• Strategy is defining the problem you are trying to solve and the plan to get there
• Many people put strategy on the backburner
• Without strategy, it's hard to know if what you are doing is successful
67 Lessons on Marketing Strategy
Inspired by the conversation between @mkobach and @rachelmercer
Notes 👇
• Strategy is defining the problem you are trying to solve and the plan to get there
• Many people put strategy on the backburner
• Without strategy, it's hard to know if what you are doing is successful
• Strategy is like running
• You can't just start running
• You need to decide where you are going to run to and if you have the stamina to get there
• Strategy is the rock, pebbles, and sand in a jar story
• Is it the new shiny object (eg. TikTok) a rock?
• Or is it unnecessary and just taking up space you don't have?
https://t.co/1E9hqC3q1R
• Strategy is the foundation for which success can spring from
• The strategy is the GPS, the destination is tactics
• No right way to do strategy
• Discovery Phase: Figure out the lay of the land, what channels are we using, what are competitors doing?
• Audit: Where you are now and where you need to go
• Create from to statements (eg. silo to cohesive strategy)
• An organization construct to organize your thinking at any point in time
• Examples SWOT & Simon Sinek Why
• Brand, Purpose, Mission
• Strategy is the overarching plan
• Tactics are actions that support that plan
• Strategy Example: we are targeting 18-25 y/o that we are tech-savvy
• Tactic Example: we will do it on TikTok, create content and do podcast sponsorships
• Strategist: where it should live and why we need to create it
• Tactic: Creating the ideas and assets for the content
• Creating a strategy and executing on the tactics is like curling
• Strategy is launching the stone
• Tactics are sweeping it to the target
• Social media is constantly changing
• Most brands are focused on engagement
• That is usually the wrong strategy b/c their messaging is inconsistent and not thematic
• Social is cheaper historically
• It's easier to test because you can hyper-target and gelocate
• KPIs are immediate compared to traditional channels
• Social media strategy is a way to achieve marketing strategy
• We are living digital-first lives (more people consume digital content than traditional content)
• It's a living strategy (eg. Covid-19 shifted strategy)
• What are you trying to achieve?
• Someone should follow us because of X
• This dictates what channels to use
• Tailor to the culture of the industry and channels
• Industries are diff (eg. Spirits vs Financial Services)
• Channels are diff (eg. memes on TikTok are constantly changing)
• Strategists are modern-day anthropologists
• Strategists bridge authenticity and culture
• It's possible to only do organic, but rare
• Don't use traditional metrics such as views to measure organic
• One example of a measurable ROI is perception of trust
• Organic typically needs to be supported by paid
• @steak_umm is a brand that does very good organic
• They are the exception to the rule
• Brands need to wean off filing feed
• Content needs to drive or fuel conversations
• Content is best when it's consistent
• The two go hand in hand
• It's possible to have a social strategy without a marketing strategy, though not the norm
• Glossier is an example of a brand that was a social-first strategy
• Follow @JuiceboxCA
• He added value to a niche network by curating social ads
• Have a unique POV
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How to destroy your competition with Cold Email
Want numbers like this?
I am going to show you exactly how to GUARANTEE your cold emails will convert.
// THREAD //
First, I am going to show you the structure of a killer cold email.
---
{{Quick Question about Company_Name}} <-- Subject line
Hey {{Name}}, [[first line}} <-- individual personalization is key
We just helped ___, a business like yours, do x in y days <-- Case study
I'm 100% certain we can do something similar for you.
Do you have time for a call this week? <-- CTA
--------
Let's break this down.
Our main goal is to not sound automated. (even though it was in a way)
How do we do that?
Highly Personalized First Lines.
We have their:
- Company Name
- First Name
- LinkedIn Profile
I use https://t.co/cotgiyqqLE to scrape this. (not aff)
The better the first line, the better the cold email will convert.
We need 10/10 first lines.
A good offer + a bad first line = 60% open & 8% reply rate
A good offer + a 10/10 first line = 80% open & 20% reply rate
Run the numbers.
Want numbers like this?
I am going to show you exactly how to GUARANTEE your cold emails will convert.
// THREAD //
First, I am going to show you the structure of a killer cold email.
---
{{Quick Question about Company_Name}} <-- Subject line
Hey {{Name}}, [[first line}} <-- individual personalization is key
We just helped ___, a business like yours, do x in y days <-- Case study
I'm 100% certain we can do something similar for you.
Do you have time for a call this week? <-- CTA
--------
Let's break this down.
Our main goal is to not sound automated. (even though it was in a way)
How do we do that?
Highly Personalized First Lines.
We have their:
- Company Name
- First Name
- LinkedIn Profile
I use https://t.co/cotgiyqqLE to scrape this. (not aff)
The better the first line, the better the cold email will convert.
We need 10/10 first lines.
A good offer + a bad first line = 60% open & 8% reply rate
A good offer + a 10/10 first line = 80% open & 20% reply rate
Run the numbers.
Copywriting is a superpower.
Learn it and you can sell just about anything.
