The 6 Questions

• Who are our target audiences/clients?
• What are they looking for?
• Where are they looking (for us)?
• When are they looking for us?
• Why would they choose us?
• How do we want them to engage with us?

A campaign is the strategy and execution that answers and implements the above

Fleshing this out:

• Who are our target audiences/clients? ⇒ (job title, jobs to be done)
• What are they looking for? ⇒ (what is their problem?)
• Where are they looking (for us)? ⇒ (which channels?)
• When are they looking for us? ⇒ (researching? ready to buy?)
• Why would they choose us? ⇒ (how do we solve their problem?)
• How do we want them to engage with us? ⇒ (sales process eg buy, book meeting)

Credit: Michael Port