Begin with a business result
A campaign is easier to plan when its intended result is specific. Choose an outcome such as more qualified enquiries, repeat visits, or sign-ups. Write down the audience and the time period as well as the result, so that a team can tell whether the work helped.
Choose one useful measure
Select a measure that reflects the outcome. For an enquiry campaign, count completed enquiries rather than page views alone. Record the starting point before you act. A simple before-and-after comparison is not proof of cause, but it can help you decide what to investigate next.
Try it
Write one sentence in this format: During [time period], we want [audience] to [action], so that [business result]. Add one measure and the date when you will review it.
Key takeaways
- Connect campaign activity to a result.
- Choose one primary measure before launching.
- Record a starting point and a review date.