marketing-campaign-management

What this skill does

# Marketing Campaign Management

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.



Comprehensive marketing framework combining campaign execution, strategy, psychology, and proven tactics.

## Quick Reference

| Situation | Use This Skill For |
|-----------|-------------------|
| Campaign planning/execution | Campaign Workflow |
| Content strategy | Content & SEO |
| Applying psychology | Behavioral Principles |
| Generating ideas | 140 Tactics |
| GTM strategy | Strategic Frameworks |

---

## Part 1: Campaign Execution

### Campaign Workflow

1. **Strategy** — Define goals, audience, positioning
2. **Planning** — Content calendar, channels, timeline
3. **Creation** — Assets, copy, creative
4. **Execution** — Launch, distribute, promote
5. **Measurement** — Track, analyze, optimize

### UTM Parameters

```
Source: where traffic originates (google, facebook, newsletter)
Medium: how it arrives (cpc, email, social, organic)
Campaign: initiative name (spring-sale-2025, product-launch)

Format: lowercase, hyphens, no spaces
Example: ?utm_source=linkedin&utm_medium=social&utm_campaign=q1-launch
```

### Content Calendar

Essential fields:
- Title
- Target keyword
- Funnel stage (TOFU/MOFU/BOFU)
- Format
- Owner
- Publish date
- Distribution channels

---

## Part 2: Marketing Psychology

### Foundational Thinking Models

| Model | Application |
|-------|-------------|
| **First Principles** | Don't copy competitors, ask "why" repeatedly |
| **Jobs to Be Done** | Focus on outcomes, not features |
| **Pareto Principle** | 80% results from 20% effort |
| **Inversion** | Ask "what would guarantee failure?" |
| **Theory of Constraints** | Find the bottleneck before optimizing |

### Buyer Psychology

| Bias | Marketing Application |
|------|---------------------|
| **Confirmation Bias** | Align with existing beliefs |
| **Mere Exposure** | Consistent presence builds preference |
| **Social Proof** | Show customer counts, testimonials |
| **Scarcity** | Limited-time offers (when genuine) |
| **Anchoring** | Show higher price first |
| **Loss Aversion** | Frame as what they'll lose |
| **Endowment** | Free trials create ownership |

### Persuasion Principles

| Principle | Application |
|-----------|-------------|
| **Reciprocity** | Give value before asking |
| **Commitment** | Small steps lead to bigger ones |
| **Authority** | Expert endorsements, credentials |
| **Liking** | Relatable spokespeople |
| **Unity** | Shared identity, insider language |

### Pricing Psychology

| Technique | Application |
|-----------|-------------|
| **Charm Pricing** | $99 vs $100 |
| **Rule of 100** | % off under $100, $ off over |
| **Good-Better-Best** | Three tiers, middle is target |
| **Mental Accounting** | "$1/day" vs "$30/month" |

---

## Part 3: The 140 Tactics

### Content & SEO

- Programmatic SEO (build pages at scale)
- Keyword clustering
- Content repurposing
- Glossary marketing
- Knowledge base SEO
- Parasite SEO (high-authority platforms)

### Free Tools & Engineering

- Side projects as marketing
- Calculators and generators
- Chrome extensions
- Microsites
- Importers (from competitors)
- Public APIs

### Paid Advertising

- Facebook/Instagram Ads
- Google Ads (brand, competitor, category)
- LinkedIn Ads (B2B targeting)
- Podcast advertising
- YouTube ads
- Retargeting

### Social & Community

- Community building
- Reddit marketing
- LinkedIn personal branding
- X/Twitter presence
- Short-form video (TikTok, Reels)
- Engagement pods

### Email Marketing

- Welcome sequences
- Onboarding emails
- Reactivation/win-back
- Founder emails
- Newsletters

### Partnerships

- Affiliate programs
- Integration marketing
- Newsletter swaps
- Expert networks
- Reseller programs

### Product-Led Growth

- One-click registration
- In-app upsells
- Viral loops
- Free migrations
- Contract buyouts

### Launches & Promotions

- Product Hunt
- Early access pricing
- Black Friday
- Lifetime deals
- Giveaways

---

## Part 4: Strategic Frameworks

### SOSTAC

- **S**ituation — Where are we now?
- **O**bjectives — Where do we want to be?
- **S**trategy — How do we get there?
- **T**actics — What specific actions?
- **A**ction — Who does what?
- **C**ontrol — Did we get there?

### AIDA

- **A**ttention — Capture eye
- **I**nterest — Build curiosity
- **D**esire — Create want
- **A**ction — Get conversion

### RACE

- **R**each — Build awareness
- **A**ct — Drive engagement
- **C**onvert — Achieve goals
- **E**ngage — Retain customers

---

## Part 5: Channel Strategies

### Email Marketing

**Sequence Structure:**
1. Welcome (immediate): Set expectations, deliver value
2. Value (day 2-3): Best content or quick win
3. Engagement (day 5-7): Encourage reply
4. Offer (day 10): Clear CTA

**Metrics:**
- Open rate: 43% avg
- CTR: 2% avg
- Conversion rate

### Social Media

| Platform | Best For | Content Type |
|----------|----------|--------------|
| LinkedIn | B2B | Thought leadership |
| Twitter/X | Tech, news | Threads, insights |
| Instagram | B2C, visual | Stories, Reels |
| YouTube | Tutorials | Educational |

### SEO

**On-Page:**
- Title tags (50-60 chars)
- Meta descriptions (150-160 chars)
- H1-H6 hierarchy
- Keyword in first 100 words
- Internal linking

**Technical:**
- Core Web Vitals
- Mobile-friendly
- Sitemap.xml
- Robots.txt

---

## Part 6: Brand & Messaging

### Tone Guidelines

**Be Human, Not AI:**
- Write like a helpful colleague
- Avoid buzzwords (revolutionary, game-changing, seamless)
- Skip filler words (basically, essentially, simply)
- No excessive punctuation

**Emoji Policy:**
- Maximum ONE emoji per piece
- Use only when it adds clarity

### Feature → Benefit Framework

```
What It Does:
[Feature description]

The Benefit:
[Outcome] — so you can [user benefit].

Why It Matters:
- [Feature detail], which means [benefit]
```

---

## Part 7: Campaign Validation

### Pre-Launch Checklist

- [ ] Target audience clearly defined
- [ ] Campaign goals with baseline metrics
- [ ] Success criteria (KPIs + targets)
- [ ] UTM parameters validated
- [ ] Conversion tracking tested
- [ ] Brand voice compliance checked
- [ ] CTA clear and actionable
- [ ] Links verified working
- [ ] Mobile responsive

### Performance Metrics

| Channel | Key Metrics |
|---------|-------------|
| Email | Open rate, CTR, conversion |
| Social | Engagement, reach, clicks |
| Paid | ROAS, CPA, CTR |
| Content | Traffic, time on page, conversions |
| SEO | Rankings, organic traffic |

---

## Part 8: Stage-Based Recommendations

### Pre-Launch

- Waitlist referrals
- Early access
- Product Hunt prep
- Community building

### Early Stage

- Content, SEO, community
- Founder-led sales
- Organic social

### Growth Stage

- Paid acquisition
- Partnerships
- Events

### Scale Stage

- Brand building
- International expansion
- Acquisitions

---

## Part 9: Questions to Ask

When developing strategy:

1. What's your product and who's your target customer?
2. What's your current stage and main growth goal?
3. What's your marketing budget and team size?
4. What have you already tried that worked or didn't?
5. What are your competitors doing?

---

## Common Mistakes

1. **Chasing every channel** — Double down where you hav