Brand without performance has no proof.
In today's high-churn, attention-deficit digital world, siloed marketing doesn’t scale.
A full-funnel marketing framework that maps creative, channel, and messaging strategy to stages of consumer journey is a must.
Essentially, every marketing action needs to make the funnel stronger & efficient - from smaller cone to bigger to a cylinder!!
Here's my playbook based on my experience in "#D2C with Offline" brands :
👉Top of the funnel
- Brand building content for awareness & discovery should be always-on; derive what to say from brand, category, consumer & why your brand exists!
- Use as much short form video as much possible for awareness; statics for information dissemination (offers/launches).
- Social Media to share ur POV around:
--Business (eg. sale),
--Category (eg. seasonality),
--Brand (eg. whats ur why & usp?),
--Community (eg. why should u be part of this exciting group),
--Topical trends (eg. barbie pink)
- PR can multiply reach like crazy; leverage industry/geography occasions over obvious brand ones
-Plan Events around business (launches, community) to drive SOV & baselines
-Language (along with offline) is a big lever in India; go regional & vernac if you want to grow beyond 100 Cr ARR
👉Middle of the funnel
-CLM marketing (PNs, email, Whatsapp) are good owned tools for lead nurturing with consideration content
-Well defined CLM consumer journeys with event based nudges (post website visit, post store visit, post test drive) is a must to optimise ROI
- SEO rich Blogs, YT, Content & PR partnerships with aggregators really help in building consideration.
-YT long-form education repository is a big under-leveraged tool.
-Build consideration content from organic search keywords + user comments + testimonials/slice of life
-Retail Footprint is a Middle+Bottom funnel channel; plan for what u r saying there (facades, connected TVs, collaterals, sales pitch)
👉Bottom of the funnel
-Link sales processes to high quality lead flow for faster conversions (inside sales calls, allocation to stores)
-Focussed BTL activation + regional influencers trumps pure perf mktg in T3+ towns.
-Affiliates work well in categories where aggregators are key sources of consideration-content (eg auto)
-Testimonials & Influencer videos work well for performance video ads
-Use remarketing aggressively for leads in various drop off funnels (cart abandoned, >avg lead-lifetime)
-Disciplined FOMO works in BOF to drive sales; making it predictable hurts baselines.
Thats it for now. More later.
🙏Would love to learn from your experiences too or if something doesn't resonate? Share.
#marketing #performancemarketing #brand #retail #playbook
