Tag Archives: strategy


The Best Customer Acquisition Techniques You Need to Start Testing


Customer acquisition is all about convincing people to buy your products or service. That’s it. But it’s more complicated than you might think. You have to understand your customers’ buyers journeys and how they make the decision to buy (or to not buy). You might have heard that old adage about how much less expensive it is to retain customers than to acquire them. In fact, it’s about five times less expensive. That statistic sounds powerful, but it leaves an important element out of the equation. To retain customers, you first must acquire them. If you already have 10 million…

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The Best Customer Acquisition Techniques You Need to Start Testing


How To Conduct Competitor Research For Better Conversion Optimization Results

Note: This is a guest article written by Shane Barker, a renowned digital marketing consultant. Any and all opinions expressed in the post are Shane’s.

You want to increase your conversion rate. And you’ve implemented several CRO, or conversion rate optimization, strategies to help you do so. But have you considered researching about your competitors?

Understanding competition is crucial for the success of your business in every aspect. It will help you determine what you’re doing wrong, and what you can do better. It will also help you identify and capitalize on the weaknesses of your competitors.

In this post, you’ll learn the basics of conducting competitor research to enhance your CRO efforts.

#1: Identify Your Top Competitors

Before beginning your research, you need to know whom to research. Who are your biggest competitors? The simplest definition would be businesses where your target customers can get the same kind of services or products you offer.

Include both direct and indirect competitors.

  • Direct competitors are businesses that sell the same products or services as you.
  • Indirect competitors are those who sell products or services that fulfil the same need.

For example, Burger King and McDonald’s would be considered direct competitors because they have similar product offerings, that is, burgers. But Pizza Hut or Domino’s would be an indirect competitor of both Burger King and McDonald’s. Although they’re both fast food joints, Pizza Hut and Domino’s specialize in pizzas while the other two specialize in burgers.

Here are some of the ways you can identify your top competitors to conduct competitor research:

Google Search for Relevant Keywords

Make a list of keywords relevant to your business, and conduct a Google search using those keywords. The businesses that show up on the first page of your search results are your top competitors. List them for further research.

Let’s say you’re a wedding planner based in Sacramento. You can conduct a Google search using keywords like, “wedding planning in Sacramento,” “wedding planner in Sacramento,” “wedding planner Sacramento,” and so on.

Your top competitors in this case are the businesses that show up in the local pack and whose ads are displayed on the top of the page.

You can find more competitors on the actual websites that show up in your search results. For the above example, if there are any sites that list wedding planners in the Sacramento area, you would need to check out those as well.


Use SimilarWeb

SimilarWeb is a highly effective tool for identifying your competitors and determining their performance. All you need to do is type your website URL in the search bar and then click Start.

This step generates an overview of your site’s ranking and traffic, as shown in the screenshot below. As the goal here is to identify competitors, you need to click the option that says, “Similar Sites,” as shown on the left sidebar.

You will then get a list of some of the websites similar to yours, which you can sort based on the extent of similarity or ranking. Add them to your list so that you have a clear idea about who your competitors are.

Additionally, click each of these results to check where the websites stand in terms of ranking, traffic, and so on. This performance analysis can be used as part of the third step in this guide.


#2: Try Out Your Competition

Another important step in competitor research is to experience their services or products first-hand.

When dealing with ecommerce stores, try ordering from them. Analyze every aspect of the purchase process to identify what they’re doing right and what mistakes they’re making.

Maybe they’ve implemented a chatbot to help their shoppers find what they’re looking for quickly and easily. To improve your CRO, consider adding a chatbot to your website as well.

You should also analyze the user experience (UX) of your competitors’ websites. Ensuring a good user experience is an essential part of successful CRO.

To analyze the UX of your competitors, ask yourself questions such as:

  • How easy is it for you to navigate your competitor’s website?
  • Are there too many distractions on any of their webpages?
  • Are you having a tough time reading the copy because of a bad font choice?
  • Is the process of completing a purchase easy?

Additionally, analyze their post-purchase service to see how well they respond to customer complaints. These questions can help you understand more about your competition. Analyze their services to determine what they’re doing well, what you can improve on, and what mistakes you should avoid.

In the case of a brick-and-mortar shop, try visiting the establishment to experience its service. Make a note of the store’s ambiance, how friendly the staff is, how well they present their products, and so on.

You can also ask the opinions of friends and family or your customers who have visited the place.

