A Twitter thread by Amanda.

67 Lessons on Marketing Strategy

Inspired by the conversation between @mkobach and @rachelmercer

Notes šŸ‘‡

What is Strategy?

ā€¢ Strategy is defining the problem you are trying to solve and the plan to get there
ā€¢ Many people put strategy on the backburner
ā€¢ Without strategy, it's hard to know if what you are doing is successful

What is Strategy? (Part 2)

ā€¢ Strategy is like running
ā€¢ You can't just start running
ā€¢ You need to decide where you are going to run to and if you have the stamina to get there

What is Strategy? (Part 3)

ā€¢ Strategy is the rock, pebbles, and sand in a jar story
ā€¢ Is it the new shiny object (eg. TikTok) a rock?
ā€¢ Or is it unnecessary and just taking up space you don't have?

https://www.developgoodhabits.com/rock-pebbles-sand/ ā€¦

What is Strategy (Part 4)

ā€¢ Strategy is the foundation for which success can spring from
ā€¢ The strategy is the GPS, the destination is tactics
ā€¢ No right way to do strategy

Create Your First Strategy

ā€¢ Discovery Phase: Figure out the lay of the land, what channels are we using, what are competitors doing?
ā€¢ Audit: Where you are now and where you need to go
ā€¢ Create from to statements (eg. silo to cohesive strategy)

Frameworks

ā€¢ An organization construct to organize your thinking at any point in time
ā€¢ Examples SWOT & Simon Sinek Why
ā€¢ Brand, Purpose, Mission

Strategy and Tactics

ā€¢ Strategy is the overarching plan
ā€¢ Tactics are actions that support that plan

Strategy and Tactics (Part 2)

ā€¢ Strategy Example: we are targeting 18-25 y/o that we are tech-savvy
ā€¢ Tactic Example: we will do it on TikTok, create content and do podcast sponsorships

Strategy and Tactics (Part 3)

ā€¢ Strategist: where it should live and why we need to create it
ā€¢ Tactic: Creating the ideas and assets for the content

Strategy and Tactics (Part 3)

ā€¢ Creating a strategy and executing on the tactics is like curling
ā€¢ Strategy is launching the stone
ā€¢ Tactics are sweeping it to the target

Social Media Strategy

ā€¢ Social media is constantly changing
ā€¢ Most brands are focused on engagement
ā€¢ That is usually the wrong strategy b/c their messaging is inconsistent and not thematic

Social Media Strategy (Part 2)

ā€¢ Social is cheaper historically
ā€¢ It's easier to test because you can hyper-target and gelocate
ā€¢ KPIs are immediate compared to traditional channels

Social Media Strategy (Part 3)

ā€¢ Social media strategy is a way to achieve marketing strategy
ā€¢ We are living digital-first lives (more people consume digital content than traditional content)
ā€¢ It's a living strategy (eg. Covid-19 shifted strategy)

Social Media Strategy (Part 4)

ā€¢ What are you trying to achieve?
ā€¢ Someone should follow us because of X
ā€¢ This dictates what channels to use

Internet Culture Affect Strategy

ā€¢ Tailor to the culture of the industry and channels
ā€¢ Industries are diff (eg. Spirits vs Financial Services)
ā€¢ Channels are diff (eg. memes on TikTok are constantly changing)

Brand Authenticity

ā€¢ Strategists are modern-day anthropologists
ā€¢ Strategists bridge authenticity and culture

Organic Social

ā€¢ It's possible to only do organic, but rare
ā€¢ Don't use traditional metrics such as views to measure organic
ā€¢ One example of a measurable ROI is perception of trust

Organic Social (Part 2)

ā€¢ Organic typically needs to be supported by paid
ā€¢ @steak_umm is a brand that does very good organic
ā€¢ They are the exception to the rule

Organic Social (Part 3)

ā€¢ Brands need to wean off filing feed
ā€¢ Content needs to drive or fuel conversations
ā€¢ Content is best when it's consistent

Creative Strategy

ā€¢ Misnomer of word
ā€¢ Strategy and creative work together
ā€¢ It's a parternship

Social Media Strategy vs. Marketing Strategy

ā€¢ The two go hand in hand
ā€¢ It's possible to have a social strategy without a marketing strategy, though not the norm
ā€¢ Glossier is an example of a brand that was a social-first strategy

How Can You Be Better on Twitter?

ā€¢ Follow @JuiceboxCA
ā€¢ He added value to a niche network by curating social ads
ā€¢ Have a unique POV

Why Do People Share Content?

ā€¢ Strengthen bond with network
ā€¢ Define myself (eg. collective identity)
ā€¢ Status

What Do People Get Wrong About Strategy

ā€¢ People don't view strategy as valuable
ā€¢ They don't understand how it drives business results