A Complete Marketing Strategy In 3 Minutes

Summary

The framework for social brand building and business development focuses on creating specific consumer segmentations, often 40 to 50 cohorts, and understanding platforms. After defining the brand's objective, businesses select relevant platforms (Instagram, Facebook, Twitter) and align content with the right audience. Continuous feedback, both qualitative and quantitative, is essential to fine-tune strategies. The creative process evolves based on data, eliminating ineffective segments and doubling down on successful ones. The ultimate goal is to use consumer intent and sentiment, not traditional strategies, to guide brand efforts, ensuring continuous optimization.

Takeaways

• 💡 Build a brand based on clear objectives and core values.
• 🧩 Develop 40 to 50 detailed consumer segmentations, not just a few, to target specific cohorts effectively.
• 🌍 Examples of segmentations include niche groups such as 18-22 year-old males into esports in Bangladesh or 40-45 year-old moms interested in high fashion in Malaysia.
• 📱 Understand the platforms and culture, identifying which platforms work best for your brand's strategy.
• 📊 Allocate resources to platforms efficiently; for example, Instagram, Facebook, and TikTok, with an understanding of where underpriced opportunities lie, like Facebook Reels.
• 🚀 After identifying your framework and platforms, begin creating and posting content based on that structure.
• 🔍 Employ a Post-Creative Strategist (PCS) to evaluate qualitative feedback while analytics teams focus on quantitative results to enhance strategy.
• 🤖 Gradually optimize the strategy like a machine, getting smarter with each iteration by analyzing consumer feedback, intent, and engagement.
• 📈 For retail brands, use media strategies like holdout clusters to measure growth, while DTC brands can rely on direct data insights.
• 🔄 Continuously adjust and refine your consumer cohorts based on real-time data; for example, eliminate segments that don't resonate or double down on those that show unexpected interest.

Q & A

What is the first step in building a social brand and business according to the speaker?

The first step is understanding what the brand stands for and identifying the business objectives.

How many consumer segmentations does the speaker suggest creating, and why?

The speaker suggests creating 40 to 50 consumer segmentations to target very specific consumer cohorts, such as 18-22 year old males in Bangladesh interested in esports or 40-45 year old moms in Malaysia with an affinity for high fashion.

What comes after identifying the consumer cohorts in the framework?

After identifying the consumer cohorts, the next step is understanding the platforms and cultural relevance. This involves selecting the appropriate platforms for engagement, such as Instagram, Facebook, Twitter, etc.

Why does the speaker believe brands should be present on all platforms?

The speaker believes brands should be on all platforms because each platform offers unique opportunities for engagement. However, budget constraints often limit brands from doing so.

What is a ‘Post Creative Strategist’ (PCS) and what is their role?

A Post Creative Strategist (PCS) is responsible for analyzing qualitative feedback on content performance, helping to optimize the strategy based on consumer reactions.

What data does the analytics and media team analyze, and how is it used?

The analytics and media team analyzes quantitative data (e.g., black-and-white metrics like sales or engagement) to measure performance and drive decisions in optimizing the content strategy.

How does the team get smarter through the process according to the speaker?

The team gets smarter by continuously learning from the qualitative and quantitative feedback, making the entire process more efficient like a 'half-pregnant AI,' improving creative decisions over time.

How do brands that sell in retail stores measure the success of their campaigns?

Brands that sell in retail stores measure success by running media campaigns against hold-out clusters to prove incremental growth in retail sales.

What happens if a consumer cohort is not performing well?

If a consumer cohort is not performing well, such as Malaysian moms aged 40-45, the cohort is eliminated from the strategy, allowing the team to focus on more effective segments.

How does virality influence the creative brief?

When content goes viral or over-indexes, it becomes a proxy for creating future creative briefs. This process allows the team to focus on what resonates with consumers rather than relying solely on strategists.