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Marketers have a lot of responsibilities and a lot of different areas to focus on, so it can be hard to keep track of everything all at once. As a result, some marketers have used playbooks to centralize their marketing strategies.
Marketing playbooks are essential guidelines for successfully carrying out specific marketing strategies. They are compiled to help marketers develop more efficient and effective plans.
What is a Marketing Playbook?
A marketing playbook is a collection of strategies and tactics that outline your organization's approach to marketing. A playbook is a guide for everyone in your company to understand how your marketing efforts work together and support the bottom line.
A marketing playbook aims to bring all the moving pieces of your marketing strategy together. It's an essential resource for anyone who works with marketing at your company, from the CEO to the newest intern. And, it is an organized way to present all of the critical information you need to make key business decisions — in one place.
A Well-Drafted Marketing Playbook Will:
- Show the Big Picture of What the Marketing Team Will Accomplish Throughout the Year.
- Define Your Organization's Unique Brand Voice and Messaging.
- Outline How You'll Build Your Audience and Generate Leads.
- Assign Ownership of Each Tactic to Specific Team Members.
Now, coming to the billion-dollar question, "Why do You Need a Marketing Playbook?"
The goal of a Marketing Playbook is to help your organization adapt, coordinate, communicate and develop marketing initiatives that will meet your organizations' goals.
A marketing playbook should be a living document that the entire team uses to make informed decisions about the direction and growth of an organization. It is not an academic exercise that gets locked away in a file cabinet. A marketing playbook should be referenced, updated regularly, and a directional guide for anyone with marketing responsibilities. It is a strategic document that outlines how your team will execute and manage your promotional activities. And it's the reference point for all team members, and it should include the processes and workflows you'll use to accomplish your goals.
So what are some of the things you should include in your playbook?
A list of your target audience. Who are you selling to? How old are they? Are they male or female, and what do they value most in life? What are their greatest fears and aspirations?
Outline the strategy for each tactic. For example, if you plan to use social media, what social networks will you use? Who's responsible for creating content and scheduling posts? What is your quality threshold for content? Which tools will you use to schedule posts and measure performance? Scroll down as we look at the top slides to include in your marketing playbook.
Slide 1: The Cover Slide
The title slide in SlideTeam's marketing playbook has a captivating image that aligns with the theme. This slide mentions the objective of this presentation, which is "Marketing Playbook," along with the company name.
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Slide 2: Agenda of Marketing Playbook
This is an integral part of a marketing playbook. After all, you want the audience, especially your employees, to know how to create this document. SlideTeam's agenda slide highlights two main agendas, and you can edit them as per your requirement.
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Slide 3: Table of Contents
The Table of Contents slide is a great way to overview the key areas you will cover in your playbook, and this helps ensure that readers can quickly navigate through the content and find the information they want. You can also use this slide to highlight a particular page or section within your playbook, serving as both a navigation tool and a landing page for readers.
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Slide 4: Product Vision For Informing and Inspiring Key Stakeholders
The Product Vision slide sets the tone for the rest of the playbook and its content. It lets key stakeholders know what's to come in your playbook and gives them a reason to continue reading. It's also an excellent opportunity to get everyone on the same page and aligned around what you're trying to achieve with your product marketing efforts.
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Slide 5: Addressing Account-Based Marketing Strategy and Tactics
Account-based marketing (ABM) combines people, processes, and technology that allows you to take a strategic, targeted approach to your marketing efforts. The main goal of ABM is to identify target accounts or opportunities that are critical to your business's success and develop the right messaging and content to help move them through the buyer's journey. An ABM strategy should be highly customized and personalized to each account because you are marketing to decision-makers. This slide explains the whole addressing account-based marketing strategy and tactics.
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Slide 6: Editorial Calendar for Releasing Right Content
A content calendar helps organize the publication schedule of content across different platforms such as social media, websites, newsletters, etc. This slide can be used to plan content distribution based on the events or holidays or simply based on the company's milestones. You can also use it to generate ideas and prepare content around them. It also helps you determine who will be responsible for creating this content and what resources they will need.
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Slide 7: Assessment Sheet For Measuring Content Performance
This slide is a great way to show the effectiveness of the content produced. It measures the performance based on various metrics, including conversion rates, click-through rates, bounce rates, and time spent on site. An important thing to consider while preparing this slide is to keep it as simple as possible. The audiences are likely not to be familiar with all the terms used in technical jargon. In such cases, using graphs and charts can help you demonstrate your points quickly.
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Slide 8: Gap Analysis Sheet For Improving Overall Marketing Efforts
A Gap Analysis Sheet is a document that compares the current state of your business to your desired state. It shows you where you need to be and where you are now. It will show you what skills your employees need, what kind of work environment enhances their performance, and how much money you need to invest in the company to reach your goals. A Gap Analysis Sheet is important because it helps you figure out how to get from point A (where you are) to point B (where you want to be).
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Let's Wind Up
Whether an entrepreneur or a freelancer, you need a marketing playbook. Drawing up a marketing plan and executing it effectively can be challenging if you don't have it. A marketing plan would cover various things and help you reach your business goals in a specific period. Download Marketing Playbook drafted by SlideTeam by becoming a member.
