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Tactical Plan

The below tactical plan is phased into three Phases. By month 6, we should be on target to hit 800-1,000 Plus Customer from start of the project.
Phase 1 (Crawl Phase) will focus on baseline activities and validation of initial assumptions.
Phase 2 (Walk Phase) will look at scaling best-performing audiences.
Phase 3 (Run Phase) will focus on driving customer activation.
Crawl Tactics | Month 1 to 2 | Objective: Validate Initial Assumptions
2
Tactic [INPUT]
Channel [INPUT]
Select KR [INPUT]
Type [INPUT]
Status [INPUT]
Owner [INPUT]
Confidence [INPUT]
Impact [INPUT]
1
Interest-based audiences using Facebook Marketing API to uncover all relevant interests and behaviours. We'd probably utilise 3-5 core creative against all audience sets, of which there is likely to be 30+ in rotation at any one time.
Facebook Ads
Instagram Ads
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Audience
Crawl
Harpal
000
0.7
000
0.7
2
Keyword targeting conversations on Twitter to find “right time, right place” awareness opportunities. Keywords will be competitor-focused, with creative reflecting individual USs vs. each competitor, e.g. “Unlimited appointments from just £149 per annum”.
Twitter
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Audience
Crawl
Harpal
000
0.7
000
0.7
3
Create targeted display campaigns based on combined in-market and affinity, with factual benefit-driven message. Overlay in-market and YouTube channel targeting.
Google Display
YouTube
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Creative
Crawl
Harpal
000
0.5
000
0.5
4
Create interactive ‘customer’ map on homepage, illustrating where customers are signing up from by geography.
Other
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Creative
Crawl
Harpal
Medicspot Marketing
000
0.6
000
0.4
5
Google Display and YouTube - custom intent targeting based on search behaviour. Search terms will be focused around both competitor terms and generics. Creative will be broad at this stage.
YouTube
Google Display
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Audience
Crawl
Harpal
000
0.5
000
0.5
6
Advanced 'Thank You' page on sign-up, with additional lead magnet available for download, instructions around when to expect next communications, and referral promotion.
Other
Improve diversity and quality of channel mix, evidenced by Lead Sign-Up to Plus Customer Conv. Rate of 20% or higher.
Creative
Crawl
Harpal
Medicspot Marketing
000
0.6
000
0.4
7
Long-tail generic terms across Google e.g. “my doctor won’t help me uk”. Traffic will be grouped in to Google and Facebook audiences for subsequent retargeting.
Google Search
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Audience
Crawl
Harpal
000
0.7
000
0.5
8
Generic retargeting of audiences who visited but didn’t sign-up.
Facebook Ads
Instagram Ads
Google Display
YouTube
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Creative
Crawl
Harpal
000
0.6
000
0.6
No results from filter
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Walk Tactics | Month 3 to 4 | Objective: Scale Best-Performing Audiences
2
Tactic [INPUT]
Channel [INPUT]
Select KR [INPUT]
Type [INPUT]
Status [INPUT]
Owner [INPUT]
Confidence [INPUT]
Impact [INPUT]
1
Autopilot drip campaign for users that signed-up, but have not engaged since.
Other
Improve diversity and quality of channel mix, evidenced by Lead Sign-Up to Plus Customer Conv. Rate of 20% or higher.
Message
Walk
Harpal
Medicspot Marketing
000
0.7
000
0.5
2
“Is you doctor listening to you?” lead magnet survey targeting females. Survey that will be promoted across all display channels, detailing most-complained about subjects relating to visiting a "real-life” doctor.
Facebook Ads
Instagram Ads
Google Display
YouTube
Twitter
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Creative
Walk
Harpal
Medicspot Marketing
000
0.5
000
0.7
3
Create positive lookalikes around leads and Plus Customers, in addition to negative lookalikes around users that sign-up but didn’t reach Plus Customer status.
Facebook Ads
Instagram Ads
Improve diversity and quality of channel mix, evidenced by Lead Sign-Up to Plus Customer Conv. Rate of 20% or higher.
Audience
Walk
Harpal
000
0.7
000
0.6
4
Create and scale Ask A Doctor Facebook group. Group will not be branded, and will be a place where people can find links to help cure basic ailments. In the long-term, once group reaches appropriate size, we can look at how best to monetise this owned audience.
Facebook Ads
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Audience
Walk
Harpal
Medicspot Marketing
000
0.7
000
0.6
5
Create Lemonade-style short animated videos, focusing on Speed and Price value propositions. Use extensively across prospecting activity.
Facebook Ads
Instagram Ads
Twitter
YouTube
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Creative
Walk
Harpal
Other
000
0.7
000
0.7
6
Create and implement advanced referral programme, e.g. share this link with friends who sign-up:
3 friends: Discount on customer activation.
5 friends: Coffee Mug
10 friends: T-shirt
Other
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Creative
Walk
Medicspot Marketing
000
0.5
000
0.7
No results from filter
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Run Tactics | Month 5 to 6 | Objective: Drive Customer Activation
2
Tactic [INPUT]
Channel [INPUT]
Select KR [INPUT]
Type [INPUT]
Status [INPUT]
Owner [INPUT]
Confidence [INPUT]
Impact [INPUT]
1
Google Ads post-code targeted campaigns with geo-targeted ads across hot-spots. Using Ad Customisers combined with geographically segmented PPC campaigns.
Google Search
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Audience
Run
Harpal
000
0.7
000
0.7
2
Create comparison mini-site (preferably one-page) that compares online doctor services, placing Medicspot favourably. Amplify via Google search.
Google Search
Improve diversity and quality of channel mix, evidenced by Lead Sign-Up to Plus Customer Conv. Rate of 20% or higher.
Message
Run
Harpal
Medicspot Marketing
000
0.7
000
0.7
3
Use Unbounce to create audience-specific landing pages across key Facebook user journeys. Each variant will include more relevant Hero, How It Works, FAQ, and Case Studies.
Facebook Ads
Other
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Message
Run
Harpal
000
0.8
000
0.8
4
Test ResponseIQ 'Speak to an Expert' functionality on landing pages in order to drive activation.
Other
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Message
Run
Medicspot Marketing
000
0.4
000
0.5
5
Test Livechat automated message by URL feature. Use automated greeting functionality to test engagement uplift across specific customer segments.
Other
Drive at least 200 Plus Customers per month, at or below target acquisition cost.
Message
Run
Harpal
Medicspot Marketing
000
0.5
000
0.4
No results from filter
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