Write down the business problem first
Do not begin by asking which platform to use. Define the problem: a new product receives too few relevant enquiries, existing leads progress slowly, or content production is inconsistent. Then clarify the audience, target market and time your team can invest. Turn the ambition into an observable outcome, such as enquiries from suitable buyers, rather than pursuing reach alone.
Choose a measurable scope
Limit one experiment to a primary audience, a clear message and a manageable set of channels. Record a baseline and define what counts as a relevant enquiry, qualified lead or demo booking. Where channel definitions differ, establish a mapping first; views and sales opportunities cannot be compared directly.
Agree on the review and the next decision
Before starting, assign an owner, budget ceiling, content reviewer and review date. Examine both outcome and process: was the plan followed, was the message clear, and did the next step work? If results are weak, identify the constraint before choosing to adjust, observe longer or stop. Do not automatically increase the budget.
Before you start
Confirm one clear business question, one primary audience, one measurement framework, one execution owner and one review point.
Using this guide
This guide is a reference for working methods. Apply it according to your business situation, platform rules and the actual scope of authorisation.