SOCIAL MEDIA

ASSIGNMENT

ID:#338551
 INDEX

Cover Page……………………………………………………………………………………….

Buyer Persona for Clickup………….……………………………………………………………

Sales Funnel & Customer Journey………………………………………………………………

3 campaigns with Ads……………………………………………………………………………

3 Segmentations …………………………………………………………………………………

KPIs………………………………………………………………………………………………

Budget Estimations……………………………………………………………………………

Conclusions ………………………………………………………………………………………

Bibliography ………………………………………………………………………………………

1
1.1 Buyer Persona

Brief of Buyer Persona : John Collins is a tech savvy senior project manager with so much running
on his plate. He strives at being a perfectionist but the huge work load he manages sometimes
backfires on him and causes frustrations especially with deadlines, budgets and organization.
ClickUp would definitely provide a permanent solution to him and have an extra huge added value
to how he runs his operations especially with all the extra features ClickUp has to offer.

2
2.1 Sales funnel

Here above is a representation of the journey that potential customers go through on the way to
purchase. This funnel defines the journey from awareness to action. Main reasons to why
implementing a sales funnel is very important are:

1- Creates customers through involving the targeted segments in a set of steps which may
result in them being customers.

2- Creates referrals when satisfied customers refer the service to individuals that may have
not been originally in the target audience

3- Monitors and tracks each step of the process to have a better understanding about how it
is going. Useful feedback is created when the customer goes from one step to the other in
the funnel.

4- Helps company focus efforts on a specific group of prospects. This makes the whole
process of converting the targeted audience members to customers way easier.

3
2.2 Customer Journey

4
3.1 Campaigns

Campaign 1 Improve your Business with ClickUp

Objective Clicks and Reach
Duration 50 days
Platform YouTube and LinkedIn
Location United Kingdom
Daily Budget 713.34 $
Total Budget 35,667 $

Campaign 2 Sign up for free now

Objective Lead Generation
Duration 45 days
Platform Youtube and LinkedIn
Location United Kingdom
Daily Budget 792.6$
Total Budget 35,667$

Campaign 3 Let’s get down to Business

Objective Conversion
Duration 30 days
Platform YouTube and LinkedIn
Location United Kingdom
Daily Budget 1,189$
Total Budget 35,667$

Please note that campaign objectives and explanations are below in the segmentation section.

5
4.1 Segmentation

Campaign Objective Clicks and Reach

Audience type Fixed
Occupation All Industries
Age 18-60
Placement Automatic Placements
Language English

A. The first segmentation aims at expanding ClickUp awareness through the market in
general since ClickUp is a program that can be beneficial and add value to all of its users,
ranging from personal individual use and all the way to teams of 1000+ people. This
segmentation and campaign focuses on getting the brand recognized and gaining a wide
deal of potential customers through ads and word of mouth to further more expand reach
to potential customers that may not have been reached in our target audience.

Campaign Objective Lead generation

Audience type Custom audience
Occupation Tech savvy individuals and
entrepreneurs
Age 20-50
Placement Automatic Placements
Language English

B. The second segmentation and campaign aims at developing leads through the capture of
interest of the targeted audience. Lead generation is very important and offers benefits to
both the buyer and the seller. Lead generation also increases the accuracy in targeting
desired customers and that leads to increase in sales and profit ratios. That is why the
chosen targeted audience here are tech savvy individuals and entrepreneurs who are less
likely to have a certain belief that such softwares are complicated and difficult to use.
Knowing and understanding the value of such methodology is more likely to increase
conversion.

6
 Campaign Objective Conversion
Audience type Custom audience
Occupation Business owners and
managers
Age 25-60
Placement Automatic placements
Language English

C. The third segmentation and campaign aims at increasing our conversion rates and this
occurs when our targeted recipients perform a well desired action by the company such as
making their first initial purchase. Business owners and managers have a great deal of
added values which will all lead to better organization, efficiency and effectiveness. This
is what every manager and business owner basically demands and thrives for.