#3: Analyze Competitor Performance and Strategy

This is one of the most important steps in competitor research. When you think of analyzing their performance and strategy, several aspects may come to mind. Not sure what exactly to prioritize, or where to start?

Analyze the following to conduct your competitor research more efficiently:

Traffic and Ranking

One of the key factors to consider when analyzing the performance of your competitors is their ranking. Find out how they rank for specific keywords, and compare their performance against your own.

For competitor performance analysis, you can use SEMrush, which you can access for free. You also have the option to upgrade to one of their paid plans, which allow for more results and reports per day.

In the screenshot below, the tool gives you a report on the website’s paid and organic search traffic. Using this tool, you can compare the amount of branded traffic and non-branded traffic and get some insight into the PPC campaigns of your competitors.


SEMrush can help you find out what your competitors are doing right so that you can use those opportunities to improve your CRO efforts.

The tool will also give you a list of keywords for which each website is ranked, along with the position and search volume for each keyword.

SpyFu is another useful tool for conducting competitor research. The tool helps you find your competitors on typing your website URL in the search bar.

The most useful aspect of this tool is that it identifies the top organic and paid keywords used by your competitors. It also helps you to identify the keywords you share with your competitors.


Link Profiles

Link profiles is another important aspect to help you conduct competitor research. According to Moz, link profiles are among the top search ranking factors.

A good link profile will improve your website ranking, which will improve its visibility. The more visible your website is, the better your chances are of improving traffic. Increased traffic often leads to higher conversions.

This means that you need to conduct competitor research to find out where they stand in terms of backlinks. Find out which websites are linking to them and how many backlinks they currently have. This will help you determine what backlinking goals you should set and which websites you should target through your backlinking efforts.

You can use basic tools such as Backlink Checker from Small SEO Tools to check which pages are linking to your competitors. For more detailed reports, you can use the two tools mentioned earlier, SEMrush and SpyFu.

SpyFu gives you a list of pages linking to your competitors. In addition, it shows the number of organic clicks and domain strength of the websites linking to your competitors.

SEMrush is even more comprehensive. It gives you a report on the number of backlinks your competitor has and the number of domains linking to these backlinks.


Also, you can use SEMrush to view the top anchor texts being used to link to your competitors.


Landing Page Strategy

In addition to your competitors’ performance, you need to determine their ability to impress their audience. This means that you need to analyze their landing page strategy and identify their strengths and weaknesses.

Ask yourself:

  • How strong is the headline?
  • Is the value proposition clear?
  • Is the landing page design aesthetically pleasing?
  • Are there any visuals on the page?

These are just some of the questions you need to ask when analyzing the landing pages of your competitors.

Pricing Strategy

When you conduct competitor research, it’s also important to analyze their pricing strategy. Their rates maybe are more competitive and, therefore, your target customers are choosing them over you.

What can you do to present your rates in a more appealing manner to enhance your CRO efforts?

  • Are your competitors offering multiple pricing options?
  • Are there any guarantees that make their offers more trustworthy?
  • Do they compare various pricing options?
  • What are the biggest strengths and weaknesses of their pricing strategies?

Next Steps

Now you know more about how to conduct competitor research to improve your conversions rate optimization strategy. Next, you need to make a list of the top strengths and weaknesses of each competitor based on the data you have collected.

For example, one competitor’s top strengths may be an excellent landing page design and a good backlinking strategy. But the same competitor could be lagging in terms of organic search ranking and customer service as well.

From this list, you can identify opportunities to improve your CRO efforts. Your competitor research can also provide you with insights into the mistakes you should avoid and ways to improve your service so that it stands out from your competitors.

Got any questions about the tips provided here? Feel free to ask them or to share your ideas in the comments below.


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How To Conduct Competitor Research For Better Conversion Optimization Results


Understanding Stacked Bar Charts: The Worst Or The Best?

Data visualization has become an important part of our everyday life, allowing us to quickly assess information. And with so many chart types out there to choose from, it should be possible to effectively solve almost any task, whether it’s exploratory (i.e. researching and analyzing data to better understand it for yourself) or explanatory (i.e. reporting and communicating data to end users).
However, variety can also cause confusion, making it difficult to clearly understand the purpose of each form of data visualization.

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Understanding Stacked Bar Charts: The Worst Or The Best?