Use these 7 threads to master copywriting in the next 5 min 🧵
1. How to Write like an
2. 13 ways Apple Persuades Readers With Their
3. Master Business
4. 8 Timeless Copywriting Tips From David
Learn it and you can sell just about anything.
Use these 7 threads to master copywriting in the next 5 min 🧵
1. How to Write like an
Curious about how a company with a $1.6+ trillion market-cap writes persuasive copy?
— Alex Garcia \U0001f50d (@alexgarcia_atx) April 11, 2021
Use these 7 tips to write like an Amazonian \U0001f9f5 pic.twitter.com/tKLAxyUCVb
2. 13 ways Apple Persuades Readers With Their
Curious how a company with a $2+ trillion market-cap writes persuasive copy?
— Alex Garcia \U0001f50d (@alexgarcia_atx) April 26, 2021
Here are 13 ways Apple persuades readers with its copywriting \U0001f9f5
3. Master Business
Want to master business writing?
— Alex Garcia \U0001f50d (@alexgarcia_atx) April 16, 2021
You should.
Top business ppl like Jeff Bezos, Warren Buffett, and Sherly Sandberg have mastered the art of business writing.
One Bezos shareholder letter and you'll notice it.
It can be taught.
Give me 5 min \U0001f9f5
4. 8 Timeless Copywriting Tips From David
50 Marketing Threads That Will Teach You More Than Any Marketing Class \U0001f9f5
— Alex Garcia \U0001f50d (@alexgarcia_atx) May 9, 2021
25 Marketing Threads That Will Teach You More Than Any Marketing Class 🧵
1. 10 Marketing Lessons From Steve Jobs That Every Marketer Must Know
2. The Ad Campaign That Changed Advertising Forever
3. How Absolut Vodka Went From 2% Market Share to 50% With One Ad Campaign
4. Why Jeff Bezos named his online bookstore,
1. 10 Marketing Lessons From Steve Jobs That Every Marketer Must Know
10 Marketing Lessons From Steve Jobs That Every Marketer Must Know \U0001f9f5
— Alex Garcia \U0001f50d (@alexgarcia_atx) March 18, 2021
2. The Ad Campaign That Changed Advertising Forever
Volkswagen's "Think Small\u201d campaign quickly went from a head-scratcher to one that would change advertising forever.
— Alex Garcia \U0001f50d (@alexgarcia_atx) March 19, 2021
It took a small foreign object, crafted by Hitler, to America\u2019s most popular automobile.
By 1972, the VW Beetle became the best-selling car.
Here's the story \U0001f9f5 pic.twitter.com/Hu2s7zAJ3m
3. How Absolut Vodka Went From 2% Market Share to 50% With One Ad Campaign
Absolut Vodka launched a print ad campaign in 1981 that was so successful, they ran it for the next 25 years.
— Alex Garcia \U0001f50d (@alexgarcia_atx) March 20, 2021
By the end of it, Absolut Vodka went from a 2.5% market share to over 50%.
These 5 reasons made Absolute Vodka a global phenomenon \U0001f9f5 pic.twitter.com/vPblbvtNsx
4. Why Jeff Bezos named his online bookstore,
Amazon wasn't always Amazon.
— Alex Garcia \U0001f50d (@alexgarcia_atx) March 22, 2021
Jeff Bezos originally had trouble finding the right word to name the now trillion-dollar empire.
A few registered domains, a dictionary, and an interesting comparison made Amazon the perfect name.
Here's the quick backstory behind it \U0001f9f5 pic.twitter.com/trTKUMGQCR
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THREAD PART 1.
On Sunday 21st June, 14 year old Noah Donohoe left his home to meet his friends at Cave Hill Belfast to study for school. #RememberMyNoah💙
He was on his black Apollo mountain bike, fully dressed, wearing a helmet and carrying a backpack containing his laptop and 2 books with his name on them. He also had his mobile phone with him.
On the 27th of June. Noah's naked body was sadly discovered 950m inside a storm drain, between access points. This storm drain was accessible through an area completely unfamiliar to him, behind houses at Northwood Road. https://t.co/bpz3Rmc0wq
"Noah's body was found by specially trained police officers between two drain access points within a section of the tunnel running under the Translink access road," said Mr McCrisken."
Noah's bike was also found near a house, behind a car, in the same area. It had been there for more than 24 hours before a member of public who lived in the street said she read reports of a missing child and checked the bike and phoned the police.
On Sunday 21st June, 14 year old Noah Donohoe left his home to meet his friends at Cave Hill Belfast to study for school. #RememberMyNoah💙
He was on his black Apollo mountain bike, fully dressed, wearing a helmet and carrying a backpack containing his laptop and 2 books with his name on them. He also had his mobile phone with him.
On the 27th of June. Noah's naked body was sadly discovered 950m inside a storm drain, between access points. This storm drain was accessible through an area completely unfamiliar to him, behind houses at Northwood Road. https://t.co/bpz3Rmc0wq
"Noah's body was found by specially trained police officers between two drain access points within a section of the tunnel running under the Translink access road," said Mr McCrisken."
Noah's bike was also found near a house, behind a car, in the same area. It had been there for more than 24 hours before a member of public who lived in the street said she read reports of a missing child and checked the bike and phoned the police.
