marketing-expertise

name	marketing-expertise
description	PhD-level marketing frameworks — brand positioning, E-E-A-T, 7Ps, client acquisition funnel, pricing strategies, social, SEO, content marketing, luxury principles. Multi-industry.
user-invocable	true
allowed-tools	["Read","Glob","Grep","Write"]

Marketing Expertise Skill

Foundational marketing frameworks for every MarketBliss agent — campaign-strategist, brand-narrative, contextual-copywriter, market-intelligence, lifecycle-crm, media-buyer-bidder. Applied across all six industry profiles (B2B SaaS, DTC E-commerce, Professional Services, Regulated, Creative-Production, Advertising-Commercial).

Brand Positioning Framework

Positioning Statement Template

For [target segment] who [unmet need or job-to-be-done],
[brand] is the [category frame of reference] that [primary differentiating benefit].
Unlike [most-credible alternative], we [reason to believe / proof point].

A good positioning statement is mutually exclusive (rules competitors out), collectively exhaustive (covers the buyer's full need), and falsifiable (you could test the differentiator).

Positioning Map (2x2)

Axis	Low end	High end
X	Commodity / volume	Artisan / bespoke
Y	Mass / accessible	Premium / luxury

Plot top 3-5 competitors. Find the empty quadrant. Validate that the quadrant has economic depth (TAM/SAM/SOM check via market-intelligence).

Brand Archetypes (Jung/Mark-Pearson 12)

Archetype	Drive	Voice	Best fit
Creator	Innovation	Visionary, intentional	Creative-Production, Ad-Commercial
Sage	Truth	Authoritative, calm	B2B SaaS, Professional Services
Hero	Mastery	Bold, confident	DTC fitness, B2B challenger brands
Caregiver	Service	Warm, empathetic	Health, Regulated
Ruler	Control	Refined, certain	Luxury DTC, financial services
Magician	Transformation	Inspirational	Wellness, transformation SaaS
Outlaw	Disruption	Rebellious	Challenger DTC, agency-of-record
Lover	Intimacy	Sensual, elegant	Beauty, hospitality
Jester	Joy	Playful	DTC food, consumer apps
Everyman	Belonging	Honest, plain-spoken	Mass retail, community SaaS
Innocent	Purity	Optimistic	Organics, ESG-led brands
Explorer	Freedom	Adventurous	Travel, outdoor DTC

brand-narrative selects archetype during the brief stage and locks it for the campaign.

E-E-A-T Checklist

Google's Experience-Expertise-Authoritativeness-Trustworthiness applies to every public-facing surface (site, ads, social, PR).

Experience

• Real customer outcomes with named entities or anonymized but specific results
• Process / behind-the-scenes content showing actual operating reality
• Time-in-market signal (years founded, customers served, units shipped)
• First-person voice where author is named and bio is linkable

Expertise

• Technical depth in pillar content (white paper / case study / methodology page)
• Author bios with credentials and traceable history
• Specialized vocabulary used correctly and explained for non-specialists
• Original research, data, or proprietary frameworks published

Authoritativeness

• Earned media in recognized outlets (industry trade, mainstream, peer-reviewed)
• Inbound links from authoritative domains (DA 50+)
• Speaking/guest content (podcasts, panels, conferences)
• Reviews and ratings on trusted third-party platforms

Trustworthiness

• Transparent pricing or clear "request a quote" path
• HTTPS, privacy policy, cookie consent (GDPR/CCPA), terms of service
• Verified business profile (Google Business, LinkedIn Company)
• Refund, guarantee, or SLA terms visible
• Regulated industries: license numbers, disclosures, fair-balance statements

7Ps Quick Reference (Multi-Industry)

P	B2B SaaS	DTC E-comm	Professional Services	Regulated	Creative-Production	Ad-Commercial
Product	Platform + integrations	SKU + bundles	Engagement / retainer	Compliant offering	Project deliverable	Campaign + measurement
Price	Tiered seat / usage	Promo + LTV-anchored	Hourly / fixed / value	Reimbursement-aware	Day-rate / project	CPM / CPA / retainer
Place	Self-serve site + sales	DTC site + marketplace	Office + virtual	Channel-of-record	Studio + on-location	Owned + paid + earned
Promotion	Content + paid social + SDR	Paid social + influencer + email	Referrals + thought-leadership	Conservative paid + PR	Reel + portfolio + word-of-mouth	Multi-channel media plan
People	PLG + sales + CS	Brand + community	Senior partner-led	Compliance officer in loop	Director + crew	Account team + planners
Process	Free trial -> qualified -> closed	Discover -> add -> checkout -> retain	Discover -> scope -> contract -> deliver	KYC + audit + sign-off	Brief -> shoot -> post	Brief -> plan -> buy -> measure
Physical Evidence	Product demos, status page	Packaging, unboxing	Case studies, NDAs	Compliance reports	Reels, set photos	Performance reports