How to Create a Killer Live Video Strategy

live video strategy

Let’s face it: video marketing is getting harder. And social media platforms like Facebook are making it even more complex. From evergreen content to “disappearing” videos, there’s a lot of content out there and you need to cut through the noise. But there’s still plenty of opportunity. According to Vibhi Kant, Product Manager at Jie Xu: people spend more than 3 times watching Facebook Live video when they’re actually live. That’s a lot of attention waiting to be tapped into. Twitter first opened the doors for live video with Periscope. But according to our own stats from within the Unmetric…

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How to Create a Killer Live Video Strategy

Super Simple Ways To Leverage Your Blog That Will Massively Improve Your Social Strategy

Content marketing is an approach that has basically become omnipresent. You can think of it as an umbrella that encompasses a wide array of mediums, including blog posts, videos, slideshows, eBooks, and so on. However, social media is arguably the most integral medium of all to content marketing. When you think about it, any time you post content on social media, whether it’s original or curated from external sources, you’re essentially performing content marketing. In other words, you’re posting content on social media in order to build your brand equity, generate leads, and make conversions. Due to the outrageously high…

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Super Simple Ways To Leverage Your Blog That Will Massively Improve Your Social Strategy

How We Started Releasing Features Twice As Fast (Case Study)

When businesses rely on your app for their day-to-day work, you have to be agile enough to quickly address their needs. If you don’t, others definitely will. In the unforgiving world of SaaS, delaying a critical feature (or rushing a bug-ridden piece of code) will mean losing clients. A solid agile workflow can make all the difference.

How We Started Releasing Features Twice As Fast: A Case Study

We’re the team behind Active Collab, a project-management app with an ever-growing set of features and a sizeable user base. This means that even the smallest change in functionality will affect a large number of people. Therefore, the development process needs to run smoothly and up to a standard, with delays reduced to a bare minimum.

The post How We Started Releasing Features Twice As Fast (Case Study) appeared first on Smashing Magazine.

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How We Started Releasing Features Twice As Fast (Case Study)

The Science and Strategy of Building Social Proof for Your Ecommerce Store

Social proof is a powerful marketing technique that can easily boost your sales, improve your reputation, and increase your website’s influence and power. So why aren’t more people using it? Part of the reason is this: Most marketers don’t truly understand what social proof is. What is social proof? Most of us are familiar with the techniques of social proof. One of the most common techniques is posting social media following metrics along with follow buttons. Here is a screenshot of Social Media Examiner’s homepage. When you look at those numbers, you may think, “Hmm. There are a lot of…

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The Science and Strategy of Building Social Proof for Your Ecommerce Store

Adopt framework thinking to be a marketing optimization leader

So, the other day, my 10-year-old daughter says to me, “Daddy, why do all the books you read say ‘Leadership’ on the front? Why is that all you read about?”

“Well,” I say, “leadership is one of the topics I’m learning more about this year.”

“But, why do you need to read books about it?” she continues, “Shouldn’t you be your own kind of leader? Why do you need to copy what other people say?”

My first thought: Who has been sneaking into the house and teaching this kid to be so smart?

My second thought: I hope she never stops asking questions like that.

My third thought: She’s right. Learning shouldn’t be an exercise in copying what’s worked for others. Their truths are only true for them. And my experiences and learning may only apply to my situation. I could meticulously copy the habits, attitudes and actions of Steve Jobs and end up a colossal failure. His leadership methods are probably not going to work for me.

On the other hand, there is huge value in learning what has worked for others, and in taking inspiration to find your own way.

That’s why Steve Jobs is part of my personal mentor wall, along with Edison, Ghandi, Picasso, Hitchens, Jim Carrey (for his vision and drive, not necessarily all his movies). Each one of them reminds me of a certain characteristic I want to remind myself of.

Mentors wall
My mentor’s wall

Each of them are multi-dimensional people and could inspire many different qualities, but they particularly inspired me in these areas:

  • Persistence – Thomas Edison
  • Influence – Mahatma Ghandi
  • Expression – Pablo Picasso
  • Intelligence – Christopher Hitchens
  • Vision – Jim Carrey
  • Boldness – Steve Jobs

Inspiration is a start and is important. The learning I gain from others is especially useful when they’ve assembled their knowledge into practical frameworks. Frameworks make their particular insights applicable to other situations.

What do you get from learning how others have solved problems?

  1. Inspiration. The more stories I discover about successful people, the more encouragement I feel that anything can be overcome.
  2. Frameworks for thinking about the challenges you’re facing. Thinking about problems from differing perspectives, and using different frameworks, teaches your brain to explore all possibilities.
  3. Discipline. Even though my kids think of “discipline” as a negative word, it’s clearly necessary for long-term success. Learning new frameworks stretches my mind and keeps it focused on the problems at hand, allowing the focused concentration time needed for my mind’s goal-striving mechanism (or as Maxwell Maltz refers to it in Psycho-Cybernetics, the Servo Mechanism) to lock onto a problem and seek a solution.

