Description
Deploy the Funnel. Drive the Traffic. Close the Sale.
Goal: Drive high converting traffic and automate sales. Monetize assets, optimize performance and targeting.
The Deploy Campaign is where your business moves from prepared to profitable. While the Ignite Campaign builds visibility and the Launch Campaign builds credibility, the Deploy Campaign activates the systems that drive traffic, capture leads, and close sales. This stage is about building conversion funnels, advertising strategies, and automated workflows that turn your brand into a revenue generating machine. Develop high converting landing pages, strategic sales sequences, and paid ad campaigns, then integrate them with email automation, customer relationship management tools, and behaviour based triggers to guide every visitor toward a purchase. This is where strategy meets scale, your offer isn’t just live, it’s performing.
Weeks 27–28: Sales Funnel Design and Content Planning
Objective: Develop strategic assets that drive lead generation, build trust, and support automated conversions.
- Design and develop all sales funnel web pages, including opt-in landing pages, upsell/downsell flows, and thank you confirmations. Ensure each page is responsive, brand aligned, and optimised for conversions.
- Integrate trust building components, such as rotating testimonial sliders, verified customer reviews, and pre-emptive objection handling content throughout the funnel experience.
- Create branded visual content, including digital product mockups, polished service presentation decks, and short form video reels for demos or feature highlights.
- Write high converting advertising and funnel copy, focusing on compelling headlines, value statements, customer transformation messaging, and clear CTAs.
- Draft scripts for video based funnel content, including sales videos, explainer reels, and webinar presentations. Ensure clarity of message, alignment with brand voice, and persuasive flow.
- Plan outreach, create a prospect list for influencers, content creators, and affiliate marketers who align with your brand. Prepare for organic traffic growth and partnership campaigns.
Weeks 29–30: Advertising Infrastructure and Analytics Setup
Objective: Build the essential systems for managing paid traffic campaigns and measuring advertising performance.
- Set up advertising accounts on key platforms: Meta, Google, and TikTok, depending on target audience relevance. Ensure billing, permissions, and verification settings are properly configured.
- Install tracking pixels and custom event triggers across the website and funnel pages. Set up standard events such as page views, form submissions, purchases, and button clicks, using tools like Meta Pixel and Google Tag Manager.
- Create audience segments using website traffic data, email list segments, and ad engagement. Develop lookalike audiences to mirror high converting users and expand reach with precision.
- Design multiple ad creative variations for testing. Include a mix of static graphics, short form video clips, carousel or gallery formats, and copy variants tailored to different segments.
- Implement UTM parameters consistently across all paid and organic campaign links. Use these parameters to distinguish traffic sources, medium, campaign, content, and keywords for granular performance insights.
- Integrate behavioural analytics tools: heatmaps and session recordings, to visually assess user engagement on key pages. Track scroll depth, click activity, and exit points to refine landing pages and improve ads.
Weeks 31–32: Automation Systems and Email Flow Sequences
Objective: Implement automated systems that nurture leads, deliver timely communications, and personalise user engagement.
- Develop automated email sequences triggered by key user behaviours: abandoned cart flows, interest based product or service browsing, and follow up messages after a purchase or inquiry. Each sequence should be strategically crafted to reinforce value, reduce friction, and encourage action.
- Segment email audiences according to lead source, funnel stage, user interests, demographic data, and behavioural activity. This segmentation ensures messages are relevant, timely, and aligned with each user’s journey.
- Synchronise email platforms (Mailchimp or Klaviyo) with advertising accounts and CRM tools. Enable cross channel re-targeting by creating unified audience profiles that link email engagement with advertising behaviour.
- Schedule an initial nurture sequence of welcome, educational, and trust building emails. These should highlight key brand values, reinforce credibility, and provide clear CTAs for next steps: booking a call, downloading a resource, or making a purchase.
- Integrate calendar and appointment systems for service based businesses. Tools such as Calendly or Acuity should be embedded into confirmation emails, website pages, and CTAs to streamline the user experience and reduce booking friction.
- Conduct full testing of all automation triggers, flows, and sequences. Verify conditional logic, delivery timing, and user tracking perform correctly across different devices and email clients. Ensure sender authentication protocols (SPF, DKIM, and DMARC) are correctly configured to maximise email deliverability.
Weeks 33–34: Campaign Launch and A/B Split Testing
Objective: Deploy targeted advertising campaigns and optimise performance using real-time data and experimentation.
- Launch paid advertising campaigns with controlled test budgets across selected platforms (Meta, Google, TikTok). Focus on tightly segmented audiences to validate messaging, creative direction, and conversion flow.
- Conduct A/B split testing on key funnel variables such as landing page headlines, button styles and placements, page layouts, and media formats (video vs image). Prioritise elements most likely to impact engagement and conversion.
- Centralise campaign analytics using a dashboard that aggregates data across ad platforms and website performance tools. Track essential metrics: click through rate (CTR), cost per acquisition (CPA), conversion rates, and return on ad spend (ROAS).
- Test multiple lead magnet variants and entry point CTAs to identify the highest performing offers and formats. Evaluate differences in engagement across copy styles, form lengths, and delivery formats.
- Analyse early campaign performance and adjust audience targeting, creative assets, and budget allocation based on validated performance indicators. Use feedback loops to refine segmentation logic, improve ad relevance, and reduce acquisition cost.
Weeks 35–36: Funnel Optimisation and Sales Forecasting
Objective: Improve funnel performance, increase conversion efficiency, and prepare for paid traffic scaling.
- Audit conversion metrics across each funnel stage (impressions, clicks, leads, sales) to identify friction points and highest performing assets.
- Refine offer strategy, lead magnet positioning, page copy, and ad creatives using real-time engagement data and qualitative user feedback.
- Optimise email sequences by testing subject lines, timing, personalisation, and link placement to improve open and CTRs.
- Conduct break even and return on investment (ROI) forecasting to assess CPA, average order value (AOV), and lifetime customer value (LTV).
- Create a funnel scaling plan including ad budget increases, expansion to additional platforms (Pinterest, LinkedIn), and custom retargeting segments.
- Build a KPI dashboard to track metrics like unsubscribe rate, conversion rate, CTR, ROAS, and customer acquisition cost (CAC).
- Document SOPs for campaign management, ad iteration, audience segmentation, and performance reviews.
- Draft a support structure and staffing plan identifying roles such as marketing assistant, copywriter, advertising specialist, or sales support as needed for next phase growth.
Key Deliverables by Week 36
- Optimised Sales Funnels and Paid Ad Campaigns
Conversion focused landing pages are live with persuasive CTAs, branded visuals, and trust content. Paid ad campaigns are active on at least one major platform with full tracking in place. - Advanced Email Automation and Retargeting
Behavioural email flows are live, including abandoned cart, post purchase, upsell, and win back sequences. CRM integration supports real-time lead capture, interest tagging, audience syncing, and smart segmentation for effective remarketing. - Analytics and Funnel Intelligence Dashboard
An interactive dashboard is live, tracking user behaviour, funnel performance, A/B split test results, and engagement metrics such as heatmaps and session recordings. - Forecasting and Performance Modelling
ROI forecasting tools are in place, including models for customer acquisition cost (CAC), return on ad spend, and scalable revenue projections aligned with media spend. - Multichannel Marketing Asset Suite
High converting assets have been produced, including sales page copy, promotional scripts, product mockups, and ad creatives designed for use across multiple channels and formats. - Standard Operating Procedures for Scale-Up
Full SOPs are documented for ad campaign execution, analytics review, lead nurturing workflows, and ongoing funnel optimisation to support long term scaling.