5 Blueprint Tips For Marketing Campaign Sanity
Let’s face it. Our approaches to marketing can tend to drive us insane.
For some of us, marketing is exciting (indeed!). For others, it’s a necessary evil.
Either way, it’s natural that we tend to rush into the process…
…either because we’re excited to get going or because we can’t wait to get it over with.
So we get an idea of how we’ll get our message in front of our market, and we’re off to the races, writing copy, building landing pages, and so on.
But that’s like getting an idea of how your new house will look, and then picking up a hammer and some nails, and pounding boards together.
In either case, it isn’t long before we have a waste of time and materials on our hands.
Blueprints To The Rescue!
That’s why at MarketingHospital we help all our clients keep their sanity by FIRST creating marketing blueprints…and THEN using those blueprints to keep everything on track.
Just like with building a house, your marketing blueprint tells you (and anyone doing work for you) exactly what you want, and exactly what’s needed.
Not only is it a detailed document of the end goal, but it’s also an invaluable tool when it comes to project management.
Here are 5 blueprint tips that will help you keep your sanity as you create your marketing, even if you’ve never created a blueprint for your campaigns.
TIP #1: Use a spreadsheet for project management & documentation
Whether it’s Excel or Google Sheets, create a spreadsheet to keep track of the individual elements of your marketing campaign.
For example, if you’ll be using an opt-in form, create a row in your spreadsheet just for that opt-in form.
And then include related rows for that opt-in form’s details: which form fields it will include; whether they’re ‘required’ fields or not; the ‘thank you’ page that is displayed after the form submits; and so on.
Since each individual element in your campaign has its own row, and since each element’s details have their own rows, you can then use the spreadsheet to keep track of which bits of the process have been completed.
At MarketingHospital, we include a ‘Dev’ column, a ‘Tested’ column, and a ‘Sign Off’ column, and then mark each row with an obvious color when each bit of the project has been ‘Developed’, ‘Tested’ and achieved ‘Sign Off’.
It’s a simple project management solution to keep things on track and accountable.
And once the individual details for a given element have been developed and tested (e.g., which fields appear in your opt-in form; what ‘thank you’ page displays), you can always ‘hide’ those ‘details’ rows so only the main row for the main element is displayed.
The image below will give you a bit of an idea of how a blueprint spreadsheet looks with some of its rows hidden…
(click the image to see a larger version)
TIP #2: Include ‘segmentation’ information in your blueprint
In your spreadsheet, create a dedicated ‘tab’ or ‘sheet’ just for segmentation.
Here’s where you’ll record the different ways your marketing campaign will enable you to segment the prospects, customers or clients that move through your campaign.
For example, if you’re using marketing automation software such as Infusionsoft, you’ll use tags to keep track of specific information you know about specific prospects.
For instance, say you’re running a webinar. And your marketing points them to either a ‘west coast’, ‘central’ or ‘east coast’ registration page based on where they live.
So you tag them with a ‘west coast’, ‘central’ or ‘east coast’ related tag so that you can send different marketing messages to them later based on which tag they have…
…but how do you keep track of those tags? Simple! In your spreadsheet’s ‘Segmentation’ area.
That way, even if it’s months later, you (or anyone doing work for you) can quickly see how that campaign segmented your prospects.
TIP #3: Include ‘Assets’ information in your blueprint
In your spreadsheet, create another dedicated ‘tab’ or ‘sheet’…this one just to keep track of the campaign’s related assets.
The spreadsheet software will automatically make your URLs into hyperlinks, which makes it easy to access your various webpages very quickly.
And once again, even if it’s months later, you (or anyone doing work for you) can quickly see the different assets involved in that campaign, and where those assets can be found.
TIP #4: Include ‘Project Details’ information in your blueprint
In your spreadsheet, create another dedicated ‘tab’ or ‘sheet’…this one just to keep track of the campaign’s project details.
Here’s where you’ll keep track of items such as dates or times (e.g., if you’re running a webinar on a specific date, or if your campaign is for a limited time offer).
You can also keep track of items such as access details for webinars, discount codes, or whatever high-level details you may need to refer to either during the development process or afterwards.
TIP #5: Include ‘Outstanding Items’ information in your blueprint
In your spreadsheet, create another dedicated ‘tab’ or ‘sheet’…this one just to keep track of the campaign’s outstanding items.
Whether or not you’re outsourcing the development of any of the campaigns items (email copy, graphics, marketing automation, PDFs, webpages, etc.), this is the perfect place to list what items the campaign is waiting on.
This section is particularly helpful when all the players involved in the development process have access to the spreadsheet in question.
For example, at MarketingHospital, we create Google Sheets that our clients can refer to. That way they can always see which items are outstanding and who is responsible to deliver them.
These Tips Are Just the Tip of the Blueprint Iceberg
There are many more ways to leverage the project-management power of such blueprints.
But these 5 tips should get you pointed in the right direction.
Bottom Line: blueprints provoke you to define and measure the development of your marketing campaigns, and they later serve as invaluable documentation (because you’re guaranteed to forget most of the details in short order).
In other words, blueprints preserve your marketing campaign sanity.
Sounds Like Something You Could Benefit From!
Want your own marketing blueprints? And the accountable development of the campaigns those blueprints define? Then you’re one smart cookie!
Or give us a shout…
Toll Free: 855-713-7416
Local: 778-327-7943 (“Local” = Vancouver, Canada)