How to Create a Marketing Playbook that Builds on What Already Works

In the fast-paced world of marketing, staying ahead of the curve can feel like an uphill battle. The constant influx of new technologies and trends can make it challenging to develop a strategy that truly resonates with today’s ever-changing and discerning consumers. 

As a digital marketing company, we understand the struggle and are here to share our secret sauce – a marketing playbook that combines proven strategies with cutting-edge approaches. Let’s dive in!

First, We Need to Talk About the Shift in Consumer Behavior

To create an effective marketing playbook, it’s crucial to acknowledge the seismic shift in consumer habits. The pandemic, economic stress, and inflation have caused a significant decline in brand loyalty. According to a recent Mirakl study, a staggering 89% of shoppers worldwide now prioritize value over brand loyalty, with only 17% remaining committed to trusted brands regardless of price. 

Additionally,, consumers’ attention spans have reached an all-time low. Kantar’s research reveals a growing aversion to ads, with two-thirds of consumers either skipping them or paying to avoid them. Additionally, 48% of consumers have already resorted to ad blockers, while a bold 45% simply confess to not watching ads at all. 

So, how do we capture the fleeting attention of these elusive consumers?

Let’s discuss. 

How to Build a Marketing Playbook 

Make Videos (we promise it works)

Videos provide a format for companies to show expertise, build brand awareness and are more likely to grab (and retain!) viewer’s attention than lengthy text.

Why? Videos condense complex messages into digestible and entertaining snippets. They allow businesses to convey their value proposition, showcase products or services, and tell compelling stories in a visually captivating manner. 

Focus on Storytelling

Forget the hard sell – focus on content that educates, entertains, or solves a problem. Authenticity and personalization are your best friends here – they’re the secret sauce for forging real, lasting connections.

Leverage Multichannel Marketing for Maximum Impact

To create a successful marketing playbook, embrace the delicate balance of incorporating both traditional and digital channels. Multichannel marketing allows you to reach consumers through various touchpoints, maximizing your brand’s visibility and impact.

Audit your current marketing channels and strategies. Identify the ones that consistently deliver results and explore new avenues that align with your brand’s objectives. Leverage a mix of channels such as social media campaigns, mobile apps, in-person experiences, influencer collaborations, and personalized email marketing. Tailor your approach to meet your audience where they are and provide consistent messaging across channels.

Tailor Strategies to Your Brand’s Identity

Remember, there is no one-size-fits-all solution in marketing. Each brand has its unique audience and goals. To create a powerful marketing playbook, tailor your strategies to align with your brand’s identity and purpose.

Define your brand’s mission, values, and objectives clearly. Conduct client interviews to gain insights into your target audience’s preferences, behaviors, and media consumption habits. Use this information to shape your marketing strategies and messaging to connect authentically with your audience.

Test, Measure, and Adapt

Creating a marketing playbook is an ongoing process. Continuously test and measure the effectiveness of your strategies to refine and adapt your approach.

Establish clear metrics and KPIs to evaluate the performance of your marketing channels. Regularly monitor the results and analyze the data to identify areas of improvement. Use A/B testing to experiment with different approaches and optimize your tactics based on real-time feedback.

Marketing: It’s What We Do Best

The goal of an outsourced digital marketing agency is to understand your business and your brand voice to then let the world know how awesome you are.

We start every engagement with a Brand Storytelling Session where we identify your unique brand voice. Then, our team uses bi-weekly client calls, Monday emails, and content calendars to make sure you know what’s happening, always.

We have monthly reporting where we let you know what the return on investment that you’re getting is from your relationship with us.

Of course, there’s always a team member available to you just a call, email, or even text away. Not to toot our own horn, but we’ve been told on multiple occasions that our bi-weekly calls are their favorite calls!

Happy with the direction we’re headed in? We’ll keep running that way. Want to tweak something? More than happy to adjust.

We’ll bring you fresh ideas from our kick*** creative team from a relationship built on trust. Because that’s the beauty of digital marketing.

For those who are interested in learning more about the difference between outsourced marketing and in-house marketing, read on here.