Marketing Strategy Playbook (20 min video)
How To Create Effective Marketing Strategy Playbook
Published in
3 min readJul 27, 2018
Marketing playbook consists of:
1. Customer profile
- Pains
- Behaviors
- Roles in the buying process
- Day in life
- Current technology stack
- Current feelings and perceptions
- Type of problems (active, passive, latent)
- Values (functional, business, individual, inspirational)
- Triggers, Ability, Motivations to buy
- Who are the influencers?
- What do they read? Who do they follow? What newsletters do they subscribe to?
2. Brand Story
- Big Change (Economic, Technology, Social)
- Winners and Losers
- Promise Land that shows your audience the ideal future
- Enemy or what prevents the customer from reaching promise land now
- Magic Gifts that help you address the enemy
- Evidence that proof your point point
3. Strategic Messaging
- Top-tier messaging (WHY, HOW, WHAT)
- 25/50-words description
- Tagline or Slogan
- Value statements
4. Customer Acquisition process
- What are the steps in the customer acquisition process?
- What is the first action you want your user/prospect to achieve?
- When a customer is nurtured and how?
- What are the stages of the sales process?
5. Content Strategy & Distribution
- Content creation process
- Content schedule and topics
- Evergreen vs Newsjacking (or timely content)
- Content mix: Awareness + Educational, Sales Enablement, Training
- Address customer objections with content
- Release one big piece of content every 2/3 months
- Create a distribution plan
- Sell problem with the content and not your solution
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