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Strategies you will adopt, such as social media marketing, search engine optimization, content marketing, paid advertising
Conversion timelines and budgets
Tools you will use
If you are working with a team, outline the roles and responsibilities of each team member. Define performance metrics that will help you monitor the effectiveness of your plan—more on that later.

2. Understand the customer journey
Typically, the customer journey covers the entire experience of brand discovery, engagement, and ultimately becoming a paying customer and brand advocate.

To understand the customer journey, you first need to visualize the sales funnel, which shows the stages that potential customers can go through until they make a purchase. You should also understand what drives their decisions at each stage. These stages typically include:

Awareness – when they discover a problem or need and seek a solution.
Consideration – when they see potential solutions to a need and realize they need a product or service.
Decision – when they choose a product or service and decide to purchase it.
Retention – when they become repeat customers.
Advocacy – when they promote your brand.
For each stage, determine the specific conversion actions a given customer might take. Let's say you're engineer data a fashion brand, customers in your awareness stage might:

Explore product categories looking for a particular outfit
As you consider your ideal customer journey, consider the types of questions customers might ask at each stage and what they’re trying to achieve. Here’s a representation of what a typical customer journey would look like:

customer journey illustration
Source

Additionally, assign emotions to describe how prospects are likely to feel about their customer experience as they move through the stages. Are they curious, skeptical, or frustrated? See a more detailed example below.