How To Create A 30 Day Marketing Plan

So you’re about to launch a new product, but only have a limited amount of time to devote to marketing? Fortunately with digital and social marketing, everything moves quickly, so you can turn around a six-week strategy for a great launch campaign by following the steps outlined below.

Week 1

The first week should be devoted to developing your goals and identifying KPIs, as well as doing audience research to uncover your market. A competitive analysis of your industry’s social and digital channels can be useful at this stage in uncovering what sets you apart.

You’ll want to brainstorm styles of content that could be useful (if you’re launching a blog, is it a blog of testimonials, a blog of professional advice etc.) as well as some specific article ideas. If your marketing initiative is a completely new product launch and not just a new campaign, you’ll also want to lock in social and web urls as soon as possible to make sure they are consistent.

Also — this should go without saying — but you’ll want to familiarize yourself with the product itself! Discover the capabilities (and limitations) of what you’re marketing, and lean on your experiences to generate content.

Week 2

The second week is the time to execute preliminary pieces of digital content and marketing through more specific brainstorming, writing, and design. Now that you know what the industry looks like and what sort of niche you’re aiming to serve, you can create preliminary work that can be used to test those audiences.

This is also a good time to get comfortable with services that you’ll be using for the upcoming campaign, whether those are social management platforms, web ad platforms, A/B testing tools, or a Content Management System. Knowing the capabilities of your systems will save work down the road, and are essential in setting up your web presence and the homepage for your brand.

Week 3

The third week should be centered around market testing both your product’s site and ad mockups. You can make a first pass at SEO optimization, as well as response to the visuals, copy, and click-through of your links. Throughout the week, continue to update your testing, and monitor successes and failures. You can also use a testing period to begin to build email lists or other tools around the product, so you can inform potential consumers about any updates that are coming from your brand, including around the launch.

Week 4

This week can be used to work with the results of your testing during prior weeks. Did you discover that you’re not grabbing your audience with your branding? Did you uncover a new audience completely that has an interest in your product?  You’ll want new web and social content pieces — and even, sometimes, whole initiatives or campaigns — that address these research-backed topics.

Week 5

As you near the end of your 30 day plan, you’ll want to lock in your brand identity, using the results of your testing to inform the design and copy decisions, as well as the audiences you’re targeting with your digital campaigns.

You’ll want to run an editing pass through all of your content, and also finalize the style guide for your brand, ensuring that there is consistency across platforms. Begin scheduling your paid social and paid search advertisements, so that you know what your calendar will look like going forward.

Week 6

In the final week, it’s time to go all-in on your launch posts, and focus energy toward paid advertising, including paid social and paid search advertisements. Before launching, eliminate anything from previous weeks that wasn’t working, and set goals for future growth. You’ll want your channels streamlined and sustainable, so that launching new campaigns is easy. Once people are engaging with your product and word of mouth is spreading, you can work towards earned media hits and growing your audience organically.

Daniel Meek