How to plan a campaign in Marketing
Step by step to record your strategy, create the campaign project with goals and budget, link ads and CRM tags and track the actions.
Updated on
Build a campaign (for example, Mother's Day) from planning to tracking: the business strategy, the project with goals and budget, the team's actions and the ad and CRM numbers on a single screen.
What you need
- A role with the Manage integrations permission in the workspace.
- For the media numbers: an ad channel connected in Ads → Channels, with the campaigns synced.
- For qualified leads and sales: the funnel with the qualified and sale stages set in Ads → Configure → Funnel.
Step by step
Record your positioning
In the menu, open Marketing → Strategy. In the Positioning tab, write the positioning, the Core message, the Differentiators and the Real proof (one per line) and click Save positioning.
Add the business goals
In the Goals tab, fill in Average ticket (R$), Gross margin (%), Target CPL (R$) and Target ROAS (x) and click Save goals. The average ticket goes into the project's estimated revenue.
Add the offer and the date
In the Offers and seasonality tab, click New offer and fill in Code, Title and Mechanic (e.g. "10% off until Sunday"). Under Seasonality, click New date, give it a name and choose the start and end day and month. Click Save offers and seasonality.
Check the audience
Open Marketing → Audience. In Personas, generate or review the personas; in Target audience, select your customers' age and states and click Save target audience.
Create the project
Open Marketing → Projects and click New project. Give it a name, choose the type (for example, Seasonal), the status, the start and the end and write the objective.
Set the goals and the budget
In Goals (KPIs), click Add goal, choose the metric (for example, Sales) and the Target, which must be greater than zero. Under Budget, fill in the Daily budget (R$) or the budget phases.
Link the campaigns and the tags
In Channels, ads and CRM, select the campaign's Ad campaigns and write the CRM tags that will mark its conversations (e.g. mothers-day), one per line. Click Create project: XBASE opens the project.
Plan the actions
In the project, under Project actions, click New action. Give it a title, a type, a Due date and an Owner and click Create action. Repeat for each post, ad, message or task.
Track
In Marketing → Actions, tap the circle next to the action to mark it as done. In the project, track Goals (actual × target), Media and CRM; Marketing's Overview brings together the active projects, the overdue actions and this week's actions.
What to expect
The project appears in Marketing → Projects and in the Overview when it's Active, with the goals, the spend of the linked campaigns, the conversations with the project's tags and the team's actions.
Common problems
Next steps
Marketing: strategy, audience, projects and actions
How to create personas from conversations and comments
How to build a campaign with the assistant
Still have questions?
Talk to the XBASE team on WhatsApp. We help you set it up. Email: contato@xbase.app.
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