Great frameworks separate the pro from the amateur

People often ask me what makes WiderFunnel different than other optimization agencies. I was actually just asked that question again today.

And, while there are many possible answers: great clients, amazing team, high-performance culture, awesome results, years of experience, deep test archives, etc, one aspect stands out.

I made an important decision when we began as a purely Conversion Rate Optimization agency back in 2007. I decided that we would focus on developing framework thinking rather than assembling lists of tips and tricks.

To do that, we needed to learn what actually works through A/B testing, which meant that WiderFunnel would only take projects we could learn from by A/B testing everything.

This was the more difficult path than others have taken, but one I believed would produce better results and knowledge in the long term.

And it has worked.

We’ve run more tests than anyone and developed a more refined and robust process because we’ve focused on refining the process, not just on selling opinions. Selling opinions is easy. Testing and refining our own frameworks is hard.

You can use framework thinking in your work too

I love Sean Johnson’s article about using framework thinking. It’s a reminder that giving an opinion is easy; finding a list of tips and tricks to answer your question is easy. But, finding a framework to help you answer your question is more robust. It gives you an answer that doesn’t expire when one of the variables changes.

Search for frameworks to help you answer your questions and you’ll find a path to continued improvement.

Conversion optimization frameworks

In your conversion optimization work, you’ll likely need to answer questions such as:

  • Where should I test?
  • What should I test?
  • How does my audience perceive my product?

To answer questions like those (and more), WiderFunnel has developed frameworks to use within our optimization process. You can adopt and adapt these frameworks in your CRO work too.

Need to know where to target your test zone?
Use the PIE Framework for prioritizing tests.

PIE framework for A/B testing prioritization.
PIE framework for A/B testing prioritization.

Wondering why your visitors aren’t converting?
Use the LIFT Model to view your marketing touchpoints from their perspective. It has become the world’s most popular optimization hypothesis framework for a reason.

The LIFT Model
The LIFT Model

What is your most important value proposition to test?
Try brainstorming with the points of difference (PODs), points of parity (POPs), and points of irrelevance (POIs).

WiderFunnel PODs, POIs and POPs

The evolution of the best optimization process

As we continue to optimize high volume businesses, WiderFunnel’s process itself is also constantly being reviewed and optimized. We run quarterly projects with our whole team, called “focus areas”, to evolve how we operate to continuously add more value.

As a result, we now have a new process model to share! It’s called the Infinity Optimization Process™.

Infinity Optimization Process (TM)
WiderFunnel’s Infinity Optimization Process™

In the coming weeks, I will provide a more detailed explanation of this next generation of WiderFunnel’s system and how it will continue to deliver the best optimization results in the industry. Make sure you’re subscribed to the blog to get the updates on where we’re leading.

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Adopt framework thinking to be a marketing optimization leader

Introducing RAIL: A User-Centric Model For Performance

There’s no shortage of performance advice, is there? The elephant in the room is the fact that it’s challenging to interpret: Everything comes with caveats and disclaimers, and sometimes one piece of advice can seem to actively contradict another. Phrases like “The DOM is slow” or “Always use CSS animations” make for great headlines, but the truth is often far more nuanced.

RAIL Performance Model

Take something like loading time, the most common performance topic by far. The problem with loading time is that some people measure Speed Index, others go after first paint, and still others use body.onload, DOMContentLoaded or perhaps some other event. It’s rarely consistent. When it comes to other ways to measure performance, you’ve probably seen enough JavaScript benchmarks to last a lifetime. You may have also heard that 60 FPS matters. But when? All the time? Seems unrealistic.

The post Introducing RAIL: A User-Centric Model For Performance appeared first on Smashing Magazine.


Introducing RAIL: A User-Centric Model For Performance


Here’s the Marketing Strategy Brief Unbounce Uses for Every Campaign


When you have a small team, running marketing campaigns is relatively smooth. The right hand always knows what the left hand is doing, communication comes easily and bottlenecks are few and far between.

But as marketing teams grow, things can get rough (to say the least).

As Director of Campaign Strategy at Unbounce, I’ve experienced this first-hand. The company has grown five times over since I started, and now, it’s not uncommon to have up to 20 people contributing to a single campaign.

