How I Plan a 30-Day Marketing Campaign From Scratch

Most campaigns fail before they even launch.

Not because of bad ideas. Not because of bad execution.

Because of bad planning.

I've managed campaigns across four countries. Product launches. Lead generation. Seasonal promotions. E-commerce pushes.

They all had one thing in common: The campaigns that succeeded were planned thoroughly.

The ones that crashed were rushed.

Here's the exact 30-day framework I use every single time.

It doesn't matter if you're B2B or B2C. If you're a startup or an established brand. If your budget is $1,000 or $100,000.

This framework works.

The 30-Day Campaign Planning Framework

Week 1: Discovery & Strategy (Days 1-7)

Week 2: Content & Copy Planning (Days 8-14)

Week 3: Build & Test (Days 15-21)

Week 4: Pre-Launch & Launch (Days 22-30)

Let me walk you through each week.

Week 1: Discovery & Strategy (Days 1-7)

This is where most people skip steps. Don't.

Day 1-2: Define the Goal (Get Specific)

Not "increase sales." Not "get more leads."

Specific. Number. Measurable. Real.

Examples:

• "Generate 500 qualified leads for our sales team"

• "Drive 10,000 website visits"

• "Achieve 3% conversion rate on product launch landing page"

• "Sell 200 units of the new product"

Your North Star metric. Write it down. This is what success looks like.

Here's the mistake most people make: They have multiple goals.

Pick one primary goal. Yes, you might have secondary goals (brand awareness, email list growth). But have ONE thing you're optimizing for.

Why? Because every campaign decision flows from this goal. Your budget allocation flows from it. Your channel selection flows from it. Your creative direction flows from it.

If you optimize for everything, you optimize for nothing.

Action: Write your goal in one sentence. Be specific.

Day 3-4: Understand the Audience (Get Crystal Clear)

Who exactly are we reaching?

Not "people interested in marketing." Not "businesses looking for solutions."

Specific segments. Detailed profiles.

Ask yourself:

• What's their job title?

• How much do they make?

• What problem are they trying to solve?

• Where do they spend time online?

• What language do they speak?

• What time zone are they in?

• What messaging resonates with them?

This matters. A lot.

I ran the exact same campaign for a SaaS product in Singapore and Melbourne. Same offer. Same copy. Same channels.

The Singapore version flopped. The Melbourne version crushed it.

Why? Because I didn't adapt for the audience. Singaporean professionals wanted data and credentials. Melbourne audiences wanted personality and relatability.

I adapted the messaging for Week 2 campaigns. Never made that mistake again.

Action: Write detailed profiles for your ideal customers. If you have multiple customer types, create a profile for each.

Day 5-6: Budget & Resource Allocation (Get Real)

How much money are we working with?

And who's actually going to do the work?

Budget breakdown:

Let's say you have $10,000. Here's how I typically allocate it:

• Paid ads (Google, Facebook, LinkedIn): 50-60%

• Content creation (copywriting, design): 20-30%

• Tools & software (email platforms, analytics, landing pages): 5-10%

• Contingency (things break, you need to adjust): 10-15%

This changes based on your channels. But the principle stays: Allocate strategically, not randomly.

Resource allocation:

Who's doing what?

• Who's writing copy?

• Who's creating design/video?

• Who's managing the campaigns once they're live?

• Who's tracking metrics?

Be realistic. If it's just you, you need templates and systems. You can't create everything from scratch solo.

Action: Write down your budget by category. Write down who's responsible for each role.

Day 7: Channel Selection (Choose Strategically)

Here's how I choose channels:

1. Where is your audience?

If you're targeting B2B tech executives: LinkedIn.

If you're targeting Gen Z: TikTok, Instagram.

If you're targeting busy professionals: Email + LinkedIn.

If you're selling physical products: Instagram, Facebook, Pinterest.

Your audience tells you where to be.

2. What's your budget?

Some channels need minimum spend to work. Facebook ads can work with $500/month. LinkedIn ads need at least $1,500/month to get meaningful data.

3. What's your timeline?

SEO takes months. Paid ads work immediately. PR takes weeks. Email is fast.

If your campaign is 30 days, you can't rely on SEO. You need channels that show results quickly.

4. What assets do you have?

Do you have an email list? Use email.

Do you have a social following? Use social.

Do you have content? Use organic channels.

Starting from zero? Paid channels are faster.

Channel combinations that work:

For B2B (lead generation):

• LinkedIn ads + email to existing list + content marketing

• LinkedIn ads + webinar + follow-up email sequence

For B2C (consumer products):

• Instagram/Facebook ads + email + influencer partnerships

• TikTok ads + Instagram + retargeting

For SaaS (trials/signups):

• Google ads (keywords) + email + content

• Facebook/Instagram ads + email + free trial offers

For Local businesses:

• Google Local + email list + partnerships

• Facebook ads (local targeting) + email

Pick the combination that matches your goal, audience, and budget.

