the ad campaign that inspired this one with your readers, link to the product page you’ll be promoting with this initiative, or link to your company’s brand style guide — this way, designers and writers get a refresh on how to create externally-facing content.
7. Host a campaign kickoff meeting.
After you complete the outline, hop on a call with your team to explain the campaign concept, timeline, and deliverables. Compile all of them in HubSpot’s advertising project pitch deck and present your advertising plan. Then, open up the floor for any questions and suggestions with project contributors.
Advertising Plan Example
It can always be helpful to reference examples, and below we’ll go over one.
In this plan, a business outlines the different channels it will use to reach its advertising goals: YouTube, Facebook, and Google Ads. It outlines the type of ad for each channel, a summary of what each ad will be, a target timeline, and an allocated budget. While it is simply an overview, it has the key elements it will execute in its advertising strategy. 
While this is a high-quality example, be mindful that it is merely an example. You can personalize this template to meet your business goals by inputting what works best for your needs.
Over to You
Now that you know how to write your own advertising plan, download HubSpot’s free template to get your own advertising campaign project plan off the group. 
Editor’s note: This post was originally published in August 2019 and has been updated for comprehensiveness.

Managing social media accounts for a brand is not easy – and one of the biggest challenges is organizing your social media content.
Between managing social promotion goals from different departments, staying up-to-date on social mentions and trends, and posting relevant and engaging content on a regular basis, being a social media manager can sometimes feel like herding cats.

So, how do busy social media managers keep their ducks in a row? We asked the people who run social media for their brands from across the U.S. for their best tips on staying organized. Here’s what they shared with us.

1. Keep an updated content calendar.
Planning out social media posts is time-consuming, so keeping track of it all with a content calendar can help cut down on time.
“I keep an updated content calendar that includes all our social networks and the types of content we’ll be posting on each one,” says Georgie Morley, community manager at Bai.
She then creates both a daily and weekly to-do list based on the calendar.
“I make sure there’s flexibility because something always comes up – you have to be prepared to fight some fires.”

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To help you plan your updates and coordinate social campaigns more easily, here’s a free social media publishing template.
2. Schedule social posts ahead of time and in bulk.
Scheduling posts saves a lot of time, and it allows you to focus on other parts of your job instead of being constantly distracted by the need to publish at certain times of day.
Former HubSpot Social Media Manager Robyn Showers used to Tweet from the @HubSpot account 24 or more times per day, not including replies to other Twitter users.
To save time, she used Social Inbox to schedule tweets in bulk by uploading them from a spreadsheet. HubSpot customers: Learn how to use the bulk scheduling tool here.
“I also tend to schedule Facebook, LinkedIn, and Google+ posts several days ahead of time,” said Showers.
3. Use a to-do list app.
Social media managers would be lost without their to-do lists. Oftentimes, the question is: What’s the best to-do list app out there?
There is a lot to choose from – Todoist, TickTick, Any.do to name a few. To narrow down your options, here are a few key features to look for:

Syncing option between devices
Recurring due dates and reminders
Priority levels
Categories
Task sharing and delegation
Calendar feeds

4. Know where to find trending topics.
What’s trending right now? What has the Twitter timeline buzzing? Which news stories are people talking about?
These are all questions social media managers need to be thinking about – not just when they arrive at work in the morning, but all day long. By staying on top of rising trends, social media managers can properly newsjack, which can bring terrific spikes in traffic to your website.
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How do you stay on top of it all when things are changing so fast? First, sign up for an RSS reader like Feedly and subscribe to industry news sites and blogs that post on industry trends and topics.
5. Maintain an “Inbox Zero” mentality.
For most people, high productivity comes from closing out of email for several hours at a time. `This couldn’t be less true for social media managers who need to stay alert to incoming requests.
Back when Laurie Meacham led the social media team at JetBlue, they had to stay on top of Twitter mentions in addition to social post requests from their marketing, public relations, operations, and customer commitment teams. How do they do it?
“I maintain the ‘Inbox Zero’ mentality so I know what’s new and what needs my action,” she said. “That way, it doesn’t get lost in mountains of unimportant emails or assignments.”
It can be easy to lose important emails below the fold, so star (or flag) the ones you want to refer back to and set alert notifications for your most important senders.

6. Have a dedicated “Social Content” folder in your email.
As a social media manager, one of your many jobs is to collect all of the content your company creates, sift through it, and create bite-sized social posts your audience can digest quickly.
But with so many incoming content and promotion requests, how do you make sure you don’t overlook or forget about the important stuff?
When it comes to sifting through and bookmarking content, former Social Media Manager at HubSpot Brittany Leaning recommends creating a folder dedicated to social content.
For Leaning, many of these emails included upcoming webinars, product launches, or marketing collateral from other companies that she thought the HubSpot audience would appreciate.
“My routine consisted of going through every single HubSpot blog post that was published in the last week, and scheduling the evergreen posts for the following week,” she said. “I’d do the same thing with all our relatively new evergreen efforts. This would keep the social publishing machine going while I looked for opportunities for newsjacking or other time-sensitive content.”
After creating the folder, have a routine in which you sift through it when you need inspiration for new content and remove outdated content after a certain time has passed.
7. Create a form for social promotion requests.
To minimize the number of social media promotion requests you get via email and instant messaging, field these requests through a form.