5.1 Ad pages & Mockups

5.2 – YouTube and LinkedIn Mockups for Campaign 3 : Lets Get Down To Business
(Conversion)

7
5.3 - LinkedIn and YouTube Mockup Campaigns: Sign up for free now

5.4 – LinkedIn and YouTube Mockup Campaigns: Improve your business with ClickUp
(Awareness)

8
6.1 KPIS

6.2 KPI to consider for YouTube Ads

Youtube KPIS will be divided into 3 main categories based on views, click performance and
engagement.

1. Views: corresponds to the number of times the video has been seen
View rate is associated with the number of times the ad is shown in comparison to the number
of engagements it receives.
Avg. Cost-per-view CPV is the average paid whenever someone engages or views the full ad .

2. Click performance
Clicks help us better understand what is interesting to people by monitoring the number people
have clicked on the advertised content
Click-through rate (CTR) are clicks received / ads shown

3. Engagement performance
Engagement rate is the number of engagements your ad receives (for example, clicks on card
teasers and icons) divided by the number of times it’s shown, given as a percentage.

Video viewership to help us understand the extent of interest of viewers. For example, one
viewer may view 25% of the add while another may view the full ad.

YouTube engagement

Earned actions such as subscribers to your page, views on other content and likes and shares.

9
6.3 KPIs to consider for LinkedIn:

1. Engagement Rate

This will help us to know what works the most with our targeted audience. That is done by
monitoring all interactions such as comments, follows and clicks.

2. Click-Through Rate

By keeping an eye on how on content that gets the highest click through rates it becomes easier
to convert.

3. Follower Demographics

In order to gather the biggest amount of information possible about our target audience. This
would help us to know more about the consumer profile and have a deeper better understanding
to target him even better.

4. Cost-Per-Conversion

These KPIS help us understand what clicks or impressions alone can’t. These KPI’s tell us
exactly what the cost of a conversion of an add wa

Estimations of KPIS are all presented in the below table

7.1 Budget & Estimations

To conclude, if everything goes according to plan and our estimations and KPIs are accurate the
company will generate a good deal of profit considering the annual membership is 144$ and we
are selling a total of 10,000 Licenses which amount to a revenue of 1,440,000 $ while our
campaigns costs amount to 107,000

10
Bibliography:

Abbamonte, K. (2021, August 26). The 17 essential YouTube Kpis for measuring & growing
your channel: Databox blog. Databox. Retrieved June 24, 2022, from
https://databox.com/youtube-kpis

Bech, H. P. (2021, March 16). Market segmentation fundamentals in the software industry - 2.
LinkedIn. Retrieved June 20, 2022, from https://www.linkedin.com/pulse/market-
segmentation-fundamentals-software-industry-2-bech

Ben BillsonDevourer of chicken wings. Enjoyer of good copy. Can be found doing freelance
content marketing from time to time. (2022, May 11). Lead generation: A guide to B2B
strategies for 2021 and Beyond. Outfunnel. Retrieved June 21, 2022, from
https://outfunnel.com/lead-generation/

Google. (n.d.). Measure YouTube campaign performance - market finder by google. Google.
Retrieved June 22, 2022, from
https://marketfinder.thinkwithgoogle.com/intl/en/guide/how-to-make-great-video-
campaigns-1/

K., A. (n.d.). 7 key metrics to track the success of your linkedin sponsored updates. LinkedIn.
Retrieved June 23, 2022, from
https://www.linkedin.com/business/marketing/blog/measurement/measuring-linkedin-
campaign-performance-6-simple-tips-checklist

Storm, M. (2022, May 5). YouTube AD benchmarks: What to track with your YouTube ads.
WebFX. Retrieved June 24, 2022, from https://www.webfx.com/blog/marketing/youtube-
ad-benchmarks/

ClickUp™ | One app to replace them all. (n.d.). Retrieved June 24, 2022, from
https://clickup.com/

11