And while this significantly increases the potential of any campaign, it makes strong communication and process so much more important. With so many people involved, it’s dangerously easy to waste people’s time and create mediocre work that lacks a single vision.

Below, I’m dissecting the process I use to create a campaign with a large team of people: the tools and processes that are critical for making sure everyone’s on the same page and has the information they need to make smart decisions.

These are the elements that will help you run smooth and efficient marketing campaigns that bring the sort of results that will make your boss proud (or your client happy).

Start by defining roles

Before anything else, it’s important to identify people’s roles in a campaign.

Campaign ideas can come from anywhere. In my experience, the person who has the idea (we call them the Champion) should be involved in the whole process, though they’re not necessarily doing much work.

If you’re the Champion and you’re not involved throughout, it’s like you had a baby, cared for it for a year, planned their life out in your mind, then put it up for adoption. It’s rare that the baby’s life will turn out just how you imagined. If you had just hired a nanny instead, you could explain the general idea, trust the nanny to make good decisions and watch your baby grow up and become the ESports celebrity you always dreamed of while you sit back drinking piña coladas and reaping the rewards of internet fame.

…Anyway, along with the Champion, we’ve identified five main roles that exist in almost all of our campaigns:

Role Definition
Champion Responsible for the success of the campaign, including the brief (objective, audience, value prop) and the strategy that comes from the brief (usually, with help from the Architect).
Artist Responsible for the quality of the thing being marketed (ebook, partnership, webinar).
Architect Responsible for consulting on strategy, then squeezing all the marketing opportunity out of the campaign through the tactics chosen.
Expert(s) Responsible for the excellence of each individual tactic and contributing to the strategy if the Architect needs their help.
Stakeholder(s) Responsible for ensuring the piece the Artist created is in line with the overall marketing strategy.

At the end of a campaign, the Champion should be able to make the decision of whether to:

  • Stop doing all the tactics
  • Optimize: cut or change some activities and turn the campaign into an ongoing activity
  • Double down: optimize and invest even more resources

Without pre-defined roles, it’s unclear who is responsible for the success of the project. People tend to feel less accountable, and making a call about the success of the campaign becomes much more complicated when it’s muddled with all other types of efficiency problems.

Determine the targets and messaging

For every campaign, there’s usually “a thing” to be marketed. A new feature, an ebook, a partnership, whatever. When thinking about that thing, there are a few very important questions you’ll want to ask.

These questions will help you begin to draft messaging for your landing pages, social and email marketing, but they’ll also help you create laser-focused campaigns targeted at real people with real problems that need solving:

  1. Who does this solve a problem for? Alternatively, who does this present an opportunity for?
  2. Who are the types of people (buyer personas) the thing you’re marketing solves a problem for/presents a significant opportunity for?
  3. What is the specific problem you’re solving or opportunity you’re opening up for that person?
  4. What will that person’s life look like after they use your thing? (This will be your value proposition.)
  5. Which pains that you’re easing are the most painful? Which opportunities are the most significant?

Each one of the pains/opportunities you pick out for #5 represents its own campaign.

If you have a ton of resources and the thing you’re marketing is monumental, you may choose to do many campaigns. If not, you may choose only the best one.

You’ll need a campaign brief to communicate the goal, strategy and messaging of the campaign internally to the people you need help from (whether it’s stakeholders, specialists like your PPC or email person, or the creative department).

If you’re all on a journey together, the brief’s the map.

PSST. We’re giving away the campaign brief template that Unbounce uses. Scroll to the end of this post to get it.

Determine the objective

For each campaign you run, you should have an objective that every piece of that campaign is working toward.

In other words, what happens when someone clicks the button on your campaign landing page? Often, depending on the type of campaign, there will just be one or two objectives that are a better fit. Some typical examples:

  • Social contest, event sponsorship – Branding
  • Ebook, ecourse, whitepaper, blog contest, comarketing with a partner – New leads
  • New feature launch, seasonal promotion – New customers

At Unbounce, almost all of our campaigns fall into one of those three metrics.

Selecting a single objective is extremely important, because so many decisions will be based on trade-offs.

For example, if you’re planning to write a specific content piece and your goal is branding, you’ll likely want write it as a series of blog articles and leverage SEO as much as possible. But if it’s a lead gen play, you may decide to format it in a PDF and collect email addresses before people can download the PDF.

Determine the strategy

The word “strategy” has become a catch-all for a lot of things. Nobody seems to know exactly what it means anymore.