Action: Write down the 2-3 channels you'll focus on. Justify each one.

Week 2: Content & Copy Planning (Days 8-14)

Now that you know who you're reaching and where you're reaching them, it's time to figure out what to say.

Day 8-9: Map the Customer Journey (The Big Picture)

People don't go from "I've never heard of you" to "Please take my money" in one step.

There are stages:

Awareness: "I have a problem"

Consideration: "What are my options?"

Decision: "Which option is best?"

Each stage needs different messaging.

Awareness stage messaging: Educate. Show you understand their problem. Build credibility.

Consideration stage messaging: Compare. Show why you're different. Add social proof.

Decision stage messaging: Urgency. Remove objections. Make it easy to buy.

I'll use an email marketing tool as an example:

Awareness: "Most email templates are ugly and don't convert. Here's what to look for in a good email platform."

Consideration: "Here are the top 5 email platforms compared. Here's why ours is different."

Decision: "You're overthinking this. Here's exactly why you should choose us. Special offer: Try free for 30 days."

Map this out for your campaign. What does each stage need?

Day 10-11: Content Inventory (List Everything)

What content needs to be created for this campaign?

Make a complete list:

• Landing page copy

• Email copy (how many emails?)

• Ad copy (headlines, body, CTAs)

• Social media captions

• Video scripts (if applicable)

• Blog posts (if applicable)

• Graphic designs

• Any other assets

Don't skip this. Every asset should be listed.

Example for a product launch:

• 1 landing page

• 1 product video script

• 5 ad variations (test different angles)

• 3 email sequences (welcome, reminder, last chance)

• 10 social posts

• 2 blog posts

• 5 graphics/hero images

This forces you to see the full scope. And it helps you communicate with your team.

Day 12-13: Write the Copy (The Foundation)

Start here: Write the landing page first.

Why? Because everything else flows from it.

Your landing page is your main pitch. It's where everything points to. Once your landing page is locked in, everything else becomes easier.

Then write:

1. Email sequence (usually 3-5 emails)

2. Ad copy (multiple variations to test)

3. Social captions (consistent message, different angles)

Landing page structure that works:

• Headline (hook that stops the scroll)

• Subheadline (clarifies what you do)

• Problem statement (show you understand them)

• Solution (your offer)

• How it works (3-4 simple steps)

• Benefits (what they'll get)

• Social proof (testimonials, numbers, credibility)

• Objection handling (FAQ or common concerns)

• Strong CTA (buttons, not buried)

Email sequence structure:

Email 1: The Hook + Lead Magnet (if applicable)

Email 2: The Story + Social Proof

Email 3: The Call to Action (soft sell)

Email 4: The Objection Handler (if applicable)

Email 5: The Last Chance (urgency)

Ad copy:

• Headline (powerful statement or question)

• Body (benefit-focused, not feature-focused)

• CTA (specific action: "Claim your spot" vs "Learn more")

Day 14: Creative Brief for Your Team

If you're working with designers, video editors, or other creators, give them a clear brief.

The creative brief should include:

• Campaign goal (what are we trying to achieve?)

• Target audience (who is this for?)

• Key message (what's the main point?)

• Brand guidelines (fonts, colors, tone)

• Specific deliverables (what exactly do you need?)

• Dimensions/specs (banner sizes, video length, etc.)

• Style examples (link to designs you like)

• Due dates (when do you need it?)

• Revision process (how many rounds of feedback?)

The more specific you are, the better work you'll get. Vague briefs lead to vague work.

Action: Write your creative brief. Be specific.

Week 3: Build & Test (Days 15-21)

You've planned. Now it's time to build.

Day 15-16: Technical Setup (The Boring But Critical Stuff)

• Set up landing page (Unbounce, Leadpages, WordPress, whatever you use)

• Set up email platform (Mailchimp, ConvertKit, ActiveCampaign)

• Create ad accounts (Facebook, Google, LinkedIn)

• Install tracking pixels (Facebook pixel, Google Analytics)

• Set up UTM parameters (so you know which traffic comes from where)

• Create conversion tracking (so you know what converts)

This is tedious. But if you skip it, you won't know if your campaign is actually working.

UTM parameters example:

www.yoursite.com/?utm_source=facebook&utm_medium=ad&utm_campaign=product_launch

This tells you exactly where the traffic came from.

Day 17-18: Asset Creation

Your designers and copywriters are working now. You're reviewing and approving.

Budget time for revisions. Never assume the first draft is the final draft.

Give feedback that's specific:

• "The headline feels too generic" (specific problem, not just "I don't like it")

• "Can we make this more conversational?" (direction for improvement)

• "Show examples like X" (concrete suggestion)

Day 19-20: Campaign Build in Platforms

Now you're uploading everything.

Ad campaigns in Facebook/Google/LinkedIn.

Landing page goes live (but not promoted yet).

Email sequences are loaded into your email platform.

