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Growth Plan Performance Template
This detailed Growth Plan will help you to:
- Set and measure your goals per month
- Create a bottom-up approach from goals to traffic
- Create a baseline across channels and funnels
- Measure the performance of each channel and see how the contribute to your growth
The methodological approach of planning and analysing
This spreadsheet demonstrates a bottom-up approach within the context of a marketing growth plan and its funnel. It proposes starting with a specific goal, like achieving a certain number of sales and working backward to understand what is needed to reach that goal. The speaker illustrates this approach by suggesting that if a business aims for a certain number of sales, it must first determine the amount of traffic required to generate those sales.
This method allows for a practical, detailed analysis of each step in the funnel, ensuring that every part of the process is optimized to contribute to the end goal.
The bottom-up approach underscores the importance of starting with the desired outcome and working through each layer of the process to understand and plan the necessary actions to achieve that outcome.
Together with the rest of the channels, you can have a deep dive into the mechanics of paid ads within a marketing strategy. It details how to calculate the necessary impressions to achieve a target number of site visits. Using an example, they explain that if the goal is to attract 6,000 visitors through paid ads with a click-through rate (CTR) of 0.01 (1%), the campaign would require 600,000 impressions.
This precise approach to planning paid ad campaigns is intended to optimize ad spend and ensure that the paid ads channel is effectively contributing to the overall marketing funnel.