This way, you free up your email and IM and you now have a dedicated place to review requests.
If you’re concerned about time-sensitive requests, you can add a note that specifies the best way to contact you or your team for urgent requests.
8. Use Canva to make batches of similar images.
Canva is a wonderfully simple (and free) graphic design platform that social media managers can use to create social media templates.
Maintaining a consistent aesthetic is very important on social media. With Canva, you can create templates, get them approved by your branding team if necessary, and use them whenever you’re posting on social media.
You can create multiple folders based on the post category, the platform, or the visual format – how you organize it is all up to you.
Showers would use Canva to create images in bulk for HubSpot’s campaigns on social.
“Anytime we run a campaign to promote an ebook, webinar, or another valuable piece of content, I want to have at least five creatives to test on Twitter,” she said.
To create those creatives, she only has to design one image on Canva, then she uses the “copy” tool (shown below) to duplicate the image and create multiple versions while retaining the core design elements.

9. Organize your windows and tabs in a specific order every day.
When you’re juggling your email, calendar, social streams, post requests, links, and so on and so forth, you can easily lose track of which tab is where. One member of JetBlue’s social team suggests keeping windows and tabs open in a specific order that you’ll get used to and memorize quickly.
The JetBlue team also suggests getting into the habit of closing out of tabs as soon as you’re done with them.
“We get sent so many links that, if I’m not careful, I’ll have 30 articles open as well as Fly-Fi selfies and pictures of suitcases with wheels and zippers missing.”
If someone tweets a link at your brand, once you’ve addressed that tweet, close out of the link. This also helps ensure your toggle bars never get so crowded that you can’t easily see updates as they happen.
10. Set a time limit for each task.
Social media managers tend to have jam-packed schedules that don’t allow them to do one task for too long.
“It’s easy to get lost in the endless streams of to-dos, research, and meetings,” says Yip, “so it’s important to schedule time limits for each task so you can stay focused and not spend too much time on one.”
And finally, says the JetBlue social team, “Don’t forget to blink!”
Staying Organized as a Social Media Manager
It’s one thing to get organized, it’s another to stay that way.
All of the tips outlined below require consistency. Otherwise, they won’t serve much of a purpose. As with everything, you incorporate these tips into your routine, you will slowly but surely see how much organized your days will become.
Pro-tip: Incorporate one tip at a time and pick based on your biggest pain point. For some, adding one thing at a time is much more manageable and makes it easier not to get overwhelmed by the changes.
Editor’s Note: This post was originally published in Oct. 2014 and has been updated for comprehensiveness.

Results-driven digital marketing agency Birmingham UK specialised in SEO, PPC & CRO services, helping businesses to be Successful Online. ​ https://preview.redd.it/bd5mibzq0xn81.png?width=800&format=png&auto=webp&s=8bf0e09f3a68749d908c261c03a201bafe48ce16 submitted by /u/External-Island-7792 [link] [comments]

Making sense of email marketing terms can sometimes feel like you’re trying to learn a new language, and it’s normal to feel lost. But intense as the jargon is, it’s important to have a clear understanding of the basics. Some terms have legal implications that are crucial to be aware of, while others represent trends…
The post The Email Marketing Terms You Need to Know appeared first on Benchmark Email.

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When was the last time a business fully addressed your wants and needs as a customer? For me, it was around the holidays, while searching for the perfect gift to give a friend who is a huge fan of the video game series “The Legend of Zelda.”

My online search for the right gift led me to STL Ocarina, a company that sells ocarinas — the musical wind instruments that have been around for thousands of years and a staple item in the Legend of Zelda series. Clearly, the company knew many of its customers were like me — either fans of the games or shopping for fans of the games — so it made finding Zelda-themed ocarinas on its website simple.
Just hover over the tab that says “Our Ocarinas,” and the first category to pop up under the tab says “For Legend of Zelda Fans.” From there, I was taken to a page displaying their Zelda-themed ocarinas and the option to include a songbook of the game’s music.
After purchasing the ocarina and songbook, I remembered my friend doesn’t know how to play the ocarina and the songbook may not have tips for beginners. Luckily, STL Ocarina’s confirmation email included a YouTube instructional video and links to online resources that will help him get started.
STL Ocarina serves as a great example of what customer-centric marketing looks like. During the few minutes I was on the company’s website, every touchpoint of my buyer journey was valuable, from landing on the website to browsing for the right gift to making a purchase.
Months later, I’m still recommending the website to friends who want Legend of Zelda merchandise or are simply looking for a new hobby to pick up.
In order for your company to turn customers into advocates, the same way I advocate for STL Ocarina, it’s important to add value to every part of the customer’s journey and to address their needs. A way to accomplish this is to create a solid customer-centric marketing strategy.

