How to use your Marketing Strategy Deck
Think of the deck as your marketing toolbox—each card is a tool you can use. But the best strategy is built using only the tools the craftsman really needs to get the job done; the rest can stay in your toolbox for another time.
Building a marketing strategy is easier than ever
Step 1
Any good marketing strategy starts with a goal. Pull out the goal cards that correspond to what you want to do and write your goals on them (use pencil so you can reuse the cards). My advice is to set 1-3 goals.
Step 2
If you want to plan a campaign (think: marketing push), pull out the cards that represent the campaign(s) you want to plan. My advice is to look 1-2 quarters ahead so you save yourself from a last-minute scramble.
Step 3
Based on what you are good at, comfortable with or have resources for, pull out the cards for the marketing channels you want to use. The key is to be selective—only pick what you can commit to!
Step 4
The next step is to pick your tactics; these are the pieces of content or in-person experiences you are going to create. Again, the key is to be selective!
Step 5
Now it’s time to play with your pacing (read: how often you are going to do things).
Step 6
Arrange and rearrange your cards to represent your strategy (what you are going to do, where, how often, and towards what goal). You can build a general strategy or focus in on what you need.
Doing things on the fly is not a strategy.
Use your deck to plan your main marketing strategy for the year, what you’re doing next month or an upcoming push for bookings. Most of all—use your deck to gain confidence about the time, money, and effort you’re putting into marketing your business.