Client Acquisition Funnel

AWARENESS  ->  CONSIDERATION  ->  DECISION  ->  RETENTION  ->  ADVOCACY

Funnel Metrics Targets (industry-tuned defaults; profile overrides in profiles/<industry>.yaml)

Stage	Metric	B2B SaaS target	DTC target	Pro Services target
Awareness	Monthly uniques	50k+	200k+	5k+
Awareness	Brand search lift	5%/qtr	10%/qtr	3%/qtr
Consideration	MQL / add-to-cart rate	3-5%	8-15%	2-4%
Decision	MQL->SQL / checkout conv.	25-40%	2-4% (site-wide)	40-60% inquiry->call
Decision	Close / repeat-purchase	20-30%	25-35% LTV	30-50%
Retention	NRR / 90-day repeat	110%+	30%+	40%+
Advocacy	NPS / referral % of new	40+ / 15%	50+ / 10%	60+ / 25%

Pricing Strategy Frameworks

Three-Tier (Good-Better-Best)

Tier	Purpose	Psychology
Entry	Volume + portfolio build	Charm pricing ($197, $297)
Standard	Margin sweet-spot, ~70% mix	Anchored by Premium
Premium	Anchor + halo	Round number, exclusivity cues

Value-Based Pricing

1. Price reflects buyer-perceived ROI, not cost-plus
2. Quantify outcome ("reduces support tickets by 40%")
3. Frame as investment vs alternative-cost
4. Tier by feature gates aligned to buyer segments
5. Never lead with price — lead with outcome

Penetration vs Skimming

• Penetration (low price, fast share): network-effect products, marketplaces, commodity-adjacent DTC
• Skimming (high price, harvest then drop): premium launches, regulated novelty, luxury
• Hybrid: skimming on hero SKU + penetration on entry tier

Social Media Strategy Template

Platform	Primary use	Cadence	KPI
Instagram	Visual storytelling, DTC, creative	5-7 posts/wk + daily story	Engagement rate 3%+
LinkedIn	B2B thought-leadership, recruiting	3-5 posts/wk	Impression-to-engagement 2%+
TikTok	DTC discovery, Gen Z, virality	5-10 posts/wk	View-through rate, FYP hits
X (Twitter)	Real-time, dev/PR, B2B	5-15 posts/wk	Profile click-through
YouTube	Long-form, education, demo	1-2/wk	Avg view duration 50%+
Pinterest	DTC home/beauty/wedding, evergreen	5-15 pins/wk	Saves, outbound clicks

Hashtag tiers (per post): 1-2 broad + 5-7 medium + 3-5 niche + 1 branded.

SEO Audit Checklist (Universal)

• Title tags <60 chars, unique, keyword-led
• Meta descriptions <155 chars with CTA
• H1 single per page, contains primary keyword
• Image alt text descriptive, keyword-aware, not stuffed
• Schema.org markup (Organization + Product/Service/Article)
• Mobile Core Web Vitals: LCP <2.5s, INP <200ms, CLS <0.1
• XML sitemap submitted; robots.txt sane
• HTTPS, canonical tags, hreflang where multi-region
• Internal linking depth <=3 clicks from home
• Backlink hygiene quarterly (disavow toxic)
• Local: NAP consistency, Google Business Profile, citations
• Content freshness signals on pillar pages

Content Marketing Topic Taxonomy

Layer	Purpose	Examples
Pillar	Broad authority, high-volume keyword	"Marketing attribution: complete guide"
Cluster	Mid-volume, supports pillar	"MMM vs MTA: when to use each"
Spoke	Long-tail, conversion-intent	"Bayesian MMM in 30 days"
Thought-leadership	Earn links + authority	Original research, frameworks
Conversion	Decision-stage	Case study, comparison, pricing
Lifecycle	Post-purchase	Onboarding doc, how-to, advanced

Premium / Luxury Brand Principles

1. Exclusivity: gated access, by-application, member-only drops
2. Storytelling: provenance, creator intent, named artisan
3. Quality signals: materials, certifications, heritage
4. Scarcity: numbered editions, capacity caps, waitlists
5. Packaging is product: unboxing as ritual, white-glove logistics
6. Price as quality signal: under-pricing destroys perceived value
7. Restraint in promotion: never discount the hero; create access tiers instead

Research Reference

Full marketing frameworks research: output/research/marketing-frameworks.md (generated by market-intelligence).