Customer-centric marketing ensures your customers are satisfied with their products or service enough to remain loyal and to tell others to become customers as well. To implement customer-centric marketing for your business, first ask yourself:

How are customers connecting with your business? Is it via social media, the website, email, phone, or something else?
Is there value being offered in each of these channels?
What can be done to improve the customer’s experience at every touchpoint?

Customer-Centric Marketing Examples
Many companies have taken a customer-centric approach to their marketing strategy and have achieved great success. These companies include:
1. Starbucks

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One of the most well-known successful customer-centric marketing strategies comes from Starbucks with its Starbucks Reward Loyalty Program. This program offers a variety of perks, including exclusive discounts, free refills on brewed coffee, and free drinks for customers on their birthday. However, one of the program’s standout services is that it gives customers the ability to order and pay ahead of arriving at the restaurant.
This means customers who are pressed for time can schedule their items for pickup, thus avoiding long lines and inconsistent wait times.
According to Forbes, Starbucks attributed 40% of its total sales in 2019 to its rewards program. Forbes also reported users of the Loyalty Program’s app were 5.6 times more likely to visit a Starbucks every day.
2. Nordstrom
Luxury department store chain Nordstrom sought to improve its service and product discovery by creating a more streamlined and personalized shopping experience. The company achieved this by implementing its Nordstrom Analytical Platform. The platform consists of AI models that handle tasks such as inventory control and fulfillment, and routes orders to the nearest store.
The company also created fashion maps in which the AI uses natural language conversations, combined with images and information gathered from social media to predict customer preferences. Thanks to AI, the Nordstrom Analytical Platform offers personalized products and selections for customers via its Looks feature, storyboards, and more.
3. Bacardi
Back in 2019, Bacardi wanted to get potential customers in the UK and Germany excited about the brand’s new single-malt whiskies. Understanding drinkers in that demographic often have a taste for luxury, Bacardi teamed up with Amazon to create a live whisky tasting customers can enjoy from the comfort of their home.
The spirits company created its Single Malt Discovery Collection, which was made up of three whiskies exclusively for tasting. Customers in the UK and Germany could purchase the collection from Amazon and, in turn, receive access to the live streamed tasting. During the live stream, customers were able to ask questions to the host via a custom landing page on Amazon. More than 500 questions were asked and Bacardi saw an increase in sales on Amazon.
Tips for Creating a Strong Customer Centric Marketing Strategy
Crafting a customer-centric marketing strategy for the first time can be daunting, but it doesn’t have to be. Here’s how to get started:
1. Get Leadership Involved
To help ensure the success of any new strategy, it’s important to get the support and enthusiasm of senior leadership. If senior leaders prioritize customers at every channel and interaction, it will encourage others in the organization to do the same. You can get leadership on board by hosting regularly scheduled meetings to educate leadership on customer-centric marketing, discuss upcoming campaigns, and brainstorm creative ways to promote the brand.
2. Learn About Your Customers
Gain a better understanding of your customers by doing some of the following:

Conduct surveys asking customers about the quality of the service/product, the company’s strong points, where it can improve, and how they most interact with the brand.
Have one-on-one interviews with current and former customers asking about their experience with the company, why they choose to remain loyal, or why they left. You can also ask former customers what changes would have made them stay.
Use data gathered from analytics tools to track customer behavior.
Monitor social media and/or enable Google Alerts so that you can see what people are saying about your business online. For example, if customers often take to Twitter to complain about how difficult it is to navigate your website, that could be a sign to update the site. You can also gauge the type of content your customers like to see on social media. Perhaps on TikTok you notice followers enjoy behind-the-scenes videos, while customers on Twitter enjoy having their questions answered or reading important announcements.
Read through customer emails and monitor calls to see how customers are interacting with your company.

3. Add Value to Every Customer Interaction
Customers, or potential customers, can be at any stage of their journey with your company, which is why it’s important to create appeal at every touchpoint. Whether they interact with your organization via social media, are calling to get help with a problem, or they are at the end stage of purchasing a product/service, every part of the buyer’s cycle should spark engagement and joy.
Nordstrom offering personalized products/services based on the customer’s behavior, and Starbucks creating a system that allows customers to get their needs met quickly and efficiently are great examples of adding value at different customer interactions. Same can be said for Bacardi’s virtual, at-home whisky tasting. The one thing that all of these actions have in common is that they make the customer experience fun, engaging, and simple.
4. The Value of Customer-Centric Marketing
As technology continues to change the way people interact with brands and businesses, the customer journey has become less linear. To keep up with the ever-evolving journey, companies must adopt a customer centric marketing approach to build stronger relationships that will turn your customers into some of its strongest advocates.