How to build a marketing plan- Zoho Marketing Automation

Creating a marketing plan

This guide will help you perform the following actions :

  • Create a marketing plan
  • Configure marketing channels
  • Set targets against the objectives
Creating a marketing plan
  1. From the Navigation Toolbar, click Planner and choose Marketing Planner.
  2. Click Build a Plan to create a new marketing plan.
  3. Select an appropriate purpose from the listed purposes.
  4. Specify the name and overview of the plan. Click Next.
  5. Specify the objectives, time span, choose the marketing channels, and allocate the budget.
  6. Click Save and Proceed to continue.





Your plan gets complete after you configure the marketing channels and set targets against the created objectives.

Configuring marketing channels

You can use multiple marketing channels like emails, social media, print media, and television to promote your campaign and measure its performance.

After you add the basic plan information, create objectives, and select the marketing channels to be configured, go through the following steps to configure your marketing channels, read through to learn how to configure them for different marketing channels.

Emails

  1. In Digital marketing channels, under Emails, Click New campaign or Associate campaign.
  2. If you click New campaign, you can either choose Regular campaign or Advanced campaigns from the drop down menu to create a new email campaign.
  3. If you click Associate Campaign, you will see a pop-up in which you can search for the campaigns you like to associate.

To learn more about how to create an email campaign, click here.


Note: Make sure the campaign start and end time corresponds with the start and end time of your marketing plan. 

Social media

  1. In Digital marketing channels, under Social media, Click New campaign or Associate campaign.
  2. If you click New campaign, you can choose Post campaign or Add custom from the drop down menu to post your campaigns in the desired social media platforms. 
  3. If you click Associate Campaign, you will see a pop-up in which you can search for the social campaigns you like to associate.

To learn more about how to create a social campaign, click here.

Print Ads

  1. In Traditional marketing channels, under Print Ads, click Generate tracking URL.
  2. In the pop up that follows, select a landing page to be converted as a tracking URL.
  3. Specify the name of the publisher.
  4. Specify the time span of the print campaign.
  5. Click Generate tracking URL.
  6. Use the generated URL and QR code in your print campaign to measure its performance.

You can also add the print campaign preview link for your reference.


TV Ads

  1. In Traditional marketing channels, under TV Ads, click Generate tracking URL.
  2. In the pop up that follows, select a landing page to be converted as a tracking URL.
  3. Specify the name of the broadcasting organization.
  4. Specify the time span of the Television campaign.
  5. Click Generate tracking URL.
  6. Use the generated URL and QR code in your television campaign to measure its performance

You can also add the television campaign preview link for your reference. 


Business Email Marketing
Using Business email marketing, you can create email signature for your users. When you create signatures and share it with your users, the users are required to copy and paste the signature in the email client service to get the signature appended to their emails. You can add campaigns in the form of a card to the signatures you share with your users. Whenever email communication happens, the campaigns you run with the signatures might catch the eyes of the recipients who receive the emails from your users.
  1. In Digital marketing channels, under Business email marketing, click New campaign.
  2. In the pop up that follows, select a landing page to be converted as a tracking URL.
  3. Specify the campaign name in the Source text box.
  4. Specify the time span of the Business email marketing campaign.
  5. Click Generate tracking URL.
  6. Use the generated URL and QR code in your print campaign to measure its performance.
  7. Click Edit in the Email signature section.
  8. Click Your card to upload your campaign card or choose from the pre-designed campaign cards.
  9. Select the users found in the Users section and click Share to share the signature with your users.

Custom Channels
You can add Custom channels by either selecting default custom channels (For e,g., Networking, Blogging) or create your own by clicking Add Custom Channels while configuring the objectives and channels.
  1. In the Custom Channel section you created, click Generate a tracking URL.
  2. In the pop up that follows, select a landing page to be converted as a tracking URL.
  3. Specify the campaign name in the Source text box.
  4. Specify the time span of the custom campaign.
  5. Click Generate tracking URL.
  6. Use the generated URL and QR code in your print campaign to measure its performance.


Setting targets against the objectives

After configuring the marketing channels, you can set targets for the objectives you created.

  1. Under Set targets, click Choose objective and select an objective from the drop down menu.
  2. Choose a target type to determine how to measure the target.
  3. Select the expected number of visits.
  4. Enable expected returns per visit to measure the revenue that comes from a visit.
  5. Click Save to finish setting a target.



Note:

  • Using Marketing plans requires you to have your website configured in Web Assistant to track unique conversions.
  • The maximum time span of a plan is 90 days from the start date.


Next steps

Learn how to connect your website with Web Assistant

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