โข Strategy is defining the problem you are trying to solve and the plan to get there
โข Many people put strategy on the backburner
โข 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 ๐
โข Strategy is defining the problem you are trying to solve and the plan to get there
โข Many people put strategy on the backburner
โข Without strategy, it's hard to know if what you are doing is successful
โข Strategy is like running
โข You can't just start running
โข You need to decide where you are going to run to and if you have the stamina to get there
โข Strategy is the rock, pebbles, and sand in a jar story
โข Is it the new shiny object (eg. TikTok) a rock?
โข Or is it unnecessary and just taking up space you don't have?
https://t.co/1E9hqC3q1R
โข Strategy is the foundation for which success can spring from
โข The strategy is the GPS, the destination is tactics
โข No right way to do strategy
โข Discovery Phase: Figure out the lay of the land, what channels are we using, what are competitors doing?
โข Audit: Where you are now and where you need to go
โข Create from to statements (eg. silo to cohesive strategy)
โข An organization construct to organize your thinking at any point in time
โข Examples SWOT & Simon Sinek Why
โข Brand, Purpose, Mission
โข Strategy is the overarching plan
โข Tactics are actions that support that plan
โข Strategy Example: we are targeting 18-25 y/o that we are tech-savvy
โข Tactic Example: we will do it on TikTok, create content and do podcast sponsorships
โข Strategist: where it should live and why we need to create it
โข Tactic: Creating the ideas and assets for the content
โข Creating a strategy and executing on the tactics is like curling
โข Strategy is launching the stone
โข Tactics are sweeping it to the target
โข Social media is constantly changing
โข Most brands are focused on engagement
โข That is usually the wrong strategy b/c their messaging is inconsistent and not thematic
โข Social is cheaper historically
โข It's easier to test because you can hyper-target and gelocate
โข KPIs are immediate compared to traditional channels
โข Social media strategy is a way to achieve marketing strategy
โข We are living digital-first lives (more people consume digital content than traditional content)
โข It's a living strategy (eg. Covid-19 shifted strategy)
โข What are you trying to achieve?
โข Someone should follow us because of X
โข This dictates what channels to use
โข Tailor to the culture of the industry and channels
โข Industries are diff (eg. Spirits vs Financial Services)
โข Channels are diff (eg. memes on TikTok are constantly changing)
โข Strategists are modern-day anthropologists
โข Strategists bridge authenticity and culture
โข It's possible to only do organic, but rare
โข Don't use traditional metrics such as views to measure organic
โข One example of a measurable ROI is perception of trust
โข Organic typically needs to be supported by paid
โข @steak_umm is a brand that does very good organic
โข They are the exception to the rule
โข Brands need to wean off filing feed
โข Content needs to drive or fuel conversations
โข Content is best when it's consistent
โข Misnomer of word
โข Strategy and creative work together
โข It's a parternship
โข The two go hand in hand
โข It's possible to have a social strategy without a marketing strategy, though not the norm
โข Glossier is an example of a brand that was a social-first strategy
โข Follow @JuiceboxCA
โข He added value to a niche network by curating social ads
โข Have a unique POV