Social posts are scheduled.

Keep everything in draft mode. Don't launch yet.

Day 21: Quality Assurance (Check Everything)

This is your final checkpoint before launch.

QA Checklist:

•  All links work on both desktop and mobile

•  Forms submit without errors

•  Thank you pages load correctly

•  Email sequences trigger at the right times

•  Tracking pixels fire correctly

•  Copy has no typos

•  All CTAs are clear

•  Mobile experience looks good

•  Load times are fast

•  Payment processing works (if applicable)

Test it all yourself. Then have someone else test it.

One broken link or missing image can tank your campaign.

Week 4: Pre-Launch & Launch (Days 22-30)

Day 22-25: Soft Launch (Test at Scale)

Don't go all-in on day one.

Launch to a small portion of your audience first. Usually 10-20% of your full budget.

Why?

If something is broken, you'll catch it now. Not after you've wasted your entire budget.

Monitor closely:

• Are people clicking?

• Are people converting?

• Are there errors?

• Is copy resonating?

Adjust quickly. If something isn't working, pause it. If something is working, note what it is.

Day 26-27: Full Launch

Okay, it's working. Now launch at full scale.

Activate all channels. All budgets. All campaigns.

Announce across email, social, partnerships – anywhere your audience is.

Monitor the first 48 hours closely.

Be ready to pause something if it breaks. Have someone assigned to monitoring metrics every few hours.

Day 28-30: Optimization Phase

The campaign is live. Now you optimize.

Daily checks:

• Pause underperforming ads

• Scale winners (increase budget on what's working)

• Monitor conversion rates

• Check for any errors or issues

• Respond to leads/inquiries quickly

Small tweaks that matter:

• Adjust audience targeting (exclude people who aren't converting)

• Adjust bid amounts (if the platform allows)

• Pause high-CPA keywords/audiences

• Test different ad copy (some variations will outperform)

Don't overhaul everything. Small tweaks compound into big results.

Post-Campaign: Measurement

After the 30 days are done, measure what happened.

Metrics that matter:

• Impressions: How many people saw it?

• Click-through rate (CTR): Of people who saw it, how many clicked? (typically 1-5%)

• Cost per click (CPC): How much did each click cost?

• Conversion rate: Of people who clicked, how many converted? (typically 1-10%)

• Cost per acquisition (CPA): How much did each customer cost?

• Return on ad spend (ROAS): For every $1 spent, how much revenue came back?

• Overall ROI: Total revenue minus total spend divided by total spend

Example:

Spent: $5,000Revenue: $15,000ROI: ($15,000 - $5,000) / $5,000 = 2.0 or 200%

For every dollar spent, you made $3 revenue.

How This Adapts Across Markets

The framework is the same everywhere. The execution changes.

Central Asia & Emerging Markets:

• Longer decision cycle (build more consideration content)

• Relationship matters more (personalize outreach)

• Price sensitivity is higher (test different price points)

• Timing: Business hours are when people work (schedule campaigns accordingly)

Middle East (Dubai):

• Formal tone performs better (less casual language)

• Credentials matter (show proof early)

• Community/family resonates (frame benefits that way)

• Mobile-first (most traffic is mobile)

South Asia:

• Data and logic drive decisions (lead with numbers)

• Security/trust concerns (address them directly)

• Payment options matter (local methods work better than credit card only)

• Timing: Peak hours are different (adjust campaign scheduling)

Australia/Western Markets:

• Authenticity matters (people want to connect with real humans)

• Casual tone works (be conversational)

• Personality drives decisions (show who you are)

• Mobile and desktop equally important

The framework doesn't change. The messaging and timing do.

Common Mistakes I See

1. Not defining a clear goal

You end up optimizing for everything and achieving nothing.

2. Rushing the planning phase

"We'll figure it out as we go." No. Plan it all first.

3. Skipping QA

A broken link costs more than the time spent testing.

4. Launching too big too fast

Soft launch first. Always.

5. Not tracking properly

You can't optimize what you don't measure.

6. Trying too many channels at once

Master 2-3 channels. Then expand.

7. Changing everything mid-campaign

Give campaigns time to run. Changes take time to show results.

Your Action Steps

This week:

1. Define your next campaign goal (specific number)

2. Map your audience (detailed profile)

3. Allocate your budget by channel

4. Choose your 2-3 channels

Next week:

5. Map your customer journey

6. Create your content inventory

7. Write your landing page copy

8. Write your email sequence

Week 3:

9. Build everything in platforms

10. QA everything twice

11. Soft launch

Week 4:

12. Full launch

13. Optimize daily

14. Measure results

That's it.

30 days. 14 steps. One complete campaign.

It works. I've tested it across four countries, multiple industries, and every budget size.

The framework is timeless. The execution adapts.

What campaigns are you planning? I read every comment and reply to every email.

thezhanakhmetalim@gmail.com or connect on LinkedIn