marketing-toolkit

name

marketing-toolkit

description

Comprehensive marketing skill covering CRO, copywriting, email sequences, growth engineering, launch strategy, and customer research. Use when the user needs help with marketing strategy, writing marketing copy, conversion rate optimization, landing page optimization, email campaigns, social media content, pricing strategy, launch plans, customer research, A/B testing, referral programs, or growth tactics. Trigger for any marketing-related task including writing ads, creating content calendars, analyzing funnels, or planning campaigns.

Marketing Toolkit

Foundation-first marketing skill covering strategy, copy, conversion, and growth.

Foundation: Product-Marketing Context

Before any marketing work, establish context:

1. Product/Service: What do you sell? What problem does it solve?
2. Target Customer: Who buys this? Demographics, psychographics, pain points
3. Unique Value Prop: Why choose you over alternatives?
4. Market Position: Premium, mid-market, budget? Niche or broad?
5. Current Channels: Where do customers find you today?
6. Business Goals: Revenue target, growth rate, key metrics?

Copywriting

Headlines

• Problem-agitate: "Tired of [pain point]?"
• Benefit-driven: "[Desired outcome] in [timeframe]"
• Social proof: "Join [number] [people] who [achieved result]"
• Curiosity gap: "The [unexpected thing] about [topic]"

Landing Page Structure

1. Hero: Headline + subheadline + CTA + hero image
2. Problem: Describe the pain the visitor feels
3. Solution: How your product solves it
4. Social Proof: Testimonials, logos, case studies, numbers
5. Features/Benefits: What they get (benefits > features)
6. Objection Handling: Address common concerns
7. CTA: Clear, specific action with urgency

Email Sequences

Welcome Sequence (5 emails)

1. Welcome + Quick Win (Day 0): Deliver immediate value
2. Story (Day 1): Your origin story, why you built this
3. Value (Day 3): Educational content, build trust
4. Social Proof (Day 5): Case study or testimonial
5. Offer (Day 7): Clear CTA to convert

Cold Email

Subject: [Specific observation about their business]

Hi [Name],

I noticed [specific thing about their company/role].

[One sentence about what you do and the result].

[Specific, relevant social proof - one line].

Would it make sense to [specific low-commitment ask]?

[Name]

Ad Copy Framework (PAS)

• Problem: Call out the specific pain
• Agitate: Make them feel the cost of inaction
• Solution: Present your product as the answer

Conversion Rate Optimization (CRO)

Page CRO Checklist

• Single, clear CTA above the fold
• Value proposition in first 5 seconds
• Social proof near the CTA
• Form fields minimized (ask only what's needed)
• Mobile-optimized experience
• Loading speed under 3 seconds
• Trust signals (security badges, guarantees, testimonials)
• No distracting navigation on conversion pages

Signup Flow CRO

• Reduce steps (ideal: 1-2 steps)
• Use progressive profiling (ask more later)
• Show progress indicators for multi-step
• Pre-fill where possible
• Offer social login options
• Show what happens after signup

Pricing Page CRO

• Anchor with highest plan first (or highlight recommended)
• Use odd pricing ($49 vs $50)
• Show annual savings prominently
• Feature comparison table
• FAQ section below pricing
• Money-back guarantee

A/B Testing Framework

1. Hypothesis: "If we [change], then [metric] will [improve] because [reason]"
2. Metric: Primary KPI + guardrail metrics
3. Sample Size: Calculate minimum for statistical significance
4. Duration: Run for at least 2 full business cycles
5. Analysis: Statistical significance > 95%, practical significance matters too

Growth Engineering

Referral Program Design

• Incentive structure: Two-sided rewards (giver + receiver both benefit)
• Timing: Ask for referral after customer achieves first success
• Friction: One-click sharing (pre-written messages, unique links)
• Tracking: Attribution system for referral source

Launch Strategy

Pre-Launch (4-6 weeks before)

• Build waitlist with landing page
• Create teaser content on social media
• Reach out to potential early adopters personally
• Prepare launch assets (screenshots, demo video, press kit)
• Line up beta testers and early reviews

Launch Week

• Day 1: Product Hunt / Hacker News launch
• Day 1-3: Email all waitlist in batches
• Day 1-7: Social media blitz (different angles daily)
• Day 3: First case study / use case post
• Day 7: Wrap-up post with results, next steps

Post-Launch (2-4 weeks after)

• Collect and publish testimonials
• Write detailed case studies
• Address common objections in content
• Iterate on messaging based on customer feedback

Content Marketing

• Pillar content: Comprehensive guides (2000+ words) targeting high-volume keywords
• Cluster content: Supporting articles linking back to pillars
• Distribution: Share each piece across 5+ channels
• Repurposing: One long-form piece becomes tweets, LinkedIn posts, email, slides

Customer Research

Interview Framework

1. Context: "Tell me about your role and what you're working on"
2. Problem discovery: "What's the hardest part about [task]?"
3. Current solutions: "How do you handle [problem] today?"
4. Impact: "What happens when [problem] isn't solved?"
5. Desired outcome: "In an ideal world, how would this work?"

Survey Design

• Max 5-7 questions for completion rates
• Use rating scales (1-5) for quantitative data
• Include one open-ended question for qualitative insights
• Segment responses by customer type/stage
• Close with NPS or CSAT question

Social Media Content

Post Types (80/20 Rule)

• 80% Value: Educational, entertaining, thought-provoking
• 20% Promotional: Product updates, offers, CTAs

Content Calendar Template

Day	Platform	Type	Topic	CTA
Mon	LinkedIn	Educational	Industry insight	Comment
Tue	Twitter	Thread	How-to guide	Follow
Wed	Blog	Long-form	Pillar content	Subscribe
Thu	LinkedIn	Case study	Customer story	DM
Fri	Twitter	Engagement	Question/poll	Reply