Running Marketing Campaigns

Marketing Campaign Execution

Plan, execute, and measure digital marketing campaigns across content, social, email, and analytics.

Contents

• Quick Start
• Domain Reference Guide
• Scripts
• Workflow Decision Tree
• Multi-Domain Queries
• Campaign Validation Checklist
• Persona Adaptation
• Boundaries

Quick Start

Generate UTM Parameters

Source: where traffic originates (google, facebook, newsletter)
Medium: how it arrives (cpc, email, social, organic)
Campaign: initiative name (spring-sale-2025, product-launch)

Format: lowercase, hyphens, no spaces
Input: "Spring Sale 2025" → Output: "spring-sale-2025"
Input: "Q1 Launch Campaign" → Output: "q1-launch-campaign"

Example: ?utm_source=linkedin&utm_medium=social&utm_campaign=q1-launch

Create Email Sequence

1. Welcome (immediate): Set expectations, deliver promised value
2. Value (day 2-3): Best content or quick win
3. Engagement (day 5-7): Encourage reply or action
4. Offer (day 10): Clear CTA with incentive

Plan Content Calendar

Essential fields: Title, Target keyword, Funnel stage (TOFU/MOFU/BOFU), Format, Owner, Publish date, Distribution channels.

Check Campaign Performance

Primary metrics by channel:

• Email: Open rate (43% avg), CTR (2% avg), Conversion rate
• Social: Engagement rate, Reach, Click-through
• Paid: ROAS, CPA, CTR
• Content: Traffic, Time on page, Conversions

Domain Reference Guide

Scripts

Python utilities for campaign automation:

Script Quick Reference

Generate and validate UTMs:

# Generate UTM parameters
python scripts/utm_tools.py generate -s facebook -m paid-social -c spring-2025

# Build complete tracking URL
python scripts/utm_tools.py build -u https://example.com -s email -m newsletter -c q1-launch

# Validate existing URL
python scripts/utm_tools.py validate -u "https://example.com?utm_source=email&utm_medium=cpc"

# Batch process from CSV
python scripts/utm_tools.py batch -f campaigns.csv -u https://example.com -o tracking.csv

# Check GA4 channel mapping
python scripts/utm_tools.py ga4-check -s facebook -m paid-social

Check brand compliance:

# Full compliance check
python scripts/brand_checker.py check --file marketing_copy.txt

# Check readability score
python scripts/brand_checker.py readability --text "Your marketing copy here"

# Find banned words
python scripts/brand_checker.py banned --file email_draft.txt

# Full audit with JSON output
python scripts/brand_checker.py full-audit --file campaign.txt --output report.json

Workflow Decision Tree

What does the user need?

Creating or planning content?
├─ Yes → content-strategy.md
│        • Topic clusters, pillar pages
│        • Content calendars (annual/quarterly/weekly)
│        • TOFU/MOFU/BOFU mapping
│        • Repurposing workflows
└─ No ↓

Platform-specific social guidance?
├─ Yes → social-media.md
│        • Instagram, LinkedIn, TikTok, X, Facebook
│        • Posting cadence and timing
│        • Algorithm priorities
│        • Engagement benchmarks
└─ No ↓

Email campaigns or sequences?
├─ Yes → email-marketing.md
│        • Welcome, drip, re-engagement sequences
│        • Subject line optimization
│        • Segmentation strategies
│        • Deliverability requirements
└─ No ↓

UTM parameters or tracking URLs?
├─ Yes → utm-tracking.md + scripts/utm_tools.py
│        • Parameter formatting rules
│        • Naming conventions
│        • GA4 channel alignment
│        • Dynamic parameters for ads
│        • Batch URL generation
└─ No ↓

Analytics, metrics, or reporting?
├─ Yes → analytics-measurement.md
│        • KPIs by channel
│        • GA4 configuration checklist
│        • Attribution models
│        • ROI formulas
└─ No ↓

Product launch or go-to-market?
├─ Yes → gtm-tools.md
│        • SOSTAC, RACE, AARRR frameworks
│        • Launch campaign structure
│        • Positioning methodology
│        • Marketing tool selection
└─ No ↓

Brand voice, tone, or messaging?
├─ Yes → brand-guidelines.md + scripts/brand_checker.py
│        • Voice dimension matrix
│        • This-but-not-that chart
│        • Messaging framework
│        • Terminology standards
│        • Compliance checking
└─ No ↓

SEO or search engine optimization?
├─ Yes → seo-optimization.md
│        • Technical SEO (crawling, indexing, speed)
│        • On-page SEO (titles, headers, content)
│        • Content SEO (E-E-A-T, topic clusters)
│        • Link building strategies
│        • Core Web Vitals
└─ No ↓

AI visibility, GEO, or chatbot optimization?
├─ Yes → geo-optimization.md
│        • Generative Engine Optimization (GEO)
│        • LLMO (Large Language Model Optimization)
│        • AEO (Answer Engine Optimization)
│        • ChatGPT, Perplexity, AI Overviews visibility
│        • Content structure for AI citation
└─ No → Clarify the specific marketing need

Multi-Domain Loading Order

For requests spanning multiple domains, load references in priority order:

Campaign Validation Checklist

Before launching any campaign, verify:

Strategy

• Target audience clearly defined
• Campaign goals documented with baseline metrics
• Success criteria established (KPIs + targets)
• Timeline and milestones set

Tracking

• UTM parameters validated (lowercase, hyphens, no spaces)
• GA4 channel alignment confirmed
• Conversion tracking tested
• Attribution model selected

Content

• Brand voice checklist completed
• No banned words or unsubstantiated claims
• Readability score acceptable (60+ Flesch)
• CTA clear and actionable

Technical

• Email sequences tested in preview
• Links verified working
• Mobile responsiveness checked
• Analytics tracking confirmed

Persona Adaptation

Beginner signals: Asks "what is," "how do I," "why should I," unfamiliar terminology, requests explanations. → Provide concept context before tactics. Explain frameworks. Offer templates.

Experienced signals: Uses correct terminology, asks for benchmarks, requests templates, mentions specific tools. → Skip fundamentals. Provide benchmarks, templates, advanced tactics directly.

Boundaries

In scope:

• Campaign strategy and planning
• Content calendars and topic clusters
• Social media tactics and scheduling guidance
• Email sequences and copy frameworks
• UTM parameter generation and governance
• Marketing analytics and KPI frameworks
• Go-to-market planning and positioning
• Marketing tool recommendations
• Brand voice and messaging frameworks
• Copy compliance checking
• SEO optimization (technical, on-page, content, E-E-A-T)
• GEO/AI visibility optimization (ChatGPT, Perplexity, AI Overviews)

Out of scope (suggest alternatives):

• Paid ad campaign management (bid strategies, audience targeting)
• CRM workflow implementation
• Website design/development
• Brand identity design (logos, colors, visual design)
• PR and media relations
• General copywriting (not campaign-specific)

Clarify before proceeding:

• "Help with marketing" → Which domain?
• "Improve my ads" → Creative/copy (in scope) or campaign management (out of scope)?
• "Analytics setup" → Marketing analytics or general web analytics?
• "Brand guidelines" → Voice/messaging (in scope) or visual identity (out of scope)?