I think of strategy as “the general idea of how you’re going to communicate the message to the target, then get them to carry out the objective.” It should be able to be summed up in a few sentences at most.

For example, a bunch of strategies for a feature launch targeting account strategists at marketing agencies might be:

  • Get to account strategists by targeting the companies they’re working for. Encourage the clients to tell their account strategists to tell their clients they need our newest feature.
  • Ask our customers to reach out to all the account strategists they know and convince them to try our newest feature.
  • Target account strategists broadly and get them to sign up for a free plan, where we’ll educate them until they upgrade.
  • Target the most valuable account strategists in a very focused way that invites them to a one-on-one demo of the product and our new feature. Shower them with gifts so they love us.

There’s no need to mention the specific way you’ll accomplish any of these things. It’s meant to be a general approach that you and your team can keep in mind while you’re deciding on the tactics you’ll employ and how to execute those tactics.

If one person thinks we’re getting to account strategists through their clients and another thinks we’re just speaking to them directly, you’ve got a disaster on your hands.

Determine the tactics

If your landing page is the hub of your campaign (and it should be), your tactics are your spokes. They’re how you’ll get the target of your campaign (the tire?) to complete the objective (the chain that attaches to the hub?) …I don’t know, this metaphor’s falling apart fast.

Put simply, the tactics are simply a description of the ways you’ll use (or omit) the channels at your disposal to execute the strategy.

Only when you’ve put in the mental effort to decide on your objective and your plan of attack (strategy) should you lock in your tactics. If either the objective or the strategy were to change, all your tactics should reflect that change.

I take four steps to finalize the tactics:

  1. Run through all the channels I think should be used and if I have an opinion on how they should be used, I write it down. We’ve made a list of all the channels at our disposal and how they can be used. If you don’t have one, I highly recommend making one.
  2. I then email the specialists for each channel, give them the objective, messaging and strategy for the campaign and ask them something along the lines of “I’d like to use your channel in this campaign. I thought the best way to drive people to our landing page would be to ______, but if you have a better idea, I’d love to hear your recommendation.”
  3. When I get all those recommendations back, I challenge the person a little to make sure they’ve really thought it through, then when we’re both confident that their recommendation is the best way to drive people to our landing page, I add it to the brief.
  4. I then map out the entire plan on a whiteboard, identify all the points where a conversion will take place and consider ways that we could execute the tactics (or include additional tactics) in a delightful way that would catch the target off-guard and make them more likely to convert. This might happen solo, in collaboration with the experts or in a brainstorm.

Congratulations, you’ve now figured out exactly how you’ll use everyone in your team to work toward a common goal. But wait… there’s more.

Estimate results and effort

Only when you’ve determined your tactics do you understand the scope of your project and the potential results.

We estimate scope using a points system. Depending on the complexity of a campaign, we rate it 1, 2, 3, 5 or 8. We use the Fibonacci sequence because a campaign that’s HUGE in scope (8) would be much more work than a big campaign (5), not just 25% bigger.

To estimate the results of a campaign, we plug all our tactics into a spreadsheet, identify all the points of conversion for each tactic on the way to the objective and estimate those conversion rates.

A sneak preview of the campaign estimate spreadsheet that Unbounce uses. Grab it here.

The result should be the number of [the metric tied to your objective]’s you think you’ll get. Plug your final estimate into the “target” section of the brief.

That estimate will come in handy at the end of the campaign when you need to decide whether to cut, optimize or double-down in the future. If you blow away your estimated results, double-down.

Then pitch it… and get to work

An often-overlooked part of the process is pitching the idea back to those you need help from.

By inviting everyone you need in the project into a single meeting and pitching the campaign like a business pitch (“there’s X opportunity and I have a plan to capture it”), you have the ability to excite your team and get them on board. Run them through the brief starting from a zoomed out view to explain how everyone fits into the plan:

Messaging -> Objective -> Target -> Strategy -> Tactics

If everyone leaves the meeting enthusiastic and invested in the journey they’re all embarking on, they’ll do better work.

Pro tip: Present the plan to your stakeholders (who are usually your bosses) before this big meeting. If you come into the pitch with your head honchos backing you, you further reduce the chance of the meeting going sideways.

Then all you have to do is execute the damn thing!

To help you get there, we’re sharing the campaign brief template that Unbounce uses. Enter your email below and it’s yours to steal. :)

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Here’s the Marketing Strategy Brief Unbounce Uses for Every Campaign