Create a Marketing Playbook

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The summer months are an excellent time for you to regroup and plan. Use the time create a plan for the remainder of the year, research marketing efforts of companies you admire, your competitors and your past efforts. Compile this information into a Marketing Playbook – gather your team to help research and review, odds are you don’t need to reinvent… just recycle and adapt.

Here are a few simple guidelines to get you started:
1) Define a clear purpose for your upcoming Campaigns – Are you hoping to a) Increase sales; b) Improve engagement or 3) Grow your list.

2) Plot a Clear Strategy/ Tactics – For example, to increase sales (cross-sells) we will feature products alongside consumer search results. To improve engagement we will solicit feedback through leading questions and seek customer content. To grow the list we will simplify the sign-up process and make it available on all pages, we will also encourage sign-ups through social media sites.

3) Create Super Campaigns – Create a campaign with a hero offer (something that has done well in the past.) Prominently feature the offer and call to action, list related sub offers and customize the landing page. Use this opportunity to test subject lines, be creative, engaging and apply each appropriately to the selected segments. Try to predict the outcome of these tests and remember to measure carefully.

4) Set Metrics – Define goals for upcoming campaigns – email opens, clicks, conversions… even bounces and unsubscribes. Strive to get your list within these parameters so that you’re constantly monitoring and measuring.

5) Update your Calendar – Revisit the eMarketing Calendar you built earlier this year, have you met the marks? Will you meet the upcoming entries? How can you enhance the remaining campaigns to be a cross channel campaign calendar?

If you need help creating your playbook, just give us a shout – we could orchestrate a Socratic Session to help you engage, inquire, learn and prescribe fixes for your eMarketing efforts.